Spring and summer mark the start of the high season for wine tourism. More visits, more tastings, more experiences… and more sales opportunities.
However, many Spanish wineries still measure the season solely in terms of visitor numbers and sales in their physical shop. What is not always measured is the international potential generated by each visit.
Today, wine tourism is not just an experience. It is a direct gateway to exports.
High season is no longer just local
In recent years, the visitor profile has changed. It is increasingly common to welcome:
- Tourists from the United States
- Visitors from Northern Europe
- Customers from the United Kingdom, Japan or Australia
- Travellers discovering Spanish wine for the first time
The data confirms it. In 2025, 73% of shipments managed outside the European Union grew significantly, consolidating markets such as the USA, Sweden, the United Kingdom, Australia and Japan.
The international visitor is already at your winery. The question is: are you ready to turn them into an international customer?
The mistake many wineries make in spring and summer
During high season, the priority is usually to:
- Manage the flow of visitors
- Offer a memorable experience
- Sell in the physical shop
But something very common happens: tourists buy less than they would really like to.
Why?
- They don’t want to check in luggage with glass bottles
- They are unfamiliar with import procedures
- They don’t want to take risks with transport
- They don’t know whether they can ship wine to their country
The result is a one-off sale. And when the visitor returns to their country, the relationship fades.
International tourists want to buy more (but without complications)
Experience shows that international visitors:
- Want to take home a memory of their trip
- Want to share the wine with friends in their country
- Want to repeat the experience later on
But they need a simple solution.
When the winery offers a clear international shipping option at the time of the visit, the barrier disappears.
Today it is possible to ship wine, olive oil, vinegar or vermouth to private customers in more than 35 countries, with an all-inclusive model that covers collection, packaging, documentation, taxes and tracking.
The experience does not end at the tasting. It ends when the customer receives the wine at home.
How to turn a visit into recurring international sales
The wine tourism season can become an engine for international growth if it is structured correctly.
1️⃣ Offer international shipping as part of the experience
Not as an improvised solution, but as a natural part of the visit.
2️⃣ Simplify the process
Customers don’t want complex forms or uncertainty. They want an immediate, professional solution.
3️⃣ Capture visitor data
Email, country, language. Every visit is an opportunity for a future relationship. You can use our QR code for our app to easily build a database of international customers.
4️⃣ Automate follow-up
A multilingual app such as Move Your Wine, which lets you create shipments in two steps, print labels, track orders and manage payments, makes it much easier to keep the relationship going.
5️⃣ Guarantee a flawless first experience
In 2025, 15,424 bottles were shipped internationally. Specialised logistics and certified packaging are key to making that first purchase the start of many more.
Logistics as part of the wine tourism experience
Many wineries still see shipping as an operational task.
In reality, it is part of the premium experience.
A professional service that includes:
- Specialised, safe packaging
- Document management and advice
- Basic insurance per bottle
- Additional all-risk cover
- Full order tracking
- A tracking and loyalty channel for international customers
Strengthens brand perception and builds trust.
Visitors don’t just remember the tasting. They remember that the wine arrived perfectly at their home weeks later.
Checklist before the wine tourism high season begins
Before spring and summer get under way, it is worth checking:
- Do we clearly communicate that we ship wine internationally?
- Can our team explain it in different languages?
- Is the process quick and simple?
- Do we capture contact details?
- Is there a post-visit strategy?
- Do we make it easy to reorder from the customer’s home country?
If any answer is “no”, there is a clear opportunity for growth.
Turning wine tourism into a real export tool
Wine tourism should not be limited to selling during the visit.
It can become:
- A direct export channel
- A generator of recurring international customers
- A tool for expansion without intermediaries
- A stable source of sales outside the EU
High season comes every year.
The difference lies in how you make the most of it.
Wineries that structure their international strategy during spring and summer not only increase sales at the time, but also consolidate markets for the rest of the year.
