On the outskirts of the Washington, D.C., suburbs, Visit Loudoun, the destination marketing company for Virginia’s Loudoun County, is putting a twist on a timeless marketing classic. As it turns out, Virginia is not just for lovers; it’s also for wine lovers.
By branding itself as “D.C.’s Wine Country,” Loudoun County—with 50 wineries throughout the region—has captured a distinct buzz at a time when meeting attendees expect unique, authentic experiences beyond the traditional ballroom setting. According to Cvent, 48% of event organizers say they are sourcing special event venues (non-hotels), and 35% note their decision to source special venues comes down to attendee experience.
Loudoun County’s association with vineyards and other spirit houses, combined with its mix of natural assets and big-city amenities, including Washington Dulles International Airport (IAD) and technology centers, is contributing to the region’s appeal. “Our destination pairs rolling hills, scenic vineyard landscapes, spacious rural breweries, distilleries, and barns with the infrastructure and convenience today’s meetings demand,” says Ann Hayes, Visit Loudoun director of sales. “The result is a setting that delivers a true sense of place without sacrificing ease of travel, making it an appealing alternative to traditional urban and suburban venues.”
In 2024, Loudoun County led the northern Virginia and Washington, D.C., areas in hotel occupancy rates, outpacing other suburbs and the nation’s capital. The meetings and sports tourism sectors generated $53 million in direct economic impact, according to data gathered through Destinations International’s Event Impact Calculator.
Wineries, breweries, and distilleries maintain their authenticity in large part because many are family-owned. While the drinks are good, it’s not just the alcohol that appeals to event planners seeking venues for group functions and activities, ranging from teambuilding to networking to awards recognition. They offer fresh experiences for groups.
As a cherry on top, many of the venues are run by hospitality experts themselves, who can seamlessly coordinate logistics once the meeting planner has outlined the objectives. Richard Patrick, co-owner of Cathead Distillery in Jackson, Miss., says, “When the preparation is thoughtful and the environment easy, people relax, conversations happen naturally, and the event takes on a life of its own.”
In addition to Cathead Distillery and Loudoun County, planners can choose from hundreds of similar venues throughout the South to bring a festive spirit, an authentic atmosphere, and warm and welcoming Southern hospitality to their events. Cheers to happy planning!
Granddaddys and castles in Georgia
The beauty of an event in a winery is that it can be an escape from the big city. Corporate meetings in Atlanta suburbs and exurbs can enjoy the luxury of access to Hartsfield-Jackson Atlanta International Airport (ATL) without the hustle and bustle of downtown.
Château Élan Winery & Resort in Braselton, 40 minutes from Atlanta on a good traffic day, has nearly 200 acres of vineyards incorporated into its 3,500-acre property. With a luxury inn, three golf courses, a 35,000-square-foot, European-style spa, and eight dining venues (serving the house-made wine), the all-encompassing resort is popular for corporate meetings. Day or evening trips are available.
The venue’s size and flexibility accommodate intimate groups of five up to large galas of 1,000 guests. Its premier meeting space is a 40,000-square-foot conference room, but there is ample outdoor space. Common corporate event formats include: executive board meetings and retreats; conferences and general sessions; corporate dinners and galas; teambuilding experiences; and outdoor receptions and resort activations, such as culinary activities and wine tastings.
Once a planner completes the site selection, Château Élan’s event coordinators can handle the logistics. “Our team focuses on understanding each client’s goals, then bringing them to life,” says Rochelle Francis, director of catering and events. “From the first conversation to the final toast, we ensure every detail is handled with intention.”
Also in northern Georgia, Dawsonville is the unofficial “Moonshine Capital of the World,” according to Dustin Heard, director of tourism for Dawson County Chamber of Commerce & Office of Tourism Development. “Part of our story is moonshine and racing,” Heard says, referring to the Georgia Racing Hall of Fame and Atlanta Motorsports Park, both located in the city, and the “grandaddy” of Georgia distilleries.
Grandaddy Mimm’s Distilling Co., with locations in Dawsonville and Blairsville, often hosts local associations, corporate events, fundraisers, social gatherings, teambuilding activities, and more. Groups at the Dawsonville location have included MyLaps, a global sports events company with an office in Georgia, as well as Dawsonville Chamber of Commerce, Rotary Club of Dawson County, and Young Producers 400 North Realty.
According to the distillery’s website, “Grandaddy” makes all of its moonshine, whiskey, vodka, and spirits onsite. The moonshine formula dates back to the Great Depression, when founder Tommy Townsend “stumbled on his legendary perfected recipe.” The Dawsonville site, known as “The Garage,” is an offshoot of the original Blairsville location, but shares the same family charm.
“Our appeal lies in the combination of our unique history, handcrafted premium spirits and beers, and a dedicated staff committed to making every guest feel like family,” says Jeannie “Roger” Ledford, who serves as the venue’s events specialist and also runs the bar operations and client engagement.
A stage is the centerpiece of the main event venue, which holds approximately 100 attendees. A fenced-in outdoor area can expand the gathering space, allowing groups to enjoy the mountain views.
According to Heard, family-run operations often provide a more personal, welcoming environment than traditional meeting spaces.
As a result, the focus goes beyond alcohol to also include storytelling, connection, and the overall experience. “The appeal has really been the story behind the distillery,” Heard says. “Once guests meet the owner and hear the story, it draws them in.”
In Dahlonega, Montaluce Winery & Restaurant has a range of indoor and outdoor event spaces for corporate meetings, retreats, and private functions. Beyond the destination’s scenic backdrop, Montaluce feels like a different world with its Tuscan-style designs and offerings.
Built-in culinary and wine programming includes tastings, pairings, and dinners, while experiential add-ons include vineyard activities and teambuilding opportunities.
Event spaces range from intimate rooms for 15 attendees up to 175-person-capacity rooms. A full-property buyout is available for large groups.
Making history in Mississippi
Mississippi was the final holdout for doing away with prohibition law—33 years after the 18th Constitutional Amendment was repealed in 1933.
Flash forward to 2010, when Austin Evans and Richard Patrick founded Cathead Distillery in Jackson. The state’s first and oldest distillery now produces eight award-winning, small-batch spirits and was named a 2020 James Beard Award semifinalist for Outstanding Spirits Producer.
In the South, the term “Cathead” was first coined by blues musicians as a compliment to artists they respected. Today, the moniker alludes to the distillery’s authenticity, which planners seek in their event venues, Patrick says. “We host everything from small team off-sites and dinners to larger receptions, but planners hosting all types and sizes of events here are looking for something that feels distinctly Jackson and a little less conventional than a hotel setting,” he says.
The venue bills itself as an events-driven facility, offering attendees the chance to experience the distillery up close, right where the booze is made. “You can smell it, see it, and hear it,” Patrick says. “That proximity creates a sense of place that’s hard to replicate and gives guests something to connect to beyond just the event itself.”
Planners can choose from seated dinners, cocktail-style receptions, tastings, and more casual indoor-outdoor gatherings. Cathead Distillery’s F&B team also makes bespoke cocktails specially curated for each group, which adds another elevated level to the experience.
Cathead Distillery’s eight award-winning,
small-batch spirits or enjoy bespoke
cocktails for an elevated experience. ndrew Welch/Courtesy Cathead Distillery
Nothing finer in North Carolina
Not long after the turn of the 20th century, Statesville, approximately 40 miles north of Charlotte, near the junction of I-40 and I-77, was voted dry, thereby stopping the flow of some of the country’s most popular whiskey. More than a century later, Pete and Vienna Barger, owners of Southern Distilling, are reclaiming North Carolina’s whiskey tradition.
Opened in 2013, the artisanal distillery is set on a 20-acre campus with a 12,000-square-foot events center, The Preserve, which hosts gatherings of up to 300 attendees one to three times per month. In addition, a speakeasy seating up to 25 attendees serves as a backdrop to multiple events each month, notes Lizz Updegraff-McGrew, marketing, events, and retail coordinator for Southern Distilling. “Being in a distillery adds a unique element; tastings, tours, and the ambiance elevate your event and make it memorable,” she says, comparing it to a standard meeting room. “It’s a place where people actually want to be.”
Childress Vineyards in Lexington (N.C.) was founded in 2004 by NASCAR team owner Richard Childress. The winery features more than 70 acres of vines and 15 varieties of European vinifera grapes, and has won more than 750 awards. Outdoor and indoor venues include the grand pavilion and its surrounding outdoor terrace, as well as intimate settings, such as the Barrel Cave and Victory Lounge. Childress Vineyards is available for private events, including weddings and corporate events, and offers several experiences and packages. The Tour, Tasting, & Lunch Package includes a private winery tour, a tasting of eight wine varietals, a souvenir wine glass, and a lunch buffet.
Suds in South Carolina
Planners in the Palmetto State are in for a “hopping” good time and good craft beers.
“Our clients like the idea of a brewery or distillery as a unique option for a venue,” says Ariana McGill, senior sales manager for Destination South Meetings + Events, based in Charleston.
Holy City Brewing has been a proven winner for McGill, who says the waterfront venue’s raw bar experience is a hit with attendees. “Oyster shuckers go around and shuck oysters for guests that they can then enjoy, along with views of the marsh,” she says.
The Porter Room gives groups a turnkey, meetings‑ready experience. It includes built-in audiovisual, a private bar, and direct access to the brewery campus so guests can move seamlessly from presentations to receptions without changing venues. The room’s warm, industrial aesthetic and adjacent private outdoor space can accommodate board retreats, training sessions, client dinners, awards celebrations, and receptions.
Also in Charleston, Commonhouse Aleworks delivers a community‑centric taproom and outdoor space ideal for more casual, culture‑building events. It offers semi-private rentals of the taproom and outdoor space, featuring Adirondack chairs and tables.
Caitlin Frank, senior manager of global events for a biotech company, enlisted Myrtle Beach CVB to help secure Crooked Hammock Brewery for a group dinner of 180 guests. The location, five minutes from the group hotel, and atmosphere were perfect for her needs. “It offered the casual vibe we wanted and local flair that we would not have experienced from a big-box chain restaurant,” Frank says.
Its beer garden is one of six spaces available for private events, and planners can choose from a variety of meal options, including a buffet and action stations. “Crooked Hammock was so easy to work with throughout the planning process. The staff knocked the onsite execution out of the park,” Frank says, noting that she promises to return for a future event.
New Realm Brewery in Greenville hosts four corporate events each week, according to Carley Reinholtz, the brewery’s event coordinator. She says the popularity of New Realm Brewery and similar venues reflects attendees’ desire to break from hotel banquets and other standard settings. “Guests enjoy being in an environment that feels social and relaxed while still having access to high-quality food, craft beverages, and professional event service.”
New Realm can accommodate approximately 750 for a full buyout; private spaces can accommodate up to 120 attendees in the cellar or outdoor terrace, or 250 participants in the taproom. According to Reinholtz, recent uses of the spaces include seated dinners, networking receptions, presentations, team celebrations, lunch-and-learns, happy hours, vendor or customer appreciation events, and large-scale buyouts for conference openings or closing receptions. “With multiple indoor and outdoor spaces available, we’re able to tailor the layout and flow to match the goals of each event,” she says.
New Realm Brewery also has locations in Auburn, Ala.; Atlanta; Charleston, S.C.; and Suffolk and Virginia Beach, Va.
Savage Craft Ale Works in West Columbia—which resides in the former West Columbia City Hall, jail, and fire station—has left many nods to the building’s original purpose. Its main event space, The Armory, features large barn doors that open directly to the Biergarten. It can accommodate up to 63 guests for seated events or 150 for receptions.
Vino in Virginia
Loudoun County’s 50 wineries include the 404-acre Breaux Vineyards in Purcellville. Remarkably, the property featured only three acres of grapes when it was initially planted in 1985. Today, it includes 104 acres of vineyards. Indoor and outdoor spaces are available at the family-owned, award-winning winery, which also wins over corporate groups with its secluded nature and sheer beauty.
In Leesburg, Stone Tower Winery regularly hosts corporate meetings and events. The Vineyard View Ballroom and adjoining Barrel Club Room can hold up to 400 attendees. Guests can enjoy scenic views of the Bull Run Mountains and take in lovely décor touches, such as unique chandeliers, stone accents, and a curved wall of windows offering sweeping views of the vineyards. Sparkling House is a modern venue with a capacity of 300 guests.
