Why wineries, breweries, and distilleries are becoming go-to event destinations
In today’s evolving event landscape, venues like wineries, breweries, and distilleries are emerging as much more than just scenic backdrops; they’re full-service meeting and event destinations with built-in entertainment, unique atmosphere, and memorable experiences. With their relaxed yet refined settings, these destinations are proving to be a refreshing alternative and preferred change of pace from the typical and traditional conference room. These unique settings allow attendees to unwind, engage, and connect in new ways, blending business with pleasure for more dynamic and productive gatherings.
Uncorked experiences
“Pulling employees away from their corporate setting, especially if it’s a city-based company, getting them out of the city and away from noise and distraction, and showing them nature and beautiful scenery, is what makes venues like vineyards so appealing,” says Natalie Dippenaar, executive director of the American Wine Society. “It allows for everybody to relax. It’s that ‘get away from it all’ concept. Throw in the beauty of a vineyard—every season is beautiful. You really can’t go wrong hosting a meeting there.”
It is a topic Dippenaar knows well. With more than 6,000 members across the country, the American Wine Society brings together enthusiasts and experts through local chapter meet-ups and an immersive annual conference. Chapters often gather at wineries or other unique venues to explore topics through guided tastings and lively discussion. The organization’s national conference, hosted in a different wine region each year, draws approximately 600 attendees for three days of receptions, tastings, and educational sessions. By partnering with local wineries, the event becomes both a deep dive into regional wines and a compelling model for how vineyards and wineries can serve as engaging, multi-faceted destinations for meetings and events. “Offering the space for groups to come in and host events takes a capital investment, but we are seeing more and more wineries moving that way,” she says. “It’s truly a win-win for the wineries and groups.”
Vines of Virginia
This year, American Wine Society’s national conference is focusing on Virginia vineyards, which are stepping into the spotlight and earning national acclaim. With more than 300 wineries and a growing number of wine trails, the state pairs rich history and scenic beauty with a thriving wine culture. “Virginia’s wineries offer more than just award-winning wines … they deliver an unforgettable sense of place,” says Juliana Thomas, director of communications for Virginia Tourism. “From the scenic Blue Ridge Mountains to the rolling Virginia countryside to the tranquil beauty of our coastal waterways, our wineries pair stunning backdrops with warm hospitality and flexible event spaces. Whether you’re planning an executive retreat, a corporate meeting, or a special celebration, Virginia’s wineries offer groups a refreshing alternative to the traditional boardroom, where conversations flow as easily as the wine.”
Barboursville Vineyards is situated on Virginia’s Monticello Wine Trail, a trail inspired by Thomas Jefferson’s dream of producing world-class wines in the heart of the state’s countryside. Barboursville Vineyards is one of the oldest in the state of Virginia. Nestled among sweeping views of the Blue Ridge Mountains, the 900-acre estate is perhaps most famously home to the ruins of a mansion designed by Thomas Jefferson for Governor James Barbour—one of only seven homes Jefferson ever designed. Though a chimney fire in 1884 left the structure partially in ruins, the preserved brickwork stands as a tribute to Virginia’s architectural and political history.
Today, Barboursville’s wines, crafted by one of the East Coast’s most-awarded winemakers, are internationally recognized, making this historic vineyard a must-visit destination on the wine trail. The property offers a range of indoor and outdoor venues suited to host everything from intimate dinners to larger-scale receptions and retreats, according to Katie Britton, event coordinator at Barboursville Vineyards. Groups can meet in the Piedmont Arcades banquet hall—with sweeping vineyard views, French doors, and adjacent terrace space—or host a large event of up to 500 guests on the expansive “Race Track” field behind the historic ruins. Post-meeting, guests can enjoy a curated wine tasting—casual or formal—led by expert staff or even the winemaker, explore the grounds, or indulge in an unforgettable meal at Palladio, the vineyard’s renowned fine-dining Italian restaurant. For a more exclusive experience, private dinners in the Octagon Barrel Room in the cellar offer custom menus paired with rare vintages, Britton adds. With a historic inn and several onsite cottages, overnight accommodations are available just steps from the tasting rooms, and nearby hotels and boutique stays offer additional lodging options only minutes away—ideal for groups seeking a turnkey vineyard escape with room to unwind and connect.
Located a little farther south on the Monticello Wine Trail, Pippin Hill Farm & Vineyards is situated in the foothills of the Blue Ridge Mountains near Charlottesville. It offers a refined setting for small retreats to corporate events and galas, shares Ellen Christie, Pippin Hill’s director of sales. With six distinct areas—ranging from the elegant Granary, the largest space, which seats up to 200, to the cozy greenhouse with vineyard views—Pippin Hill allows groups to move seamlessly between meetings, meals, and teambuilding activities without ever feeling confined to a single room. The property’s versatility makes it ideal for everything from executive board meetings to large corporate dinners, all wrapped in refined, rustic charm.
What truly sets Pippin Hill apart is its onsite culinary program, led by longtime executive chef Victoria Cosner, who curates seasonal menus using ingredients grown steps away in the garden. Groups can add a hands-on cooking class led by chef Cosner herself, a wine tasting, or an estate tour with bites and pairings. For a more immersive experience, the vintner’s table offers a private multi-course wine dinner crafted just for groups. There is even an option for groups to arrange a private wine school. “Many groups will spend their day in meetings and then end it with a tour, followed by a meal at the vintner’s table and then gathering around the firepit for s’mores or to play lawn games,” Christie adds. “We have even curated scavenger hunts around the property for some groups, which is a great teambuilding opportunity.”
For planners seeking a memorable experience in northern Virginia, Stone Tower Winery delivers both scenic views and functionality. Located atop Hogback Mountain and surrounded by 300 acres of rolling vineyard landscape, the winery features five distinct private event spaces across its Harvest Barn, Tower View Tasting Room, and Sparkling House. Whether hosting an executive meeting in the Summit Room—with its decks, built-in screens, and private amenities—or transitioning into a plated dinner in Wild Boar Hall, Stone Tower offers a turnkey experience with built-in audiovisual partnerships and all-day food and beverage options, according to Lauren Weber, director of events for Stone Tower Winery.
What makes this destination shine for groups is the opportunity to elevate a meeting with immersive wine experiences. From guided vineyard tours led by sommeliers to engaging blind tasting classes and private estate tastings followed by a three-course lunch, Stone Tower offers thoughtful ways to blend work with leisure. Past events have included curated outdoor experiences—like a hot-air balloon ride over the vineyards.
Lone Star vines
The Texas Hill Country has established itself as a premier wine destination. With scenic landscapes and a growing number of award-winning wineries, it has become a go-to locale for planners seeking unique, wine-infused group experiences in the heart of Texas. “The wineries in the Texas Hill Country are uniquely situated between San Antonio and Austin, making travel to these beautiful locations a breeze,” says Kate LaFleur, communications coordinator for Texas Hill Country Wineries. “All of the wineries are unique, offering versatile settings for large groups, small gatherings, outdoor experiences, intimate indoor options, and much more.”
Located just outside of Fredericksburg, Becker Vineyards is a 66-acre estate with several flexible spaces, from the Lavender House Reception Hall, ideal for seated dinners of up to 90 or theater-style sessions for 130, to the open-air pavilion that can accommodate nearly 200 guests. For a more intimate experience, the underground Library Wine Cellar hosts up to 26 for private tastings or small-group conversations, notes Nichole Bendele, marketing, public relations, and outreach manager for Becker Vineyards.
Becker Vineyards’ appeal goes well beyond space. Groups can enjoy custom culinary experiences from the estate chef, ranging from casual luncheons to elaborate, multi-course meals with expertly paired wines. Immersive tasting options elevate the experience, from private vineyard tours and barrel tastings to guided wine and food pairings and educational classes. “Teambuilding activities, like blending sessions where small teams craft and label their own wine, add a playful and memorable touch to corporate retreats,” Bendele adds.
Just 30 minutes southwest of Austin, Duchman Family Winery is a favorite stop for group outings, corporate retreats, and teambuilding events. Tours of the winery and production facility provide a behind-the-scenes look at the wine-making process, followed by tastings enjoyed indoors or al fresco on the picturesque grounds. For an immersive experience, planners can book guided “Wine 101” sessions or the unique “Texas vs. Italy” blind tasting, in which guests sample side-by-side varietals from both regions and try to guess which glass came from where, explains Courtney Freeman, director of hospitality for Duchman Family Winery.
Dual pour destinations
While vineyards alone offer a naturally elegant setting for meetings and events—with scenic views, expert-led tastings, and elevated culinary experiences—some destinations are upping the ante. Across the South, venues combine a working winery with a craft brewery, creating versatile spaces catering to a wider range of tastes and group preferences.
Carter Creek Winery Resort & Spa, an estate located in the heart of the Texas Hill Country, seamlessly blends the charm of a working vineyard with the laid-back appeal of a craft brewery, giving groups the best of both worlds. The property is home to an onsite microbrewery, Old 290 Brewery, creating a unique dual-pour destination appealing to all palates. “Our resort combines the rustic charm of an award-winning winery with the modern amenities of a full-service resort, creating a setting both inspiring and relaxing,” says Sara Allen, Carter Creek’s director of sales and catering.
Planners will find more than 16,000 square feet of flexible indoor and outdoor meeting space at Carter Creek, perfect for everything from executive retreats to full-scale conferences, and attendees can stay on property and settle into one of the resort’s 78 well-appointed villas. “What truly sets us apart is the breadth of experiences available right on property—from guided wine tastings and craft brewery flights to chef-led dinners and engaging teambuilding activities like culinary competitions and our signature “Beer vs. Wine Dinner,” a lively and interactive tasting in which teams sample pairings and vote in a friendly showdown between our winery and brewery,” Allen adds.
Vineyard tours are also available upon request. “These guided walks are a wonderful way to enjoy the scenic grounds and learn about our sustainable growing practices,” Allen says. “We welcome a variety of group sizes and recommend advance reservations to ensure a seamless and personalized experience.”
With a winery, brewery, and distillery all located on a scenic 300-acre property, Arch Ray Resort is built for immersive group experiences. A relatively new addition to the Fredericksburg scene, Arch Ray Resort celebrated its first anniversary in December, but its roots run deep. This six-generation Texas family operation blends legacy with innovation. Home to Fiesta Winery—a 14-year-old winery and one of the state’s largest producers of sweet wine—and the newer Arch Ray Winery, the property also features Ogle Brewery, Paul Bee Distillery, the onsite 1894 restaurant, and even Savannah Ray Farms, which supplies Wagyu-Angus beef and microgreens for the culinary program, explains Lance Brodsky, operations manager of Arch Ray Resort.
From private rooms suitable for intimate strategy sessions for 20 to full-scale events for 250 indoors (or up to 8,000 outdoors at the Living Tree Amphitheater), the resort can support nearly any event size or style. With a hotel and expanded event center on the horizon, Arch Ray Resort is poised to become the largest meetings property in Fredericksburg, Brodsky adds. Until then, groups can enjoy curated tasting flights, brewery and distillery tours, cocktail demonstrations with house-infused spirits, and paired dinners with wine, beer, or spirit themes.
Taproom takeovers
For groups preferring an IPA over a glass of wine, breweries offer a casual, creative setting perfect for mixing business with a little fun. With a naturally social atmosphere, open spaces, and built-in experiences, breweries provide a refreshing alternative to traditional meeting venues.
Georgia’s Tucker Brewing Company offers groups both indoor and outdoor spaces. In addition to semi-private event space seating more than 150 and a full-service kitchen and catering menu separate from the regular fare, there is also a spacious 1,500-square-foot taproom. Groups wanting to introduce a little more fun can take the party outside to the 8,000-square-foot beer garden. To elevate the time at Tucker Brewing, groups can add a beer-and-cheese tasting or a behind-the-scenes brewery tour, where guests sip on a curated flight while learning how the brews are made, says Ashley Hubbard, owner of Tucker Brewing. “We are really flexible on what groups can do here,” Hubbard shares. “We have had some groups rent out the entire venue and move between all of the spaces, while some groups will book a space for a meeting and then move into a tour and tasting or stay for happy hour.”
Located in the heart of Biltmore Village and just a mile from downtown Asheville, N.C., Hi-Wire Brewing is a brewery-meets-event-venue, ideal for groups wanting a taste of Asheville’s vibrant beer scene with the option to elevate the experience. The dedicated event space comfortably seats up to 200 and includes audiovisual, tables, linens, and almost anything needed to host. Outside, the private beer garden—with seating for 70 and a standing capacity of more than 100—sets the stage for everything from casual networking mixers to intimate dinners. “We try to make it as easy as possible for groups looking to host an event here,” says Robin Knepp, in-house events coordinator at Hi-Wire Brewing. “We want planners to feel comfortable in booking and not have a lot to do prior to arriving, especially those who are coming from out of town.”
Hi-Wire Brewing also ensures groups can plan memorable group moments, such as brewery tours and guided tastings led by brewers or staff. “Guests can go in small groups to watch the brewing process and partake in tastings while learning about the process,” Knepp says. “Often people like to drink beer, but they don’t know how it’s made, so this is a fun opportunity for them to learn about what they’re drinking.”
Business meets bourbon
For groups preferring whiskey over wine, distilleries like Garrison Brothers in Hye, Texas—the first legal bourbon distillery in the state—offer a unique, immersive experience perfect for group meetings or special events. Situated on 68 acres of pristine ranch land, Garrison Brothers offers an array of activities, notes Mary Katherine Wood, the distillery’s director of hospitality. The “Grain to Glass” tour lets groups see the entire bourbon-making process from start to finish and even hand-dip their own bottles for a personalized souvenir. Cocktail-making classes are a crowd favorite, giving guests the opportunity to craft their own drinks while learning the art of mixology. For a special touch, groups can partake in a bourbon pairing dinner held in the distillery’s barrel barns, where guests dine surrounded by aging barrels and the scent of maturing bourbon.
“Many corporate groups like to come out and experience an afternoon or evening on the property and participate in these activities as teambuilding opportunities,” Wood says. “Groups can even meet here, starting with a catered breakfast, before having a meeting set up in one of the barrel barns. Then we’ll serve lunch before they finish out the afternoon with their meeting. When the work is over for the day, the group can enjoy one of our offerings.”
Wood adds, “Some groups also request to set up a Texas-themed evening, so we’ll have a barbecue, get a local line-dancing instructor to come out, or set it up for them to paint barrels or have someone come in to let them design their own cowboy hats. We want our guests to have a genuine experience. It’s a characteristic of Garrison Brothers bourbon, and we want that to shine through in everything we do.”
