VALENTINE'S DAY:
Vinophile Sales Ideas for the Day of Love

Flowers, chocolates—and a nice dinner with a good wine, of course. That’s how Valentine’s Day is likely celebrated in most countries. On February 14th, florists and restaurants around the world experience a surge in business. And no, despite what you might think, Valentine’s Day wasn’t “invented” by the flower industry. The day actually traces back to Saint Valentine of Terni, or Saint Valentine of Rome, who lived in the third century. This Roman Catholic bishop became known as a saint and martyr. He is said to have healed many people of their illnesses, who then converted to Christianity.

Flowers, chocolates—and a nice dinner with a good wine, of course. That’s how Valentine’s Day is celebrated in most countries. On February 14th, florists and restaurants around the world see a significant increase in business. Contrary to popular belief, Valentine’s Day wasn’t “invented” by the flower industry. The day actually dates back to Saint Valentine of Terni, or Saint Valentine of Rome, who lived in the third century. This Roman Catholic bishop became known as a saint and martyr and is said to have healed many people of their illnesses, leading them to convert to Christianity.

Commercialization of Valentine's Day

Here’s a bit of historical background on Valentine’s Day. As previously mentioned, the commercialization of Valentine’s Day began to take off in the 1950s in the United States. This was largely driven by florists and chocolate manufacturers who marketed February 14th as a day for lovers. This commercialization eventually spread to Europe, Asia, Australia, and Africa a few decades later. Today, Valentine’s Day is commercially celebrated with gifts almost everywhere around the world.

Although flowers and chocolates remain the top items purchased on Valentine’s Day, other industries are also joining in. In recent years, the wine trade has seen sales promotions that boost revenue, especially in late January and early February. As a luxury product, wine has a significant opportunity to increase sales by enhancing romantic and culinary moments on Valentine’s Day. Typically, retailers focus primarily on two categories: sparkling wines and rosés. To add some variety to your offerings, we’ve put together a few ideas for Valentine’s Day sales that go beyond the usual.

Vinophile Survival Kits for Valentine's Day

Not every man or woman knows what to surprise their partner with on Valentine’s Day. Wine is often seen as a high-quality choice, but if one lacks some knowledge, it’s hard to know what to pick. This is where specially curated wine packages can be very helpful, essentially ensuring a successful Valentine’s Day. These packages can take many forms. For instance, you could create a package with a sparkling wine, a still wine, and a dessert wine for a romantic dinner. Ideally, you could offer three different variations, each with a different color of still wine. And maybe include recipes for three dishes that pair with each wine? Your customers might be thrilled.

Valentine’s Day is also popular among singles, especially women who spend the evening celebrating with their best friend—just to celebrate themselves. For these occasions, you can create special packages for a successful girls' night. For instance, you could offer three different sparkling wines or rosés. Or how about a package focused solely on dessert wines? You can also consider packages for single men, such as three barrel-aged red wines. If you also carry spirits and gourmet foods, you might include a cognac and a fine dark chocolate. Another idea is a package with a bottle of wine, two glasses, and perhaps a candle, designed specifically for Valentine’s Day. The possibilities are truly endless.

Personal Wine Recommendations for Valentine’s Day

If you place a high value on a personal relationship with your customers, then offering personalized wine recommendations for Valentine’s Day is a natural choice. For example, which wine did you once use to surprise your spouse on this day of love? Base your wine recommendations on your personal experience to create an emotional connection with your customers. This is especially valuable if you run a small wine shop.

Larger companies can also apply this principle. For example, by offering wine recommendations from the team. It’s valuable to connect each selected wine with a personal story to build a closer trust with customers. Additionally, it can be beneficial to create wine packages based on these personal recommendations. If your team is large, you might even let your customers choose the wines they want in their package. This approach works well both in-store and online. If you plan to set fixed package prices, be sure to keep margins in mind to ensure that your Valentine’s Day business is profitable.

Tasting Packages for Valentine's Day

If your clientele consists of wine enthusiasts with some background knowledge, great! In this case, you can elevate the Valentine's Day experience to the next level by offering special tasting packages for the day of love. Ideally, these packages would come in pairs. Your creativity can run wild here. For example, you could offer a red and white wine from the same vineyard, both from the same vintage and location. Alternatively, you could provide wines of the same grape variety, vineyard, and vintage, but from two different wineries.

Another option is to feature a wine from two different vintages side by side: one young and one aged. Alternatively, if you have a winery in your portfolio that produces varietal wines from a single location in different styles or qualities, you could offer a tasting of, for example, a dry and a semi-dry wine from the same vineyard. Additionally, many wines come with romantic labels or names. As you can see, Valentine's Day doesn't always have to revolve around sparkling wines or rosés. There are plenty of ways to offer your customers a new and exciting wine experience for the day of love each year.