Curating Verticals, Horizontals, and Theme Flights in Your Wine Festival

Synopsis: Improving your wine festival’s tasting program by incorporating vintage verticals, producer horizontals, and thematic flights (like oak vs. steel-aged wines or single-vineyard vs. blend comparisons). This approach transforms a series of random sips into an intentional curriculum that educates and delights attendees.

Turning Tastings into a Curated Curriculum

At many wine festivals, attendees wander from booth to booth sampling wines arbitrarily. Without guidance, the experience can become a haze of random sips, leaving guests entertained but not necessarily enlightened. A well-curated tasting program can change that, turning your festival into an educational journey. By programming verticals, horizontals, and themed flights into the event, a festival producer can guide the crowd through comparative tastings that tell a story. This approach enriches the experience—participants don’t just taste wine, they learn from it.

Why curate the tasting order? Think of it like a syllabus for a course in wine. Each wine in a sequence is selected for a reason, whether to highlight contrasts or show progression. When done right, the tasting order becomes a narrative: for example, illustrating how a grape evolves over years or how winemaking choices result in distinct styles. Attendees leave with greater appreciation and knowledge, rather than just a list of wines they liked.

Understanding Tasting Formats: Verticals, Horizontals, and Flights

Before diving into the logistics, it’s crucial to grasp what these formats mean and why they’re valuable:

• Vintage Verticals: A vertical tasting means sampling different vintages of the same wine (usually from the same producer) side by side (visitwinelands.co.za). This “time-travel” through vintages showcases how a wine develops over years, revealing the impact of variables like climate each season and bottle aging on flavor (visitwinelands.co.za). For instance, pouring a vertical of a Napa Cabernet Sauvignon might include a young current release alongside older library vintages – letting attendees taste the differences a decade can make in aroma, tannin softness, and complexity. Verticals dive deep into one label or winery’s story over time, offering insights into both winemaking consistency and vintage variation.

• Producer Horizontals: In a horizontal tasting, the focus is on one point in time across different producers or vineyards. One common approach is to select wines from the same vintage year and region but made by different wineries (www.wineenthusiast.com). Attendees can compare, say, 2018 Barossa Valley Shiraz from five wineries to see how each performed under that year’s conditions and how their winemaking styles differ (www.wineenthusiast.com). Another horizontal format is to pick a single grape variety and sample versions from various regions or countries in the same year – for example, a Pinot Noir flight featuring bottles from Burgundy, Oregon, Central Otago, and Patagonia, all from 2020. Horizontals highlight how place and producer influence a wine when other factors (grape and vintage) are held constant. This broadens palates and underscores regional character and winemaker signature.

• Thematic Flights: Thematic or stylistic flights are curated sets of wines chosen to illustrate a particular winemaking theme or stylistic difference. Rather than organizing by year or producer, you organize by concept. Oak vs. steel fermentation is a great example: you might present one Chardonnay aged in oak barrels versus another fermented in stainless steel to let people taste oak’s influence (richer texture, vanilla and spice notes) against the pure-fruited, crisper profile of steel-aged Chardonnay. Similarly, a flight comparing a single-vineyard wine vs. a blend can be illuminating – such as a single-vineyard Pinotage next to a regional blend Pinotage from South Africa, to contrast the unique terroir expression versus the complexity achieved by blending vineyards. Other ideas include flights contrasting old world vs. new world styles (e.g., a classic Chianti vs. a Californian Sangiovese), young vs. aged versions of the same wine (a mini-vertical to show development), or even different winemaking techniques like wild yeast vs. cultured yeast fermentations. These flights function like experiments, isolating one variable to deepen understanding (www.idvip.edu.pe). The key is to clearly communicate the theme so attendees know what they’re learning from each sip.

By integrating verticals, horizontals, and smart themed flights into your festival programming, you transform tasting from a free-for-all into a structured exploration. This doesn’t mean dictating every drink someone has, but rather offering guided experiences that attendees can opt into, elevating the overall festival atmosphere to one of discovery.

Designing an Intentional Tasting Journey

Once you have decided to enrich your wine festival with curated tasting sequences, how do you actually implement it? Successful execution requires careful planning and coordination. Here’s how a seasoned festival organizer would approach the task:

1. Define Your Educational Goals and Themes

Start by pinpointing what you want attendees to learn or experience. Is the goal to showcase your region’s aging potential with verticals of local wines? To celebrate diversity by comparing multiple producers’ takes on the same grape? Or perhaps to demystify a winemaking technique like amphora aging or carbonic maceration through a themed flight? Having clear objectives will guide your programming choices.

Match the theme to your audience. If your crowd includes many wine novices, you might choose broader, more accessible themes (for example, “Discover the Difference: Oaked vs Unoaked Chardonnay”). For an audience of connoisseurs, you can go deeper into niche topics (for example, a vertical of an iconic Bordeaux château or an experimental skin-contact white wines flight). In practice, many festivals offer multiple tiers of sessions – some 101-level, some advanced – to cater to different interest levels.

2. Collaborate with Wineries and Experts

Curating special flights often hinges on the cooperation of wineries, vineyards, or distributors. Engage early with wine producers who are participating in your festival:
– Request library wines for verticals: Not every winery can supply older vintages; stocks are limited and precious. In fact, vertical tasting opportunities are relatively rare because few wineries hold back enough inventory (or have the climate-controlled cellars to store it) (visitwinelands.co.za). Emphasize to wineries the prestige of showcasing a vertical – it highlights their wine’s ageability and story. Some may agree to bring a small cache of older bottles or large-format bottles to pour tiny tastes for an exclusive session. Others might partner with you to retrieve vintages from collectors or archives specifically for the event. If you’re aiming for a vertical of a particularly famous wine, you might also involve local wine clubs or collectors to source bottles.
– Line up comparable wines for horizontals: If you plan a horizontal flight (e.g., “2019 Central Otago Pinot Noirs” or “Chardonnay Around the World – 2021”), coordinate with several wineries or importers so that you secure wines that meet the criteria. Ensure these wines will be available in sufficient quantity for the tasting. Producers are often keen to be featured in such comparisons, as it pits them among peers in a showcase setting (just be sensitive – the aim is education, not ranking the “best” wine).
– Invite winemakers or sommeliers to present: The presence of a knowledgeable guide elevates the experience. Having the actual winemaker who crafted the wines or a seasoned sommelier or Master of Wine to lead the session brings authority and storytelling. They can share context – explaining that “this wet harvest in 2014 made the wine lighter-bodied” or “this winery ferments in steel to preserve acidity, unlike the next one which uses oak for texture.” Their insights make the tasting far more engaging and informative. In many cases, verticals at festivals are presented by the winemakers themselves (visitwinelands.co.za), which can be a big draw.

3. Plan the Logistics and Setting

To execute these curated tastings smoothly, meticulous logistical planning is essential:
– Separate Space or Scheduled Sessions: For serious verticals or horizontals, it’s best to create a dedicated time and place – such as a seminar room, a quiet tent, or a cordoned area – rather than the general tasting floor. This ensures attendees can focus and hear the presenter. For example, the Vancouver International Wine Festival sets up classroom-style seminars for its themed tastings. In one such session, participants tasted a vertical of 12 vintages of a top Canadian wine (Black Hills “Nota Bene” 2000–2015) led by the winemaker, complete with commentary on each year’s weather and winemaking changes (vanwinefest.ca). That kind of deep dive is hard to do in a noisy hall, so plan accordingly.
– Ticketing and Capacity: Decide if these experiences are included in a general admission or sold as add-ons. Often, festivals treat them as premium masterclasses with separate tickets and limited seats (both to control numbers and to cover the costs of those rare wines). For instance, a wine festival in South Africa (Winefeast) offered an exclusive vertical tasting of Crystallum Pinot Noir to just 15 attendees as a paid add-on, which sold out well in advance. Use your ticketing platform (e.g., Ticket Fairy) to set up special tickets for these sessions with caps on attendance. This not only manages crowd size but also creates a sense of exclusivity and anticipation.
– Glassware and Pours: Plan for multiple glasses per person so that attendees can have several wines in front of them at once for side-by-side comparison. Trying to conduct a horizontal or vertical with one glass that gets emptied and refilled defeats the purpose – guests need to revisit earlier pours. Work with your rental supplier or venue to secure enough stemware (e.g., five glasses per person for a five-wine flight). If glass logistics are daunting, consider providing high-quality plastic tasting glasses that can be pre-poured and set on trays, although real glass is preferable for serious tasters. Also, coordinate pouring staff or volunteers: you may need a team to pour 50–100 glasses of each wine quickly before a session starts. It’s wise to pour tasting-size portions (say 1–2 oz) to ensure supply lasts and people can sample without overindulging. Provide spit buckets and water pitchers on the tables, just as you would in a professional tasting, so attendees can pace themselves.
– Environment Control: Wine is sensitive to temperature and environment. If your festival is outdoors or in hot weather, make sure the wines in these curated flights are kept at proper serving temperatures (coolers for whites, moderate room temp for reds) until just before pouring. An aged vertical can be ruined if an older vintage overheats in the sun. Similarly, avoid strong ambient smells in the area (no nearby food cooking or incense) that could interfere with tasting. A controlled environment under a tent or indoors is ideal for the most nuanced flights.

4. Craft a Narrative and Guide Attendees

Don’t assume attendees will automatically understand the significance of the flight – guide them through it:
– Provide Context: Begin each session or flight with an introduction of the theme and why it’s interesting. If it’s a vertical, explain the winery’s background and the significance of the vintages chosen. For a horizontal, describe the common thread (year/grape/region) and what differences to look for. For a themed flight (say, oak vs steel Chardonnay), clearly state “Wine A was aged in neutral stainless steel, while Wine B aged 10 months in new French oak – as you taste, notice the difference in aroma and mouthfeel.” This primes attendees to observe specifics.
– Order and Pacing: Sequence the wines in a logical order that helps tell the story. Generally, lighter and more delicate wines go before heavier ones. In a vertical, you might pour from the youngest vintage to the oldest to highlight how time adds layers (though some experts prefer oldest-to-youngest so the fragile aged wines aren’t overshadowed – choose what suits the wines at hand). For horizontals by region, you might go from cooler climate examples to warmer climate ones, or simply arrange from milder flavors to boldest. The important part is to moderate the pace – give people time to taste each wine, encourage them to take notes or discuss, and possibly incorporate a short break if it’s a long flight (palate fatigue is real).
– Educational Materials: Consider providing a printed handout or digital guide via a festival app for each flight. This could include the list of wines in the order of tasting, with blank space for notes and key facts about each wine. Or simply display the names and details on a projector or poster at the front. Visual aids reinforce the learning – for example, a map showing the regions for a horizontal flight around the world, or charts of rainfall in different years for a vertical. These materials turn the tasting into a mini-class and let attendees take home something to reference later. Branding the materials with your festival logo also leaves a lasting impression.
– Encourage Interaction: One of the joys of a guided tasting in a festival setting is the chance for dialogue. Encourage the presenter to ask the group questions (“Which vintage do you think smells most earthy?”). Allow time for Q&A at the end. Some festivals even incorporate a voting component for fun (like having participants vote for their favorite wine of the flight using their phones or by show of hands). Interaction keeps people engaged and alert, preventing the session from feeling like a lecture. It also makes the experience memorable and personal.

5. Marketing Your Curated Experiences

These curated verticals, horizontals, and flights can be star attractions for your festival – but only if people know about them. Integrate them into your marketing campaign:
– Highlight them in promotions: When marketing your wine festival, spotlight these unique tasting experiences as features that set your event apart. Lines like “Includes special tasting masterclasses such as a 10-Year Vertical of Tempranillo (limited seats)” or “Join a guided flight comparing Margaret River vs. Bordeaux Cabernet” will pique the interest of enthusiasts. Even casual attendees might be intrigued to attend “to finally learn what oak-aging really does,” for example.
– Tiered ticketing or packages: If you use a platform like Ticket Fairy, you can create ticket bundles that include a flight session plus general admission. For example, a “VIP Education Pass” that includes early festival entry and two masterclass tickets can attract dedicated wine learners. Be sure to clearly communicate the value – these sessions might cost extra, but they’re a fraction of what a similar tasting at a wine school would cost, and they elevate the festival experience.
– Leverage FOMO and exclusivity: Since many curated tastings have limited capacity, use that to your advantage in marketing. Phrases like “Only 20 seats available” and “exclusive opportunity” encourage early sign-ups. Post about when a session is nearly sold out – the urgency can push the fence-sitters to commit.
– Educate through content: In the lead-up to the festival, create blog posts or social media snippets that tie into your flight themes. For instance, if you’ll have a single-vineyard vs. blend flight, do a quick explainer on what that means and why it’s cool. This not only markets the session but also primes your audience with some knowledge, so they’re more likely to appreciate the experience (and buy that ticket).

6. Balancing Free Exploration with Guided Learning

Crucially, offering structured tastings doesn’t mean the entire festival becomes a classroom. Most attendees will still enjoy roaming and trying things freely – and that’s okay. The idea is to provide options that enrich the event:
– Scheduled breaks: Space out your formal tasting sessions so they don’t overlap excessively with headline attractions like chef demos, concerts (if it’s a wine & music festival), or general tasting floor hours. You might hold one or two in the afternoon and a couple in the early evening, for example. This way, keen participants can attend without feeling they missed out on the regular fun.
– Location and accessibility: If possible, situate the tasting classes close enough to the main action that they’re easy to find, but insulated from noise. Make sure signage clearly points people to the masterclass area. If an attendee only learns about the session on-site, consider having a “rush line” for any last-minute openings or no-shows – you might fill every seat.
– Inclusivity: Recognize that not every guest will be interested in a structured tasting, and that’s fine. Maintain a balance by continuing to offer the unstructured, casual tasting booths and entertainment that make festivals festive. The curated flights are an enrichment, not a replacement. Some portion of your audience – especially newer wine drinkers – may feel intimidated by the idea of a formal tasting. To address this, you can also offer a short, free mini-flight at a central booth as a kind of teaser. For example, a staffed “Education Station” pouring three wines (perhaps illustrating a simple theme like young vs. old wines) at no extra cost, with a sommelier giving a 5-minute explanation, can draw in the curious and show that learning about wine is for everyone.

7. Learning from Feedback and Iterating

After integrating verticals, horizontals, and thematic flights into your festival, gather feedback to refine future editions:
– Surveys and informal feedback: Ask attendees what they thought of the sessions. Did they feel the content was just right, too basic, or too advanced? Was the pacing comfortable? Use post-event surveys or chat with participants as they leave the class. Also get input from the presenters and winery participants – they might have suggestions on improving logistics or presentation.
– What resonated and what didn’t: Analyze which sessions sold out quickly and which had less demand. Perhaps the “Tour of Italian Terroirs” horizontal was waitlisted, but the “Merlot Clonal Tasting” vertical struggled to find an audience. This can guide what themes to keep or tweak. Sometimes a topic might be very niche; if it didn’t catch on, try framing it differently next time (e.g., instead of “Merlot clones,” a more accessible “Merlot from Mountains vs. Valley Floors” might draw interest).
– Celebrate successes: If your curated tastings earned rave reviews, amplify that in your post-event coverage. Share photos of engaged attendees sniffing and swirling thoughtfully, quote their positive feedback (“The vertical tasting was the highlight of my day – I never knew how much difference a few years could make!”). This not only gives credit to your team and partners, but also serves as compelling marketing for the next year’s festival.
– Adapt and innovate: Each year, refresh the offerings. You can repeat the hits – perhaps that Bordeaux vertical becomes an annual fixture because it’s so popular – but also introduce new flights to keep things fresh. Stay tuned to wine trends: is natural wine a hot topic? Maybe add a “conventional vs. natural” comparison flight. New wine regions booming in quality? Consider a horizontal of an emerging region versus an established one. By continuously curating with creativity, your festival remains a leader in wine education as well as celebration.

Key Takeaways

• Curate with purpose: Design your wine festival’s tastings with clear themes (verticals, horizontals, styling) so that each sip teaches something. An intentional tasting order beats a chaotic mix of samples.
• Verticals showcase time’s impact: Offering a vertical tasting (multiple vintages of the same wine) is a memorable way to explore how wines evolve. Plan these carefully with wineries, as older vintages are rare (visitwinelands.co.za), and highlight the story of each year for context.
• Horizontals highlight diversity: A horizontal tasting (comparing different producers under one common factor like year or grape) lets attendees appreciate the range of winemaking styles and terroirs under similar conditions (www.wineenthusiast.com). Use it to celebrate regional variety or global takes on a grape.
• Thematic flights educate on specifics: Whether it’s oak vs. steel, single-vineyard vs. blend, or any focused contrast, a themed flight isolates one element of winemaking for a fun, informative lesson (www.idvip.edu.pe). Make the theme explicit and guide people on what to look for.
• Logistics are key: Execute these sessions in a controlled environment with sufficient glassware, proper serving temps, and a comfortable setting. Limit the group size and use ticketing to manage access – a platform like Ticket Fairy can handle separate registrations for special tastings smoothly.
• Engage through storytelling: Have experts lead the flights and encourage interaction. Providing context, pacing the tasting, and allowing Q&A turn a simple tasting into an engaging story-driven experience.
• Balance learning and fun: Integrate educational tastings as a value-add, not a mandate. Keep plenty of free-form tasting and entertainment so casual attendees aren’t alienated. The goal is to enrich the festival, not turn it into a lecture hall.
• Promote and build on it: Market these curated experiences as highlights of your festival. Use their success and feedback to improve and perhaps expand such offerings in future editions. Over time, you’ll cultivate a reputation for an event that not only pours great wine, but also enlightens and inspires wine lovers new and old.

With thoughtful curation of verticals, horizontals, and theme flights, your wine festival can achieve the best of both worlds: the joy and buzz of a grand tasting, and the depth and satisfaction of a wine class. This approach fosters deeper connection between attendees and the wines they try – turning your festival into a place where epiphanies happen over the glass, and where an enthusiast might say, “I came for the wine, but I left with a whole new understanding of it.”