How Pop-Up Wine Tastings Launched Amista

From Friends to Fans...

…and some great wine and food pairings!

As we celebrate our 20th anniversary, I'm excited to share a series of short weekly posts that take you behind the scenes, revealing memorable moments that have shaped our journey at Amista Vineyards.

Pioneers of the Pop-up?

Looking back, I realize we were pioneers of the pop-up before they became a thing! In 2005, when our first wines were ready for release, we faced an unexpected hurdle: our winery and tasting room permit was delayed. With no official place to sell or showcase our wines, we had to get creative. That’s when we turned to one of our greatest assets—our friends.
 

Pop-up Wine Tasting Parties

We were fortunate to have many supportive friends in the Bay Area, including several who had purchased futures of our wines. We asked if they’d be willing to host parties to help launch Amista and introduce our wines. Their enthusiasm was overwhelming. These gatherings resembled the classic Tupperware parties, but instead of kitchenware, it was all about wine. Our hosts would invite their friends and offer tasty bites from Trader Joe’s to pair with each of the wines. Some of our more culinary-inclined friends even crafted their own pairings.

With our car packed full of everything needed for a tasting, including 10 cases of wine in the trunk, Mike and I hit the road. Each tasting started with guests gathering around as we poured samples of the four wines from our first release: Chardonnay, Zinfandel, Syrah, and Cabernet Sauvignon. As we moved through the wines, we shared stories about our journey, the vineyards, and the winemaking process. Then, we introduced everyone to our brand-new wine club.

After the initial tasting, Mike and I split up, each pouring two of the wines and pairing them with the small bites. This informal part of the evening allowed people to mingle, ask questions, and connect with us—aligning perfectly with Amista’s meaning, which is “making friends.”

Once the tastings concluded, we invited guests to join our wine club and place orders. Though today we could easily manage orders on an iPad, back then, I’d sit at the kitchen table with my trusty calculator while Mike filled the orders from the cases in our car.
 

The Parties Went Viral

These pop-up tastings quickly spread throughout the Bay Area. At each event, we invited guests to host their own parties. People loved introducing their friends to a new winery, and they were excited to meet the very people behind the wines—the ones who started it all and crafted each bottle. The idea took off so well that, at one point, a guest joked, “I think I’ve been to this party before!” We were clearly making an impact.
 

Building an Amista Community

The results were incredible. Not only did people enjoy being part of the launch of a new winery, but the intimate setting helped us build a community. We grew our wine club and sold an impressive amount of wine—sometimes multiple cases per guest! Over time, we fine-tuned the formula for success: 18 guests was the sweet spot, Sundays were the best, and a 4:00-6:00 PM window worked perfectly. Stand-alone tastings were key for club sign-ups and sales, whereas adding a dinner afterward didn’t yield the same results.
 

Making Memories and Making Friends

Our biggest lesson? When life gives you lemons, make lemonade—or in our case, wine. Waiting on permits forced us to find an alternative way to sell our wine, and it wasn’t easy. Driving two hours, setting up, hosting, and cleaning up before driving back (without even enjoying a glass of wine because of the drive!) was a big commitment. But building a business takes hard work and the willingness to adapt. This experience taught us the value of perseverance, creativity, and the importance of friends. We made wonderful memories and even better friends along the way.

Still Thirsty?

If you want to learn more, here is a curated list of resources.

Here are the pairings we suggested to our hosts:

AMISTA Chardonnay -   Mini crab cakes

AMISTA Zinfandel - Bruschetta (a mixture that can be spread on crostini)

AMISTA Cabernet Sauvignon - Mushroom turnovers

2003 AMISTA Syrah - Assorted grilled sausages (cut into bite size pieces)

How to Host the Best Wine Tasting Party Ever

How (and Why) to Buy Wine Futures