How to Make Your Wine Auction Great – 11 Tips

A wine auction is more than just a fundraiser—it’s an experience. With the right planning, it can become the highlight of your event calendar, drawing in donors who are excited to sip, swirl, and support your cause. Whether you're showcasing rare vintages, curating local favorites, or creating a fun wine wall fundraiser, a well-executed wine auction blends entertainment with generosity.

So, how do you make your wine auction stand out? From atmosphere to auction format, small details can have a big impact. 

In this guide, we’ll share 11 practical tips to help you plan an unforgettable event that keeps guests engaged and bids flowing.

1. Build a Strong Wine Collection

The success of your wine auction fundraiser largely depends on the quality of the wine you offer. A well-curated selection attracts more bidders and increases the likelihood of higher bids. Guests want to feel like they’re getting something special, so focus on offering high-quality, rare, or unique wines.

To build a strong collection, consider partnering with local wineries, distributors, and wine collectors. Many wineries are open to donating or providing discounted bottles for fundraising events. 

You can also reach out to collectors who may have rare vintages they are willing to contribute.

Offering a good variety is also important. While some people love bold reds, others prefer crisp whites or sparkling wines. A diverse mix ensures there’s something for everyone. 

A thoughtfully curated wine collection not only brings in more bids but also adds a sense of exclusivity to your event. 

2. Choose The Right Auction Format

The format of your wine auction can have a big impact on how much you raise and how engaged your bidders are. There are three main types to consider– live, silent, and online–each with its own advantages. The best choice depends on your fundraising goals and audience.

• Live Auction – This is the most interactive option, with an auctioneer energizing the crowd and creating a competitive atmosphere. It’s ideal for in-person events where excitement and urgency can drive bids higher– especially for rare and exclusive wines. Silent Auction – Guests place bids on paper or through mobile bidding platforms. This format works well in more relaxed settings where people can socialize while bidding at their own pace.
• Online Auctions – A great choice for reaching a wider audience. Supporters can participate from anywhere, increasing the number of potential bidders. Online auctions also give you more time to promote your wine collection and attract serious wine collectors.

For the best of both worlds, consider a hybrid approach– combine the energy of a live, in-person event with the accessibility of online bidding. This allows you to engage your local audience while reaching wine enthusiasts beyond the room.

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3. Estimate the Number of Bottles Based on Participants

Figuring out how much wine to include in your wine auction fundraiser starts with knowing how many guests will attend. A helpful rule of thumb is to provide 3 bottles for every 5 participants. This ratio helps ensure enough variety to keep things exciting while maintaining a sense of competition among bidders. 

Be sure to divide your wine wisely between auction lots and any other fundraising activities. If you're including a wine wall fundraiser or wine pull raffle, set aside bottles specifically for those events. This ensures guests who don’t win an auction lot still have a chance to take home a bottle– keeping more people engaged.

Aim for a mix of high-value wines and more budget-friendly options. Not every guest will bid on a rare vintage, but many will happily go for a quality bottle at a good price. Offering a range ensures participation and keeps the auction exciting and inclusive.

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4. Make the Wine Wall Fundraiser a Highlight

A wine wall fundraiser is a fun, low-effort way to keep guests engaged while raising extra funds. It works like a grab-and-go wine game—guests pay a fixed price, pick a random bottle, and take home a surprise. Some bottles might be high-end, while others are everyday favorites, which makes it exciting for everyone.

The mystery is part of the appeal! Guests love the chance to score premium wine at a bargain price, and the randomness keeps it exciting. To make it even more appealing, include a mix of different price points and styles, from bold reds to crisp whites and sparkling wines.

Presentation is key. Create a well-designed display with clear signage that explains how it works. Arrange bottles neatly on a decorated table or shelving unit, and use numbers or wrapping to hide the labels. Let guests know their participation in the wine auction fundraiser supports your fundraising efforts—and that no matter what bottle they pull, they’re walking away with something to enjoy.

5. Set Smart Starting Bids to Drive Interest

Setting the right price is key for engaging bidders from the start. 

If the opening bid is too high, people may hesitate. If it’s too low, you risk underselling valuable bottles. A well-researched starting bid strikes the right balance.

Do some research to determine the market value of each bottle. A good rule is to set the opening bid slightly below retail price. This gives bidders a sense of value and encourages them to participate.

Once bidding begins, the increments matter. Small jumps of $5 to $10 work well for mid-range wines, while premium bottles can handle larger increases. 

A steady bidding pace keeps the wine auction fundraiser moving while ensuring that each bottle sells for a good price.

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6. Promote Your Wine Auction to the Right Audience

Even the best wine auction won’t succeed if people don’t know about it. Promotion is just as important as planning, and a smart marketing strategy can make all the difference. A mix of online and local promotion can help you reach the right audience.

Start with social media, email, and your website. Share eye-catching posts featuring some of the best auction items. Use countdown reminders, behind-the-scenes videos, and testimonials from past events to build excitement. 

Send email updates to past donors, attendees and supporters to keep your event top of mind.

Local promotion can also be powerful. Partner with wineries, restaurants, and wine shops– they may be willing to promote your wine auction to their customers. Team up with local influencers who enjoy wine or support community causes for additional visibility. Don’t overlook traditional media. Reach out to local newspapers, radio stations, and event blogs. Many are happy to feature local charity events, giving you valuable exposure to new audiences and potential bidders.

7. Offer Wine Tastings to Boost Engagement

Hosting a wine tasting before the wine auction is a fantastic way to engage guests and increase bids.  When people can sample the wines, they feel more confident about what they’re bidding on.

• Let guests try before they buy – Offer samples of key auction wines to build excitement and encourage competitive bidding.
• Share wine details – Provide information on origins, tasting notes, and suggested food pairings to make the experience more engaging.
• Feature knowledgeable staff – Having a sommelier or wine expert on hand adds value by educating guests and answering questions.

8. Keep the Energy High with a Skilled Auctioneer

An engaging auctioneer can be the secret to a successful wine auction. The right person brings energy, humor, while keeping the bids flowing. 

Hiring a professional auctioneer is a worthwhile investment. Someone with experience knows how to read the room, build momentum, and encourage friendly competition. Guests are more likely to bid when the auction feels lively and fun.

It’s also important to choose an auctioneer who understands your nonprofit’s mission. When the auctioneer emotionally connects with your cause and communicates its importance, guests feel more inspired to give. That personal connection can drive up bids and make your wine auction not only profitable, but memorable.

9. Bundle Wines with Exclusive Experiences

Adding unique experiences to your auction can add even more excitement and increase the value of auction lots. Instead of just offering bottles, pair them with special perks that wine lovers will appreciate.

• Vineyard tours and private tastings – A great way to attract bidders who want more than just a bottle. Partner with wineries to offer behind-the-scenes experiences.
• Themed auction lots – Packages like “Date Night” (wine, dinner gift cards, and chocolates) or “Wine Collector’s Package” (a mix of premium wines) create more interest.
• One-of-a-kind items – Autographed bottles, rare vintages, or a chance to blend a custom wine make for memorable auction prizes.

These bundles make your wine auctions online or in-person events stand out and give bidders more reasons to participate and donate.

10. Make Event Logistics Smooth and Hassle-Free

A well-organized wine auction keeps guests happy and encourages more participation. If the event runs smoothly, bidders can focus on enjoying the auction instead of dealing with long lines or confusion.

• Venue layout matters – Arrange the space so guests can easily browse auction items, sample wines, and move between sections without crowding.
• Check-in and check-out should be quick – A slow process can frustrate attendees. Use a digital system or pre-registration to speed things up.
• Clear signage and helpful staff – Guests should know where to go at all times. Volunteers should be available to answer questions and direct people.

You aim to make the experience hassle-free, keep bidders engaged, and ensure a successful fundraiser.

11. Create a User-Friendly Bidding Process

A smooth bidding process makes it easier for guests to participate and keeps the wine auction running efficiently. Whether you’re hosting an in-person event or using wine auctions online, the key is to keep things simple and accessible.

• Use BetterWorld’s mobile bidding software – Our platform makes it easy for guests to bid from their phones, whether they’re at the event or participating remotely.
• Make registration quick – Complicated sign-ups can discourage bidders. A short, straightforward process ensures more people get involved.
• Offer clear instructions and support – Some guests may be new to online or silent auctions. Have staff or volunteers available to answer questions and guide them through the process.

A user-friendly system keeps guests engaged and helps you raise more for your cause.