There is a growing body of research on the experience of visitors to winery tasting rooms, and their expectations and satisfaction. This overview uses qualitative research in Australia and New Zealand to examine a number of themes relating to the visitor's experience in the tasting room, including the impact of the size of the winery, the nature of the service encounter, and the effect of paying for wine. The significance of these themes is placed in the context of the experience economy and the provision of hospitality generally. The practical relevance of the article is to relate consumers' expectations and perceptions of tasting rooms to the goals of wineries generally, and also the issue of wine quality as a significant factor in the experience, with some specific recommendations for further research and for the implementation of practical outcomes for a successful tasting room. © 2009 SAGE Publications.