TOAST Nebraska Demonstrates How Strategic Partnerships and Bi-Annual Events Drive Winery Sales and Customer Development

By Stacie Jacob | November 25, 2025

Grand Island, NE – The Nebraska Winery & Grape Growers Association's Holiday TOAST Nebraska Wine Festival drew nearly 1,500 attendees on November 15, demonstrating how strategic partnerships and bi-annual festivals drive winery sales and customer engagement.

The fifth annual event introduced a progressive food and wine pairing experience with Hy-Vee, one of the Midwest's largest supermarket chains. Food flights throughout the day featured appetizers, entrées and desserts. Eighteen Nebraska wineries offered samples and discussed pairing recommendations for each course.

"Holiday TOAST exceeded our expectations in every way," said Renae Littrell, Executive Director of the Nebraska Winery & Grape Growers Association. "The introduction of our progressive dining experience in partnership with Hy-Vee was a bold step that paid off. Survey responses showed attendees are already planning their return, many considering VIP upgrades. We're not just hosting events, we're building a wine movement."

The Numbers Behind the Model

Holiday TOAST attracted 1,439 attendees including 200 VIP ticket holders. Tickets were priced at $85 for VIP admission and $65 for general admission. TOAST elevates consumers knowledge about Nebraska wines and supports wineries with DTC wine sales. 

Thanks to Nebraska ABC law, wine sales are allowed during sampling events, adding significant ROI to the festival strategy. Individual winery sales ranged from $6,500 to $9,000, per winery booth with transaction volumes between 181 and 408 purchases per winery. Post-event surveys revealed attendees purchased an average of four to six bottles to take home.

Katie Benner, 2025 TOAST Chairman and general manager of Prairie Creek Vineyards, noted the impact. "Survey after survey mentioned discovering new favorite wineries and appreciating the generous, knowledgeable staff at every booth. Attendees left as ambassadors for Nebraska wine."

The NWGGA's Wine Bucks program, is a core driver of winery sales. Attendees receive $5 in complimentary wine currency, VIP guests receive $20, and Wine Bingo winners earn an additional $10. The festival's Wine Bingo tradition, now celebrating its tenth festival, consistently ranks as the highest-rated activity. Participating wineries are reimbursed for Wine Bucks redemptions and have a set reimbursement fee per attendee ticket sold for tastings, all reimbursed through the association. 

The comprehensive food and wine pairing experience added to the educational take away and encouraged a longer length of stay for attendees who came between noon – 8 pm. 

The Bi-Annual Advantage

NWGGA's two annual festivals create multiple touchpoints for customer acquisition. Spring TOAST, held in Omaha each May, has operated for 13 years and grew from 1,100 to more than 4,000 attendees between 2021 and 2023. Holiday TOAST in Grand Island (began in 2021) provides geographic diversity and captures holiday purchasing momentum. The two events are strategically located among the state’s wine trails and core population centers. 

"When an attendee says 'Each year gets better and better,' that's the kind of experience that builds lasting relationships between wineries and consumers," said Benner. "And 1,500 people coming to Grand Island means an economic boost to the rural community with overnight hotel stays, busy restaurants and local businesses benefiting from the impact. 

Each event features an expanded marketplace featuring more than 30 artisan vendors, music, chats with winemakers and other activities to engage customers. 

Strategic Marketing Partnerships Amplify Awareness

In addition to the new Hy-Vee partnership at TOAST, the NWGGA has aligned with Husker Athletics to elevate awareness of Nebraska wines. In its first year, LED signage and suite-level tastings of Nebraska wines are key opportunities to raise awareness to more than 90,000 Nebraska fans each home football game. 

The event model of TOAST Nebraska and the strategic partnerships with Hy-Vee and Huskers Athletics offer replicable lessons for emerging wine regions seeking to build local support while developing wine tourism and direct-to-consumer sales growth.

Nebraska Winery & Grape Growers Association: 

The Nebraska Winery and Grape Growers Association is dedicated to leading the industry toward economic viability and sustainability and encouraging wine lovers to discover and embrace all that Nebraska Wines have to offer.