The global beer tourism market is expected to nearly double by 2030, jumping from $11.6 billion in 2024 to $22.6 billion. Much of that growth is being driven by brewery and distillery tours, which now account for more than half of global beer tourism revenue.
Distillery tourism is seeing a parallel boom. In Texas alone, distillery tourism generated over $831 million in 2023, with similar success stories in states like Kentucky and Iowa. As more travelers seek out immersive, craft-driven experiences, from behind-the-scenes tastings to curated festival weekends, operators need a better way to manage how they sell, schedule, and scale their tours.
That’s where online booking software comes in. The right platform not only helps your distillery and brewery business capture more reservations but also elevates the guest experience. In this article, we’ll show you exactly how.
Why breweries and distilleries need specialized booking software
As an operator behind a brewery or distillery, you’re consistently facing your own unique set of operational challenges. From managing tastings and private events to tracking capacity and ensuring age compliance, the right booking tool can make a real difference in your day-to-day operations.
We’re talking about tackling the common hurdles every brewery and distillery tour business faces, like:
- Managing multiple tour types, tastings, and event formats with varying durations and capacities
- Coordinating group bookings, including private events and walk-in parties
- Complying with age restrictions and verifying IDs for alcohol-related experiences
- Adjusting availability and pricing for weekends and holidays
- Sending timely confirmation emails and reminders to guests
- Collecting waivers in advance of alcohol tastings or production facility tours
- Upselling add-ons like merchandise, drink packages, or food pairings
When all those moving pieces are flowing through one central system, it’s a whole lot easier to stay organized and fill up your tours.
Key features brewery and distillery tour operators should look for
With so many options available today, it can be difficult — and sometimes downright overwhelming — to choose a booking software partner. New operators might be making the investment for the first time, while seasoned businesses are finding it’s time to upgrade to a more sophisticated system. Whatever the case, we’ve narrowed down a list of key features that directly benefit brewery and distillery tour businesses.
- An easy-to-use mobile checkout that lets guests book tours directly from their phones. Guests nowadays expect to be able to reserve a tour spot in seconds and on the go, especially when they’re booking last-minute on a weekend.
- An inventory that updates in real-time so that you avoid overbookings. Whether you offer three tastings a day or 20, your system should update your tour availability immediately after someone books.
- Automated email and SMS reminders about a tour. It may seem unusual, but it happens: Guests forget their reservations all the time. Having a booking tool that automatically sends an email with info on their tour helps to reduce no-shows and keeps guests in the loop about what to expect from the experience.
- Digital waiver collection after a guest book. Collecting signatures ahead of time via your website or email gets paperwork out of the way before guests set foot in your venue. Then the tour can start on time without bottlenecks at check-in.
- Flexible pricing tools for weekdays, weekends, and private groups. Being able to change your pricing based on demand can help you better fill your tours and maximize your revenue.
- Built-in upselling tools let you promote drink flights, merchandise, or gift cards at checkout, encouraging guests to add an amenity to their tour.
- In-depth reporting that’s easy to read and put to work. Your booking data should clearly show which tours, time slots, or guides drive the most revenue, and which could use a boost.
How brewery and distillery businesses use booking software in the real world
Your booking software shouldn’t just sit in the background or act as an afterthought. The right tool becomes the backbone of your operations, powering everything from marketing and pricing to scheduling and guest communication. Here’s what that looks like in real life:
Let’s say your brewery offers five tasting slots every Saturday afternoon. Your goal is to keep your Saturday tastings full and organized. As guests book online, your system updates in real time, meaning there’s no risk of overbooking.
Meanwhile, everyone gets an automated email after they complete their reservation, with details on where to go, what to expect, and when to arrive. That simple email significantly reduces your no-shows and eliminates any confusion at check-in.
Now, let’s look at how your booking software might help you manage large group bookings. For this example, we’ll be dealing with a group of friends who want a private tour and an extra, like a souvenir. The group turns out to be a bachelorette party, which reserves a private distillery tour for 10 people.
At checkout, they’re prompted to add a cocktail tasting and branded shot glasses to take home as a parting gift. They’re excited about the add-ons and throw them into the cart. Meanwhile, your revenue for that order went up, with no extra effort required.
Finally, we want to talk about rescheduling. You may have an outdoor tasting venue and operate in a place where weather causes delays and reschedulings. When a storm rolls in, and you need to move a Wednesday afternoon tour, you quickly update your schedule in just a few clicks.
Your booking software then sends guests an SMS and an email informing them of the situation and proposing a new date and time for their tasting. Sure, these examples are hypothetical. Yet they reflect everyday scenarios and the kind of things that happen all the time in this business. The right booking software helps you handle them quickly and efficiently, so nothing slips through the cracks.
Top picks: Best booking tools for brewery and distillery tours in 2026
Xola — Best overall for brewery and distillery tour businesses
If you’re looking for a system that was actually built for tours, tastings, and guest experiences, Xola checks all the boxes.
- Xola was designed to handle everything from online bookings to waivers, group logistics, and reporting.
- The Xola software’s built-in tools help you increase revenue through add-ons, gift cards, and lightning deals, all while keeping your backend operations clean and simple.
- Additional features such as real-time inventory, automated emails, mobile app access, and a full suite of analytics are designed specifically for tour operators to grow strategically.
Learn more about how Xola works →
Square Appointments — Best for new or solo operators
If you’re just starting and need a basic tool to take bookings, process payments, and send reminders, Square Appointments is a common entry point. It’s not built specifically for tours, but it’s popular among solo guides and small tasting rooms.
Calendly — Best for managing simple tastings and consults
Calendly is a cost-effective fit if you offer private sessions, such as custom tasting experiences or behind-the-scenes facility tours. While it lacks advanced tour features, it syncs with your calendar, automates confirmations, and keeps your schedule organized.
Google Forms + Google Calendar — Best DIY solution for no-budget setups
If you’re bootstrapping your business, you can create a free booking system using a Google Form connected to your calendar. It’s not scalable, but it works in a pinch. This DIY solution can get the job done for one-off tours or small events.
FAQs about booking software for breweries and distilleries
Can I block bookings based on weather?
Yes, some booking systems allow you to pause or cancel availability for outdoor tours or patio tastings if weather conditions aren’t ideal. With tools like Xola, you can set availability by the hour or day, then reopen dates as conditions improve.
What’s the easiest way to collect waivers?
Digital waivers are the simplest option. With Xola Waivers, guests automatically receive a link to sign after booking. It saves time at check-in and helps you stay compliant without managing paper forms.
Can I set different pricing for weekdays and weekends?
Yes (and you probably should). Flexible pricing is a must if you want to drive more traffic on slower days. Xola lets you customize pricing by day, time slot, or group type, which works well for happy-hour tours or weekend premiums.
Is there a way to limit bookings by group size or age?
Yes. Most professional booking systems let you set rules around group size, participant age, or private tour limits. This ensures only eligible guests can complete a booking.
Can I upsell add-ons like drink flights or merch during checkout?
Yes, and it’s a great way to boost your revenue. Xola allows you to offer drink pairings, branded glassware, or gift cards as guests are checking out, encouraging them to spend a little more before arriving.
Do I need a separate tool to manage staff scheduling?
Not necessarily. Some booking systems, like Xola, include staff assignment tools that let you manage tour guides and shifts directly within the dashboard.
How do I track which tours are most profitable?
Look for a system with built-in reporting. Xola’s capacity utilization and revenue breakdown reports, for instance, show you which experiences, times, or add-ons are driving the most value.
How to choose the right brewery and distillery tour booking platform
It all comes down to what actually makes your day-to-day life easier. Keep an eye out for:
- Mobile-friendly checkout that lets guests book tastings or tours on the go, especially on busy weekends.
- Real-time inventory updates so you don’t risk overbookings or awkward double-ups.
- Automated emails and SMS texts to remind guests about their reservations.
- Pricing flexibility to match demand, accommodate private events, or launch seasonal promotions.
- Digital waiver collection is built right into the booking flow.
- Enticing upsells that help boost sales of drink flights, merchandise, or gift cards.
- Reporting tools that show you what’s working (and what’s not), so you can optimize over time.
If a tool can help you save time, increase revenue, and keep guests happy, it’s worth considering.
Want a booking system built for zipline tours?
Whether you’re running weekend tastings, private group events, or daily tours, Xola is designed to make it all run smoother. From checkout to check-in, our booking software helps you save time and increase revenue, without the extra paperwork.l
Book a free demo and see how Xola works for brewery tours
