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We help suppliers, distributors and retailers grow their beer, spirits, and wine brands through in-store tasting events across Texas. 
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Over 15 years, we’ve built one of the largest and most product-educated teams of TABC-certified ambassadors in the industry. We also developed technology that not only supports their work, but also captures and delivers product and brand data insights our customers can’t get anywhere else. 


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“I took over our sampling program in Texas this past year and I’ve been very happy with what First Crush has done. They’re constantly innovating and understanding the business better and trying to find better ways.”

Jake Buckingham
Mike’s Hard Lemonade

See what the industry is saying about First Crush Tastings!

Case Studies

3 Brand Promises

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Complete Visibility

Our dedicated client success staff, proven quality processes, and technology platform combine to give you confidence and confirmation that your tasting events are carried out flawlessly.

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Local Trusted Experts

Trusted by Chain Buyers and Wine Stewards alike. First Crush’s event ambassadors are sales-minded, knowledgeable of individual product characteristics, and supported by streamlined training and learning resources.

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Actionable Data

Maximize event ROI with timely and actionable views of product performance, availability, customer feedback and more.

“For the past four years, hands down, your team at First Crush has been absolutely fantastic to work with! My customers are located throughout the state of Texas, and therefore I need demos conducted in all major markets. You all share the same geographic region, which is huge and hard to come by. On top of that, your crew is very streamlined and quick to communicate upcoming events and event performance. They’re also exceptionally reliable, informed, and engaging with customers. Whenever suppliers inquire as to who I recommend to conduct demos, my response is always First Crush. Thank you for all you have done to grow my business, and cheers to many more amazing demos down the road!”

Kelley E. Strona
Southern Glazer’s Wine and Spirits

Helping purveyors and consumers of beer, spirits and wine to taste, learn, and grow.

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“First Crush has always provided me a dependable, knowledgeable and sales-oriented ambassador that consistently covers these jobs. That allows a familiarity and rapport to be built with customers providing high sales results. 2016 marks the 11th year that I have worked with First Crush.”

Stephen Bacon

Wine Steward, HEB (639)


We convert more pours into more sales. Period.
When you choose to work with First Crush Tastings, you won’t be left wondering if your tasting campaign will improve sales – you’ll know it will. That’s because we have a proven track record of 95% execution and an average 20% sales conversion (one out of every five pours results in a sale). Learn more about our services.

We’re obsessed with excellent customer service.
Our first priority is to deliver hands-on, superior service to customers, distributors and retailers. We’re so serious about service that we employ regional managers whose sole responsibility is to build relationships with retailers and suppliers. Learn more about our quality control practices.

Access to our powerful data analytics tool.
Our custom platform provides valuable insights to improve your tasting spend by automatically tracking data points like pricing and inventory, top-selling accounts and retailers, consumer feedback, and more. Reporting is available within 72 hours of your event. Learn More.

We are the tasting experts.
As we say in Texas, this isn’t our first rodeo. Since 2005, we’ve performed hundreds of thousands of events, poured more than five million samples and sold more than one million units – many to customers who had no intent to purchase when they walked into the store.

Who we are

First Crush Tastings is Texas’ premier shopper marketing and data insights resource for suppliers, distributors and retailers of beer, spirits, and wine.

Your support team includes:

  • Market Coordinators
  • Direct link to retailers & ambassadors in every major market
  • In-Office Support Team
  • Event Verification
  • Friendly Accessible Customer Service
  • Special Event Coordinator
  • We handle the details
  • After Hours Support Phone Line
  • Troubleshooting ambassador issues 24/7

Want to learn more?

Contact Us