It’s one of those quietly nagging questions artists ask when preparing for a show or open studio: Am I supposed to serve wine?
There’s a strong association between art events and a glass of merlot—so strong, in fact, that some guests might be surprised if there isn’t a drink in hand. But before you stock up on cabernet and cheese cubes, it’s worth pausing to consider why this tradition exists, whether it truly serves your goals, and what other options might be just as effective—if not better.
Tradition ≠ Obligation
Serving alcohol at art events is common—but it’s not required. There’s no hidden rulebook mandating that wine be poured alongside your canvases. While it’s true that refreshments are a staple at many gallery openings and private viewings, there’s a big difference between “expected” and “essential.”
Plenty of successful events have offered nothing more than water and warm hospitality. Others have swapped wine for creative alternatives like Italian sodas, signature mocktails, or themed hot chocolate stations. In these cases, guests rarely complain or even comment. People adapt quickly, especially when the atmosphere is welcoming and the art is engaging.
Alcohol: Social Lubricant or Liability?
There’s no denying that alcohol can help break the ice and ease social interactions. Some even argue it loosens wallets—but that’s a risky mindset. As tempting as it may be to imagine wine softening resistance to a purchase, art sales built on buzzed enthusiasm don’t tend to result in long-term collector relationships. No one wants a client waking up the next day with buyer’s remorse.
On the flip side, serving alcohol—even casually—comes with real responsibilities. In some jurisdictions, offering alcohol without a license can run afoul of local regulations. There’s also the matter of liability. If a guest overindulges and then drives home, the artist or host could bear some responsibility. These aren’t fun scenarios to imagine, but they’re important to consider.
Hospitality Goes Beyond the Beverage
Instead of focusing on what to pour, consider the full experience you’re creating. How are guests greeted when they walk through the door? Is there music playing? Is the space warm and thoughtfully arranged? These details go much further in making people feel comfortable than whether there’s a chardonnay on the table.
A good event is one where guests feel seen, welcome, and unpressured. Whether they’re sipping a glass of prosecco or sparkling water, the real draw is the art—and the connection they feel with you and your work.
Try Both, Then Decide
Not sure what to do for your next event? Test it. Host one gathering with wine, and one without. See if there’s a meaningful difference in how long guests stay, how many conversations you have, or whether sales increase. Pay attention to your own comfort level and how much effort each approach requires. Over time, you’ll build experience—and your own approach.
Some artists opt to serve alcohol only at collector events or evening receptions. Others skip it altogether and focus on their art and interaction. Still others go the extra mile with themed, non-alcoholic refreshments that become part of their event’s identity.
The Bottom Line
Serve alcohol if it fits your event, your audience, and your comfort level—but don’t feel bound by tradition. Your goal isn’t to throw the perfect party. It’s to create an environment where people feel at ease, enjoy the art, and want to stay connected with you. That can happen with a glass of wine—or without one at all.
Would love to hear your thoughts—have you tried events both with and without alcohol? Did it change the vibe or outcome?