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Gibson Wines is a family winery in South Australia's Barossa Valley with a strong direct-to-consumer business: a cellar door, behind-the-scenes vintage tours, a travelling series of wine dinners in capital cities and a wine club that has run for almost 25 years. Its wine already sold through Shopify, but its experiences were booked on a separate platform, so guest relationships started in one system and continued in another.
In December 2025 Gibson replaced its standalone booking tool with a Shopify-native booking app and put every experience on one calendar inside its Shopify store. Each booking now creates a Shopify order and customer, guests pay at the time of booking through Shopify checkout, and staff check visitors in with Shopify POS. In the first nine months the winery recorded 500 reservations, and more than 100 guests joined waitlists for a five-venue dinner series before any venue was committed.
Gibson is a Barossa Valley family winery that treats hospitality as a core part of its brand. Sam Cartwright, Direct to Consumer Experience Manager, runs the cellar door, vintage tours and dinner series with a small team of three full-time staff. The winery's experiences range from a casual glass at the cellar door to fully hosted tastings, seasonal tours during vintage and ticketed dinners in Sydney, Melbourne, Brisbane and Perth.
Bookings ran through Rezdy, a separate platform that kept guest data outside Shopify. Because club members booked through that system, staff often did not know a member was coming until they walked in, which made it harder to recognise and reward the winery's most loyal customers. Each type of experience also had its own capacity, price and schedule, and vintage tours only ran during vintage, which made the setup complex to manage.
Launching the capital-city dinners was particularly costly. Venues and menus had to be committed before tickets sold, and the process relied on a shared Google Doc to collect interest, Rezdy to take payment and manually created Shopify orders to tie it all together. Sam's brief was clear: keep the CRM as the single source of truth, take payments directly, improve contact with guests after their visit and make better use of staff time.
Gibson chose a booking app that runs natively inside Shopify, after hearing about it from a neighbouring winery. All experiences, from casual tastings to premium hosted sessions, vintage tours and city dinners, now sit on a single calendar in the Shopify store, so bookings, club membership and wine purchases share one customer record.
Every reservation generates a Shopify order and customer. Guests pay through Shopify checkout when they book, removing secondary transactions and giving the team one clean record of each visit alongside the guest's wine and club history.
New experiences open to a waitlist before dates are announced, so Gibson can confirm demand before committing to a venue or price. Automated Klaviyo flows move guests from waitlist to invitation to paid confirmation in the winery's own voice.
On the day, staff check guests in through Shopify POS. They can also offer a custom time outside fixed slots for the guest standing in front of them, a feature Sam says the team uses every day.
Gibson runs customisable private events that are not listed publicly and can be booked only by invited guests. Sam manages bookings from her phone through the Shopify app, and uses day-of-week booking reports to plan schedules.
Gibson switched from Rezdy to the Shopify booking app in December 2025. A previous team member had installed the app but never had time to configure it, so the rollout focused on building out each experience with its own capacity, pricing and schedule, then connecting bookings to Klaviyo flows and Shopify POS. The first major test came in March 2026, when all five capital-city dinner events went live on the same day. In April, Gibson added a bookable vintage tour that ran before regular opening hours and used the booking reports to plan the month's schedule.
In the first nine months the cellar door took 500 reservations, arriving at a steady monthly rate rather than in a single spike. The waitlist-first model changed the economics of the dinner series: more than 100 guests joined waitlists within weeks for five venues across four capital cities before Gibson committed to any of them. Because every booking creates a Shopify customer, the team can now trace a relationship from a first tasting to later purchases, and most follow-on spending from visitors comes through the online store. Sam says the unified records support better CRM management and cleaner Klaviyo segmentation, and the cellar door team spends more time on hospitality and less on administration.
When bookings live inside the commerce platform, every visit becomes part of a customer's history. That makes it easier to recognise loyal guests and to connect hospitality with later online sales.
Opening events to a waitlist first lets a venue-based business test interest before signing contracts or setting menus, reducing the financial risk of new experiences.
Small hospitality teams benefit most from tools that let staff adapt in the moment, such as offering a custom time or checking guests in at the point of sale, rather than forcing every interaction into fixed slots.
Shopify, Shopify POS, Shopify Checkout, Shopify booking app, Klaviyo
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. Gibson Wines is not an ONEXT DIGITAL client.
Sources: https://www.getservicify.com/post/gibson-wine-shopify-bookings
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