Virginia Tasting Cellar

A destination Virginia Wine tasting room in the heart of Virginia in downtown Farmville.


The Virginia Tasting Cellar is located at 201 C Mill Street in Farmville, Virginia.  Our pre-civil war, river side horse stables have been lovingly remodeled with authenticity and respect for the past but with an eye towards the future.  The original 15 foot brick arched entry into the cellar will have an industrial iron and glass door that leads into a 36 by 15 foot center area which is flanked by four tasting “stalls”.  The center area has a custom communal table, built by John Ford, a local artisan, from reclaimed barn wood.  One hundred and fifty year old reclaimed beams support and divide the brick walled space into four distinct wine tasting “stalls.”  Each stall has multiple tasting counters with display shelves for merchandise.  Stained concrete floors are warmed with authentic Persian carpets.  At the far end of the space is a doorway to an outdoor covered patio lounge overlooking the Appomattox river.  The patio lounge features: two fireplaces built into reclaimed wood walls, custom porch swing, wicker rockers, couches, and table seating for 50 guests.  The Virginia Tasting Cellar is one of the most relaxing and picturesque spots to enjoy Virginia wine in the our opinion!

Interior Design Inspiration Board  


Farmville has the geographic distinction of being a small town in, almost,  the exact center of the state with several unique visitor profiles.

The River View from the Patio

  • 1,500 historical tourists come to walk, bike and ride the High Bridge Trail and Sailor’s Creek Battlefield

  • Longwood University and Hampden- Sydney College house 7,000 students.  Football, Alumni, Parents and Graduation weekends draw over 100,000 visitors per year

  • Per week, Greenfront Furniture Store brings 1,500 upscale furniture and rug shoppers from as far North as New York to as far South as Florida

  • Farmville sees almost 200,000 unique visitors per year

How will it work...

Virginia Tasting Cellar's goal is to have a regionally diverse assortment of Virginia Wineries.  We want to provide our guests with a day of experiencing Virginia wines, from all corners of the state, something that currently, is geographically impossible.

The Virginia Tasting Cellar

Our proposed hours of operation, for the first month, will be Friday - Sunday 11:00 - 6:00pm.  We will let the flow of business and the guests dictate expansion of business hours into the weekdays.

Guests will enter and purchase a VTC wine glass.  This glass comes with ten half ounce tastings.  They may taste any wines of their choosing.  Once they have had their ten tastes, they are free to purchase glasses or bottles from any counter. 

If you decide to participate, your tasting counter will operate under your remote festival license.  You will provide Virginia Tasting Cellar with wines of your choosing.  Our hope is that you will be tasting our guests on your very best selections.  VTC will not be invoiced for your wines.  We will receive and store them for you.  Locked cages for red and a climate control walk in for white and sparkling will be provided.

VTC would love nothing more than for wine makers, owners or vineyard managers to staff their own tasting counters, but we know that for many small operations that is not feasible.  VTC will provide staff on weekends that you can not send a representative.  We anticipate a dedicated "pourer" per counter, one host, one manager and, at least, one floating support busser/bar back person per shift.  You will be required to provide the following information to the Managing Partner, Megan Martin, via email, prior to each weekend.

  • comprehensive tasting notes
  • glass / bottle retail pricing for your current selections
  • and any additional sales information you want conveyed to guests

Our point of sale system is the cloud based,  Clover System.  Weekly sales reports will be emailed to you every Monday morning and we will reconcile your sales and send disbursement checks at the end of each month, less the next month's rent, based on your lease agreement. 


There will be three introductory lease tiers:

  • 3 months
  • 6 months
  • 12 months

For the first thirty days of operation there will be a, one time, out clause.  If, for any reason, you decide that you don’t want to continue your lease in the first thirty days you may break your agreement with no penalty regardless of which tier you have selected. 

Your monthly lease fee includes:

  •  labor (we ask that you try to send a winery rep to pour your wines at least once a month)
  • storage
  • glasses
  • marketing
  • insurance
  • utilities
  • security (we are using real time, cloud based cameras so you can log on anytime and peek)
  • point of sale system

Please contact, managing partner Megan Martin for availability and pricing


Virginia Tasting Cellar has hired McKnight Graziano Designs to handle our marketing and PR and, eventually, our special events management.

MGD will be working in conjunction with Virginia Tourism Board and The Virginia Wine Board marketing teams.

Branding/logos/press kit are in development and will be shared with participating wineries prior to public launch.

The majority of our marketing budget will be devoted to digital marketing/social media.  As of today, we have a live website and a presence on the social media platforms below.  Organic and paid content will be generated across all, with the heaviest focus on Facebook.

Click here for Facebook demographics for people 21-65+ years old, living in a 75 mile radius of the Virginia Tasting Cellar who's interests include wine/wine events/wine tasting.

All participating wineries will be back linked and cross promoted on our site and all SM platforms.  Our site will have a "line up" calendar and will link to participating wineries' event calendars.

Each participating winery will receive a monthly marketing action plan with suggested participation.  And we welcome participating wineries to send us their marketing plans and promotions so that we can cross promote whenever possible.

All participating wineries will be asked to make their email database available to us for email marketing and VIP events.


For more info or to schedule a private tour, please email