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Thoughts	  about	  Wine	  Tourism	       by	  Robert	  Joseph	  
Wine	  producers	  v	  consumers	  	  	  
2005…	  Wine	  Travel	  Guide	  to	  the	  World	  
Who	  buys	  wine	  these	  days?	  And	  how	  do	  people	  take	  their	  holidays?	  	  
Who	  buys	  wine	  these	  days?	  And	  how	  do	  people	  take	  their	  holidays?	  	  
If	  we’re	  not	  aEracFng	  women,	  we’re	  doing	  something	  wrong!	  
Failure	  to	  welcome	  families	  =	  a	  missed	  opportunity.	  
Wine	  tourism	  is	  not	  a	  sector	  like	     golf	  or	  garden	  tourism!	  
“The	  average	  person	  wanFng	  to	  take	  a	  	  wine	  tour	  in	  the	  Hunter	  Valley	  wants	  to	  visit	  an	 ...
“If	  they	  are	  sufficiently	  different,	  the	  	  tourists	  will	  happily	  go	  to	  two.	  If	  not,	  one	  is	  e...
We	  are	  in	  the	  entertainment	                    business	  
You	  can’t	  please	  everybody…	  
But	  you	  can	  please	  a	  lot	  of	  people…	  
So	  why	  are	  we	  doing	  wine	                tourism?	  
SALES	               Could	  you	  say	  that	  wine	  tourism	  in	  your	  winery	  is	  financially	  viable?	  	       ...
WINE	  TOURISM’S	  FIGURES	  	  There is a gap between the visitors’ expences in Florence, Napaand Porto and the rest of t...
INCOME	  	               Regarding	  your	  income	  related	  to	  tourism,	  how	  is	  the	  percentage	               ...
Rand	  Hoch,	  a	  West	  Palm	  Beach,	  Fla.,	  aEorney,	  cant	  resist	  picking	  up	  a	  souvenir	  at	  every	  wi...
INCOME	  	       Do	  you	  consider	  wine	  tourism	  acJviJes	  as	  a	  good	         alternaJve	  to	  face	  economi...
WINE	  TOURISM’S	  FIGURES	  	              Which	  are	  the	  most	  importat	  benefits	  that	  wine	  tourism	  brings...
PROMOTION	  	            How	  do	  you	  promote	  your	  wines	  on	  local	  and	  internaJonal	  markets?	  	         ...
When	  did	  you	  last	  check	  your	  web	  traffic?	  
Should	  we	  charge	  visitors	  to	             wineries?	  
Most	  California	  wineries	  charge	  visitors	                                –	  And	  have	  to	  offer	  entertainmen...
In	  the	  TasFng	  Room:	  Knowledge	  about	  wine,	  does	  NOT	  sell	  wine.	  People	  relaFng	  to	  people	  sell	...
In	  the	  TasFng	  Room:	  Knowledge	  about	  wine,	  does	  NOT	  sell	  wine.	  People	  relaFng	  to	  people	  sell	...
In	  the	  TasFng	  Room:	  Knowledge	  about	  wine,	  does	  NOT	  sell	  wine.	  People	  relaFng	  to	  people	  sell	...
In	  the	  TasFng	  Room:	  Knowledge	  about	  wine,	  does	  NOT	  sell	  wine.	  People	  relaFng	  to	  people	  sell	...
In	  the	  TasFng	  Room:	  Knowledge	  about	  wine,	  does	  NOT	  sell	  wine.	  People	  relaFng	  to	  people	  sell	...
Build	  your	  mailing	  list	  –	  your	  community	  of	  people	  who	  might	  not	  only	  buy	  some	  more	  of	  y...
Friend’s	  recommendaFon	     Previous	  experience	  of	  the	  wine	  	  
Research	  and	  development	  
Brown	  Brothers	  of	  Milawa,	  Victoria,	  Australia	  	      (2.5	  hours	  drive	  from	  Melbourne)	                ...
Wines	  like	  these	  –	  and	  their	  labels	  –	  were	  consumer	     tested	  at	  the	  winery	  –	  like	  this,	 ...
Investment	  in	  wine	  tourism	  will	  pay	  off…	  
Conclusions	   wine	  •  Think	  beyond	  •  Think	  of	  visitors	  who	  are	  less	  interested	  in	     wine	  than	 ...
Thank	  you	  for	  your	  aEenFon	  robertjoseph@unforgeEable.com	  
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph ...
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LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt

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LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt

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Transcript of "LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt"

  1. 1. Thoughts  about  Wine  Tourism   by  Robert  Joseph  
  2. 2. Wine  producers  v  consumers      
  3. 3. 2005…  Wine  Travel  Guide  to  the  World  
  4. 4. Who  buys  wine  these  days?  And  how  do  people  take  their  holidays?    
  5. 5. Who  buys  wine  these  days?  And  how  do  people  take  their  holidays?    
  6. 6. If  we’re  not  aEracFng  women,  we’re  doing  something  wrong!  
  7. 7. Failure  to  welcome  families  =  a  missed  opportunity.  
  8. 8. Wine  tourism  is  not  a  sector  like   golf  or  garden  tourism!  
  9. 9. “The  average  person  wanFng  to  take  a    wine  tour  in  the  Hunter  Valley  wants  to  visit  an  average  of  1  ½  wineries. ’ ”  Veteran  Hunter  Valley  wine  tour  operator  
  10. 10. “If  they  are  sufficiently  different,  the    tourists  will  happily  go  to  two.  If  not,  one  is  enough   ”  Veteran  Hunter  Valley  wine  tour  operator  
  11. 11. We  are  in  the  entertainment   business  
  12. 12. You  can’t  please  everybody…  
  13. 13. But  you  can  please  a  lot  of  people…  
  14. 14. So  why  are  we  doing  wine   tourism?  
  15. 15. SALES   Could  you  say  that  wine  tourism  in  your  winery  is  financially  viable?     no   yes   100,0%   90,0%   80,0%  Yes   70,0%  No   32,2%   67,8%   60,0%   50,0%   40,0%   30,0%   20,0%   10,0%   0,0%  
  16. 16. WINE  TOURISM’S  FIGURES    There is a gap between the visitors’ expences in Florence, Napaand Porto and the rest of the city members of the “Great WineCapitals” interntional Network.
  17. 17. INCOME     Regarding  your  income  related  to  tourism,  how  is  the  percentage   distributed?  80,00   68,03  70,00  60,00  50,00  40,00   36,58  30,00   20,52   23,61  20,00   14,10   8,72  10,00   ,00  
  18. 18. Rand  Hoch,  a  West  Palm  Beach,  Fla.,  aEorney,  cant  resist  picking  up  a  souvenir  at  every  winery  he  visits.  No,  not  a  boEle  (though  he  does  o`en  have  a  case  shipped  to  his  house).  Instead,  Hoch  goes  home  with  a  polo  shirt  sporFng  the  winerys  name.  "Ive  got  close  to  60,"  he  says.  
  19. 19. INCOME     Do  you  consider  wine  tourism  acJviJes  as  a  good   alternaJve  to  face  economic  crisis  periods  ?   10,0%   Yes,  very  much   24,5%   Yes  27,5%   More  or  less   No,  not  at  all   38,8%  
  20. 20. WINE  TOURISM’S  FIGURES     Which  are  the  most  importat  benefits  that  wine  tourism  brings  to  your   winery  and  to  your  community?  80,0%   68,9%  70,0%   61,9%  60,0%   53,8%   52,8%  50,0%  40,0%   35,6%  30,0%   24,0%  20,0%  10,0%   0,0%  
  21. 21. PROMOTION     How  do  you  promote  your  wines  on  local  and  internaJonal  markets?     InternaFonal  Market   DomesFc  Market   340   320   276   259   252   250   201   174   192  129   145   158   149   134   61   102   101   66  
  22. 22. When  did  you  last  check  your  web  traffic?  
  23. 23. Should  we  charge  visitors  to   wineries?  
  24. 24. Most  California  wineries  charge  visitors   –  And  have  to  offer  entertainment  that  is   worth  the  charge.   The  number  of  visitors  to  California:   19.7  million  in  2005.   Wine-­‐related  tourism  revenue  2010:   $2.1bn  
  25. 25. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I  can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,  the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,  discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.    Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they  like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and  family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can  be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived  value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,  something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why  this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.    “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner  party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner  table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day  by  the  pool”    A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many  wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  26. 26. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I  can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,  the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,  discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.    Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they  like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and  family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can  be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived  value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,  something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why  this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.    “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner  party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner  table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day  by  the  pool”    A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many  wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  27. 27. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I  can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,  the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,  discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.    Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they  like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and  family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can  be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived  value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,  something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why  this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.    “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner  party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner  table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day  by  the  pool”    A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many  wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  28. 28. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I  can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,  the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,  discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.    Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they  like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and  family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can  be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived  value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,  something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why  this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.    “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner  party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner  table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day  by  the  pool”    A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many  wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  29. 29. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I  can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,  the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,  discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.    Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they  like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and  family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can  be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived  value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,  something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why  this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.    “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner  party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner  table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day  by  the  pool”    A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many  wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  30. 30. Build  your  mailing  list  –  your  community  of  people  who  might  not  only  buy  some  more  of  your  wine  –  but  also  tell  their  friends   and  family  about  it.  
  31. 31. Friend’s  recommendaFon   Previous  experience  of  the  wine    
  32. 32. Research  and  development  
  33. 33. Brown  Brothers  of  Milawa,  Victoria,  Australia     (2.5  hours  drive  from  Melbourne)   100,000+  visitors  per  year  
  34. 34. Wines  like  these  –  and  their  labels  –  were  consumer   tested  at  the  winery  –  like  this,  before  being   launched  onto  the  market.  
  35. 35. Investment  in  wine  tourism  will  pay  off…  
  36. 36. Conclusions   wine  •  Think  beyond  •  Think  of  visitors  who  are  less  interested  in   wine  than  you  are  •  Should  you  charge  for  tasFngs?  •  Should  you  be  selling  t-­‐shirts?  •  Should  you  launch  a  wine  club?  •  Are  you  building  and  exploiFng  your   mailing  lists  •  Are  you  using  wine  tourism  to  help  you   learn  about  what  consumers  really  like    
  37. 37. Thank  you  for  your  aEenFon  robertjoseph@unforgeEable.com  

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