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

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?

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 average of 1 ½ wineries. ’ ” Veteran Hunter Valley wine tour operator

“If they are suﬃciently diﬀerent, the tourists will happily go to two. If not, one is enough ” Veteran Hunter Valley wine tour operator

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? 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%

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.

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

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.

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%

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%

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

When did you last check your web traﬃc?

Should we charge visitors to wineries?

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

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.

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.

Friend’s recommendaFon Previous experience of the wine

Research and development

Brown Brothers of Milawa, Victoria, Australia (2.5 hours drive from Melbourne) 100,000+ visitors per year

Wines like these – and their labels – were consumer tested at the winery – like this, before being launched onto the market.

Investment in wine tourism will pay oﬀ…

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

Thank you for your aEenFon robertjoseph@unforgeEable.com

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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 — Presentation Transcript