More Related Content Similar to Wine Tourism 2.0 (20) Wine Tourism 2.015. Wow! You get to
taste 12 different
clones of Pinot
Grigio!
16. So what am I
supposed to do while
they’re getting
hammered?
17. This has to be the
most boring place
in the universe!
19. The Wine Thinker © 2013
Wine Tourism 2.0
A presentation by Robert
Joseph
Great Wine Capitals
Cape Town 2013
20. The Wine Thinker © 2013
Enotourism, Wine tourism, or
Vinitourism refers to tourism whose
purpose is or includes the tasting,
consumption or purchase of wine,
often at or near the source.
21. The Wine Thinker © 2013
That doesn’t sound like tourism. It
sounds more like try-before-you-buy
shopping.
22. The Wine Thinker © 2013
Enotourism, Wine tourism, or
Vinitourism is a ludicrously under-
developed sector, when compared to
golf tourism, garden tourism, safari
tourism.
23. The Wine Thinker © 2013
Very few people choose to spend a
week or two visiting wineries.
There is no strong Wine Tourism
section in bookshops or on Amazon.
24. But… Napa does wine tourism pretty
well – because they’re into entertainment
– and they make money out of it
25. The Wine Thinker © 2013
Wine Tourism 2.0: a combination of
concepts and trends that focus on giving
visitors more than the opportunity to taste
and buy – and creating and building
profitable relationships with them.
26. To Do List
1. Attract more visitors
2. Get them to spend more money
3. Turn them into regular customers
4. Turn them into ambassadors for the
brand
5. Learn from them…
The Wine Thinker © 2013
27. To Do List
1. Attract more visitors
2. Get them to spend more money
3. Turn them into regular customers
4. Turn them into ambassadors for the
brand
5. Learn from them…
The Wine Thinker © 2013
28. Do you charge people to
visit your winery?
The Wine Thinker © 2013
33. But if you did charge…
The Wine Thinker © 2013
37. So, let me get this
straight. For $10 I get to
touch a barrel, fondle a
bottle and shake hands
with a real winemaker –
but no tasting?
The Wine Thinker © 2013
38. Charging means that you
have to think about what
you’re giving…
And its value.
The Wine Thinker © 2013
39. Charging also means that the
visitor knows where he/she
stands.
You’re not doing them a favour
They don’t feel obliged to buy
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40. And you can use two-for-one
coupons (and Groupon) as a
way to attract new visitors
The Wine Thinker © 2013
48. How about having a sheet of
paper – or an e-book on an
iPad offering your own
“Everything you wanted to
know about wine but were
afraid to ask?”
The Wine Thinker © 2013
49. Do you care about the
temporarily disadvantaged?
The Wine Thinker © 2013
52. So what do you do for
him/her?
(or for any other normal
human who happens not to
like or want to taste wine?)
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54. The Wine Thinker © 2013
I don’t actually
like wine, but I’ll
happily do all my
gift shopping in
this winery shop
56. 9% of all home-consumption
wine in the US is now
bought direct.
A growing proportion
through wine club
subscriptions
Average wine price: $37
57. What do you say to a visitor
who lives on the other side
of the world – and who
wants to buy your wine?
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58. The Wine Thinker © 2013
• Sorry, there’s nothing we can do to
help?
• We can bubble wrap the bottles for you
• We can ship them?
• We can give you the name of a
distributor in your country?
• You can buy them here and we’ll get
them delivered by that distributor.
61. So, where and how do you
invite people to visit your
winery?
The Wine Thinker © 2013
On your bottles?
On your website?
62. Is your URL on your
label?
The Wine Thinker © 2013
Is it visible?
69. Is there a call to
action?Does it lead
directly to:
• Your website?
• A video clip?
• Your Facebook page?
• A mobile-friendly Microsite with
a menu?
The Wine Thinker © 2013
70. Does it lead directly to:
• Your website? WRONG!
• A video clip? WRONG!
• Your Facebook page? WRONG!
• A mobile-friendly Microsite with
a menu? CORRECT!
The Wine Thinker © 2013
74. Do you invite people to visit
on your website?
The Wine Thinker © 2013
79. SEO is a skilled task. If
you want to attract
visitors you need
keywords and appropriate
content on every page
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80. Including links to (and
pics of) local landmarks,
businesses, recipes,
history can all build traffic
from potential visitors
The Wine Thinker © 2013
81. Do you want to feed the
hungry?
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84. Do you sell snacks?
Do you offer a place for
visitors to picnic?
Or BBQ their own food?
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86. Do you care about food &
wine matching?
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89. How about demonstrating
how well particular wines go
with types of (spicy, sweet
etc) food?
How about giving visitors
recipes with wine
recommendations?
The Wine Thinker © 2013
90. How about demonstrating
how well particular wines go
with types of (spicy, sweet
etc) food?
How about giving visitors
recipes with wine
recommendations?
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91. The Wine Thinker © 2013
Tasting platter at Creation Wines in Hermanus, S Africa
92. Do you care about the
homeless?
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94. The Wine Thinker © 2013
Tasting 100 Old
Vine Carignans
was terrific. I just
wish there was
somewhere near
here to sleep it
off…
96. Do they love you at your
local hotel?
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98. No sire the only
winemaker I
knows in these
parts ran off with
me only
daughter !
99. Do you get on with your
neighbours?
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105. Do you like children?
I bet grown-
ups never
get this
bored!
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108. You could be right
son… That winery
does look as
though it has a
play area
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110. The Wine Thinker © 2013
I wonder if they
have American or
French oak trees
for me to leave my
mark on?
115. What kind of experiences do
you offer?
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118. So this is
what they
mean by a
vineyard
experience!
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128. Do you offer cheap/free
training to local F&B staff?
Do you offer properly
charged classes to local
consumers?
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129. How good are you at
starting worthwhile
relationships?
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131. How do you go about
getting email addresses?
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132. Do you like long-term
relationships – or one-night-
stands?
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135. Do you keep in touch with
visitors?
Are you running a successful
subscription wine club?
Do you invite them to “like”
you on Facebook?
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136. Do you care what people
think of you?
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138. Do you like experimenting
on people?
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140. Do you test new styles and
packaging – and pricing – on
your visitors?
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141. Attract more visitors
• Better visibility of “Visit us” on the
website.
• Include a Googlemap on the website
• “Visit us” on the Microsite
• Properly used QR and URL
• Facebook
• Relationships with local
hotels/restaurants/art galleries etc
• Relationships with neighbouring
wineries
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142. Attract more visitors
• Offer Library and other unobtainable
wines
• Arrange events
• Use Groupon
• Offer food (and make this clear on
the sign)
• Be Child and Designated Driver
friendly
• Offer things to do and see that go
beyond wine
The Wine Thinker © 2013
144. Get them to spend more money
• Charge for tastings.
• Ship wine
• Sell through your importers/distributors
• Sell high value wines they can’t buy in any
other way
• Sell other high margin products (art,
craftwork, local foods etc)
• Sell experiences (eg blend your own wine;
prune a vine)
• Sell education
145. Turn them into regular customers
• By keeing in touch via Facebook,
blog/newsletter/ seasonal videos etc
• By signing them up to a wine club
subscription
• By inviting them to events – both at
the winery and elsewhere
• By becoming a “hub” of your region
(via the website)
146. Turn them into ambassadors
• Get them to “like” you on Facebook –
then talk to them there
• Offer free Wi-Fi
• Offer e-postcards
• Sell branded glasses, decanters etc
• Offer education
• Give them a recipe e-book (and/or
sell the print version)
• Promote the use of Foursquare
147. Turn them into ambassadors
• Run an Instagram competition
• Run a Flickr competition
• Make video clips of them tasting
your wine
148. Learn from them
• Ask how them came to be at the
winery and what they most like (and
what they’d like to see) offering a
prize as a reward.
• Test new
wines/styles/packaging/prices out on
them
• Find out what else they like doing…
149. To Do List
1. Attract more visitors
2. Get them to spend more money
3. Turn them into regular customers
4. Turn them into ambassadors for the
brand
5. Learn from them…
150. The Wine Thinker © 2013
If you are already doing all or
most of these… thank you for
listening so patiently.
If you have other great ideas, I’d
love to hear about them.
And if you need help or advice,
you know where to find me
151. The Wine Thinker © 2013
Thank you
Robert Joseph
(thewinethinker.com)
robertjoseph@unforgettable.com
154. The Wine Thinker © 2013
Thank you
Robert Joseph
(thewinethinker.com)
robertjoseph@unforgettable.com