Wine Tourism 2.0

The guide
says they
make great
Merlot

Apparently it’s
all trained
quadrilaterally

We could have
been in the
chateau with
the gardens

The barrels
are all
Tronçais oak,
I believe

They look just
like the ones
in the last two
places

Wood comes
from trees.
Maybe I should
treat one of these
like a tree

Wow! You get to
taste 12 different
clones of Pinot
Grigio!

So what am I
supposed to do while
they’re getting
hammered?

This has to be the
most boring place
in the universe!

The Wine Thinker © 2013
Wine Tourism 2.0
A presentation by Robert
Joseph
Great Wine Capitals
Cape Town 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.

That doesn’t sound like tourism. It
sounds more like try-before-you-buy
shopping.

Enotourism, Wine tourism, or
Vinitourism is a ludicrously under-
developed sector, when compared to
golf tourism, garden tourism, safari
tourism.

Very few people choose to spend a
week or two visiting wineries.
There is no strong Wine Tourism
section in bookshops or on Amazon.

But… Napa does wine tourism pretty
well – because they’re into entertainment
– and they make money out of it

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.

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…

Do you charge people to
visit your winery?

Yes you do…

Time is… money

But if you did charge…

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?

Charging means that you
have to think about what
you’re giving…
And its value.

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

And you can use two-for-one
coupons (and Groupon) as a
way to attract new visitors

Are you approachable?

Yes, you
can taste
all of these

Once
you’ve
passed a
little exam

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?”

Do you care about the
temporarily disadvantaged?

No, I didn’t
exactly
volunteer
for this…

So what do you do for
him/her?
(or for any other normal
human who happens not to
like or want to taste wine?)

Do you really want to make
money?

I don’t actually
like wine, but I’ll
happily do all my
gift shopping in
this winery shop

9% of all home-consumption
wine in the US is now
bought direct.
A growing proportion
through wine club
subscriptions
Average wine price: $37

What do you say to a visitor
who lives on the other side
of the world – and who
wants to buy your wine?

• 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.

Have you been to
Buckingham Palace?

Why not?
Because you haven’t been
invited

So, where and how do you
invite people to visit your
winery?
On your bottles?
On your website?

Is your URL on your
label?
Is it visible?

Are you using a QR Code?

Are you using it properly?

Where’s
the call to
action?

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?

Does it lead directly to:
• Your website? WRONG!
• A video clip? WRONG!
• Your Facebook page? WRONG!
• A mobile-friendly Microsite with
a menu? CORRECT!

Do you invite people to visit
on your website?

How good is your SEO?

SEO is a skilled task. If
you want to attract
visitors you need
keywords and appropriate
content on every page

Including links to (and
pics of) local landmarks,
businesses, recipes,
history can all build traffic
from potential visitors

Do you want to feed the
hungry?

Do you sell snacks?
Do you offer a place for
visitors to picnic?
Or BBQ their own food?

Nope! I don’t
think your
charred burger
will screw up our
Zin

Do you care about food &
wine matching?

I need some
Pinotage! And
I need it
NOW!

How about demonstrating
how well particular wines go
with types of (spicy, sweet
etc) food?
How about giving visitors
recipes with wine
recommendations?

Tasting platter at Creation Wines in Hermanus, S Africa

Do you care about the
homeless?

Tasting 100 Old
Vine Carignans
was terrific. I just
wish there was
somewhere near
here to sleep it
off…

Do you offer
accommodation at the
winery
or recommend nearby
options?
Do you do that on your
website?

Do they love you at your
local hotel?

Good inn-
keeper can you
recommend a
decent winery
nearby?

No sire the only
winemaker I
knows in these
parts ran off with
me only
daughter !

Do you get on with your
neighbours?

Recommend
people to visit
your winery?
I’d rather eat
my own nose!

Are you charitable?

Do something for
charity? No I
really don’t think
so, thank you!

Do you like children?
I bet grown-
ups never
get this
bored!

You could be right
son… That winery
does look as
though it has a
play area

Do you love animals?

I wonder if they
have American or
French oak trees
for me to leave my
mark on?

Do you offer free Wi Fi?

There it is! The
Free Wi-Fi
Available here
sign

And what about postcards?

What kind of experiences do
you offer?

So this is
what they
mean by a
vineyard
experience!

I thought I’d
be harvesting
with nubile
18 year olds
in
t-shirts!

What can visitors
taste/buy/do that they can’t
find anywhere else?

Do you offer education?

Listen carefully
and
CONCENTRATE!
Do you want to
pass the exam or
don’t you?

Do you offer cheap/free
training to local F&B staff?
Do you offer properly
charged classes to local
consumers?

How good are you at
starting worthwhile
relationships?

I’m beginning to
seriously question
whether this really
is the best place to
meet the love of
my life

How do you go about
getting email addresses?

Do you like long-term
relationships – or one-night-
stands?

Do you keep in touch with
visitors?
Are you running a successful
subscription wine club?
Do you invite them to “like”
you on Facebook?

Do you care what people
think of you?

Do you like experimenting
on people?

So, doctor, did he
prefer the Chenin
or the
Chardonnay?

Do you test new styles and
packaging – and pricing – on
your visitors?

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

• 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

• Offer free Wi-Fi
• Offer accommodation

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

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)

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

Turn them into ambassadors
• Run an Instagram competition
• Run a Flickr competition
• Make video clips of them tasting
your wine

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…

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…

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

Thank you
Robert Joseph
(thewinethinker.com)
robertjoseph@unforgettable.com

Oh shut
up!
Oh shut
up!
Oh shut
up!
Oh shut
up!
Oh shut
up!

Wine Tourism 2.0

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