A presentation by Robert Joseph to the S African wine & travel media and to winners of the Great Wine Capitals, S African Best Of Wine Tourism Awards. It offers a range of ways to improve the quality of wine tourism.
19. The Wine Thinker ยฉ 2013
Wine Tourism 2.0
A presentation by Robert
Joseph
Great Wine Capitals
Cape Town 2013
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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.
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That doesnโt sound like tourism. It
sounds more like try-before-you-buy
shopping.
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Enotourism, Wine tourism, or
Vinitourism is a ludicrously under-
developed sector, when compared to
golf tourism, garden tourism, safari
tourism.
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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. Butโฆ Napa does wine tourism pretty
well โ because theyโre into entertainment
โ and they make money out of it
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Wine Tourism 2.0: a combination of
concepts and trends that focus on giving
visitors more than the opportunity to taste
and buy โ 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 themโฆ
The Wine Thinker ยฉ 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 themโฆ
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28. Do you charge people to
visit your winery?
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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 โ
but no tasting?
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38. Charging means that you
have to think about what
youโre givingโฆ
And its value.
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39. Charging also means that the
visitor knows where he/she
stands.
Youโre not doing them a favour
They donโt 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
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48. How about having a sheet of
paper โ or an e-book on an
iPad offering your own
โEverything you wanted to
know about wine but were
afraid to ask?โ
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49. Do you care about the
temporarily disadvantaged?
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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 โ and who
wants to buy your wine?
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โข Sorry, thereโs nothing we can do to
help?
โข We can bubble wrap the bottles for you
โข We can ship them?
โข We can give you the name of a
distributor in your country?
โข You can buy them here and weโll get
them delivered by that distributor.
59. Have you been to
Buckingham Palace?
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60. Why not?
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Because you havenโt been
invited
61. So, where and how do you
invite people to visit your
winery?
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On your bottles?
On your website?
62. Is your URL on your
label?
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Is it visible?
69. Is there a call to
action?Does it lead
directly to:
โข Your website?
โข A video clip?
โข Your Facebook page?
โข A mobile-friendly Microsite with
a menu?
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70. Does it lead directly to:
โข Your website? WRONG!
โข A video clip? WRONG!
โข Your Facebook page? WRONG!
โข A mobile-friendly Microsite with
a menu? CORRECT!
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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
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81. Do you want to feed the
hungry?
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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 ยฉ 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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Tasting platter at Creation Wines in Hermanus, S Africa
92. Do you care about the
homeless?
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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 โlikeโ
you on Facebook?
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136. Do you care what people
think of you?
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140. Do you test new styles and
packaging โ and pricing โ on
your visitors?
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141. Attract more visitors
โข Better visibility of โVisit usโ on the
website.
โข Include a Googlemap on the website
โข โVisit usโ on the Microsite
โข Properly used QR and URL
โข Facebook
โข Relationships with local
hotels/restaurants/art galleries etc
โข Relationships with neighbouring
wineries
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142. Attract more visitors
โข Offer Library and other unobtainable
wines
โข Arrange events
โข Use Groupon
โข Offer food (and make this clear on
the sign)
โข Be Child and Designated Driver
friendly
โข Offer things to do and see that go
beyond wine
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144. Get them to spend more money
โข Charge for tastings.
โข Ship wine
โข Sell through your importers/distributors
โข Sell high value wines they canโt buy in any
other way
โข Sell other high margin products (art,
craftwork, local foods etc)
โข Sell experiences (eg blend your own wine;
prune a vine)
โข Sell education
145. Turn them into regular customers
โข By keeing in touch via Facebook,
blog/newsletter/ seasonal videos etc
โข By signing them up to a wine club
subscription
โข By inviting them to events โ both at
the winery and elsewhere
โข By becoming a โhubโ of your region
(via the website)
146. Turn them into ambassadors
โข Get them to โlikeโ you on Facebook โ
then talk to them there
โข Offer free Wi-Fi
โข Offer e-postcards
โข Sell branded glasses, decanters etc
โข Offer education
โข Give them a recipe e-book (and/or
sell the print version)
โข Promote the use of Foursquare
147. Turn them into ambassadors
โข Run an Instagram competition
โข Run a Flickr competition
โข Make video clips of them tasting
your wine
148. Learn from them
โข Ask how them came to be at the
winery and what they most like (and
what theyโd like to see) offering a
prize as a reward.
โข Test new
wines/styles/packaging/prices out on
them
โข Find out what else they like doingโฆ
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 themโฆ
150. The Wine Thinker ยฉ 2013
If you are already doing all or
most of theseโฆ thank you for
listening so patiently.
If you have other great ideas, Iโd
love to hear about them.
And if you need help or advice,
you know where to find me
151. The Wine Thinker ยฉ 2013
Thank you
Robert Joseph
(thewinethinker.com)
robertjoseph@unforgettable.com