What is the cellar door? Marketing development? Pay or not to pay? Y generation's wine tasting habits?

1. Cellar door or Cellar Door?
Wine marketing questions

2. Questions
● What is the cellar door?
● Marketing development
● Pay or not to pay?
● Y generation's wine tasting habits

3. What is the cellar door?
The place where you can taste and
buy wine. This is the winery's shop.
It is one of the most important tools
for sale. In different countries it has
particular name.
● Cellar door: Australia, New
Zealand, South Africa
● Tasting room: North America
● Caves: France
● Cantine: Italy

4. Marketing Development
The organoleptic analysis offers a
greater knowledge on a wine
(product—expertise), while the
score evaluation allows
appreciating a wine more
accurately (price—evaluation). The
technique of pairing food and wine
(or wine and food) also allows to
express fully the usefulness of a
wine (communication—education),
and the place of purchase and/or
consumption (wine shop, wine bar,
restaurant, supermarket,
ecommerce, etc.) further qualifies
the overall experience.
Rethinking of the wine marketing
mix
● product ► expertise
● price ► evaulation
● promotion ► education
● place ► experience

5. Pay or not to pay?
● Should wineries charge for tasting?
● There are different policies
throughout the world.
● Wine tourists who visit cellar door
outlets are generally quite
sophisticated wine consumers.
● Around 1 in 5 people visiting a
cellar door did not purchase wine.
● An alternative view is that a lot of
consumers are happy to pay a
small tasting fee because it
‘removes any obligation to buy’.

6. Y generation's wine tasting habits
● wants a total experience
● seeks interactions
● wants to learn
● seeks a connection
● they do not want technical jargon
● they want to learn the history of the
winery
● life-long learning is important

7. Do you have questions?
Excellent!
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