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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

1 of 47
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?	
  	
  
Who	
  buys	
  wine	
  these	
  days?	
  
And	
  how	
  do	
  people	
  take	
  their	
  holidays?	
  	
  
If	
  we’re	
  not	
  aEracFng	
  women,	
  we’re	
  
doing	
  something	
  wrong!	
  
Ad

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

  • 1. Thoughts  about  Wine  Tourism   by  Robert  Joseph  
  • 2. Wine  producers  v  consumers      
  • 3. 2005…  Wine  Travel  Guide  to  the  World  
  • 4. Who  buys  wine  these  days?   And  how  do  people  take  their  holidays?    
  • 5. Who  buys  wine  these  days?   And  how  do  people  take  their  holidays?    
  • 6. If  we’re  not  aEracFng  women,  we’re   doing  something  wrong!  
  • 7. Failure  to  welcome  families  =  a  missed   opportunity.  
  • 8. Wine  tourism  is  not  a  sector  like   golf  or  garden  tourism!  
  • 9. “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  
  • 10. “If  they  are  sufficiently  different,  the     tourists  will  happily  go  to  two.  If  not,  one   is  enough   ”   Veteran  Hunter  Valley  wine  tour  operator  
  • 11. We  are  in  the  entertainment   business  
  • 14. You  can’t  please  everybody…  
  • 15. But  you  can  please  a  lot  of  people…  
  • 16. So  why  are  we  doing  wine   tourism?  
  • 17. 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%  
  • 18. WINE  TOURISM’S  FIGURES     There is a gap between the visitors’ expences in Florence, Napa and Porto and the rest of the city members of the “Great Wine Capitals” interntional Network.
  • 19. 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  
  • 20. Rand  Hoch,  a  West  Palm  Beach,  Fla.,  aEorney,  can't  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  winery's  name.  "I've  got  close  to  60,"  he   says.  
  • 22. 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%  
  • 23. 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%  
  • 24. 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  
  • 25. When  did  you  last  check  your  web  traffic?  
  • 26. Should  we  charge  visitors  to   wineries?  
  • 27. 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  
  • 28. 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.  
  • 29. 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.  
  • 30. 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.  
  • 31. 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.  
  • 32. 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.  
  • 33. 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.  
  • 41. Friend’s  recommendaFon   Previous  experience  of  the  wine    
  • 43. Brown  Brothers  of  Milawa,  Victoria,  Australia     (2.5  hours  drive  from  Melbourne)   100,000+  visitors  per  year  
  • 44. Wines  like  these  –  and  their  labels  –  were  consumer   tested  at  the  winery  –  like  this,  before  being   launched  onto  the  market.  
  • 45. Investment  in  wine  tourism  will  pay  off…  
  • 46. 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    
  • 47. Thank  you  for  your  aEenFon   robertjoseph@unforgeEable.com