This document summarizes a survey of wine tourism in Mendoza, Argentina, a member of the Great Wine Capitals Global Network. The survey had a small sample size of only 10 Mendoza wineries. Key findings include that the top sources of revenue for Mendoza wineries are wine sales, food, and tasting fees. Most profits come from high-end wines priced over $25. Mendoza wineries are focusing investments on improving services and training employees. The region attracts many tourists aged 36-55, mostly nationals, and has a high percentage of female visitors. Natural beauty is seen as a positive factor for business, while signage and public infrastructure are viewed as challenges.

1. Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
2013
Great Wine Capitals Global
Network Market Survey
“The Pillars Of Wine
Tourism Performance”
Executive Summary For Mendoza
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

2. 2013
This summary report highlights the wine tourism performance of Mendoza, a
member of the GREAT WINE CAPITALS GLOBAL NETWORK (GWCGN).
We collected data from the GWCGN capitals during the summer of 2013.
The number of survey responses for Mendoza was only 10, which severely
limited the scope of the analysis and conclusions. Nevertheless, we highlight
some key findings below.
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

3. Among all capitals, Mendoza has
the largest percentage of Mer­
chandizing revenues. Nevertheless,
from the standpoint of the Men­
doza wineries, Wine Sales, Food
and Tasting Fees are the major
sources of revenues.
Wine Tourism Revenues Break­up
Wine Tourism Revenues and Top
Sources of Profits
Wine Tourism
Revenues
Break−up
Wine sales 59 %
Accomadation 9 %
Food 23 %
Tastingfees 9 %
Merchandising 7 %
Hosting / Rest 4 %
For the 2013 survey, we find that high­end
wines (price greater than $25/bottle)
represent a top source of profits in Mendoza,
a similar percentage as in Christchurch, NZ.
In the Mendoza sample of responses we find
that the next two top sources of profits are
Food Services and Merchandizing, the latter
on par with Tasting Fees.
Top Sources of Wine Tourism Profit
89 % Greater $ 25 each
Merchandising
Btwn $ 15 and $ 25 each
Tasting fees
Accommodation
Mixed wine
Food services
Cross selling
Hosting events
Well­being activities
Less $ 15 each
33 %
22 %
33 %
0 %
11 %
22 %
44 %
0 %
0 %
11 %
Top Sources of Profit
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

4. Improving Services is the top
investment category for the
2012­2013 period in Mendoza,
which is similar to the wineries of
Bilbao­Rioja. Training Employees
and Infrastructure investments are
the next two top categories for
Mendoza wineries.
Investments in Wine Tourism
Wine Tourism Investments and
Marketing
Just like in the 2012 survey, we again find that
the top marketing tool used across the sample
of all great wine capitals is a winery’s Own
Website. Nevertheless, for the specific sample
of Mendoza wineries the top two categories are
Travel Agencies and Tourism Offices. Own Web­
site comes in third position on equal footing with
using Brochures displayed in hotels and other
tourists' sites.
Top Marketing Tools Used
60 % Infrastructure
Imp services
Market positioning
Training emp
Cultural Entert.
None
Strategic partn.
80 %
40 %
70 %
10 %
50 %
18 %
Top Investments
12%Mentionedotherwebsites
Borchures
SocialNetworks
Spclzedmedia
TourOp.
Appelation
Tourismxhib
33%
0%
0%
44%
12%
0%
12%
12%
12%
55%
12%Sustainable
Citations
Referrals
AuthenticExperience
Mailing/Newsletter
CulturalFestivals
Winefairs
WineContests
Regionfame
Usemobileapps
0%
12%
22%
0%
12%
12%
0%
33%
0%
0%
Ownwebsite
TourismOff
TraditionalAd
TastingEvents
TravelAgencies
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

5. In terms of Numbers of Visitors per
winery, Mendoza is in second place
among all great capitals. In terms of
age groups, Mendoza and other wine
capitals like Cape Town and Florence
appear to attract a younger clientele.
Mendoza as well as Christchurch and
Mainz­Rheinhessen are the top
attractors of female visitors.
Tourists Characteristics
Nationals 67 %
Internationals 29 %
Locals 4 %
36 to 55 53 %
Above 23 %
18 to 35 24 %
Tourists per Origin
Tourists per Age Categories
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

6. Regarding External Factors per­
ceived by wineries to help business
or not, Mendoza wineries testify
that the Natural Beauty and of the
region is a key positive factor.
Consistent with the findings of the
2012 survey they report that
Signage, Access and Public
Infrastructures can be factors that
impede business.
Positive and Negative Factors for
Business
Landmark Natural B Location Access OtherAct LocalFacilities CoopwBus MarkTO PublicInf Signage
Totally negative
Somewhat negative
Neutral
Somewhat positive
Totally positive
50%
0%
10%
20%
30%
40%
60%
90%
70%
80%
100%
GWCmenber Association ChamberorBusA Tousism A TourOp CoopWineries Internet FameRegion TourismPolicy
50%
0%
10%
20%
30%
40%
60%
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

7. The 2013 edition of the GWC
survey has produced some interes­
ting findings for the wineries of
Mendoza. Among the great wine
capitals, Mendoza attracts a majo­
rity of tourists with ages ranging
between the mid­thirties and
fifties, two­thirds of visitors are
nationals and 48% are females (one
of the largest percentages among
great capitals).
Mendoza wineries demonstrate a
commitment to invest in Improving
Services and Training Employees.
This investment strategy is
consistent with the fact that sales
of high end wines, Food revenues
and Tasting Fees are key sources
of revenues and profits for Mendoza.
Overall, Mendoza wineries use more
classic promotional tools than other
wine capitals, in particular, Travel
Agencies and Tour Operators.
One must exercise caution when trying
to extend managerial implications from
a small sample of wineries to the whole
the region. Nevertheless, it appears
that there is room for progress to add
strategies around cross­selling
regional products or offering
well­being activities that may enhance
the wine experience. In terms of
marketing tools, there is an effort to
create a relationship with tourists via
promoting the notion of Authentic
Experience. Nevertheless, it appears
that the use of Social Networks could
be greatly expanded in Mendoza.
Managerial Implications and
Conclusion
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Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley