The document discusses strategies for attracting cultural consumers to the Tasmanian wine industry. It suggests that wine connoisseurs and aficionados of the arts are high-income, educated individuals seeking novel, cultural experiences beyond basic needs. The wine industry should focus on pairing wines with local cultural activities and unique environments to satisfy these consumers' higher-level needs for personal growth, social engagement, and self-actualization. Examples provided include music festivals, cooking classes, and performances held in scenic botanical gardens.

1. The Tasmanian Wine
Industry
Jeffrey Wang, Nina Barnett,
Annika Hugo

2. Wine connoiseurs, art enthusiasts,
music lovers and fine food fanatics
● university-educated,
mature-aged and high-income
earners.
● high-involvement activities -
beyond utilitarian needs.
● wine not just an activity in
itself - also the environment
etc.
● thirst for knowledge.

3. Satisfying needs with wine and
cultural experiences
● Maslow’s hierachy of
needs - physiological
needs are ‘low’.
● ‘Acquired needs’ are
needs that we learn in
response to our culture
or environment.
● higher level needs - ‘ego
needs’

4. ‘Ego needs’
● social needs
● ego needs
● self-actualisation

5. Satisfaction
● certain market
segments naturally
excluded
● combination of wine
and culture - pleasure
and a larger target
market
● bundling - value-add
and meet hedonistic
needs of consumers.

6. Motivation Theory
Motivation is described as the driving
force within individuals that impels
● Produced by a tension that them to action.
exist as a result of unfulfilled
needs

7. ● Positive VS Negative
Five Star Hotel
VS
Fitness Club
● Hedonistic
● Motivated by
positive desire

8. ● Rational------------select on objective criteria
● Emotional-----------------------select on subjective criteria
● High psychological need
● actively advertise the cultural
winery experience to travel
agents and the target market
➢ Unique location, whether,
convict heritage
● focus on the quality, exclusivity
and the prestige of the brand
and region of the product

9. Josef Chromy, a winemaker in the north of Tasmania,
hosts the ‘Day on the Green’, which attracts lovers of music
and the outdoors for a picnic outside whilst experiencing
exclusive Josef Chromy wine and food
● Attract potential consumers
● Add motivation

10. Attracting the cultural consumer
● What do they value?
○ High-involvement experiences
➢ Value-adding at the cellar door.
○ A naturalistic approach
➢ Local produce and process involvement.
○ Novelty and separation from work
➢ Art, music, fashion

11. Red Feather Inn
● Honing in on the production process and
getting back to nature.
● Product offerings:
➢ Cooking classes, accommodation, wedding
receptions, corporate and other functions,
gallery, restaurant.

12. A novelty experience
● Art prize.
● Music festival eg. Josef Chromy - Day on the
Green.
● Fashion show - showcasing local Tasmanian
products.
● Networking events - businesses.
● Health appeals - promoting health benefits
and experiences involving activity.

13. The Royal Tasmanian Botanical
Gardens
● Performing arts
➢ Play performances in the
gardens eg. Shakespeare.
● Outdoors/nature
➢ Garden classes, plant sales
and information days, self-guided
tours.
● Music
➢ Band performances.
● Family
➢ Community
festivals, children
story time, picnics.