Wine Tourism 2.0

PowerPoint Presentation

The Wine Thinker

Why are we here?

The guide says they make great Merlot

I wanted to go to Legoland

Apparently its all trained quadrilaterally

We could have been in the chateau with the gardens

Im hungry

The barrels are all Tronais oak, I believe

They look just like the ones in the last two places

Wood comes from trees. Maybe I should treat one of these like a tree

Wow! You get to taste 12 different clones of Pinot Grigio!

So what am I supposed to do while theyre getting hammered?

This has to be the most boring place in the universe!

The Wine Thinker 2013

The Wine Thinker 2013Wine Tourism 2.0

A presentation by Robert Joseph

Great Wine Capitals Cape Town 2013

The Wine Thinker 2013Enotourism, 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.

The Wine Thinker 2013That doesnt sound like tourism. It sounds more like try-before-you-buy shopping.

The Wine Thinker 2013Enotourism, Wine tourism, or Vinitourism is a ludicrously under-developed sector, when compared to golf tourism, garden tourism, safari tourism.

The Wine Thinker 2013Very few people choose to spend a week or two visiting wineries.

There is no strong Wine Tourism section in bookshops or on Amazon.

But Napa does wine tourism pretty well because theyre into entertainment and they make money out of it


Wine Tourism 2.0: a combination of concepts and trends that focus on giving visitors more than the opportunity to taste and buy and creating and building profitable relationships with them.

To Do ListAttract more visitors

Get them to spend more money

Turn them into regular customers

Turn them into ambassadors for the brand

Learn from them






Learn from them


Do you charge people to visit your winery?



Yes you do


Time is money


But if you did charge





So, let me get this straight. For $10 I get to touch a barrel, fondle a bottle and shake hands with a real winemaker but no tasting?


Charging means that you have to think about what youre giving And its value.


Charging also means that the visitor knows where he/she stands.

Youre not doing them a favour

They dont feel obliged to buy


And you can use two-for-one coupons (and Groupon) as a way to attract new visitors




Are you approachable?


Yes, you can taste all of these

Once youve passed a little exam

How about having a sheet of paper or an e-book on an iPad offering your ownEverything you wanted to know about wine but were afraid to ask?


Do you care about the temporarily disadvantaged?


No, I didnt exactly volunteer for this

So what do you do for him/her?

(or for any other normal human who happens not to like or want to taste wine?)


Do you really want to make money?



I dont actually like wine, but Ill happily do all my gift shopping in this winery shop


9% of all home-consumption wine in the US is now bought direct.

A growing proportion through wine club subscriptions Average wine price: $37

What do you say to a visitor who lives on the other side of the world and who wants to buy your wine?


The Wine Thinker 2013Sorry, theres nothing we can do to help?We can bubble wrap the bottles for youWe can ship them?We can give you the name of a distributor in your country?

You can buy them here and well get them delivered by that distributor.

Have you been to Buckingham Palace?


Why not?

The Wine Thinker 2013Because you havent been invited

So, where and how do youinvite people to visit your winery?

The Wine Thinker 2013On your bottles?On your website?

Is your URL on your label?

The Wine Thinker 2013Is it visible?


Are you using a QR Code?



Are you using it properly?



Wheres the call to action?

Is there a call to action?Does it lead directly to:

Your website? A video clip? Your Facebook page?

A mobile-friendly Microsite with a menu?


Does it lead directly to:

Your website? WRONG! A video clip? WRONG!Your Facebook page? WRONG!

A mobile-friendly Microsite with a menu? CORRECT!






Do you invite people to visit on your website?



How good is your SEO?




SEO is a skilled task. If you want to attract visitors you need keywords and appropriate content on every page


Including links to (and pics of) local landmarks, businesses, recipes, history can all build traffic from potential visitors


Do you want to feed the hungry?



Do you sell snacks?Do you offer a place for visitors to picnic?Or BBQ their own food?


Nope! I dont think your charred burger will screw up our Zin

Do you care about food & wine matching?


I need some Pinotage! And I need it NOW!

How about demonstrating how well particular wines go with types of (spicy, sweet etc) food?

How about giving visitors recipes with wine recommendations?


How about demonstrating how well particular wines go with types of (spicy, sweet etc) food?

How about giving visitors recipes with wine recommendations?



Tasting platter at Creation Wines in Hermanus, S Africa

Do you care about the homeless?




Tasting 100 Old Vine Carignans was terrific. I just wish there was somewhere near here to sleep it off

Do you offer accommodation at the winery or recommend nearby options?

Do you do that on your website?


Do they love you at your local hotel?


Good inn-keeper can you recommend a decent winery nearby?


No sire the only winemaker I knows in these parts ran off with me only daughter !

Do you get on with your neighbours?



Recommend people to visit your winery? Id rather eat my own nose!


Are you charitable?



Do something for charity? No I really dont think so, thank you!


Do you like children?

I bet grown-ups never get this bored!



You could be right son That winery does look as though it has a play area


Do you love animals?



I wonder if they have American or French oak trees for me to leave my mark on?

Do you offer free Wi Fi?


There it is! The Free Wi-Fi Available here sign

And what about postcards?


What kind of experiences do you offer?



So this is what they mean by a vineyard experience!


I thought Id be harvesting with nubile 18 year olds in t-shirts!

What can visitors taste/buy/do that they cant find anywhere else?


Do you offer education?



Listen carefully and CONCENTRATE! Do you want to pass the exam or dont you?


Do you offer cheap/free training to local F&B staff?Do you offer properly charged classes to local consumers?


How good are you at starting worthwhile relationships?


Im beginning to seriously question whether this really is the best place to meet the love of my life

How do you go about getting email addresses?


Do you like long-term relationships or one-night-stands?



Do you keep in touch with visitors? Are you running a successful subscription wine club?Do you invite them to like you on Facebook?


Do you care what people think of you?



Do you like experimenting on people?


So, doctor, did he prefer the Chenin or the Chardonnay?

Do you test new styles and packaging and pricing on your visitors?


Attract more visitors

Better visibility of Visit us on the website. Include a Googlemap on the websiteVisit us on the MicrositeProperly used QR and URLFacebookRelationships with local hotels/restaurants/art galleries etcRelationships with neighbouring wineries



Offer Library and other unobtainable winesArrange eventsUse GrouponOffer food (and make this clear on the sign)Be Child and Designated Driver friendlyOffer things to do and see that go beyond wine



Offer free Wi-FiOffer accommodation



Charge for tastings.Ship wine Sell through your importers/distributorsSell high value wines they cant buy in any other waySell other high margin products (art, craftwork, local foods etc)Sell experiences (eg blend your own wine; prune a vine)Sell education

Turn them into regular customersBy keeing in touch via Facebook, blog/newsletter/ seasonal videos etcBy signing them up to a wine club subscriptionBy inviting them to events both at the winery and elsewhereBy becoming a hub of your region (via the website)

Turn them into ambassadors

Get them to like you on Facebook then talk to them thereOffer free Wi-FiOffer e-postcardsSell branded glasses, decanters etcOffer educationGive them a recipe e-book (and/or sell the print version)Promote the use of Foursquare

Turn them into ambassadors

Run an Instagram competitionRun a Flickr competitionMake video clips of them tasting your wine

Learn from them

Ask how them came to be at the winery and what they most like (and what theyd like to see) offering a prize as a reward.Test new wines/styles/packaging/prices out on themFind out what else they like doing





Learn from them

The Wine Thinker 2013If you are already doing all or most of these thank you for listening so patiently.

If you have other great ideas, Id love to hear about them.

And if you need help or advice, you know where to find me

The Wine Thinker 2013Thank you

Robert Joseph(thewinethinker.com)

[email protected]

And thank you from me!

Oh shut up! Oh shut up! Oh shut up! Oh shut up! Oh shut up!

The Wine Thinker 2013Thank you

Robert Joseph(thewinethinker.com)

[email protected]

Wine Tourism 2.0

Entertainment & Humor

Transcript of Wine Tourism 2.0