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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
The Wine Thinker 2013
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
The Wine Thinker 2013
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
The Wine Thinker 2013
Do you charge people to visit your winery?
The Wine Thinker 2013
The Wine Thinker 2013
Yes you do
The Wine Thinker 2013
Time is money
The Wine Thinker 2013
But if you did charge
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
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?
The Wine Thinker 2013
Charging means that you have to think about what youre giving And its value.
The Wine Thinker 2013
Charging also means that the visitor knows where he/she stands.
Youre not doing them a favour
They dont feel obliged to buy
The Wine Thinker 2013
And you can use two-for-one coupons (and Groupon) as a way to attract new visitors
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
Are you approachable?
The Wine Thinker 2013
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?
The Wine Thinker 2013
Do you care about the temporarily disadvantaged?
The Wine Thinker 2013
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?)
The Wine Thinker 2013
Do you really want to make money?
The Wine Thinker 2013
The Wine Thinker 2013
I dont actually like wine, but Ill happily do all my gift shopping in this winery shop
The Wine Thinker 2013
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 2013
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?
The Wine Thinker 2013
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?
The Wine Thinker 2013
Are you using a QR Code?
The Wine Thinker 2013
The Wine Thinker 2013
Are you using it properly?
The Wine Thinker 2013
The Wine Thinker 2013
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?
The Wine Thinker 2013
Does it lead directly to:
Your website? WRONG! A video clip? WRONG!Your Facebook page? WRONG!
A mobile-friendly Microsite with a menu? CORRECT!
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
Do you invite people to visit on your website?
The Wine Thinker 2013
The Wine Thinker 2013
How good is your SEO?
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
SEO is a skilled task. If you want to attract visitors you need keywords and appropriate content on every page
The Wine Thinker 2013
Including links to (and pics of) local landmarks, businesses, recipes, history can all build traffic from potential visitors
The Wine Thinker 2013
Do you want to feed the hungry?
The Wine Thinker 2013
The Wine Thinker 2013
Do you sell snacks?Do you offer a place for visitors to picnic?Or BBQ their own food?
The Wine Thinker 2013
Nope! I dont think your charred burger will screw up our Zin
Do you care about food & wine matching?
The Wine Thinker 2013
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?
The Wine Thinker 2013
How about demonstrating how well particular wines go with types of (spicy, sweet etc) food?
How about giving visitors recipes with wine recommendations?
The Wine Thinker 2013
The Wine Thinker 2013
Tasting platter at Creation Wines in Hermanus, S Africa
Do you care about the homeless?
The Wine Thinker 2013
The Wine Thinker 2013
The Wine Thinker 2013
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?
The Wine Thinker 2013
Do they love you at your local hotel?
The Wine Thinker 2013
Good inn-keeper can you recommend a decent winery nearby?
The Wine Thinker 2013
No sire the only winemaker I knows in these parts ran off with me only daughter !
Do you get on with your neighbours?
The Wine Thinker 2013
The Wine Thinker 2013
Recommend people to visit your winery? Id rather eat my own nose!
The Wine Thinker 2013
Are you charitable?
The Wine Thinker 2013
The Wine Thinker 2013
Do something for charity? No I really dont think so, thank you!
The Wine Thinker 2013
Do you like children?
I bet grown-ups never get this bored!
The Wine Thinker 2013
The Wine Thinker 2013
You could be right son That winery does look as though it has a play area
The Wine Thinker 2013
Do you love animals?
The Wine Thinker 2013
The Wine Thinker 2013
I wonder if they have American or French oak trees for me to leave my mark on?
Do you offer free Wi Fi?
The Wine Thinker 2013
There it is! The Free Wi-Fi Available here sign
And what about postcards?
The Wine Thinker 2013
What kind of experiences do you offer?
The Wine Thinker 2013
The Wine Thinker 2013
So this is what they mean by a vineyard experience!
The Wine Thinker 2013
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?
The Wine Thinker 2013
Do you offer education?
The Wine Thinker 2013
The Wine Thinker 2013
Listen carefully and CONCENTRATE! Do you want to pass the exam or dont you?
The Wine Thinker 2013
Do you offer cheap/free training to local F&B staff?Do you offer properly charged classes to local consumers?
The Wine Thinker 2013
How good are you at starting worthwhile relationships?
The Wine Thinker 2013
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?
The Wine Thinker 2013
Do you like long-term relationships or one-night-stands?
The Wine Thinker 2013
The Wine Thinker 2013
Do you keep in touch with visitors? Are you running a successful subscription wine club?Do you invite them to like you on Facebook?
The Wine Thinker 2013
Do you care what people think of you?
The Wine Thinker 2013
The Wine Thinker 2013
Do you like experimenting on people?
The Wine Thinker 2013
So, doctor, did he prefer the Chenin or the Chardonnay?
Do you test new styles and packaging and pricing on your visitors?
The Wine Thinker 2013
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
The Wine Thinker 2013
Attract more visitors
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
The Wine Thinker 2013
Attract more visitors
Offer free Wi-FiOffer accommodation
The Wine Thinker 2013
Get them to spend more money
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
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
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)
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)