Cellar door or Cellar Door?Wine marketing questions

Questions

● What is the cellar door?

● Marketing development

● Pay or not to pay?

● Y generation's wine tasting habits

What is the cellar door?

The place where you can taste and buy wine. This is the winery's shop. It is one of the most important tools for sale. In different countries it has particular name.

● Cellar door: Australia, New Zealand, South Africa

● Tasting room: North America

● Caves: France

● Cantine: Italy

Marketing Development

The organoleptic analysis offers a greater knowledge on a wine (product—expertise), while the score evaluation allows appreciating a wine more accurately (price—evaluation). The technique of pairing food and wine (or wine and food) also allows to express fully the usefulness of a wine (communication—education), and the place of purchase and/or consumption (wine shop, wine bar, restaurant, supermarket, ecommerce, etc.) further qualifies the overall experience.

Rethinking of the wine marketing mix

● product ► expertise

● price ► evaulation

● promotion ► education

● place ► experience

Pay or not to pay?

● Should wineries charge for tasting?

● There are different policies throughout the world.

● Wine tourists who visit cellar door outlets are generally quite sophisticated wine consumers.

● Around 1 in 5 people visiting a cellar door did not purchase wine.

● An alternative view is that a lot of consumers are happy to pay a small tasting fee because it ‘removes any obligation to buy’.

Y generation's wine tasting habits

● wants a total experience

● seeks interactions

● wants to learn

● seeks a connection

● they do not want technical jargon

● they want to learn the history of the winery

● life-long learning is important

Do you have questions?

Excellent!

Follow / Like me on

twitter.com/lindawinereview

facebook.com/lindawinereviews

instagram.com/lindawinereviews

lindawinereviews.wordpress.com