Creating a wine offer

Question 1

Why?

Answer 1

• Increase direct sales
• Increase indirect sales
• Increase notoriety
• Develop an offer to a special target
• Develop sustainability
• Grow your e-reputation
• Develop partnerships
• Answer the demand you have
• Differentiate from your competitors

Question 2

Wine Tasting Excitement

Answer 2

Tasting the wine in the original cellar makes me excited
Tasting on holiday makes me relaxed
Tasting this wine makes me feel exhilirated
Tasting this wine on holidays makes me stop worrying about routine

Question 3

Winescape

Answer 3

This winery landscape has a rural appeal
These buildings have a historic appeal
There is an old-world charm in these cellars
The architecture gives the winery character

Question 4

Wine Storytelling

Answer 4

Stories told about the wine:
- Positively attributed the value I attributed to it, to the wine tasting, to the visit
- Enabled to have an enjoyable time
- Enabled to learn ancient facts about wine that I did not know

Question 5

Wine involvement

Answer 5

• I like to purchase the wine to match the occasion
• Drinking this wine brings me pleasure
• I enjoyed these wine activities that I wanted to do
• These wine tastings are a particularly pleasurable experience
• My interest in this wine makes me want to visit this particular wine cellar

Question 6

Which target to reach?

Answer 6

40% - epicureans - pleasure and food
24% - classic - destination
20% - explorers - for the vineyard, eager to learn the secrets
16% - experts

Question 7

What to develop?

Answer 7

Sport, Wine, culture, gastronomy, accommodation, entertainment, e-offers, rewards

Question 8

How is the public scale involved?

Answer 8

Strategy of the destination
Roads/signs
Parking
Transportation
Toilets
Access
Wine Tours
Local public actors: tourism boards, region, city
Law involved - loi evin
Cluster of wine tourism in france in 2015-2016

Question 9

Competition: what to analyze

Answer 9

Direct/indirect, offers, market analysis, distribution, promotion, individuals/group, niche/duplicate

Question 10

Internal staff preparation

Answer 10

Adapt and train, make some movesm

Question 11

Internal staff preparation

Answer 11

Adapt and train, make some moves, fidelize/gaming, promote

Question 12

External staff preparation

Answer 12

Have contacts, share staff locally, evaluate and hire, training program, internship

Question 13

Common strategies

Answer 13

Foreign languages, develop existing, develop low season, delivery

Question 14

Key success factors in wine tourism

Answer 14

Adaptability
Authenticity
Sustainability
Local
Creativity
Good accounting