The Impact of Winery Tourism on Later Wine Consumption

Abstract

For small and medium sized wineries, setting up and operating a cellar door is an expensive proposition. These retail outlets are usually located on the winery property and for smaller wineries, staffing of the cellar door can be a major distraction from the operation of the winery itself. In addition to the cash flow generated by across the counter sales, an implicit reason given for these activities is brand building, both in terms of awareness and eventual repurchase of varieties of the brand. There is a view among some winery operators that their involvement in cellar door operations is purely for the benefit of the tourism industry and had little direct benefit on their own operations. This project sought to test this assertion by interviewing visitors to cellar doors in Australia, Victoria, and New South Wales and contacting them again five months later to see if their wine consumption behaviour had changed as a result of the cellar door visit.

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