Importance of tasting rooms for Canary Islands' wineries

Abel Duarte Alonso · Lynnaire M. Sheridan · Pascal Scherrer

46 citations0/0 files storedBritish Food Journal

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Wine Industry and Tourism Diverse Aspects of Tourism Research Culinary Culture and Tourism

Abstract

Purpose The purpose of this paper is to explore the role of the tasting room for wineries from a re‐developing Spanish wine region, and identify the challenges winery owners currently face in their pursuit to market their wines through the tasting room. Design/methodology/approach Between May and June of 2007 a total of 23 winery owners, managers and wine makers located in the Canary Islands were interviewed from a sample of 61 wineries identified in Tenerife and La Palma islands. Findings The findings confirm the vital importance of the tasting room as a marketing, branding, and educative vehicle for the wine product. Overall, wineries focus on the tasting room as a way to advertise and present their wines to visitors and passers by as part of a long‐term strategy, rather than as a way to make direct wine sales. Research limitations/implications It is acknowledged that the sample of only 23 participating businesses may not be enough to make generalisations about the impact of the tasting room on wineries of the Canary Islands. However, the sample does provide useful insights into the benefits, issues and challenges of the tasting room in this context. Practical implications The findings demonstrate the innovative and proactive spirit of winery management, including the push for quality and educating visitors, as key to survival and success in this very competitive industry. In this process, the role of the tasting room becomes critical to achieve those objectives. Originality/value The study provides new insights into the role of the tasting room in a Spanish wine region that has received very limited attention. The exploratory nature of this study also provides an avenue for future studies into an industry that is growing around a region's main income magnet: tourism.

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References

2003Food Tourism Around the World development, management and markets 2001Strategic alliances along the Niagara Wine Route 2002Wine tourism around the world: development, management and markets 1997Perceptual Dififerences Among Visitor Groups to Wineries 2000Service quality at the cellar door: implications for Western Australia’s developing wine tourism industry 2000Hedonic prices for Spanish red quality wine 1997Product, Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries 2006Using the tasting room experience to create loyal customers

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2014Customer satisfaction and sales performance in wine tasting rooms 2021Market segmentation for wine tourism: Identifying sub-groups of winery visitors 2020Wine tourism and purchase intention: a measure of emotions according to the PANAS scale 2014Linking Service Quality at the Cellar Door with Brand Equity Building 2009Wine routes in Spain: A case study

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