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Wine tourism is becoming increasingly important for wine producers. In California it has been estimated to contribute $ 2 billion annually to the economy. The Wine Routes of Spain has increased revenues by over 15% according to tourism-review.com. The Silicon Valley Bank recently published a report showing that 60% of American wineries' sales are direct-to-consumers (DTC).

Wine is more and more sold directly to consumers and more and more to wine drinkers far away. Today almost 40% of all wine is consumed in a country other than where it was made. In 2000 the number was only 22%.

Wine tourism is increasingly an important source of revenue directly or indirectly. It contributes to on-site sales of course but perhaps more importantly it is also a long term project for a winery to engage in building a brand and establishing a relationship with customers. That is more important than short term revenues. At least, that was one of the points that I tried to convince the listeners about in a recent conference on wine tourism.

I was invited to speak on wine tourism at the annual Città del Vino wine tourism conference in Torgiano in Umbria (a lovely Italian region sometimes called, not without reason, "Tuscany without tourists" with wines like Sagrantino di Montefalco, Orvieto etc). Città del Vino is a cooperation organisation for Italian towns involved in wine tourism. It is a big and important organisation in Italy pulling a lot of strings to promote wine tourism, primarily to wineries and local municipalities. They wanted a view from the outside illustrated with examples for different countries, based on my experiences from visiting more than two hundred wineries each year.

Here is a brief summary of what I said about how to be successful in wine tourism.

First, take the "supply side" of wine tourism, the wineries. You can divide wine tourism into 4 different categories categories and a winery need to be aware of what kind of project it gets into.
"Open Door" wine tourism
Receiving people for wine tastings and cellar visits. Sometimes people also talk about "cellar door" wine tourism, but that can involve many different things that goes far beyond what I mean with it here.
"Edutainment" (education + entertainment)
This is something more, something a little bit more complex and organised than "just a visit". For example: blending session, harvesting workshop, vineyard nature walks, cooking class....
"Disneyland" Wine Tourism
It is important to underline that I use this label without any intention of giving it a negative connotation! I have simply not found a good word for it. This is Big Budget projects, often with mixed contents also including "general" tourism (not directly wine related). For example restaurant, hotel, museum...
"Eventification"
This refers to one-time events focussed on wine. For example: wine festivals, fête du vin, gastro-walks, village harvest festival etcetera.

For examples of these different kinds of wine tourism, see the note at the end of the text.

On the "demand side" of wine tourism you have the wine tourist. There are different kinds of wine tourist. Here's how you can segment the types of wine tourists:

The Wine Geeks: Want to know everything. Wine is the sole purpose.

The Gastro-Tourist: Food and wine is an important element.

The Passing-By Casual (Wine) Tourist: "We're in a wine region so let's visit a winery."

This is something that is sometimes forgotten. Not every wine tourist is the same. Not every wine tourist wants the same kind of experiences.

So what can a winery do to make a wine tourism project successful?

There is of course no single answer to this. It depends on the project and it also depends on the location. It is easier to attract tourist to Napa Valley, next to San Francisco (5 million inhabitants) and to Stellenbosch in South Africa, next to Cape Town (4 million people), than to, for example, Cahors in the South of France that is a 6 hours' drive away from Paris.

Maybe the most important factor in a successful wine tourism project is collaboration. Wine tourism is a bit like social media. If you are all alone on Facebook it is of no interest. But if you are many, things start to happen. The network effect. Similarly, the more wineries, restaurants, museums, hotels, tourist offices, wine shops and other shops etc etc that are involved and that cooperate, the better it will work. That is perhaps not an easy thing to do if one's mind-set is focussed on competing rather than collaborating.

There are also a few other keywords to keep in mind for the winery: sharing with the visitor, enthusiasm, authenticity.

One need not be afraid of not having a "beautiful" cellar or a perfectly organised tasting room. As long as people at the winery are prepared to share their story with the visitors it will work even in the simplest cellar.

Basically, it is easy. Wine tourism is all about giving people a memorable experience. And a personal experience. Something to remember. Something to bring home (physically perhaps: a wine bottle; but more importantly: something in the head). Something that will make them remember the winery and the wines and that will make them talk about it.

A winery really just needs three things to start:

To want to receive visitors

Good tasting glasses, and

Clean WCs

After all what really counts are happy people with wine in their glasses!

-Per Karlsson
Note: If you want to read the full conference presentation, including many examples of successful wine tourism projects from around the world, you can read it here: The 4 Different Kinds of Wine Tourism.

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The Four Successful Types Of Wine Tourism

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Wine tourism is becoming more and more critical for wineries to be successful in wine tourism. In California it brings in $ 2 billion annually. There are four different types of wine tourism and three very different "wine tourist". So what can you do to be successful in your wine tourism project?

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Abstract

Wine tourism has emerged as a strong and growing area of special-interest tourism in 'New World' wine countries in particular, and represents an increasingly significant component of the regional and rural tourism products of these countries. The development of wine routes throughout Europe, and increasingly in 'New World' wine countries, provides the link between wine and tourism. South Africa is believed to be one of the most aggressive in the short- to medium-term in getting out its wine tourism message.

The twofold purpose of this paper is to investigate the structural dimensions of the South African wine industry as these specifically relate to wine route estates and to determine the nature and extent of the wine tourism 'product' offered on the wine route estates. In this context, 125 face-to-face interviews were conducted with wine route estate enterprises.

Wine route estates have long recognised the potential of wine tourism and the implications of their involvement in wine tourism through their inclusion in wine routes are discussed.

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South African wine routes: some perspectives on the wine tourism industry's structural dimensions and wine tourism product

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Wine tourism has emerged as a strong and growing area of special-interest tourism in 'New World' wine countries in particular, and represents an increasingly significant component of the regional and rural tourism products of these countries. The development of wine routes throughout Europe, and increasingly in 'New World' wine countries, provides the link between wine and tourism.

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Abstract

Exploratory research was undertaken to examine the level and characteristics of demand for long-distance wine tourism among wine consumers located far from wine regions. In this paper specific attention is given to the importance attached by wine consumers to various destination and trip attributes when deciding upon a wine tourism experience. A convenience sample of 161 wine consumers in Calgary, Canada, provided data for a factor analysis that reveals the core wine-related features, in relationship to general destination appeal and cultural products. It was determined that highly motivated, long-distance wine tourists prefer destinations offering a wide range of cultural and outdoor attractions. These preferences are compared to previous studies of critical success factors according to wine and tourism-industry personnel, and to the general literature on wine and food tourism. Implications are drawn for wine tourism theory, and practical implications are drawn for the development and marketing of wine tourism destinations.

Keywords

Destination attractiveness

Critical success factors for destination development

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Critical success factors for wine tourism regions: a demand analysis

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Exploratory research was undertaken to examine the level and characteristics of demand for long-distance wine tourism among wine consumers located far from wine regions. In this paper specific attention is given to the importance attached by wine consumers to various destination and trip attributes when deciding upon a wine tourism experience.

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well done!

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Article - Consumer behaviour for wine 2.0 A review since 2003

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Do wine tourists care about the labourer

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A consumer value approach to a holistic understanding of the winery experience

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Abstract

This paper summarises the main findings concerning consumer behaviour for wine published in academic journals in the last ten years and provides some suggestions about strategic research directions to take in the next few years. One major finding was that few new or novel findings are occurring in some areas: the role of price, brand, region, grape variety, awards; comparisons of Old and New World; segmentation of wine consumers; the value of sustainable or 'green' wine practices to consumers. Another finding was the predominance of one-off convenience sample studies that are difficult to interpret for generalisable results. Some areas with greatest research needs are: retail marketing and consumer response to the variety of techniques retailers use; on-premise consumer behaviour; online and social media influences on consumers; premium and luxury wine behaviour and successful marketing practices; consumer behaviour in emerging markets; the value of wine tourism and marketing for value; the relationship between grape/wine quality and consumer behaviour; consumer response to wine and health issues.

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Consumer behaviour for wine 2.0: A review since 2003 and future directions

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JavaScript is disabled on your browser. Please enable JavaScript to use all the features on this page. This paper summarises the main findings concerning consumer behaviour for wine published in academic journals in the last ten years and provides some suggestions about strategic research directions to take in the next few years.

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Gmail is email that's intuitive, efficient, and useful. 15 GB of storage, less spam, and mobile access.

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The International Wine of the Month Club

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Wine making has been around for thousands of years. In its basic form, wine production is a natural process that requires very little human intervention. Mother Nature provides everything that is needed to make wine; it is up to humans to embellish, improve, or totally obliterate what nature has provided, to which anyone with extensive wine tasting experience can attest.

There are five basic stages or steps to making wine: harvesting, crushing and pressing, fermentation, clarification, and then aging and bottling. Undoubtedly, one can find endless deviations and variations along the way. In fact, it is the variants and little deviations at any point in the process that make life interesting. They also make each wine unique and ultimately contribute to the greatness or ignominy of any particular wine. The steps for making white wine and red wine are basically the same, with one exception. The making of rosé wines and fortified or sparkling wines is also another matter; both require additional human intervention to succeed. Learn more about wine and what goes into every bottle by reading our wine glossary index.

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The Harvest

Harvesting or picking is certainly the first step in the actual wine making process. Without fruit there would be no wine, and no fruit other than grapes can produce annually a reliable amount of sugar to yield sufficient alcohol to preserve the resulting beverage, nor have other fruits the requisite acids, esters and tannins to make natural, stable wine on a consistent basis. For this reason and a host more, most winemakers acknowledge that wine is made in the vineyard, at least figuratively. The process of making fine wine requires that the grapes are harvested at a precise time, preferably when physiologically ripe. A combination of science and old-fashioned tasting usually go into determining when to harvest, with consultants, winemakers, vineyard managers, and proprietors all having their say. Harvesting can be done mechanically or by hand. However, many estates prefer to hand harvest, as mechanical harvesters can often be too tough on the grapes and the vineyard. Once the grapes arrive at the winery, reputable winemakers will sort the grape bunches, culling out rotten or under-ripe fruit before crushing.

Crushing and Pressing

Crushing the whole clusters of fresh ripe grapes is traditionally the next step in the wine making process. Today, mechanical crushers perform the time-honored tradition of stomping or trodding the grapes into what is commonly referred to as must. For thousands of years, it was men and women who performed the harvest dance in barrels and presses that began grape juice's magical transformation from concentrated sunlight and water held together in clusters of fruit to the most healthful and mystical of all beverages - wine. As with anything in life, change involves something lost and something gained. By using mechanical presses, much of the romance and ritual has departed this stage of wine making, but one need not lament too long due to the immense sanitary gain that mechanical pressing brings to wine making. Mechanical pressing has also improved the quality and longevity of wine, while reducing the winemaker's need for preservatives. Having said all this, it is important to note that not all wine begins life in a crusher. Sometimes, winemakers choose to allow fermentation to begin inside uncrushed whole grape clusters, allowing the natural weight of the grapes and the onset of fermentation to burst the skins of the grapes before pressing the uncrushed clusters.

Up until crushing and pressing the steps for making white wine and red wine are essentially the same. However, if a winemaker is to make white wine, he or she will quickly press the must after crushing in order to separate the juice from the skins, seeds, and solids. By doing so unwanted color (which comes from the skin of the grape, not the juice) and tannins cannot leach into the white wine. Essentially, white wine is allowed very little skin contact, while red wine is left in contact with its skins to garner color, flavor, and additional tannins during fermentation, which of course is the next step.

Fermentation

Fermentation is indeed the magic at play in the making of wine. If left to its own devices must or juice will begin fermenting naturally within 6-12 hours with the aid of wild yeasts in the air. In very clean, well-established wineries and vineyards this natural fermentation is a welcome phenomenon. However, for a variety of reasons, many winemakers prefer to intervene at this stage by inoculating the natural must. This means they will kill the wild and sometimes unpredictable natural yeasts and then introduce a strain of yeast of personal choosing in order to more readily predict the end result. Regardless of the chosen path, once fermentation begins, it normally continues until all of the sugar is converted to alcohol and a dry wine is produced. Fermentation can require anywhere from ten days to a month or more. The resulting level of alcohol in a wine will vary from one locale to the next, due to the total sugar content of the must. An alcohol level of 10% in cool climates versus a high of 15% in warmer areas is considered normal. Sweet wine is produced when the fermentation process stops before all of the sugar has been converted into alcohol. This is usually a conscious, intentional decision on the part of the winemaker.

Clarification

Once fermentation is completed, the clarification process begins. Winemakers have the option of racking or siphoning their wines from one tank or barrel to the next in the hope of leaving the precipitates and solids called pomace in the bottom of the fermenting tank. Filtering and fining may also be done at this stage. Filtration can be done with everything from a course filter that catches only large solids to a sterile filter pad that strips wine of all life. Fining occurs when substances are added to a wine to clarify them. Often, winemakers will add egg whites, clay, or other compounds to wine that will help precipitate dead yeast cells and other solids out of a wine. These substances adhere to the unwanted solids and force them to the bottom of the tank. The clarified wine is then racked into another vessel, where it is ready for bottling or further aging.

Aging and Bottling

The final stage of the wine making process involves the aging and bottling of wine. After clarification, the winemaker has the choice of bottling a wine immediately, which is the case for Beaujolais Nouveau, or he or she can give a wine additional aging as in the case of Grand Cru Bordeaux and great Napa Valley Cabernet Sauvignon. Further aging can be done in the bottle, stainless steel or ceramic tanks, large wooden ovals, or small barrels, commonly called barriques. The choices and techniques employed in this final stage of the process are nearly endless, as are the end results. However, the common result in all cases is wine. Enjoy!

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Wine Making Process: How to Make Wine | Wine of the Month Club

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Learn the basics of the wine making process in five stages with this guide from The International Wine of the Month Club. Click here to learn more!

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A winemaker's touch can greatly affect the resulting flavor of wine. Besides regional differences in grapes, there are several things people do in the cellar to make better wine. Aging wine in oak is perhaps the most well known wine making technique but there are many more. You may come across these terms the next time you visit a winery. By knowing about them, you'll understand the winemaker's goals and even the styles of the wines before you taste them.

We talked with a Washington red wine making specialist, Landon 'Sam' Keirsey, about some of the most important wine making processes:

Harvest date

Maceration Time (a.k.a. 'Skin Contact')

Fermentation Temperature

Punchdowns vs. Pumpovers

Oak vs. Steel Tank

Corks vs. Screwcaps

6 wine making processes and what they do to wine

1. Harvest Date

The moment the grapes are picked is a pretty big deal. It is probably the most important thing a winemaker can do to ensure that they make awesome wine. Picking earlier will produce wines with higher acidity, lower alcohol and perhaps more green flavors and aromas. It could also lend to more bitter tannin. Picking later in the harvest season will produce wines with lower acidity, higher alcohol (or sweetness) and more subdued tannin. Some wines when picked too late must be artificially acidified in order not to taste 'flabby' or 'flat'. Additionally, some will have water added to them (called 'watering back') to reduce the alcohol concentration in the completed wine. This could be why many commercial wines have identical ABV levels of 13.5%.

Besides picking the grapes at the moment when acidity level and sweetness are perfectly in balance there's also a weather problem. Every vintage is different. Sometimes weather takes a turn for the worse at the end of the growing season and can even result in a bad vintage. In a situation where rains are forecasted in cooler climate areas (Northern Italy, Burgundy, Oregon, etc) some winemakers may choose to hedge their bets and pick grapes before optimal ripeness.

2. Cold Soaking and Skin Contact

Winemakers often talk about maceration time (a.k.a. skin contact) and cold soaking. Both of these terms refer to how long the grape skins touch the juice while it turns into wine. Cold soaking is a process that happens before there's alcohol in the mix. By keeping the grapes cold, the grape must is too cold for yeast to start fermenting. The theory of cold soaking is to carefully extract color and fruit flavors from the skins without extracting bitter tannin. The total time that grape skins touch a wine is maceration time.

For example, a Syrah producer called Kessler Haak in Santa Rita Hills , California macerates their wines for 50 days to extract the color and flavor. In comparison a few miles east in Santa Ynez, a Syrah producer called Solminer Wine Company macerates for just 28 days. The difference in color of the two wines is remarkable: one is very opaque and rich and the latter is pale and delicate like a Pinot Noir. Normal red wine fermentation generally takes around 2 weeks to complete.

You can understand skin contact by testing the differences in tea flavor by varying how long it sits in hot water.

3. Hot Fermentation vs. Cool Fermentation

Fermentation temperature is another technique that changes resulting fruit flavors and color in a wine. A hot fermentation can get up to 80-100 °F (26-37 °C - nearly hot tub temperature) as the yeasts metabolize and produce alcohol. Warmer fermentations are usually used for red wines for increased color and tannin. There are also several minimalist producers practicing warmer fermentation temperatures on white wines. Their goal is non-interventionist wine making that is more in tune with the conditions of the vintage.

Cold and cooler fermentations are usually practiced on white and rosé wines. Landon Sam Keirsey explained that cooler temperatures (from 42 - 50 °F, 6 - 10 °C ) help preserve delicate aromas in white wines. The reason for this is aroma compounds are volatile and are more likely to be lost at a higher temperature where reactions happen faster. This is probably why wine serving temperature greatly affects the taste of wine out of the bottle.

4. Pump Overs vs. Punch Downs

Pumpovers
Pumpovers can extract higher amounts of tannin in a wine depending on the frequency and force. Some pump over systems are basically wine sprinklers, offering a gentler extraction and some aggressively stir up the fermentation tank. For larger fermentation tanks in commercial operations, much needed oxygen comes through a pumpover device.

Punch Downs
Punch downs, on the other hand, are a very delicate way of stirring a wine. They keep skins from getting too extracted and little to no amount of added oxygen in the fermentation. Punch downs are typically done by hand and are more popular with non-interventionist winemaking.

5. Oak-Aging vs. Steel Tank

Oak aging does more than just add a vanilla flavor to wine. Oak increases a wine's exposure to oxygen while it ages. Oxygen decreases tannin and can help a wine reach its optimal fruitiness. Wines aged for many years in oak develop nutty flavors. If you're not that familiar with oak aging, definitely check out this article:

Steel tanks are commonly used for zesty white wines like Pinot Gris, although it's not uncommon to find steel tank aged red wines. Steel tanks limit the oxygen exposure to wine and keep wines fresher. You can learn more about how oxygen affects wine over time.

6. Corks vs. Screwcaps

One misunderstood topic about winemaking is the choice of using a cork or a screwcap. In most circumstances there is no difference between wine in a bottle with a cork or a screwcap. When asked what he preferred, winemaker, Landon Sam Keirsey said:

Personally if it was my decision I would use screwcaps.

The interesting thing about the topic of wine closures is that corks let oxygen in at unpredictable amounts. There is also an issue with TCA 'cork taint' that affects about 1-2% of wines. Screw caps (and other cork alternatives), on the other hand, can control the amount of oxygen that comes inside the bottle per year.

There are several other wine making processes not included in this article such as using sorting tables, grape crushing and destemming, and how different kinds of yeast affect wine. Instead of including all of the wine making processes, we asked Landon 'Sam' Keirsey to help us focus on some of the most important ones.

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6 Wine Making Processes & How They Affect Wine

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A winemaker's touch can greatly affect the resulting flavor of wine. Besides regional differences in grapes, there are several things people do in the cellar to make better wine. Aging wine in oak is perhaps the most well known wine making technique but there are many more.

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Semester 1 SDL Reflective Report Michael Bayer

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Oxford Academic (Oxford University Press)

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Jancis Robinson demonstrates how to taste a wine

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Effects of the Framing of Product Information on Consumer Preferences

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Michael, unfortunately, you let me access your wall far too late. Your goals are a little "all over the place". If you read through the SDL requirements document thoroughly you must have seen that you are supposed to choose 2 focuses, which I cannot really see in your proposal. Are they reading and speaking? Or vocabulary and listening? It is not clear what your focuses are, and what the activities are that you planned to reach your goals. They should be formulated very clearly following the SMART principle (we did this in the first session of the semester!) Your documentation is quite vague, without any links for me to follow or evidence what you actually watched or listened to. The reflection, which is actually the most important part of the self directed learning process, is missing completely. That makes is more difficult for you to find out what supports you and what hinders you in the learning process. You have another 10 hours left that you should spend with the SDL this Semester, PLEASE, make sure that you edit your Goal Proposal, upload it ASAP, and spend the last weeks working with more focus and CLEAR GOALS. If you have any questions, do not hesitate to contact me!

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https://open.spotify.com/episode/4c24vUTMaCON2XKtEQqgd3?si=SCofw3MgQKWZM6aeMEpi8w

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Quizlet

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English study guide by michael_bayer1 includes 20 questions covering vocabulary, terms and more. Quizlet flashcards, activities and games help you improve your grades.