SlideShare uma empresa Scribd logo
1 de 47
Thoughts	
  about	
  Wine	
  Tourism	
  
     by	
  Robert	
  Joseph	
  
Wine	
  producers	
  v	
  consumers	
  	
  	
  
2005…	
  Wine	
  Travel	
  Guide	
  to	
  the	
  World	
  
Who	
  buys	
  wine	
  these	
  days?	
  
And	
  how	
  do	
  people	
  take	
  their	
  holidays?	
  	
  
Who	
  buys	
  wine	
  these	
  days?	
  
And	
  how	
  do	
  people	
  take	
  their	
  holidays?	
  	
  
If	
  we’re	
  not	
  aEracFng	
  women,	
  we’re	
  
doing	
  something	
  wrong!	
  
Failure	
  to	
  welcome	
  families	
  =	
  a	
  missed	
  
opportunity.	
  
Wine	
  tourism	
  is	
  not	
  a	
  sector	
  like	
  
   golf	
  or	
  garden	
  tourism!	
  
“The	
  average	
  person	
  wanFng	
  to	
  take	
  a	
  
	
  wine	
  tour	
  in	
  the	
  Hunter	
  Valley	
  wants	
  to	
  

visit	
  an	
  average	
  of	
  1	
  ½	
  wineries. ’   ”	
  
Veteran	
  Hunter	
  Valley	
  wine	
  tour	
  operator	
  
“If	
  they	
  are	
  sufficiently	
  different,	
  the	
  	
  
tourists	
  will	
  happily	
  go	
  to	
  two.	
  If	
  not,	
  one	
  

is	
  enough	
   ”	
  
Veteran	
  Hunter	
  Valley	
  wine	
  tour	
  operator	
  
We	
  are	
  in	
  the	
  entertainment	
  
                  business	
  
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
You	
  can’t	
  please	
  everybody…	
  
But	
  you	
  can	
  please	
  a	
  lot	
  of	
  people…	
  
So	
  why	
  are	
  we	
  doing	
  wine	
  
              tourism?	
  
SALES	
  


             Could	
  you	
  say	
  that	
  wine	
  tourism	
  in	
  your	
  winery	
  is	
  financially	
  viable?	
  	
  
                                                                                                                             no	
      yes	
  
                                                     100,0%	
  

                                                      90,0%	
  

                                                      80,0%	
  
Yes	
  
                                                      70,0%	
  
No	
      32,2%	
                    67,8%	
  
                                                      60,0%	
  

                                                      50,0%	
  

                                                      40,0%	
  

                                                      30,0%	
  

                                                      20,0%	
  

                                                      10,0%	
  

                                                        0,0%	
  
WINE	
  TOURISM’S	
  FIGURES	
  	
  




There is a gap between the visitors’ expences in Florence, Napa
and Porto and the rest of the city members of the “Great Wine
Capitals” interntional Network.
INCOME	
  	
  

             Regarding	
  your	
  income	
  related	
  to	
  tourism,	
  how	
  is	
  the	
  percentage	
  
                                               distributed?	
  
80,00	
  
             68,03	
  
70,00	
  
60,00	
  
50,00	
  
40,00	
                                                                             36,58	
  
30,00	
  
                                                20,52	
           23,61	
  
20,00	
                                                                                               14,10	
  
                               8,72	
  
10,00	
  
   ,00	
  
Rand	
  Hoch,	
  a	
  West	
  Palm	
  Beach,	
  Fla.,	
  aEorney,	
  can't	
  resist	
  
picking	
  up	
  a	
  souvenir	
  at	
  every	
  winery	
  he	
  visits.	
  No,	
  not	
  a	
  
boEle	
  (though	
  he	
  does	
  o`en	
  have	
  a	
  case	
  shipped	
  to	
  his	
  
house).	
  Instead,	
  Hoch	
  goes	
  home	
  with	
  a	
  polo	
  shirt	
  
sporFng	
  the	
  winery's	
  name.	
  "I've	
  got	
  close	
  to	
  60,"	
  he	
  
says.	
  
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
INCOME	
  	
  


     Do	
  you	
  consider	
  wine	
  tourism	
  acJviJes	
  as	
  a	
  good	
  
       alternaJve	
  to	
  face	
  economic	
  crisis	
  periods	
  ?	
  

                  10,0%	
  
                                                                                   Yes,	
  very	
  much	
  
                                                       24,5%	
  


                                                                                   Yes	
  
27,5%	
  

                                                                                   More	
  or	
  less	
  



                                                                                   No,	
  not	
  at	
  all	
  

                                                         38,8%	
  
WINE	
  TOURISM’S	
  FIGURES	
  	
  


            Which	
  are	
  the	
  most	
  importat	
  benefits	
  that	
  wine	
  tourism	
  brings	
  to	
  your	
  
                                       winery	
  and	
  to	
  your	
  community?	
  

80,0%	
  
                                  68,9%	
  
70,0%	
        61,9%	
  
60,0%	
                                               53,8%	
                                                     52,8%	
  
50,0%	
  
40,0%	
                                                                                       35,6%	
  
30,0%	
                                                                   24,0%	
  
20,0%	
  
10,0%	
  
 0,0%	
  
PROMOTION	
  	
  

          How	
  do	
  you	
  promote	
  your	
  wines	
  on	
  local	
  and	
  internaJonal	
  markets?	
  	
  

                                                     InternaFonal	
  Market	
                   DomesFc	
  Market	
  

                                 340	
  
                                                                                                          320	
  
             276	
  
                       259	
                     252	
               250	
  
                                                           201	
                        174	
   192	
  
129	
                                                                                                                         145	
     158	
              149	
  
                                           134	
  
                                                                               61	
                                 102	
                                            101	
  
                                                                                                                                                  66	
  
When	
  did	
  you	
  last	
  check	
  your	
  web	
  traffic?	
  
Should	
  we	
  charge	
  visitors	
  to	
  
           wineries?	
  
Most	
  California	
  wineries	
  charge	
  visitors	
  
                              –	
  
And	
  have	
  to	
  offer	
  entertainment	
  that	
  is	
  
                worth	
  the	
  charge.	
  
  The	
  number	
  of	
  visitors	
  to	
  California:	
  
           19.7	
  million	
  in	
  2005.	
  
  Wine-­‐related	
  tourism	
  revenue	
  2010:	
  
                     $2.1bn	
  
In	
  the	
  TasFng	
  Room:	
  Knowledge	
  about	
  wine,	
  does	
  NOT	
  sell	
  wine.	
  People	
  relaFng	
  to	
  people	
  sell	
  wine!	
  I	
  
can	
  rarely	
  remember	
  a	
  big	
  sale	
  that	
  was	
  based	
  on	
  where	
  the	
  vineyard	
  was,	
  the	
  varietals,	
  the	
  winemaker,	
  
the	
  chemical	
  composiFon,	
  tannins,	
  Ph,	
  alcohol	
  content	
  etc.	
  These	
  facts	
  were	
  merely	
  tools	
  in	
  my	
  belt,	
  
discussed	
  in	
  the	
  process	
  if	
  the	
  guest	
  was	
  interested	
  and	
  only	
  if	
  the	
  guest	
  was	
  interested.	
  	
  

Knowledge	
  can	
  at	
  Fmes	
  in	
  the	
  wrong	
  hands	
  get	
  in	
  the	
  way	
  of	
  a	
  sale.	
  Most	
  people	
  buy	
  wine	
  because	
  they	
  
like	
  it	
  and	
  they	
  have	
  a	
  vision	
  of	
  themselves	
  enjoying	
  the	
  wine	
  in	
  pleasant	
  circumstances	
  with	
  friends	
  and	
  
family.	
  Most	
  wine	
  makers	
  and	
  owners	
  think	
  the	
  quality	
  of	
  the	
  wine	
  will	
  sell	
  itself….	
  Perceived	
  value	
  can	
  
be	
  created	
  by	
  the	
  salesperson.	
  Yes	
  salespeople	
  have	
  a	
  cra`	
  too.	
  If	
  I	
  create	
  a	
  percepFon	
  of	
  perceived	
  
value,	
  I	
  have	
  most	
  likely	
  made	
  a	
  mulF	
  boEle	
  or	
  case	
  sale.	
  I	
  do	
  this	
  by	
  telling	
  stories	
  about	
  the	
  wine,	
  
something	
  unique	
  about	
  the	
  vineyard,	
  how	
  I	
  would	
  enjoy	
  it,	
  the	
  types	
  of	
  food	
  I	
  would	
  pair	
  it	
  with,	
  why	
  
this	
  wine	
  is	
  different.	
  I	
  can	
  paint	
  a	
  picture	
  in	
  which	
  the	
  guest	
  begins	
  to	
  see	
  themselves	
  and	
  desire.	
  	
  

“This	
  rosé,	
  I	
  think	
  makes	
  a	
  great	
  cocktail	
  wine,	
  I	
  would	
  serve	
  it	
  before	
  serving	
  my	
  red	
  wines	
  at	
  a	
  dinner	
  
party,	
  it	
  pairs	
  well	
  with	
  brunch	
  foods	
  such	
  as	
  quiche,	
  or	
  at	
  a	
  picnic,	
  beauFful	
  on	
  the	
  Thanksgiving	
  dinner	
  
table,	
  I	
  would	
  drink	
  this	
  sipng	
  on	
  my	
  front	
  porch	
  on	
  a	
  summer	
  evening	
  or	
  as	
  refreshment	
  on	
  a	
  hot	
  day	
  
by	
  the	
  pool”	
  	
  

A	
  good	
  salesperson	
  can	
  sell	
  a	
  bad	
  wine,	
  a	
  great	
  wine	
  will	
  rarely	
  get	
  sold	
  by	
  a	
  bad	
  salesperson.	
  Too	
  many	
  
wineries	
  think	
  the	
  wines	
  sell	
  themselves,	
  maybe	
  they	
  will	
  but	
  don’t	
  bank	
  on	
  it.	
  
In	
  the	
  TasFng	
  Room:	
  Knowledge	
  about	
  wine,	
  does	
  NOT	
  sell	
  wine.	
  People	
  relaFng	
  to	
  people	
  sell	
  wine!	
  I	
  
can	
  rarely	
  remember	
  a	
  big	
  sale	
  that	
  was	
  based	
  on	
  where	
  the	
  vineyard	
  was,	
  the	
  varietals,	
  the	
  winemaker,	
  
the	
  chemical	
  composiFon,	
  tannins,	
  Ph,	
  alcohol	
  content	
  etc.	
  These	
  facts	
  were	
  merely	
  tools	
  in	
  my	
  belt,	
  
discussed	
  in	
  the	
  process	
  if	
  the	
  guest	
  was	
  interested	
  and	
  only	
  if	
  the	
  guest	
  was	
  interested.	
  	
  

Knowledge	
  can	
  at	
  Fmes	
  in	
  the	
  wrong	
  hands	
  get	
  in	
  the	
  way	
  of	
  a	
  sale.	
  Most	
  people	
  buy	
  wine	
  because	
  they	
  
like	
  it	
  and	
  they	
  have	
  a	
  vision	
  of	
  themselves	
  enjoying	
  the	
  wine	
  in	
  pleasant	
  circumstances	
  with	
  friends	
  and	
  
family.	
  Most	
  wine	
  makers	
  and	
  owners	
  think	
  the	
  quality	
  of	
  the	
  wine	
  will	
  sell	
  itself….	
  Perceived	
  value	
  can	
  
be	
  created	
  by	
  the	
  salesperson.	
  Yes	
  salespeople	
  have	
  a	
  cra`	
  too.	
  If	
  I	
  create	
  a	
  percepFon	
  of	
  perceived	
  
value,	
  I	
  have	
  most	
  likely	
  made	
  a	
  mulF	
  boEle	
  or	
  case	
  sale.	
  I	
  do	
  this	
  by	
  telling	
  stories	
  about	
  the	
  wine,	
  
something	
  unique	
  about	
  the	
  vineyard,	
  how	
  I	
  would	
  enjoy	
  it,	
  the	
  types	
  of	
  food	
  I	
  would	
  pair	
  it	
  with,	
  why	
  
this	
  wine	
  is	
  different.	
  I	
  can	
  paint	
  a	
  picture	
  in	
  which	
  the	
  guest	
  begins	
  to	
  see	
  themselves	
  and	
  desire.	
  	
  

“This	
  rosé,	
  I	
  think	
  makes	
  a	
  great	
  cocktail	
  wine,	
  I	
  would	
  serve	
  it	
  before	
  serving	
  my	
  red	
  wines	
  at	
  a	
  dinner	
  
party,	
  it	
  pairs	
  well	
  with	
  brunch	
  foods	
  such	
  as	
  quiche,	
  or	
  at	
  a	
  picnic,	
  beauFful	
  on	
  the	
  Thanksgiving	
  dinner	
  
table,	
  I	
  would	
  drink	
  this	
  sipng	
  on	
  my	
  front	
  porch	
  on	
  a	
  summer	
  evening	
  or	
  as	
  refreshment	
  on	
  a	
  hot	
  day	
  
by	
  the	
  pool”	
  	
  

A	
  good	
  salesperson	
  can	
  sell	
  a	
  bad	
  wine,	
  a	
  great	
  wine	
  will	
  rarely	
  get	
  sold	
  by	
  a	
  bad	
  salesperson.	
  Too	
  many	
  
wineries	
  think	
  the	
  wines	
  sell	
  themselves,	
  maybe	
  they	
  will	
  but	
  don’t	
  bank	
  on	
  it.	
  
In	
  the	
  TasFng	
  Room:	
  Knowledge	
  about	
  wine,	
  does	
  NOT	
  sell	
  wine.	
  People	
  relaFng	
  to	
  people	
  sell	
  wine!	
  I	
  
can	
  rarely	
  remember	
  a	
  big	
  sale	
  that	
  was	
  based	
  on	
  where	
  the	
  vineyard	
  was,	
  the	
  varietals,	
  the	
  winemaker,	
  
the	
  chemical	
  composiFon,	
  tannins,	
  Ph,	
  alcohol	
  content	
  etc.	
  These	
  facts	
  were	
  merely	
  tools	
  in	
  my	
  belt,	
  
discussed	
  in	
  the	
  process	
  if	
  the	
  guest	
  was	
  interested	
  and	
  only	
  if	
  the	
  guest	
  was	
  interested.	
  	
  

Knowledge	
  can	
  at	
  Fmes	
  in	
  the	
  wrong	
  hands	
  get	
  in	
  the	
  way	
  of	
  a	
  sale.	
  Most	
  people	
  buy	
  wine	
  because	
  they	
  
like	
  it	
  and	
  they	
  have	
  a	
  vision	
  of	
  themselves	
  enjoying	
  the	
  wine	
  in	
  pleasant	
  circumstances	
  with	
  friends	
  and	
  
family.	
  Most	
  wine	
  makers	
  and	
  owners	
  think	
  the	
  quality	
  of	
  the	
  wine	
  will	
  sell	
  itself….	
  Perceived	
  value	
  can	
  
be	
  created	
  by	
  the	
  salesperson.	
  Yes	
  salespeople	
  have	
  a	
  cra`	
  too.	
  If	
  I	
  create	
  a	
  percepFon	
  of	
  perceived	
  
value,	
  I	
  have	
  most	
  likely	
  made	
  a	
  mulF	
  boEle	
  or	
  case	
  sale.	
  I	
  do	
  this	
  by	
  telling	
  stories	
  about	
  the	
  wine,	
  
something	
  unique	
  about	
  the	
  vineyard,	
  how	
  I	
  would	
  enjoy	
  it,	
  the	
  types	
  of	
  food	
  I	
  would	
  pair	
  it	
  with,	
  why	
  
this	
  wine	
  is	
  different.	
  I	
  can	
  paint	
  a	
  picture	
  in	
  which	
  the	
  guest	
  begins	
  to	
  see	
  themselves	
  and	
  desire.	
  	
  

“This	
  rosé,	
  I	
  think	
  makes	
  a	
  great	
  cocktail	
  wine,	
  I	
  would	
  serve	
  it	
  before	
  serving	
  my	
  red	
  wines	
  at	
  a	
  dinner	
  
party,	
  it	
  pairs	
  well	
  with	
  brunch	
  foods	
  such	
  as	
  quiche,	
  or	
  at	
  a	
  picnic,	
  beauFful	
  on	
  the	
  Thanksgiving	
  dinner	
  
table,	
  I	
  would	
  drink	
  this	
  sipng	
  on	
  my	
  front	
  porch	
  on	
  a	
  summer	
  evening	
  or	
  as	
  refreshment	
  on	
  a	
  hot	
  day	
  
by	
  the	
  pool”	
  	
  

A	
  good	
  salesperson	
  can	
  sell	
  a	
  bad	
  wine,	
  a	
  great	
  wine	
  will	
  rarely	
  get	
  sold	
  by	
  a	
  bad	
  salesperson.	
  Too	
  many	
  
wineries	
  think	
  the	
  wines	
  sell	
  themselves,	
  maybe	
  they	
  will	
  but	
  don’t	
  bank	
  on	
  it.	
  
In	
  the	
  TasFng	
  Room:	
  Knowledge	
  about	
  wine,	
  does	
  NOT	
  sell	
  wine.	
  People	
  relaFng	
  to	
  people	
  sell	
  wine!	
  I	
  
can	
  rarely	
  remember	
  a	
  big	
  sale	
  that	
  was	
  based	
  on	
  where	
  the	
  vineyard	
  was,	
  the	
  varietals,	
  the	
  winemaker,	
  
the	
  chemical	
  composiFon,	
  tannins,	
  Ph,	
  alcohol	
  content	
  etc.	
  These	
  facts	
  were	
  merely	
  tools	
  in	
  my	
  belt,	
  
discussed	
  in	
  the	
  process	
  if	
  the	
  guest	
  was	
  interested	
  and	
  only	
  if	
  the	
  guest	
  was	
  interested.	
  	
  

Knowledge	
  can	
  at	
  Fmes	
  in	
  the	
  wrong	
  hands	
  get	
  in	
  the	
  way	
  of	
  a	
  sale.	
  Most	
  people	
  buy	
  wine	
  because	
  they	
  
like	
  it	
  and	
  they	
  have	
  a	
  vision	
  of	
  themselves	
  enjoying	
  the	
  wine	
  in	
  pleasant	
  circumstances	
  with	
  friends	
  and	
  
family.	
  Most	
  wine	
  makers	
  and	
  owners	
  think	
  the	
  quality	
  of	
  the	
  wine	
  will	
  sell	
  itself….	
  Perceived	
  value	
  can	
  
be	
  created	
  by	
  the	
  salesperson.	
  Yes	
  salespeople	
  have	
  a	
  cra`	
  too.	
  If	
  I	
  create	
  a	
  percepFon	
  of	
  perceived	
  
value,	
  I	
  have	
  most	
  likely	
  made	
  a	
  mulF	
  boEle	
  or	
  case	
  sale.	
  I	
  do	
  this	
  by	
  telling	
  stories	
  about	
  the	
  wine,	
  
something	
  unique	
  about	
  the	
  vineyard,	
  how	
  I	
  would	
  enjoy	
  it,	
  the	
  types	
  of	
  food	
  I	
  would	
  pair	
  it	
  with,	
  why	
  
this	
  wine	
  is	
  different.	
  I	
  can	
  paint	
  a	
  picture	
  in	
  which	
  the	
  guest	
  begins	
  to	
  see	
  themselves	
  and	
  desire.	
  	
  

“This	
  rosé,	
  I	
  think	
  makes	
  a	
  great	
  cocktail	
  wine,	
  I	
  would	
  serve	
  it	
  before	
  serving	
  my	
  red	
  wines	
  at	
  a	
  dinner	
  
party,	
  it	
  pairs	
  well	
  with	
  brunch	
  foods	
  such	
  as	
  quiche,	
  or	
  at	
  a	
  picnic,	
  beauFful	
  on	
  the	
  Thanksgiving	
  dinner	
  
table,	
  I	
  would	
  drink	
  this	
  sipng	
  on	
  my	
  front	
  porch	
  on	
  a	
  summer	
  evening	
  or	
  as	
  refreshment	
  on	
  a	
  hot	
  day	
  
by	
  the	
  pool”	
  	
  

A	
  good	
  salesperson	
  can	
  sell	
  a	
  bad	
  wine,	
  a	
  great	
  wine	
  will	
  rarely	
  get	
  sold	
  by	
  a	
  bad	
  salesperson.	
  Too	
  many	
  
wineries	
  think	
  the	
  wines	
  sell	
  themselves,	
  maybe	
  they	
  will	
  but	
  don’t	
  bank	
  on	
  it.	
  
In	
  the	
  TasFng	
  Room:	
  Knowledge	
  about	
  wine,	
  does	
  NOT	
  sell	
  wine.	
  People	
  relaFng	
  to	
  people	
  sell	
  wine!	
  I	
  
can	
  rarely	
  remember	
  a	
  big	
  sale	
  that	
  was	
  based	
  on	
  where	
  the	
  vineyard	
  was,	
  the	
  varietals,	
  the	
  winemaker,	
  
the	
  chemical	
  composiFon,	
  tannins,	
  Ph,	
  alcohol	
  content	
  etc.	
  These	
  facts	
  were	
  merely	
  tools	
  in	
  my	
  belt,	
  
discussed	
  in	
  the	
  process	
  if	
  the	
  guest	
  was	
  interested	
  and	
  only	
  if	
  the	
  guest	
  was	
  interested.	
  	
  

Knowledge	
  can	
  at	
  Fmes	
  in	
  the	
  wrong	
  hands	
  get	
  in	
  the	
  way	
  of	
  a	
  sale.	
  Most	
  people	
  buy	
  wine	
  because	
  they	
  
like	
  it	
  and	
  they	
  have	
  a	
  vision	
  of	
  themselves	
  enjoying	
  the	
  wine	
  in	
  pleasant	
  circumstances	
  with	
  friends	
  and	
  
family.	
  Most	
  wine	
  makers	
  and	
  owners	
  think	
  the	
  quality	
  of	
  the	
  wine	
  will	
  sell	
  itself….	
  Perceived	
  value	
  can	
  
be	
  created	
  by	
  the	
  salesperson.	
  Yes	
  salespeople	
  have	
  a	
  cra`	
  too.	
  If	
  I	
  create	
  a	
  percepFon	
  of	
  perceived	
  
value,	
  I	
  have	
  most	
  likely	
  made	
  a	
  mulF	
  boEle	
  or	
  case	
  sale.	
  I	
  do	
  this	
  by	
  telling	
  stories	
  about	
  the	
  wine,	
  
something	
  unique	
  about	
  the	
  vineyard,	
  how	
  I	
  would	
  enjoy	
  it,	
  the	
  types	
  of	
  food	
  I	
  would	
  pair	
  it	
  with,	
  why	
  
this	
  wine	
  is	
  different.	
  I	
  can	
  paint	
  a	
  picture	
  in	
  which	
  the	
  guest	
  begins	
  to	
  see	
  themselves	
  and	
  desire.	
  	
  

“This	
  rosé,	
  I	
  think	
  makes	
  a	
  great	
  cocktail	
  wine,	
  I	
  would	
  serve	
  it	
  before	
  serving	
  my	
  red	
  wines	
  at	
  a	
  dinner	
  
party,	
  it	
  pairs	
  well	
  with	
  brunch	
  foods	
  such	
  as	
  quiche,	
  or	
  at	
  a	
  picnic,	
  beauFful	
  on	
  the	
  Thanksgiving	
  dinner	
  
table,	
  I	
  would	
  drink	
  this	
  sipng	
  on	
  my	
  front	
  porch	
  on	
  a	
  summer	
  evening	
  or	
  as	
  refreshment	
  on	
  a	
  hot	
  day	
  
by	
  the	
  pool”	
  	
  

A	
  good	
  salesperson	
  can	
  sell	
  a	
  bad	
  wine,	
  a	
  great	
  wine	
  will	
  rarely	
  get	
  sold	
  by	
  a	
  bad	
  salesperson.	
  Too	
  many	
  
wineries	
  think	
  the	
  wines	
  sell	
  themselves,	
  maybe	
  they	
  will	
  but	
  don’t	
  bank	
  on	
  it.	
  
Build	
  your	
  mailing	
  list	
  –	
  your	
  
community	
  of	
  people	
  who	
  might	
  
not	
  only	
  buy	
  some	
  more	
  of	
  your	
  
wine	
  –	
  but	
  also	
  tell	
  their	
  friends	
  
         and	
  family	
  about	
  it.	
  
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt
Friend’s	
  recommendaFon	
     Previous	
  experience	
  of	
  the	
  wine	
  	
  
Research	
  and	
  development	
  
Brown	
  Brothers	
  of	
  Milawa,	
  Victoria,	
  Australia	
  	
  
    (2.5	
  hours	
  drive	
  from	
  Melbourne)	
  

              100,000+	
  visitors	
  per	
  year	
  
Wines	
  like	
  these	
  –	
  and	
  their	
  labels	
  –	
  were	
  consumer	
  
   tested	
  at	
  the	
  winery	
  –	
  like	
  this,	
  before	
  being	
  
                   launched	
  onto	
  the	
  market.	
  
Investment	
  in	
  wine	
  tourism	
  will	
  pay	
  off…	
  
Conclusions	
   wine	
  
•  Think	
  beyond	
  
•  Think	
  of	
  visitors	
  who	
  are	
  less	
  interested	
  in	
  
   wine	
  than	
  you	
  are	
  
•  Should	
  you	
  charge	
  for	
  tasFngs?	
  
•  Should	
  you	
  be	
  selling	
  t-­‐shirts?	
  
•  Should	
  you	
  launch	
  a	
  wine	
  club?	
  
•  Are	
  you	
  building	
  and	
  exploiFng	
  your	
  
   mailing	
  lists	
  
•  Are	
  you	
  using	
  wine	
  tourism	
  to	
  help	
  you	
  
   learn	
  about	
  what	
  consumers	
  really	
  like	
  	
  
Thank	
  you	
  for	
  your	
  aEenFon	
  

robertjoseph@unforgeEable.com	
  

Mais conteúdo relacionado

Semelhante a LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt

Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationOptimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationLander Janssens
 
International sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationInternational sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationElias Rokos
 
International sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationInternational sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationElias Rokos
 
International sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationInternational sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationElias Rokos
 
Bp oil spill impact on pinellas county
Bp oil spill impact on pinellas countyBp oil spill impact on pinellas county
Bp oil spill impact on pinellas countyHarry Haigley
 
CR2 Apresentação - 3Q11
CR2   Apresentação - 3Q11CR2   Apresentação - 3Q11
CR2 Apresentação - 3Q11CR2
 
SPECIAL REPORT: Fall 2011 Season Recap
SPECIAL REPORT: Fall 2011 Season RecapSPECIAL REPORT: Fall 2011 Season Recap
SPECIAL REPORT: Fall 2011 Season RecapEnchanted Celebrations
 
Web.com Small Business Mobile Survey
Web.com Small Business Mobile SurveyWeb.com Small Business Mobile Survey
Web.com Small Business Mobile SurveyWeb.com
 
Rethinking Poverty and Inequality Measurement in Arab Countries
Rethinking Poverty and Inequality Measurement in Arab CountriesRethinking Poverty and Inequality Measurement in Arab Countries
Rethinking Poverty and Inequality Measurement in Arab CountriesUnicefMaroc
 
Option Pricing - Greeks
Option Pricing - GreeksOption Pricing - Greeks
Option Pricing - GreeksJawwad Farid
 
Why running makes you smarter
Why running makes you smarterWhy running makes you smarter
Why running makes you smartertaggartl
 
AD spending and new media Internet and Web measurement
AD spending and new mediaInternet and Web measurementAD spending and new mediaInternet and Web measurement
AD spending and new media Internet and Web measurementsergejsantos
 
Behavioural Economics and Finance
Behavioural Economics and FinanceBehavioural Economics and Finance
Behavioural Economics and FinanceIan-Edward Stafrace
 
In-company project Vlerick 2011-2012
In-company project Vlerick 2011-2012In-company project Vlerick 2011-2012
In-company project Vlerick 2011-2012Lorenzo Van Doorslaer
 
Tata Motors DVR An Analysis Abhinay Mohan
Tata Motors DVR An Analysis Abhinay MohanTata Motors DVR An Analysis Abhinay Mohan
Tata Motors DVR An Analysis Abhinay Mohanabhinay_m
 

Semelhante a LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt (20)

Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationOptimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
 
International sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationInternational sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organization
 
International sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationInternational sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organization
 
International sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organizationInternational sales contribution to the total turnover of the organization
International sales contribution to the total turnover of the organization
 
Ch.17 18 new
Ch.17 18 newCh.17 18 new
Ch.17 18 new
 
Travel Brand
Travel Brand Travel Brand
Travel Brand
 
Bp oil spill impact on pinellas county
Bp oil spill impact on pinellas countyBp oil spill impact on pinellas county
Bp oil spill impact on pinellas county
 
Ramirent Q4 2011
Ramirent Q4 2011Ramirent Q4 2011
Ramirent Q4 2011
 
CR2 Apresentação - 3Q11
CR2   Apresentação - 3Q11CR2   Apresentação - 3Q11
CR2 Apresentação - 3Q11
 
SPECIAL REPORT: Fall 2011 Season Recap
SPECIAL REPORT: Fall 2011 Season RecapSPECIAL REPORT: Fall 2011 Season Recap
SPECIAL REPORT: Fall 2011 Season Recap
 
Peter Field - IPA DATAbank
Peter Field - IPA DATAbankPeter Field - IPA DATAbank
Peter Field - IPA DATAbank
 
Web.com Small Business Mobile Survey
Web.com Small Business Mobile SurveyWeb.com Small Business Mobile Survey
Web.com Small Business Mobile Survey
 
Milioone Presentatioon
Milioone PresentatioonMilioone Presentatioon
Milioone Presentatioon
 
Rethinking Poverty and Inequality Measurement in Arab Countries
Rethinking Poverty and Inequality Measurement in Arab CountriesRethinking Poverty and Inequality Measurement in Arab Countries
Rethinking Poverty and Inequality Measurement in Arab Countries
 
Option Pricing - Greeks
Option Pricing - GreeksOption Pricing - Greeks
Option Pricing - Greeks
 
Why running makes you smarter
Why running makes you smarterWhy running makes you smarter
Why running makes you smarter
 
AD spending and new media Internet and Web measurement
AD spending and new mediaInternet and Web measurementAD spending and new mediaInternet and Web measurement
AD spending and new media Internet and Web measurement
 
Behavioural Economics and Finance
Behavioural Economics and FinanceBehavioural Economics and Finance
Behavioural Economics and Finance
 
In-company project Vlerick 2011-2012
In-company project Vlerick 2011-2012In-company project Vlerick 2011-2012
In-company project Vlerick 2011-2012
 
Tata Motors DVR An Analysis Abhinay Mohan
Tata Motors DVR An Analysis Abhinay MohanTata Motors DVR An Analysis Abhinay Mohan
Tata Motors DVR An Analysis Abhinay Mohan
 

Mais de Vinternet

Retour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 France
Retour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 FranceRetour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 France
Retour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 FranceVinternet
 
vin.co / Product Information Management dedicated to the Wine Industry
vin.co / Product Information Management dedicated to the Wine Industryvin.co / Product Information Management dedicated to the Wine Industry
vin.co / Product Information Management dedicated to the Wine IndustryVinternet
 
Wineries uncorking the digital world
Wineries uncorking the digital worldWineries uncorking the digital world
Wineries uncorking the digital worldVinternet
 
Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.Vinternet
 
VINCOD @ #WBIS Business Award 2013
VINCOD @ #WBIS Business Award 2013VINCOD @ #WBIS Business Award 2013
VINCOD @ #WBIS Business Award 2013Vinternet
 
Le vin 2.0 vinagora 2012 formation 03 techniques de veille - philippe hugon...
Le vin 2.0 vinagora 2012   formation 03 techniques de veille - philippe hugon...Le vin 2.0 vinagora 2012   formation 03 techniques de veille - philippe hugon...
Le vin 2.0 vinagora 2012 formation 03 techniques de veille - philippe hugon...Vinternet
 
Le vin 2.0 vinagora 2012 formation 02 reseaux sociaux - philippe hugon vint...
Le vin 2.0 vinagora 2012   formation 02 reseaux sociaux - philippe hugon vint...Le vin 2.0 vinagora 2012   formation 02 reseaux sociaux - philippe hugon vint...
Le vin 2.0 vinagora 2012 formation 02 reseaux sociaux - philippe hugon vint...Vinternet
 
Le vin 2.0 vinagora 2012 formation 01 outils sociaux - philippe hugon vinte...
Le vin 2.0 vinagora 2012   formation 01 outils sociaux - philippe hugon vinte...Le vin 2.0 vinagora 2012   formation 01 outils sociaux - philippe hugon vinte...
Le vin 2.0 vinagora 2012 formation 01 outils sociaux - philippe hugon vinte...Vinternet
 
Le vin 2.0 vinagora 2012 conference 07 - laurent habrard domaine habrard
Le vin 2.0 vinagora 2012   conference 07 - laurent habrard domaine habrardLe vin 2.0 vinagora 2012   conference 07 - laurent habrard domaine habrard
Le vin 2.0 vinagora 2012 conference 07 - laurent habrard domaine habrardVinternet
 
Le vin 2.0 vinagora 2012 conference 06 - olivier legrand inter rhone
Le vin 2.0 vinagora 2012   conference 06 - olivier legrand inter rhoneLe vin 2.0 vinagora 2012   conference 06 - olivier legrand inter rhone
Le vin 2.0 vinagora 2012 conference 06 - olivier legrand inter rhoneVinternet
 
Le vin 2.0 vinagora 2012 conference 05 - francois desperriers bourgogne liv...
Le vin 2.0 vinagora 2012   conference 05 - francois desperriers bourgogne liv...Le vin 2.0 vinagora 2012   conference 05 - francois desperriers bourgogne liv...
Le vin 2.0 vinagora 2012 conference 05 - francois desperriers bourgogne liv...Vinternet
 
Le vin 2.0 vinagora 2012 conference 04 - eamon fitzgerald naked wines
Le vin 2.0 vinagora 2012   conference 04 - eamon fitzgerald naked winesLe vin 2.0 vinagora 2012   conference 04 - eamon fitzgerald naked wines
Le vin 2.0 vinagora 2012 conference 04 - eamon fitzgerald naked winesVinternet
 
Le vin 2.0 vinagora 2012 conference 03 - robert joseph the winethinker
Le vin 2.0 vinagora 2012   conference 03 - robert joseph the winethinkerLe vin 2.0 vinagora 2012   conference 03 - robert joseph the winethinker
Le vin 2.0 vinagora 2012 conference 03 - robert joseph the winethinkerVinternet
 
Le vin 2.0 vinagora 2012 conference 02 - philippe hugon vinternet
Le vin 2.0 vinagora 2012   conference 02 - philippe hugon vinternetLe vin 2.0 vinagora 2012   conference 02 - philippe hugon vinternet
Le vin 2.0 vinagora 2012 conference 02 - philippe hugon vinternetVinternet
 
Le vin 2.0 vinagora 2012 conference 01 - brice eymard inter rhone
Le vin 2.0 vinagora 2012   conference 01 - brice eymard inter rhoneLe vin 2.0 vinagora 2012   conference 01 - brice eymard inter rhone
Le vin 2.0 vinagora 2012 conference 01 - brice eymard inter rhoneVinternet
 
Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.Vinternet
 
Vincod, la solution pour vos fiches vins.
Vincod, la solution pour vos fiches vins.Vincod, la solution pour vos fiches vins.
Vincod, la solution pour vos fiches vins.Vinternet
 
Présentation de Vinternet et des services Wine Media Library et Vincod
Présentation de Vinternet et des services Wine Media Library et VincodPrésentation de Vinternet et des services Wine Media Library et Vincod
Présentation de Vinternet et des services Wine Media Library et VincodVinternet
 
LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...Vinternet
 
LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...Vinternet
 

Mais de Vinternet (20)

Retour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 France
Retour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 FranceRetour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 France
Retour d'expérience Maison Johanès Boubée / vin.co <> CodeOnLine / GS1 France
 
vin.co / Product Information Management dedicated to the Wine Industry
vin.co / Product Information Management dedicated to the Wine Industryvin.co / Product Information Management dedicated to the Wine Industry
vin.co / Product Information Management dedicated to the Wine Industry
 
Wineries uncorking the digital world
Wineries uncorking the digital worldWineries uncorking the digital world
Wineries uncorking the digital world
 
Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.
 
VINCOD @ #WBIS Business Award 2013
VINCOD @ #WBIS Business Award 2013VINCOD @ #WBIS Business Award 2013
VINCOD @ #WBIS Business Award 2013
 
Le vin 2.0 vinagora 2012 formation 03 techniques de veille - philippe hugon...
Le vin 2.0 vinagora 2012   formation 03 techniques de veille - philippe hugon...Le vin 2.0 vinagora 2012   formation 03 techniques de veille - philippe hugon...
Le vin 2.0 vinagora 2012 formation 03 techniques de veille - philippe hugon...
 
Le vin 2.0 vinagora 2012 formation 02 reseaux sociaux - philippe hugon vint...
Le vin 2.0 vinagora 2012   formation 02 reseaux sociaux - philippe hugon vint...Le vin 2.0 vinagora 2012   formation 02 reseaux sociaux - philippe hugon vint...
Le vin 2.0 vinagora 2012 formation 02 reseaux sociaux - philippe hugon vint...
 
Le vin 2.0 vinagora 2012 formation 01 outils sociaux - philippe hugon vinte...
Le vin 2.0 vinagora 2012   formation 01 outils sociaux - philippe hugon vinte...Le vin 2.0 vinagora 2012   formation 01 outils sociaux - philippe hugon vinte...
Le vin 2.0 vinagora 2012 formation 01 outils sociaux - philippe hugon vinte...
 
Le vin 2.0 vinagora 2012 conference 07 - laurent habrard domaine habrard
Le vin 2.0 vinagora 2012   conference 07 - laurent habrard domaine habrardLe vin 2.0 vinagora 2012   conference 07 - laurent habrard domaine habrard
Le vin 2.0 vinagora 2012 conference 07 - laurent habrard domaine habrard
 
Le vin 2.0 vinagora 2012 conference 06 - olivier legrand inter rhone
Le vin 2.0 vinagora 2012   conference 06 - olivier legrand inter rhoneLe vin 2.0 vinagora 2012   conference 06 - olivier legrand inter rhone
Le vin 2.0 vinagora 2012 conference 06 - olivier legrand inter rhone
 
Le vin 2.0 vinagora 2012 conference 05 - francois desperriers bourgogne liv...
Le vin 2.0 vinagora 2012   conference 05 - francois desperriers bourgogne liv...Le vin 2.0 vinagora 2012   conference 05 - francois desperriers bourgogne liv...
Le vin 2.0 vinagora 2012 conference 05 - francois desperriers bourgogne liv...
 
Le vin 2.0 vinagora 2012 conference 04 - eamon fitzgerald naked wines
Le vin 2.0 vinagora 2012   conference 04 - eamon fitzgerald naked winesLe vin 2.0 vinagora 2012   conference 04 - eamon fitzgerald naked wines
Le vin 2.0 vinagora 2012 conference 04 - eamon fitzgerald naked wines
 
Le vin 2.0 vinagora 2012 conference 03 - robert joseph the winethinker
Le vin 2.0 vinagora 2012   conference 03 - robert joseph the winethinkerLe vin 2.0 vinagora 2012   conference 03 - robert joseph the winethinker
Le vin 2.0 vinagora 2012 conference 03 - robert joseph the winethinker
 
Le vin 2.0 vinagora 2012 conference 02 - philippe hugon vinternet
Le vin 2.0 vinagora 2012   conference 02 - philippe hugon vinternetLe vin 2.0 vinagora 2012   conference 02 - philippe hugon vinternet
Le vin 2.0 vinagora 2012 conference 02 - philippe hugon vinternet
 
Le vin 2.0 vinagora 2012 conference 01 - brice eymard inter rhone
Le vin 2.0 vinagora 2012   conference 01 - brice eymard inter rhoneLe vin 2.0 vinagora 2012   conference 01 - brice eymard inter rhone
Le vin 2.0 vinagora 2012 conference 01 - brice eymard inter rhone
 
Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.Vincod, la solution globale pour vos fiches vin.
Vincod, la solution globale pour vos fiches vin.
 
Vincod, la solution pour vos fiches vins.
Vincod, la solution pour vos fiches vins.Vincod, la solution pour vos fiches vins.
Vincod, la solution pour vos fiches vins.
 
Présentation de Vinternet et des services Wine Media Library et Vincod
Présentation de Vinternet et des services Wine Media Library et VincodPrésentation de Vinternet et des services Wine Media Library et Vincod
Présentation de Vinternet et des services Wine Media Library et Vincod
 
LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 03 - "m-commerce (le e-commerce en mo...
 
LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...
LE VIN 2.0 '11 - Atelier 02 Intervenant 01 - "m-commerce (le e-commerce en mo...
 

Último

The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)codyslingerland1
 
LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0DanBrown980551
 
March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch TuesdayIvanti
 
The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)IES VE
 
Technical SEO for Improved Accessibility WTS FEST
Technical SEO for Improved Accessibility  WTS FESTTechnical SEO for Improved Accessibility  WTS FEST
Technical SEO for Improved Accessibility WTS FESTBillieHyde
 
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfQ4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfTejal81
 
UiPath Studio Web workshop series - Day 1
UiPath Studio Web workshop series  - Day 1UiPath Studio Web workshop series  - Day 1
UiPath Studio Web workshop series - Day 1DianaGray10
 
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInOutage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInThousandEyes
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationKnoldus Inc.
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud DataEric D. Schabell
 
20140402 - Smart house demo kit
20140402 - Smart house demo kit20140402 - Smart house demo kit
20140402 - Smart house demo kitJamie (Taka) Wang
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applicationsnooralam814309
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024Brian Pichman
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...DianaGray10
 
Automation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projectsAutomation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projectsDianaGray10
 
Oracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptxOracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptxSatishbabu Gunukula
 
From the origin to the future of Open Source model and business
From the origin to the future of  Open Source model and businessFrom the origin to the future of  Open Source model and business
From the origin to the future of Open Source model and businessFrancesco Corti
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameKapil Thakar
 
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptxGraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptxNeo4j
 

Último (20)

The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)
 
LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0
 
March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch Tuesday
 
The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)
 
Technical SEO for Improved Accessibility WTS FEST
Technical SEO for Improved Accessibility  WTS FESTTechnical SEO for Improved Accessibility  WTS FEST
Technical SEO for Improved Accessibility WTS FEST
 
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfQ4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
 
UiPath Studio Web workshop series - Day 1
UiPath Studio Web workshop series  - Day 1UiPath Studio Web workshop series  - Day 1
UiPath Studio Web workshop series - Day 1
 
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInOutage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its application
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data
 
20140402 - Smart house demo kit
20140402 - Smart house demo kit20140402 - Smart house demo kit
20140402 - Smart house demo kit
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile Brochure
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applications
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...
 
Automation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projectsAutomation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projects
 
Oracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptxOracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptx
 
From the origin to the future of Open Source model and business
From the origin to the future of  Open Source model and businessFrom the origin to the future of  Open Source model and business
From the origin to the future of Open Source model and business
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First Frame
 
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptxGraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
 

LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt

  • 1. Thoughts  about  Wine  Tourism   by  Robert  Joseph  
  • 2. Wine  producers  v  consumers      
  • 3. 2005…  Wine  Travel  Guide  to  the  World  
  • 4. Who  buys  wine  these  days?   And  how  do  people  take  their  holidays?    
  • 5. Who  buys  wine  these  days?   And  how  do  people  take  their  holidays?    
  • 6. If  we’re  not  aEracFng  women,  we’re   doing  something  wrong!  
  • 7. Failure  to  welcome  families  =  a  missed   opportunity.  
  • 8. Wine  tourism  is  not  a  sector  like   golf  or  garden  tourism!  
  • 9. “The  average  person  wanFng  to  take  a    wine  tour  in  the  Hunter  Valley  wants  to   visit  an  average  of  1  ½  wineries. ’ ”   Veteran  Hunter  Valley  wine  tour  operator  
  • 10. “If  they  are  sufficiently  different,  the     tourists  will  happily  go  to  two.  If  not,  one   is  enough   ”   Veteran  Hunter  Valley  wine  tour  operator  
  • 11. We  are  in  the  entertainment   business  
  • 14. You  can’t  please  everybody…  
  • 15. But  you  can  please  a  lot  of  people…  
  • 16. So  why  are  we  doing  wine   tourism?  
  • 17. SALES   Could  you  say  that  wine  tourism  in  your  winery  is  financially  viable?     no   yes   100,0%   90,0%   80,0%   Yes   70,0%   No   32,2%   67,8%   60,0%   50,0%   40,0%   30,0%   20,0%   10,0%   0,0%  
  • 18. WINE  TOURISM’S  FIGURES     There is a gap between the visitors’ expences in Florence, Napa and Porto and the rest of the city members of the “Great Wine Capitals” interntional Network.
  • 19. INCOME     Regarding  your  income  related  to  tourism,  how  is  the  percentage   distributed?   80,00   68,03   70,00   60,00   50,00   40,00   36,58   30,00   20,52   23,61   20,00   14,10   8,72   10,00   ,00  
  • 20. Rand  Hoch,  a  West  Palm  Beach,  Fla.,  aEorney,  can't  resist   picking  up  a  souvenir  at  every  winery  he  visits.  No,  not  a   boEle  (though  he  does  o`en  have  a  case  shipped  to  his   house).  Instead,  Hoch  goes  home  with  a  polo  shirt   sporFng  the  winery's  name.  "I've  got  close  to  60,"  he   says.  
  • 22. INCOME     Do  you  consider  wine  tourism  acJviJes  as  a  good   alternaJve  to  face  economic  crisis  periods  ?   10,0%   Yes,  very  much   24,5%   Yes   27,5%   More  or  less   No,  not  at  all   38,8%  
  • 23. WINE  TOURISM’S  FIGURES     Which  are  the  most  importat  benefits  that  wine  tourism  brings  to  your   winery  and  to  your  community?   80,0%   68,9%   70,0%   61,9%   60,0%   53,8%   52,8%   50,0%   40,0%   35,6%   30,0%   24,0%   20,0%   10,0%   0,0%  
  • 24. PROMOTION     How  do  you  promote  your  wines  on  local  and  internaJonal  markets?     InternaFonal  Market   DomesFc  Market   340   320   276   259   252   250   201   174   192   129   145   158   149   134   61   102   101   66  
  • 25. When  did  you  last  check  your  web  traffic?  
  • 26. Should  we  charge  visitors  to   wineries?  
  • 27. Most  California  wineries  charge  visitors   –   And  have  to  offer  entertainment  that  is   worth  the  charge.   The  number  of  visitors  to  California:   19.7  million  in  2005.   Wine-­‐related  tourism  revenue  2010:   $2.1bn  
  • 28. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I   can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,   the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,   discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.     Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they   like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and   family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can   be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived   value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,   something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why   this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.     “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner   party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner   table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day   by  the  pool”     A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many   wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  • 29. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I   can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,   the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,   discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.     Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they   like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and   family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can   be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived   value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,   something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why   this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.     “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner   party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner   table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day   by  the  pool”     A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many   wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  • 30. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I   can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,   the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,   discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.     Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they   like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and   family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can   be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived   value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,   something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why   this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.     “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner   party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner   table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day   by  the  pool”     A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many   wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  • 31. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I   can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,   the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,   discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.     Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they   like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and   family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can   be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived   value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,   something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why   this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.     “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner   party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner   table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day   by  the  pool”     A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many   wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  • 32. In  the  TasFng  Room:  Knowledge  about  wine,  does  NOT  sell  wine.  People  relaFng  to  people  sell  wine!  I   can  rarely  remember  a  big  sale  that  was  based  on  where  the  vineyard  was,  the  varietals,  the  winemaker,   the  chemical  composiFon,  tannins,  Ph,  alcohol  content  etc.  These  facts  were  merely  tools  in  my  belt,   discussed  in  the  process  if  the  guest  was  interested  and  only  if  the  guest  was  interested.     Knowledge  can  at  Fmes  in  the  wrong  hands  get  in  the  way  of  a  sale.  Most  people  buy  wine  because  they   like  it  and  they  have  a  vision  of  themselves  enjoying  the  wine  in  pleasant  circumstances  with  friends  and   family.  Most  wine  makers  and  owners  think  the  quality  of  the  wine  will  sell  itself….  Perceived  value  can   be  created  by  the  salesperson.  Yes  salespeople  have  a  cra`  too.  If  I  create  a  percepFon  of  perceived   value,  I  have  most  likely  made  a  mulF  boEle  or  case  sale.  I  do  this  by  telling  stories  about  the  wine,   something  unique  about  the  vineyard,  how  I  would  enjoy  it,  the  types  of  food  I  would  pair  it  with,  why   this  wine  is  different.  I  can  paint  a  picture  in  which  the  guest  begins  to  see  themselves  and  desire.     “This  rosé,  I  think  makes  a  great  cocktail  wine,  I  would  serve  it  before  serving  my  red  wines  at  a  dinner   party,  it  pairs  well  with  brunch  foods  such  as  quiche,  or  at  a  picnic,  beauFful  on  the  Thanksgiving  dinner   table,  I  would  drink  this  sipng  on  my  front  porch  on  a  summer  evening  or  as  refreshment  on  a  hot  day   by  the  pool”     A  good  salesperson  can  sell  a  bad  wine,  a  great  wine  will  rarely  get  sold  by  a  bad  salesperson.  Too  many   wineries  think  the  wines  sell  themselves,  maybe  they  will  but  don’t  bank  on  it.  
  • 33. Build  your  mailing  list  –  your   community  of  people  who  might   not  only  buy  some  more  of  your   wine  –  but  also  tell  their  friends   and  family  about  it.  
  • 41. Friend’s  recommendaFon   Previous  experience  of  the  wine    
  • 43. Brown  Brothers  of  Milawa,  Victoria,  Australia     (2.5  hours  drive  from  Melbourne)   100,000+  visitors  per  year  
  • 44. Wines  like  these  –  and  their  labels  –  were  consumer   tested  at  the  winery  –  like  this,  before  being   launched  onto  the  market.  
  • 45. Investment  in  wine  tourism  will  pay  off…  
  • 46. Conclusions   wine   •  Think  beyond   •  Think  of  visitors  who  are  less  interested  in   wine  than  you  are   •  Should  you  charge  for  tasFngs?   •  Should  you  be  selling  t-­‐shirts?   •  Should  you  launch  a  wine  club?   •  Are  you  building  and  exploiFng  your   mailing  lists   •  Are  you  using  wine  tourism  to  help  you   learn  about  what  consumers  really  like    
  • 47. Thank  you  for  your  aEenFon   robertjoseph@unforgeEable.com