DIVERSIFYING WINE EXPERIENCES: PRICE AND TARGET 12
The definition of the new wine tourism experiences and their prices takes place within January because the tourist activities “are first sold and then produced”
by Donatella Cinelli Colombini
Wine experiences must be presented on the web site, to the press, on portals and to agencies by February, before the start of the season, even though fairs such as BIT in Milan or ITB in Berlin are suspended.
The wine tourism experiences by cellars must be declined with different prices and targets such as:
- groups and families,
- wine tourists,
- lovers of food and wine,
- great experts or VIPs eager for exclusive moments.
The profile of the visitors to the winery can help the construction of the tourist proposals by orienting them, for example, on the culture if the visitors are mainly women and on sport if the prevalence is male.
DIVERSIFY PROPOSALS BY PRICE AND TARGET
Obviously, the creation of more sophisticated experiences also corresponds to a different cost that goes up to around € 100, in Italy, for the “premium” proposals that often involve the wine maker . The segmentation of proposals and prices is very present in American wineries that reach peaks of 6,000 Dollars per person for truly exclusive experiences. In principle, the demand and the price of the activities in the cellar have grown in all wine-growing areas around the world during the past two years.
All production companies can create unique and exciting tourist proposals, starting from their own characterizing elements.
EXPERIENCES SUCH AS SHARING THE HISTORY OF PLACES AND PEOPLE-PRICE AND TARGET
If freshly baked bread is added to the usual guided tour with tasting and the tourist sees the peasant cupboard where it was kneaded by hand, that becomes a unique experience. Even better, if the visitor learns to light the old oven with the peasant system (in Tuscany it is called appiccico (twigs to light the fire).
The first source of inspiration for building unique tourist experiences is certainly the local culture and the family tradition of the producers even if it is different from the agricultural one. An example is the Cantina Dei in Montepulciano, built and enriched by travertine of various colours and origins. This allows you to discover the specificity of the typical local stone and of the Dei family who have owned the quarries for generations.
BETTER TO CREATE ORIGINAL EXPERIENCES THAN COMPETING WITH THE PRICE
The experiences proposed by the winery must be built without imitating the neighbours even if their businesses are very successful. Thinking of doing the same thing better than others triggers a rush to invest more and more with the result of earning less and less. This is demonstrated by the competition on luxury resorts and Michelin-starred restaurants in which the most important wineries compete. Undoubtedly it puts a prestigious frame around the bottles that strikes the importers, but, with some exceptions, it costs more than it makes.
Much better to stand out with well-studied and unpublished proposals that adhere to the company history and above all involve tourists in an active way.
The range of possibilities is very wide and increasingly concerns the exteriors of the wineries with a re-evaluation of the views and contact with nature: tastings and toasts at sunset, trekking in the vineyards, small ampelography lessons, yoga at dawn …. After all, neuromarketing has taught us that the beauty of places and the sense of well-being deriving from an open space affect the perception of wine. Professor Vincenzo Russo explains that the Limbic System (emotions) and the Prefrontal Cortex (pleasure) react to the impulses of sight, which is the dominant sense, conditioning the taste, so that what is tasted seems better.