Navigation Links
Setting the Benchmark for Winery Tasting Room Research: An Emerging Region Gets a Global Perspective

VINELAND, ON, April 22 /PRNewswire/ - Do winery tasting rooms really help generate sales for wineries? According to researchers at the Vineland Research and Innovation Centre almost half of winery tasting room visitors purchase the winery's brand within three months of their visit.

"This research proves that the tasting room experience does actually convert visitors to the brand resulting in future sales," said Dr. Isabelle Lesschaeve, research director, consumer insights and product innovation for Vineland Research and Innovation Centre. "So, it's important for wineries to have their brand available to the purchaser either through a liquor store or in the case of a small or boutique winery strategies such as wine clubs or the availability of online purchasing are important to keep momentum going. Also, knowing the dynamics of their visitors, wineries can organize and promote events in a more deliberate way."

Dr. Johan Bruwer, from the University of Adelaide in Australia who is also a senior research fellow at the Vineland Research and Innovation Centre developed the winery visitation survey and Lesschaeve conducted the work.

"Some wineries tend to neglect the tasting room experience thinking it's a one-time deal. We show that it actually can convert purchasers to the brand. We plan to continue our research toward brand loyalty: its development and sustainability," Lesschaeve adds. "Also very exciting to note this benchmark study is a North-American first and sets a standard for future research in wine regions across the continent."

Five wineries located in the Niagara Region took part in the study during 2007 with well over 900 visitors completing the survey at the end of their tasting room experience. The survey covered questions which included: demographic profiles, tourist behaviour, region perceptions, purchase behaviour, and consumption habits. A follow-up study measuring the effect of their experience was conducted via e-mail three months after their visit that showed nearly half purchased the winery's brand since their visit at either a liquor store or restaurant. The report briefing can be accessed at under quick links.

"This in-depth study demonstrates Vineland's commitment to deliver industry-driven research," said Dr. Jim Brandle, C.E.O., Vineland Research and Innovation Centre. "We are very pleased to be able to offer these findings as they unlock key insights into profitability and sustainability that directly affect the industry."

    Other report findings:

    -   31% of visitors to the Niagara Region relied on word-of-mouth as
        their source for information about the Region and its wineries. The
        follow-up study also highlighted this, with 86% recommending the
        winery to family, friends, and colleagues.
    -   Almost 85% of visitors drink wine at least once per week (22% daily),
        and consume approximately five bottles of wine per month.
    -   The entire sample said they drink more red wine than any other type,
        and spend an average of $106 per month on wine.

About Vineland Research and Innovation Centre

Vineland Research and Innovation Centre is an independent, not-for-profit organization established as a world-class centre for horticultural science and innovation. In its capacity to enable and foster relationships with industry, academia and government, Vineland works to deliver premium horticultural products and production innovations. Vineland brings a global perspective to the horticulture industry and offers a broad range of lasting benefits both locally and internationally. Vineland's research priorities align with industry needs and its outcomes focus on the growth of the entire horticulture industry.

SOURCE Vineland Research and Innovation Centre
Copyright©2009 PR Newswire.
All rights reserved

Related biology technology :

1. Oncologists Want to See Significant Improvement in Overall Survival Before Adopting Targeted Polytherapy in a First-Line Setting
2. Micromet Data Presented at the International AACR-NCI-EORTC Conference Support the Development of Adecatumumab (MT201) in Earlier Stage Cancer Disease Settings
3. Baxter Announces FDA Approval of ARTISS Slow-Setting Fibrin Sealant in Treatment of Burn Patients
4. China Biologic Products Announces Approval for Setting Up a New Plasma Collection Station in Pu Bei County, Guangxi Province
5. Netsmart Technologies Customer in Pennsylvania Recognized for Achieving Data Benchmarking Milestones
6. Developing Sales Leaders: Benchmarks Reveal Tactics that Will Propel Your Business
7. Another industry first enabled by Benchmark Biolabs - Peros oral delivery platform and vaccine facility licensed by the USDA
8. Ernst & Young Benchmarks Danish Biotech Pipeline Third in Europe
9. New Study Provides Benchmarks for Winning Brand Team Management
10. New Study Provides Benchmarks for Optimizing Marketing Staff Levels to Drive Growth
11. New Study Shares Benchmarks for Fixed-Dose Combination (FDC) Drug Development
Post Your Comments:
(Date:11/30/2015)... ... November 30, 2015 , ... ... integration with MarkLogic, the Enterprise NoSQL database platform provider, creating a seamless ... , Smartlogic’s Content Intelligence capabilities provide a robust set of semantic tools ...
(Date:11/30/2015)... and PETACH TIKVAH, Israel , Nov. ... BCLI ), a leading developer of adult stem cell ... Brainstorm Cell Therapeutics Ltd., has been awarded an additional grant ... of the Chief Scientist (OCS). This grant, the second this ... 2015 activities to approximately $1.8 million (approximately NIS7 million).  ...
(Date:11/28/2015)... ... November 28, 2015 , ... • Jeon Jin Bio Corp, a ... rodent control solutions , Bird Free, an ... across all sensory modalities including visual, smell, taste and touch, enabling safe, effective avian ...
(Date:11/27/2015)... 27, 2015 /PRNewswire/--  Mallinckrodt plc (NYSE: MNK ... it has closed the sale of its global contrast ... NYSE Euronext) in a transaction valued at approximately $270 ... and a total of approximately 1,000 employees spread across ... St. Louis area. This entire workforce and ...
Breaking Biology Technology:
(Date:11/26/2015)... 26, 2015 Research and Markets ( ... Fingerprint Sensors - Technology and Patent Infringement Risk Analysis" ... --> --> Fingerprint sensors using capacitive ... The fingerprint sensor vendor Idex forecasts an increase of ... mobile devices and of the fingerprint sensor market between ...
(Date:11/20/2015)... 2015 NXTD ) ("NXT-ID" or ... growing mobile commerce market and creator of the Wocket® ... was recently interviewed on The RedChip Money Report ... weekend on Bloomberg Europe , Bloomberg Asia, Bloomberg ... NXTD ) ("NXT-ID" or the "Company"), a biometric ...
(Date:11/19/2015)... Nov. 19, 2015  Based on its in-depth analysis ... recognizes BIO-key with the 2015 Global Frost & Sullivan ... & Sullivan presents this award to the company that ... the needs of the market it serves. The award ... and expands on customer base demands, the overall impact ...
Breaking Biology News(10 mins):