Unveiling Wine Desires: New Study Sheds Light on Emerging Wine Tourism Trends

Amid concerns about the state of the wine industry, a new study from the Wine Market Council provides insights that could assist local wineries in adapting to changes in wine tourism.

A significant finding from the council’s DTC (direct to consumer) Study indicates an increase in interest from a more diverse group of wine consumers in visiting wineries, while traditional interest from white consumers seems to be declining.

The survey, which gathered responses from over 9,100 wine consumers, mostly wine club members nationwide, showed that 83% identified as “White-Caucasian,” and only 24% expressed plans to visit wineries this year.

In contrast, Black, Hispanic, and Asian American wine enthusiasts displayed a higher inclination towards planning winery visits, according to the study.

Although there is still a lower representation among American wine club memberships, a significant percentage of Black (58%), Hispanic (39%), and Asian American (38%) participants in a study expressed intentions to visit wineries within the year.

Based on these statistics, the Wine Market Council has recommended that wineries should broaden their marketing strategies to attract a more diverse range of wine enthusiasts.

“Diversifying their consumer base should be a priority for wineries, though not the sole focus,” stated Christian Miller, the research director at the Wine Market Council.

Additionally, the research indicated that people are looking for more than the standard wine tasting experience. Over half of the respondents desired a variety of tasting opportunities, and nearly half showed interest in sampling older or more unique wines.

“Based on the survey results, I would suggest always having at least one special wine in every flight for people to try,” said Liz Thach, Wine Market Council president and Master of Wine. “It could be an older vintage, a rare varietal only available at the winery or a special barrel. People want to feel special and this type of treatment assists with that.”

Thach also recommended that wineries consider offering less expensive tastings, which would give them a broader reach among consumers. A price point of $20 per person would appeal to those on a budget, she said. (A few Sonoma County wineries still offer free tastings.)

Vineyard tours focused on sustainability is another way to attract visitors, according to Thach.

“A sustainability tour would get people out in the vineyard and remind them that wine is an agricultural product, close to the earth and nature,” she explained. “These tours could point out sustainability practices — owl boxes, water preservation, solar panels and sheep as natural fertilizers.”

Retaining a wine club member and maintaining their interest is crucial once they have signed up. A Wine Market Council research indicates that texting members about club shipments can help in keeping them engaged. The council’s research found that 19% of consumers are receptive to receiving texts from wineries about their wine club shipments, though texting should avoid promotional content.

Furthermore, the study highlights that offering discounts, flexibility, and free shipping are significant incentives for members. Wine clubs offering flexibility in wine selection are advised, and wine subscriptions, which inherently include shipping costs and are flexible, are currently trending, particularly with the younger demographic.

The research also points out the need for more occasions for members to consume their wines. According to the findings, 39% of participants reported accumulating more wine than they could use, leading over 22% to cancel their club memberships for this exact reason.

The solution proposed? “Wineries should look into formulating communication strategies or social media posts that promote the consumption of their club wines,” suggests the Wine Market Council research.

The association’s campaign labeled “Wine Is …” on social media provides wine lovers with numerous “wine occasions” or reasons to open a bottle. These include “Wine is a night on the town,” “Wine is cocktail hour,” “Wine is relaxation,” “Wine is catching up with friends,” and “Wine is date night.”

Additional strategies that wineries could adopt include sending wine club members recipes that pair well with recent shipments, suggestions for organizing home tastings, and compiling lists of local eateries where patrons can bring their own wine, as per the research.

The research also highlights the potential of creating “pop-up events” or hosting tastings in major cities across the U.S. as a method for wineries to engage with club members and attract new consumers in their vicinity.

“Pop-up events are an untapped opportunity. I know of very few wineries that are doing this but those that are, seem to find them quite successful,” Thach said.

“Pop-up restaurants are all the rage so why not pop-up wineries — as long as they obtain the correct permits, etc. to be able to do it.”

You can reach wine writer Peg Melnik via email or through social media for further discussions.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!