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© Wine Intelligence 2013

Telling tales:

What is the long term brand impact of wine tourism? March 25th, 2013

ProWein

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@wineintell

One of our most powerful survival

mechanisms is to be part of a

tribe

Seth Godin

Whatever I eat, I post the

picture on Weibo. Wherever

I go, I check out the location

on Weibo. Whatever fun

things I see, I talk about that

on Weibo. I was “Weiboing”

on the day when I got

married and the day I gave

birth to my baby!

Shenzhen, female, 26

0 degrees of separation

1 degree of separation

2 degrees of separation

3 degrees of separation Let me tell you

First hand experience

With someone who has been

Friend told me

Third party recommend

Strongest influence

Regulars

Occasionals

Possibles

Rejectors

$ 13%

9%

25%

54%

30%

17%

40%

24%

Beefeater’s London Camden Market in Madrid, 2012

It’s not just about the

wine

…what else are you going to do for

me?

Our perception of

brands

Make me feel

good

Feed me

Transport me to the natural environment that

comforts and grounds me

Help me be comforted by a sense of the past

Tell me a good story and I’ll believe you

I wish I could be here more often

Food is the way to my heart

You need to ensure the time I spend with you is

worth it

Meeting you face to face has more impact on my

view than anything else you can do

The best experiences are those shared with others

After visiting a cellar door…

58%

71%

69%

Change brand perception

Change purchase behaviour

Talk about the experience

19

Do investments in cellar doors pay off?

Past experiences (purchase / visit)

Recommendation

Cellar door experience

Brand perception

Purchase behaviour

WoM

Desire to have the experience and live to tell the tale…many times

Telling tales

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