Wineries and Tourism

[Varmint]

Randall-

Many wineries have positioned themselves as tourist destinations. The entire operation has been built as a showplace where the tourism dollar is as important (or at least appears to be) as the wine itself. I'd like to hear your thoughts about the importance of bringing in people to your winery, both as a marketing tool for the wine itself, but also as an independent revenue source.

Thanks!

[Randall Grahm]

Dear DM,

I think that it is absolutely crucial for a winery to have a warm, gracious location to receive visitors. Not that it need be an awe-inspiring chateau. Rather that customers have the opportunity to taste a range of the winery's products, learn the stories and personalize the experience by meeting some of the people who are involved in the operation. The wine business is so incredibly competitve these days that it is crucial to build a loyal cadre. If you are clever enough, you can follow up the visits with mailings of say, extremely witty newsletters. Cheers, RG.