wine marketing

Parution du livre "Oenotourisme"

Je suis heureux de vous présenter la sortie du livre : OENOTOURISME

Le métier de vigneron est en pleine mutation.

Hier producteur de raisins pour certains, éleveur et vinificateur pour d’autres, le vigneron est
aujourd’hui nécessairement un chef d’entreprise.

Cet ouvrage analyse et développe la notion d’œnotourisme (ou tourisme viticole) afin de montrer que chacun peut s’approprier une démarche marketing et les outils indispensables à
sa mise en œuvre pour créer et développer ses activités.

Il aborde successivement l’étude de marché du tourisme viticole et ses différents acteurs. Il propose également une méthode pour réfléchir et construire son projet (types de
consommateurs et perspectives). Il détaille ensuite les différents points qui permettent d’assurer un développement de sa stratégie d’entreprise (segmentation, cible, positionnement)
et comment élaborer son plan marketing (offre, prix, prospection, promotion). Il décrypte,
enfin, comment aménager son espace de vente et fidéliser sa clientèle.

Outil indispensable à tous les professionnels du secteur vitivinicole souhaitant développer leur activité d’œnotourisme, il s’adresse aussi aux étudiants en commercialisation et management de la filière vin.


Yohan Castaing est consultant manager du cabinet conseil en marketing du vin Alcyon Consulting à Bordeaux et co-auteur (avec Pierre Mora) du livre "bonnes pratiques en marketing du vin" aux Editions Dunod


Œnotourisme.
Mettez en valeur votre exploitation.
Collection : Pratiques Vitivinicoles
Prix : 30 euros. Nombre de pages : 224. Format : 170x240.
Disponible en librairies à partir du 7 mars 2007.
EAN 13: 9782100498130

Un hôtel "bien être" avec une thémtique vin

It as soon risen the newest hotel Marqués De Riscal planned by the architect Frank O.Gehry, and commissioned by owners of the wine company, but it is already one world-wide icon of the wine therapy.
It is found little more than an hour from Bilbao and the architect is the same of the Guggenheim’s museum of Madrid and its style demonstrates it, even if the purposes of the two palaces are much different.
The hotel offers 43 suites, with Internet wireless, TV LCD and baths in marble, with exclusives services like luxury’s restaurant and tourist centre.
It’s crossed from a wine cellar air-conditioned, accommodating bottles that are very expensive.
At the first floor we find the well-being centre, the institute of wine-therapy Caudalie (the third after Château Smith Haut Lafittee close to Bordeaux and the Saint Stefano Belbo, in Piedmont).
The unusual joint stock Company takes advantage of the property anti-oxidants of the screw and the grape (a cure of two days costs from 246 to 346 Euros).
The wine package of the "City of the wine" then offers pleasant eno-gastronomy intervals with the restaurant of Francis Paniego, ex big chef of the restaurant Echaurren, the first restaurant of Rioja’s region to being honoured of one Michelin star.
For the lovers of the binomial wine-architecture, the region of Elciego allows to savour also other interesting places. Like as an example the Ysios wine cellar to Laguardia, designed by Santiago Calatrava and the Lopez de Heredia di Haro, work of the Iraqi-Londoner Zaha Hadid.
The hotel is visible from all the roads that carry to Elciego, village in hill little far away an hour from Bilbao, to the feet of the Sierra Cantabrica and it’s a project for the development of luxury wine tourism similar to the Californian Napa Valley. href="http://winemarketing.blogs.com/.shared/image.html?/photos/uncategorized/image_5.png" onclick="window.open(this.href, '_blank', 'width=250,height=179,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0'); return false">

Wine Tourism in India

hough investment in wine is increasing, MP is considering a proposal to give wine the status of ‘General Processed Horticulture Product’.

The state government, according to the Wine Policy Draft, will allow wine production at a nominal fee of Rs 5,000 per year against the existing Rs 50,000.

The wine will be out of the ‘Liquor, Spirit of Wine and Spirit of Foreign Liquor’ list and will also be removed from the ‘Excise Tax and Value Added Tax list.’

At present, wine attracts Rs 250 per proof litre. The new policy will be named ‘Grape Processing Industry Policy 2006.’

The storage and retailing of wine will also be out of the purview of the Madhya Pradesh Excise Act, 1915, which may be amended soon to welcome wineries, mainly Champagne India.

In the draft policy, the department of Industries has proposed to keep wine out of the negative list of the State Industrial Promotion Policy and award it small-scale status.

In the past one year, Champagne Indage Ltd has reportedly shown interest in setting up a winery in the Ratlam area, the main wine quality grape-growing belt.

“SG Chowgule, chairman of the company, had urged the state government to introduce a wine policy so that the investment process can be shape,” said a government source. The Wine Policy Draft will soon be cleared by the Project Implementation Clearance Board (PICB) in its next meeting and will be forwarded to the State Cabinet.

Wineries will also be allowed in Food Parks, which have failed to attract investment, on a nominal licence fee of Rs 5,000. Similarly retailing wine will be allowed in hotels, bars and beer bars on a licence fee of Rs 1,000 for 10 years.

All concessions available for food-processing units may be offered to wineries provided they process wine from home-grown grapes.

A trust will run a proposed institute to impart training in wine production, quality assessment, and research and function as an information centre for the wineries. Wine tourism will be encouraged to promote retailing. The labelling and branding will be allowed against a nominal fee of Rs 5,000 in lump sum.

A seven-member committee headed by the agriculture production commissioner and members from the departments of industries, tourism, and excise and the agriculture industries corporation will assist in setting up wineries and on related issues.

Wine Marketing used to promote West Australia Tourism

The peak tourism body in the south-west of Western Australia has launched a marketing campaign using the region's wine to promote its food and holiday industries.

The tourism body Australia's South West is trying to entice more overseas visitors to sample and buy the region's products.

Chief executive Sascha Turner says one of the promotions involves pamphlets attached to wine bottles destined for the United Kingdom that advertise holidays and food in Australia's south-west .

She says it is a different way of promoting the region.

"The end result we'd love to see is the wine bottle in the UK with a neck tag and a brochure that goes along with it that says, this is where the wine was made, come and stay here and it will only cost you this many pounds," she said.

Wine marketing more than Chardonnay

A RENEWED marketing push promoting the quality wines produced in the Gisborne region is becoming more visible with the appearance of new signs around the district.

The Gisborne wine industry, with sponsorship from Tourism Eastland, is behind the signs.

They feature Gisborne Winegrowers’ new logo, strategically placed to catch everyone entering the region by air or road.

It is Gisborne Winegrowers’ first
rebranding in eight years and the new signs are part of a marketing drive, says Gisborne Winegrowers’ Prue Younger.

Wines of Gisborne intends to put more of a story behind the brand and is aiming for a lot more recognition for the region as a quality wine producer.

The makeover includes updated public relations material and website, which shows the complex Gisborne grape-growing region divided into its distinct localities.

Wines are being matched against the soil types and climates, identifying each area or "terrior", a French expression describing different characteristics based on where and how it was grown, says Ms Younger.

Wines of Gisborne will also push the region’s distinctive fruit-driven wine styles, a major point of difference for this district.

"We have moved away from the 100 percent focus on chardonnay because we want to promote the other varieties that are becoming quite prominent here, like gewurztraminer, viognier, pinot gris and muscat."

An umbrella for the total wine industry here, the rebranding of Wines of Gisborne is managed by a sub-committee of Gisborne Winegrowers.

"This involves things like bringing in wine writers, collectively attending trade shows, varietal and other educational workshops, and basically beefing up promotion of what is happening here," says Ms Younger.

The new signs have been erected at the airport, Manutuke and Kaiteratahi. Other signs with a Wines of Gisborne logo and a large arrow will soon begin appearing around the district earmarking wineries and vineyards.

The logo design, by Brett Crockett of Apple Art, is about expression of a new and vibrant meaning.

"The inspiration is based around the glass-filling ritual, closely followed by the emptying ritual. The typography reflects the koru — strong and confident, and appropriately called Mana.

"The koru represents the fern frond as it opens, bringing new life, peace and purity to the world. The glass is pure and clear, encasing the koru and the two interlocking tendrils bind together to form a united front," says Ms Younger.