Lucy Thomas is an independent wine tourism enthusiast who has visited over 40 English and Welsh vineyards here she outlines what English and Welsh vineyards do well and how visitor experiences can be enhanced.
From the large well-known brands to small boutique farms off the beaten track, I’ve enjoyed every visit for different reasons. I’ve seen, experienced and learnt a lot myself, and even more by chatting to others on the tours and events. Here is the inside track which may help make your visitor experience even better and improve your bottom line.
Make travel easy
I know most vineyards are not conveniently located near a station (although some are) but I also know that visitors really appreciate plenty of advice on transport links, including walking routes if possible, and details of local taxi companies. As a city-dweller I have learnt to my peril that ‘taxis must be booked in advance’ has a very different timeframe in rural parts! I’ve also never yet come across a vineyard offering a designated driver package but I think there are lots of scenarios where this could work really well.
Fact not fiction/opinion
It’s lovely to hear the unique things about each vineyard. I still happily re-tell the fascinating back-stories I’ve heard, but there have been occasions where the commentary has gone too far off topic. A few non-wine anecdotes can be great, especially if it’s about the history of your site, but anything controversial/political can just be a distraction and leave visitors feeling a little awkward.
Let the tasting begin
This is tricky to pitch without sounding desperate to get my hands on the wine or just super impatient, but the tasting is a key part of the experience, so if you have to sit in front of empty (or even full) glasses whilst someone asks lots of questions, it can be a bit frustrating. I’ve noticed people particularly enjoy tours that start with a welcome drink, and it’s also fun to combine the tastings with the walk around, if possible.
Give me a reason to buy
Understandably this is a thorny subject, as you are given no incentive to offer cellar door deals, but if your wine is stocked elsewhere and I can buy it there on a promotion, it doesn’t encourage me to buy direct – and I’m pretty sure I’m not the only one who does a quick search to check prices before I buy. At the other end of the scale, I’ve had all or part of the tour price offset against purchases over a certain level and noticed that nobody seems to leave empty handed.
Be realistic with timings
If you publish a finish time, or duration for your tour/event it’s worth remembering that people may plan accordingly and have pre-arranged taxis or maybe other places to be. Offering somewhere visitors can stay on for more tastings or food after the tour is a great idea, but it should be clear in the booking confirmation. It can make it awkward for those who need to leave promptly if the event hasn’t concluded – and it reduces opportunities to make purchases! I’ve never had too much time to kill at a vineyard, but I have felt rushed and like I was missing out, even after building in a time buffer.
Child-friendly?
I hadn’t expected to see children on vineyard tours but I was talking to an Australian visitor who had a small child with her and it hadn’t occurred to her that the vineyard wouldn’t be child-friendly as all her experiences back home had been that vineyards welcomed families. I have noticed a few vineyards nominating specific tours as family friendly which seems a great way to navigate the issue and manage everyone’s expectations.
Make mine a twin
Vineyards aren’t just for romantic breaks! I have really struggled to find accommodation on vineyards that offer a twin bed option. I regularly travel with friends and don’t want to have to cosy up, so having flexibility on bed configurations may expand your market.
Follow up and get feedback
I regularly book tours and events on behalf of others which means you don’t have their contact details, so don’t be afraid to ask for email addresses before people leave. I never mind receiving a friendly follow up email asking for feedback or inviting me to leave a review. It’s also a great time to offer an incentive to return, promote upcoming events or suggest gift vouchers.
Bring on the wine flights
As wine tourism continues to grow not everyone will want a tour, but a tutored tasting or a wine flight with tasting notes is a great way for visitors to discover your range of wines. I have heard concerns from vineyards that they can be time-consuming to serve, but I will happily wait – especially if I am sat looking out at vines! And I’m more likely to buy things I’ve tried.
Keep me coming back
Varied events attract new guests and encourage return visits and you don’t have to do it all yourself. I’ve seen some fabulous collaborations between vineyards and other local businesses that deliver a wide range of themed events. There is something magical about combining food or an activity with wine produced from the vines you are surrounded by. I’m constantly excited by the variety of things on offer – these days anything can be combined with a glass of fizz – arts and crafts, yoga, book clubs, the list is endless.
I hope whatever stage you are at with your wine tourism some of this resonates. I’m looking forward to continuing my journey around the amazing vineyard experiences Great Britain has to offer.
Lucy is sharing her passion for wine tourism at www.bestbritishbubbly.com
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