Marketing & Wine tourism

Turning stories into marketing

Once you’ve found your winery or product story, how do you turn it into marketing material? Rebecca Hopkins has some answers.

The art of wine storytelling

What can the wine industry learn from the bestseller 50 Shades of Grey? Felicity Carter looks at the research.

A national strategy

One way to make a wine region flourish is to get everyone working together.

Going to the tourist

Another way to reach tourists is to go to where they congregate. For Cantine Ferrari, it means heading for the airport.

The wine portal

How do you introduce tourists to a complex and widespread wine region? Open a bar.

The art of blending

An innovative way to educate tourists about both wines and regions.

How to attract wine tourists

Food and wine tourism is the hottest trend in travel. Felicity Carter looks at outstanding examples of wine tourism offerings, beginning with a winery that turned itself into a destination by partnering with other businesses.

How to market wine to men

In the rush to bring women into wine, the wine trade has overlooked an important group – young men. But now, reports Felicity Carter, the big companies are paying attention.


How do you stand out in a category that’s crowded and difficult? Felicity Carter speaks to a designer who can make bottles jump off shelves.

The single serve

Single-serve wine formats are exploding in popularity, says Liza B. Zimmerman, appearing everywhere from big events to the off-trade.

Speaking internationally

It’s easy to make a faux pas when dealing with another culture, says Richard Siddle. But if you get your communications strategy right, on the other hand, you can connect with a global audience.

How to get a better deal

There are fewer wine buyers, putting smaller producers without ‘must have’ brands at a disadvantage. Felicity Carter asks the experts for tips on negotiating.

The matchmakers

Professional communicators are now a vital part of the wine industry, connecting producers with the media. Robert Joseph talks to the public relations professionals to see how they do it.