These were attended by 200 people – vine-growers, wine merchants and tourism professionals – on 14th and 15th January 2013 at the Caves de la Loire, in Brissac (Maine-et-Loire), and the Caves Monmousseau, in Montrichard (Loir-et-Cher). Under the auspices of the Interprofession des vins de Loire (InterLoire), the wine tourism steering committee awarded the label of excellence that rewards an exemplary welcome to 14 Tourist Cellars.
The network comprises 330 tourist cellars from the Atlantic to Touraine that meet a quality charter in terms of welcome – 20% of which an exceptional welcome.
"Travelling wine tourists represent a segment in full growth. They must be given a genuine brand experience that enhances what sets a particular estate apart and strikes up a conversation with them so that the experience is a memorable one. By selling wine directly, we earn more money and purchasers then go on to make recommendations to retailers" - Jeremy Benson, PDG Benson Marketing Group, sharing his experience as a consultant in Napa Valley, USA.
To promote the services provided by this network and increase the wine tourism budget share in holiday expenditure, InterLoire carries out a wide array of promotional actions funded by the regions in liaison with the institutional tourism stakeholders.
What's new in 2013:
- creation of a quarterly newsletter intended to share best practices,
- production of a 3-minute video,
- adaptation of the iPhone app to the Android operating system, and more.
The 2013 priorities include observing visitor numbers to estates so as to be more familiar with the type of clientele. On the training side, a study trip is organised for fifteen or so vine-growers from 20th to 22nd February 2013 in Burgundy with a view to extending an innovative welcome.
Online:
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