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trends e strategie per l'enoturismo 2021

Visit to the Cellar with Tasting - Make It Pay Or Not?

To charge for the visit with tasting in the cellar or not?

We tell you clearly and briefly ... It depends!
If you have come to read the answer to this vaguely provocative question, perhaps it is because you do not have clear ideas.
No one else but you should tell you what you should do with your money and wines. Assuming that you have doubted the convenience or need to charge or not for tastings in the cellar. Let's analyze whether or not to make our visitors pay for the tasting in the cellar and why.

In order to make this decision, consider some facts:
- the people with how many bottles purchased leave your cellar after the tasting?
- the sounding board that a visitor can give you justifies the cost incurred to offer the tasting?
- Are they customers who will become repeat buyers?

Give the tasting in the cellar

It is also true that giving the tasting as a gift could be a cuteness with which to guarantee the purchase of a few bottles by visitors as a sign of gratitude and change. But don't hope too much or take it as a fact to cast lots on. Once again we tell you: data analysis is better than hypothesis.

Some data you need to analyze to understand if pay homage to the tasting in the cellar I'm:

  • The costs you are incurring
    Cost analysis is the first thing you need to do to understand, if it were your policy, if you can afford to offer tasting. List all possible items: wine offered, food, staff, time, promotion and advertising, cleaning, utilities (water, electricity and gas) and material for the service whose cost should be calculated and amortized over the years of use. When you have the value of the sum of the costs and the number of visitors you receive each have you can get the cost per capita. That is how much it costs you to offer the tasting to each of your individual customers
  • Purchase value per capita
    The average number of bottles purchased and the average receipt value.

Now, what is necessary for this cost to be paid off and to turn into profit?
First of all, a little educational. That is to make it clear to your customers that what you offer for you has a cost. And much more, that the experience they are living has a value: that of your effort in working the land, that of hospitality and that of the exploitation of the structures. The better you are at communicating this, the more your visitors will be grateful and willing to pay and buy.
Don't be surprised if there will still be those who turn up their noses. There are good customers, we don't consider the others.

6 strategies to make money with guided tasting in the cellar

  1. Not even the dog moves its tail. That is, no one doing anything for nothing.
    So why should you invest time, money and raw materials in order not to have any kind of spare part?
    Start by saying that the experience your visitors will have has value, you pay for it. Communicate that only if you wanted to offer him something of little value would you do it for free. And you will see that your visitors will leave aware of the experience they have lived and well engraved in their memory.
  2. Remember, those who don't pay for the visit and tasting at your winery would probably pay something else like the beach umbrella, a cinema ticket, an aperitif at the bar… So why should you be the one to lose by giving the tasting ?!
  3. Getting paid for the tasting allows you to put into play a mischief that the customer always ends up appreciating. To customers who spend above a certain amount you can pay the cost of the tasting by deducting it from the cost of the bottles purchased. Nobody will deny you a "that's nice".
  4. Learn to conceive of tasting as a product, a bargaining chip, something sought after. This way you can insert it into marketing actions.
    For example, you can give the opportunity to buy it and then be given to third parties.
    You can promote it with advertisements, listings and announcements.
    You can diversify the offer by realizing different types of tastings (vertical, horizontal, special vintages, etc.), you can offer it free only on certain days or periods of the year by advertising it by exploiting the levers of scarcity and urgency, you can exploit it to establish collaborations with neighborhood accommodation facilities for the exchange of customers (you suggest the property to your customers and the property passes its on to you).
  5. Use the price to select the clientele: ignore the freeloaders and focus on the enthusiasts willing to pay, or those who statistically will be inclined to buy other products at the end of the tasting. You are a winery that has a hundred thousand other things to do, you are not a pastime for those who do not know how to occupy their time with free activities.
  6. Anything that is not repayable with the cost of the tasting ends up affecting the cost of your wine, that is, it will reduce your revenue. Therefore, when you go to sell a bottle for € 10, you will hypothetically find yourself with a profit of € 8 if you have calculated that the per capita costs for tasting amount to € 2.

To start offering one tasting proposal in the cellar, a structured format you can definitely look around and see what others are doing. But keep in mind that what others do does not always work, and it is not always the result of reasoning and a calculation of costs as illustrated here.
Therefore, be careful to always relate the idea and the suggestion you see to what your reality is, your cellar, your costs, your room for maneuver.

For advertise your winery and guided tasting you can use many tools, but if you do not know them and do not have full mastery of them, it is better if you entrust their management to an expert in the sector.
You can take advantage of ads on Google for search keywords, Facebook ads that allow you to reach a lot of people by intercepting their interests, or sites like tripadvisor and many other portals.

Always monitor which one brings you the best result at the most advantageous price and analyze which channel the best customers come from and direct your spending possibilities where it is best for you.

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