In 2017, as a result of a Wine Growth Fund grant, TNE commissioned extensive, region-wide research into current and potential wine tourism in the High Country, encompassing all 84 operating cellar doors.
The work, by Quantum Market Research, provided much-needed insights and education with particular focus on:
- Exploring motivations and preferences when it comes to visiting wineries/cellar doors
- Understanding how the North East wine experience is positioned relative to the area’s broader offer around food/wine and other tourism, and to other wine producing regions in Victoria
- Defining key segments in the visitation market in terms of behaviour and attitude towards wine and wineries/cellar doors
- Determining how to best communicate with each segment and what product offerings would best resonate
The information gleaned from the research, which was presented in 2017, has been extremely useful as a strategic tool for educating and guiding the future direction of the region’s wine businesses as well as assisting with grant applications. Indeed, research findings were used by many businesses to support their application to the second round of the Wine Growth Fund, resulting in 23 successful submissions accounting for 27% of the total State funding allocation.
TNE is offering a further chance to hear the findings of the research at a session in Beechworth on Tuesday 19 June, 10 am-12 noon.
Don’t miss this opportunity if you missed last year’s presentation, or if you have joined the industry in the last 12 months or would like others in your organisation to benefit from the findings,