School for Viticulture and Enology

Wine Tourism and Cellar Door Sales

This course is part of the programme:
Bachelor's programme in Viticulture and Enology (1st level)

Objectives and competences

The purpose of this course is to illustrate the situation on the world wine tourism market. Students must obtain the basic information whom will help them to understand that the quality of wine is only entrance ticket to the wine marketing. It is also important to know the consumers, to create a relation with them, to transform tourists into clients, to sell the wines directly, to create a brand for the winery and for the region in order to be ditinguished from competitors.

Study of progress of events in different countries and comparative visits will help them to understand the actuall wine tourism moment.

Prerequisites

Knowledge of sensory evaluation of wines and

general marketing rules.

Content (Syllabus outline)

1 Introduction: basic data

The development of international wine market: the role of the origin of the wines

Elements of wine tourism marketing

Consumer behaviour and Trends

2 Introduction to tourism

Leisure and business tourism

Food tourism

Wine tourism around the world

Who is the wine tourists?

Wine Roads and Wine Tourism Associations

3 Winery Tourism

Cellar door and tasting room management

Creating the relation with the wine tourist

How Slovenian wineries could manage wine tourism

TUTORIALS

Wine tourism examples.

Analysis of international wine tourism offers.

Visit wine cellars with a strong wine tourism presence on the market.

Intended learning outcomes

Knowledge and understanding

The impact of globalization on the wine industry, Increased role of brand name of wines compared to traditional wines with “origin”

Wine tourism as a part of the leisure industry

The role of tourism for wine and food branch industry as a way to differentiate from global competitors and to achieve the final consumer

Wine consumers and wine tourists: how do we know and manage them?

Is a Wine Road necessary for wine tourism? Success and unsuccess stories

To sell or not to sell in the winery? Cellar door as an opportunity to create long term relations with the customers.

Analysis of case studies

The role of wine tourism for Slovenia and Slovenian wineries

Readings

Izročki predavanj/Slides

Carlsen J. and Charters S., Global Wine Tourism, CABI, 2006

Hall C.M., Sharples L. and other, Wine Tourism Around the World, Taylor & Francis, 2002

Hall C.M. and Mitchell R., Wine Marketing. A practical guide, Butterworth-Heinemann, 2008

Wine Business International, Meininger’s Verlag (www.wine-business-international.com)

winebusiness.wordpress.com (in Italian)

Assessment

Class participation Group assignments and class discussion Exam 10 % 40 % 50 %

Lecturer's references

Nosilec je višji predavatelj za področje Marketing na UNG/Higher lecturer for the field of Marketing at University of Nova Gorica

Publications of last 5 years/Lista publikacij zadnjih 5 let

Academic research – Conference papers

P.De Luca, G. Gallenti, P.Penco: “Nuovi clienti in nuovi mercati: il vino italiano in India”, in “Le relazioni tra innovazione e internazionalizzazione. Percorsi di ricerca e casi aziendali” (a cura di P.De Luca), Edizioni Università di Trieste, Trieste 2015.

P.De Luca, P.Penco: “The role of packaging in marketing communication: an explorative study of the Italian wine business”, 3rd International Wine Business & Marketing Conference, July 6-8, 2006, Montpellier (France)

Publications (Wine Industry management)

P.Penco, “Vini a basso contenuto alcoolico: moda o nuova frontiera?”, Il Corriere Vinicolo anno 87 n.12, April 21st, Editrice Unione Italiana Vini, 2014

P.Penco, “Mercato globale, una bussola per non sbagliare rotta”, Il Corriere Vinicolo anno 87 n.10, March 31th, Editrice Unione Italiana Vini, 2014

P.Penco, “30 blogger da tutto il mondo in FriuliVG”, Q.B. – Quanto Basta FVG, October 2011

P.Penco, “26 milioni di persone che cercano un motivo in più”, Il Corriere Vinicolo anno 84 n.28, July 11th, Editrice Unione Italiana Vini, 2011

P.Penco, “For any further information”, Il Corriere Vinicolo anno 84 n.16/17, April 25th, Editrice Unione Italiana Vini, 2011

P.Penco, “E’ iniziata la Prosecco Decade”, Il Corriere Vinicolo anno 84 n.6, February 1st, Editrice Unione Italiana Vini, 2011

P.Penco, “Il mercato dei fine wines in tempo di frugality”, Il Corriere Vinicolo anno 83 n.45, November 15th, Editrice Unione Italiana Vini, 2010

P.Penco, “UK – Off Trade: La promozione ammazza la curiosità”, Il Corriere Vinicolo anno 83 n.23, June 7th, Editrice Unione Italiana Vini, 2010

P.Penco, “UK – On Trade: Al ristorante non gira”, Il Corriere Vinicolo anno 83 n.23, June 7th, Editrice Unione Italiana Vini, 2010

P.Penco, “Correrà come prima”, Il Corriere Vinicolo anno 83 n.22, May 31st, Editrice Unione Italiana Vini, 2010

P.Penco, “Quando il marchio vuol dire fiducia”, Il Corriere Vinicolo anno 83 n.18, May 3rd, Editrice Unione Italiana Vini, 2010

P.Penco, “Grande è bello? Forse non più”, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, 2010

P.Penco, “Il nuovo passa dal verde”, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, 2010

P.Penco, “Un’orma sempre più leggera”, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, 2010

P.Penco, “Il valore dell’origine si riconosce a colpo d’occhio”, Il Corriere Vinicolo anno 82 n.12, March 23rd, Editrice Unione Italiana Vini, 2009

P.Penco, “Vino e brand Italia – questione di lifestyle”, Il Corriere Vinicolo anno 82 n.4, January 26th, Editrice Unione Italiana Vini, 2009

University course code: 1VV318

Year of study: 3

Semester: 1/2

Course principal:

Lecturer:

ECTS: 3

Workload:

  • Lectures: 15 hours
  • Exercises: 10 hours
  • Individual work: 60 hours
  • Other: 5 hours

Course type: elective

Languages: slovensko in angleško/slovene and english

Learning and teaching methods:
lectures, tutorials, demonstration of practical examples, field work