In our July wine consumer survey we asked site visitors to select their favorite winery event. We gave them nine choices. Wine and Music events ranked first with 30% selecting this as their favorite event.
The next three events, Gourmet Dinners, Food & Wine Pairings, and Harvest Events were roughly even with 13%. Casual food events and Club Pick –Up Parties followed with 9% and 7% respectively. Garnering 4% or less was Wine & Art Events, Murder Mystery Events, Movie Nights and Friday Night Wine Downs.
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"What events at the winery do you like best?"
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Responses by Percentage
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Of course this was not a scientific survey and perhaps those who voted were familiar with a recent concert they attended and maybe not have understood what a Wine Down is, but the results favor entertainment and food beyond just wine tasting. Almost 40% of respondents selected events with food if you combine the three food related options. This probably isn’t vine shaking news to any of us but instructive all the same.
Visitors to wineries obviously like wine, but enjoy it more when it is combined with an associated activity. You may gain a new customer who likes jazz but may not be familiar with your winery. A future customer may attend an event knowing that their non-drinking spouse will be entertained by some other diversion. Wine by itself is good, wine accompanying another enjoyable activity is usually better.
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Note: The survey was conducted over a 45 day period from July 10 to August 25, 2008 .
