Uncorking Opportunities: How Wine Tourism is key to our Branding Strategies

After nearly a decade working in wine tourism across different countries, one thing I noticed in everywhere: most visitors don’t even remember the name of the winery they visited. Instead, they often say something like, “I visited that winery with the big tree out front, the one with a big castle, next to the main road—do you know which one I mean?” When I hear this, I immediately know the visit didn’t leave a lasting impression. If they can’t even recall the winery's name, how can you expect them to develop loyalty to your brand?

Wine tourism might seem like a great way to create a positive experience, but how do we become memorable? How do we turn casual visitors into loyal brand advocates?

In the latest article from Rethinking the Wine Industry, Majo Peroni, an expert in strategy and branding within wine tourism, reveals how this dynamic sector is reshaping the way we think about branding. With extensive experience in wine regions like Mendoza, Valparaíso, and Barcelona, Majo offers a fresh perspective on how wineries can go beyond just selling wine—they can create lasting emotional connections with every guest.

Storytelling, hospitality, and unique experiences are the key ingredients in creating something truly memorable. Wine tourism isn’t just a product to sell—it’s an opportunity to build a brand identity that speaks directly to visitors' hearts and fosters relationships that last long after they leave.

Majo’s article dives into real-world examples of successful wine tourism projects that have mastered this, like Ampora Wine Tours in Mendoza, ValpaBlanca Wine Experience in Valparaíso, and Agüita Wine Flights in Barcelona. She also looks to the future, exploring the new opportunities on the horizon.

It’s a must-read for anyone looking to truly transform their wine tourism into an unforgettable brand experience.

Thank you, Majo, for this insightful piece!

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Uncorking Opportunities: How Wine Tourism is key to our Branding Strategies

In the world of tourism, hospitality, and gastronomy, wine holds the extraordinary power to transform casual visits into lasting memories. But wine tourism is far more than winery tours and tastings—it’s a multi-sensory experience that immerses visitors in the culture, traditions, and the essence of a region. It connects people to the heart of a place and creates opportunities for wineries to build authentic relationships and expand their reach.

Over the years, wine tourism has revolutionized how regions present themselves to the world, turning many into renowned global destinations. What sets these regions apart is their innovative spirit, warm hospitality, and ability to tell a compelling story where wine takes center stage. These experiences are not just about selling wine—they are about shaping a brand identity that resonates deeply with visitors.

I vividly remember teaching a course at a sommelier school in Galicia a few years ago, where I shared personal experiences and concepts showcasing how wine tourism and strategic communication go hand in hand. Today, I want to share some of those strategies and practical tools to develop distinctive, unforgettable experiences. I included three examples of wine tourism products I created in different regions (Mendoza, Valparaíso and Barcelona) applying some of these concepts. Let’s dive into it together!

Brand Image in Wine Tourism: Creating Value Through Experiences

"It’s not the wine. It’s the dream of the wine." This quote encapsulates the spirit of wine tourism: beyond the tangible product, what is truly offered is an emotional universe, a dream turned into an experience. In this context, branding takes on a transformative role, not just defining the winery’s identity but shaping how consumers perceive and experience its wines.

Branding is more than a logo or label; it is a dynamic process that articulates the unique characteristics of a product and communicates them strategically. In wine tourism, these characteristics transcend the physical wine to include the emotional and symbolic values visitors associate with the brand. This approach demands a deep understanding of the target audience and creative management to translate differentiators into memorable experiences.

A Paradigm Shift: From Product to Consumer

Historically, the wine business has focused on production: vineyard quality, winemaking practices, and the technical perfection of the final product. This focus also shaped traditional wine tourism, where experiences revolved around explaining production processes. However, this model is no longer sufficient in an increasingly consumer-oriented and saturated market.

Today, the value of wine is measured not only by its intrinsic characteristics—such as flavour, variety, or colour—but also by its extrinsic attributes: the region of origin, terroir, packaging design, and accompanying narrative. These associations allow consumers to form emotional bonds with the brand.

Experiences as a Strategic Differentiator

Wine tourism emerges as a key tool to build these emotional connections. Through carefully designed experiences, wineries can stand out in a competitive market, creating unique spaces where consumers not only taste the wine but live the brand.

The challenge lies in exceeding basic standards of quality in service, product, and hospitality, as these are now minimum expectations for consumers. Instead, the true differentiator lies in emotional and intangible aspects: the warmth of the staff, the unique stories behind the wines, and the authenticity of the environment.

Pouring Stories: How Wine Tourism Elevates Brand Identity

Brand image in wine tourism goes beyond promoting a product; it is about inspiring dreams and creating lasting connections. Through carefully designed experiences that integrate hospitality, authenticity, and storytelling, wineries can turn each visit into an unforgettable memory.

Wine, as the central element, acts as a medium for connecting cultures, and celebrating traditions. Ultimately, the success of wine tourism lies in its ability to transform something as tangible as a bottle of wine into an emotional universe that visitors carry with them long after leaving the vineyard.

Wine Tourism Product Design

Tangible Benefits for Business and Brand

• Increased direct and post-visit sales through customer loyalty.
• Strengthened brand trust via authentic experiences.
• Enhanced market intelligence by engaging with visitors.
• Synergy between enotourism and PR/marketing departments.

Wine tourism, when managed effectively, becomes a driver force behind commercial success and brand storytelling, while fostering deeper connections with every visitor.

Three Cases Studies: Product Design & Branding Through Wine Tourism

I share three scenarios, where I developed wine experiences using the concepts previously discussed.?

Ampora Wine Tours |? Mendoza (2007-2014)

Ampora Wine Tours has been a leading wine tourism agency in Mendoza, crafting exceptional experiences that combine premium wines, cultural authenticity, and innovative service models.?

Immersing visitors in Mendoza’s rich wine culture, Ampora redefined wine tourism by blending storytelling, premium service, and innovative group experiences. As one of Mendoza’s top agencies, this wine tour company excelled at crafting personalized and memorable journeys, making it a reference point for branding through wine tourism.

-- Value Proposition --

Brand Identity: Celebrate Mendoza’s wine culture and its global reputation. Positioned as a pioneer in offering tailored, high-quality group experiences. Strong emphasis on collaboration with wineries to enhance their narratives and guest offerings.

Attributes (Wine & Tourism):

Wine Selection: Meticulous curation of top wines for tastings.

Guides: Expert, bilingual guides skilled in group engagement and storytelling.

Service: Focused on maintaining private-tour quality in group settings.

Winery Partnerships: Collaborative efforts to refine storytelling and improve guest experiences.

Experiential Approach: Designed small-group tours (max. 8 guests) to foster relaxed, intimate connections. Highlighted Mendoza’s terroir and culture through thoughtful and educational narratives. Integrated storytelling into every tour, connecting wine with its region and people. Ensured seamless visitor experiences with close winery collaboration and top-tier service.

Marketing & Communication: Leveraged storytelling to position Mendoza as a must-visit wine destination. Emphasized data-driven insights to understand visitor behavior and refine strategies. Promoted direct-to-consumer wine sales, fostering strong relationships between visitors and wineries.

Key Differentiators: Small-group format offering a balance of exclusivity and affordability. Thoughtfully curated wine selections showcasing Mendoza’s diversity. Collaborative relationships with wineries to deliver unforgettable experiences. A holistic approach to positioning Mendoza as a top-tier wine tourism destination.

ValpaBlanca Wine Experience | Valparaíso (2014–2016)

When I moved to Chile, Valparaíso’s vibrant cultural soul, paired with Chile’s exceptional wines, became the spark for a unique project: ValpaBlanca Wine Experience.

This initiative was born from my passion for connecting two Great Wine Capitals, Valparaíso and Casablanca Valley. The concept? To create a space where visitors could savor the best of Casablanca Valley’s wines in the heart of Valparaíso, hosted in a lovingly restored boutique hotel perched on Cerro Alegre.

Valparaíso’s bohemian energy harmonized perfectly with Casablanca Valley’s innovative winemakers, who were pushing boundaries and redefining Chilean wine. Recognizing this synergy, I set out to craft an experience that celebrated both the city’s heritage and the valley’s forward-thinking spirit.

Through intimate tastings, guests could enjoy limited-edition selections from Casablanca, each glass telling a story of terroir, craftsmanship, and vision. My aim was simple: to offer visitors a relaxed, memorable moment of connection—with the wines, the place, and the people behind the bottles.

-- Value Proposition --

Brand Identity: Celebrates the history and future of Casablanca Valley and Valparaíso.?

Exclusive Selection: Five carefully curated wines, each chosen for their exceptional quality, unique philosophy, or compelling story.?

Focus on Boutique & Limited Production: A deep dive into the diverse terroir of Casablanca, with wines that represented the valley’s bold character.

Historic Charm Meets Modern Elegance: Tastings were held in a boutique hotel on Cerro Alegre, a beautifully restored former mansion that perfectly blended history with contemporary charm.

Authentic Connections: Collaborated with visionary winemakers and shared their passion with international visitors, fostering genuine exchanges.

Key Differentiators: Intimate wine tastings paired with rich narratives about the region and its winemakers. Events hosted in English, catering to international visitors.

Agüita Wine Flights | Agüita Wine Club & Cellar (2019, Barcelona)

When I moved to Barcelona, I took on an exciting role at Agüita Wine Club & Cellar during its relaunch. My focus was on creating a unique identity for the wine bar in the Born district, a neighborhood brimming with gastronomic options. By curating wine selections and designing experiences, we aimed to position Agüita as more than a bar—a space for wine tourism within the city.

The central concept revolved around Catalan wines, emphasizing authenticity and regional identity. From themed wine flights to tailored events, the experience brought the essence of a winery visit to Barcelona.

-- Value Proposition --

Brand Identity: Focus on Catalan wines and regional authenticity. Combines education, storytelling, and hospitality.

Attributes (Wine & Tourism): Themed wine flights showcasing distinctive terroirs and philosophies. High-quality, hand-crafted wines that reflect a sense of place.

Experiential Approach: Informal yet educational tastings designed to engage wine lovers. Hosted in a restored space in the heart of Born, blending charm and modernity.

Key Differentiators: Themed wine flights with focus in Catalan wines. Carefully curated wine pairings. Educational and fun side-by-side tastings to improve palates and broaden horizons. A space for connection, conversation, and shared love for wine.

Wine tourism is more than a sales channel; it is a powerful way to forge lasting connections. By designing authentic, emotionally engaging experiences and telling stories that resonate, wineries can strengthen their identity, cultivate loyalty, and even position our wine regions as must-visit global destinations.?

What's Next??

We've seen how wine tourism uniquely blends brand identity with unforgettable customer experiences. By aligning product development, skilled teams, and strategic communication, wineries can design engaging offerings that build authentic connections, benefiting our sales and strengthen brand loyalty. This is something that many wineries and projects have been doing successfully. But now what? With constant innovation, especially with the emergence of new technologies such as AI, it is worth considering what's next, in light of how it will affect our overall wine tourism operations when implementing and creating new products, as well as the experience for visitors and followers of our brand.

The AI revolution is reshaping wine tourism's landscape in profound ways. AI-driven personalization now enables us to craft tailor-made experiences based on visitor preferences and past interactions, from recommending specific vineyards to customizing tasting packages. Through sophisticated data analysis, we can better understand visitor behaviour and preferences, leading to more targeted and successful tourism products. The technology enhances our storytelling capabilities through interactive apps and augmented reality experiences, bringing vineyard histories and winemaking processes to life in unprecedented ways.

Operational efficiency has also seen remarkable improvements through AI integration. Automated booking systems and chatbots streamline customer service, while predictive analytics help optimize tour scheduling and resource allocation. The integration of augmented reality (AR) into labels and QR codes has opened new dimensions of engagement, allowing visitors to access virtual tours, educational content, and personalized recommendations directly through their smartphones. These innovations, exemplified by the development of alternative wine tour experiences (have a look at CARO -Catena & Rothschild- winery immersive virtual tour, with a 360-degree view) demonstrate how technology, used in creative ways, can enhance the sensorial aspects of wine tourism without compromising its authenticity.

However, technological advancement alone doesn't guarantee success. The fundamental principles of wine tourism - a clear value proposition, strong brand identity, and deep understanding of customer needs - remain crucial. These foundational elements guide how we implement innovative tools to create competitive, unique, and successful wine tourism experiences. The future of wine tourism, ultimately, lies in thoughtfully integrating innovation, like AI capabilities, with the timeless appeal of authentic, human-centered experiences.

Majo Peroni | Strategy & Branding in Wine Tourism??

I’m from Mendoza, Argentina, where my journey in wine tourism and branding began in 2006. Since then, I’ve crafted premium wine experiences, hosted tastings, and collaborated closely with wineries with their brand and tourism strategies. My expertise has expanded globally, with enriching experiences in stunning cities and wine regions around the world, like Valparaíso, Lisbon, Porto, Barcelona, and Santiago de Compostela. These diverse opportunities have deepened my understanding of wine tourism as a powerful way to build brands and connect people to the heart of a region.?