Report

The cellar door as a catalyst for wine consumption and multiplier of sales in the Australian wine market: final report

Johan Bruwer, Larry Lockshin, Anthony Saliba, Martin Hirche

(Australian Grape and Wine Authority (AGWA) | Published : 2015

Abstract

This project develops a better understanding of wine consumers’ purchase and consumption patterns before, during and as a consequence of their visits to winery cellar doors. This three stage study found that the cellar door is a powerful catalyst to invoke change(s) in wine consumption. Cellar door visits influenced purchase during the visit, but the influence extended over the six months tracked after the visit. The effects differed between those unaware of the winery before visiting and those already aware. Visitors who bought more at the winery, bought less in the first three months, but then bought more in the following three months.

University of Melbourne Researchers