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Incubator Initiative - Beyond the traditional wine cellar door: Do tiered cellar door service offerings maximise value for different wine tourist segments?

The cellar door is crucial to the ongoing profitability of the wine sector as well as being a key cog to exports in the form of international visitation. Investment into cellar door operations is capital intensive and having insights into the effectiveness of specific service offerings will mitigate risk.

This project will provide quantifiable data that identifies multiple wine consumer segments and highlights which cellar door service offerings they are more likely to engage with. The project will also capture data on consumer spending and satisfaction with their cellar door experience. Together, the data will provide insights on how to innovatively structure cellar door experiences to cater for multiple segments and maximise return on cellar door investment.

Project date

1 Jul 2019-15 Apr 2021

Principal investigator

Galbreath, Jeremy

Research organisation

Curtin University

Project led by

Multiple industries
Fruits Other rural industries Wine

Wine Australia

Wine Australia helps foster and encourage profitable, resilient and sustainable Australian winegrape and wine businesses by investing in research and …

Multiple industries
Fruits Other rural industries Wine
  • Location


  • Organisation type

    Research funding body

Logo for Wine Australia

Focus areas


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