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.