Trial-purchase-repurchase of the brand: how does a cellar door visit impact future sales?
Author: Bruwer, Johan
Abstract: The cellar door is a powerful catalyst to various changes in wine consumption. The purpose of this study was to understand the impact of a cellar door visit on future purchases of the brand’s and region’s wines. It was one the first opportunities to date that tracks cellar door visitor’s post-visit consumption changes and associated buying behaviour. It was found that priority should be given to developing a relationship between the consumer and wine brand. As consumers become more educated about the region, its wineries, wines and people, their wine consumption increases
Co-author(s): Lockshin, Larry; Saliba, Anthony; Hirche, Martin
Publication: Wine and Viticulture Journal, Vol. 30, no. 1 (2015), pp. 56-59
