Making a connection: tasting rooms and brand loyalty

Abstract

Making a connection: Tasting rooms and brand loyalty. Abstract PurposeThere is growing research on the value of winery tasting rooms/cellar doors as an avenue for relationship building with consumers resulting in greater brand loyalty. This paper examines the role of tasting rooms in this regard in an Australasian context. Methodology/approachThe research was exploratory, designed to explore a full range of visitors' experiences at the winery tasting room, using a modified form of mystery shopping combined with focus groups. FindingsEstablishing brand loyalty through a winery tasting room experience requires more than just good wine or good service quality, rather it results from an experience which is personalised and which establishes an emotional connection between the visitor and the winery, their product and winery staff. Generally smaller wineries were making this emotional connection more effectively than larger wineries. By contrast, staff at small and larger wineries alike were making little effort to establish concrete links to instil brand loyalty with the wine tourist post-visit by encouraging repeat visitation or promoting their mailing lists or even eliciting wine sales. Research limitations/implicationsThe research focused on a relatively small number of consumers in Australia and New Zealand and thus may not be immediately generalisable to other markets. Practical implicationsThe research highlights numerous areas for improvement in the organisation of tasting room encounters and the training of staff, noticeably with regards to making lasting connections with visitors resulting in future brand loyalty; issues which could be addressed by winery managers.Originality/value of paper The paper gives depth to results previously reported by researchers on the role of service provision at the tasting room to the overall winery experience, and adds perspectives on the effectiveness of efforts to establish brand loyalty and maintain post-visit contact with the winery visitor.

Familiness as a form of value for wineries: a preliminary account

“…Past research has already suggested the significance of winery staff in creating a personalized experience and emotional bond with cellar door visitors (e.g. Nowak and Newton, 2006); our data suggests that it may not be the case that small wineries necessarily have an advantage in this (Fountain et al, 2008). Rather, brands-small or large-are at an advantage if they can effectively inculcate and leverage familiness amongst their employees, as was the case most notably for the Brown representative.…”

Examining the role of wine brand love on brand loyalty: A multi-country comparison

“…Research has also shown that wineries can achieve brand loyalty by providing a memorable experience for visitors, thereby stimulating lasting emotional attachment to a brand (Fountain et al, 2008). This leads to the discussion on brand love as a factor for examination in this research.…”

“…Several researchers (Fountain et al, 2008;Nowak et al, 2006;Lockshin and Spawton, 2001;Rundle-Thiele, 2005) have examined brand loyalty in relation to the wine industry. Rundle-Thiele (2005, p. 333) argues that "the very survival of wine retailers depends on consumer loyalty", and that the wine sector provides an important context in view of deregulation and increased competition.…”

Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars

“…Added value elements such as friendly and knowledgeable staff members, a cosy and intimate atmosphere or an accessible and well-designed layout all contribute to the quality of the cellar door experience (O´Neill and Charters, 2000). Thus, the cellar door is a self-contained setting that, besides from showcasing the winery's products, offering wine-tasting experiences and increasing wine sales, may be an opportunity to develop long lasting relationships between producers and visitors (Nowak and Newton, 2006;Fountain et al, 2008).…”