Cellar doors hold selling power for wine brands
NEW research has shown that a visit to a winery’s cellar door has a lasting effect on consumer behaviour, influencing their buying habits for months afterwards. The Ehrenberg-Bass Institute tracked behaviour of more than 3,300 visitors to 79 cellar doors across Australia over a six-month period. The results reveal the power of the cellar door in promoting a winery or region’s brand.
During the six-month period after a cellar door visit, the buyer group (54% of visitors) bought an average of 9.1 bottles of the winery’s wine, and the likelihood of making future purchase is 47% on average.