IL PRIMO MAGAZINE ONLINE ITALIANO
PER ORIENTARTI NEL MONDO DEL VINO

English News

Wine Meridian's English News The best news about the Italian wine world addressed to an international audience.
English News Mercoledi 11 Maggio 2022

How to create a custom-made wine experience for all your visitors

Doing welcoming activities means being able to listen who is in front of you and create a personalized visit for the wine tourist every-time.

di Lavinia Furlani

Italy is the country that holds the biggest biodiversity regarding wine varieties. It is easy to imagine that, if we had to go into every cellar in the country, we would find ourselves in front of a different welcome every time. This is also the charm of this kind of tourism: to never know what to expect when we put ourselves into the hands of the hospitality manager.

Starting from considering that every person is different, making the hours in our cellar unforgivable is unthinkable. For this reason, we can help ourselves with different welcome modalities that refer to a specific target and allow to create realistic expectations on what are going to be the offered experiences. To quote some examples we can offer experience that are: romantic, cultural, sporty, in plain air, for families… we could go on and on orienting our choices according to the company’s personality or the reference period.

Cellars’ visits are not bound to strict rules, on the contrary; creativity is the ingredient that makes what we offer unique.
 

Let us debunk some legends which very few dare to debunk:

  • Must the cellar always be available? No, the visit in the production sites must be preparatory to the tasting, so, unless the target does not need a technical explanation, the visit in the cellar can be easily skipped or reduced. The matter differs if the cellar is characterized by technologies or particular perfecting or noteworthy architectural characteristics
  • Let us not focus necessarily only on the greatest wine. Always in perspective of impressing our brand in people’s memory, let the taste wines with some kind personality, wines that are able to distinguish themselves. Not necessarily they will correspond to the greatest wine, but probably it will be the company’s best representative. If, on the other hand, the wine does not have any particular characteristics it will be mandatory to focus on the tale that lies beneath it.


Despite every cellar having its own personality, it is the welcoming person that must adapt to the persons in front of them. Following a prepared scheme even if it may seem the easer way, may be revealed as a counterproductive choice.

Every visitor group has their needs and to support them we can use strategies that may seem served but instead are not:

  • Ask questions. It Italian we say that “those who ask also rule” and there is nothing truer. Often, we do not ask not to seem oppressive and we impede ourselves to understand in which direction to move in order to satisfy the group’s expectations. Not only, asking question is a strategy to make the guest feel listened and important, making their experience unforgettable
  • Creating a relationship. No, creating a relationship in a few hours is not easy, actually, we can easily say that it is an operation that drains energies. Put yourself in the perspective of not being in a rush to start the visit if you have not yet established a connection before.
  • Being entertainers. Wine is a means to tell something else: history, territory and anecdotes. Entertaining does not mean being MC. Adding something more personal to the product explanation is sufficient to captivate the attention of those listening to you.


One last small consideration that may make the difference: be aware of children. Despite the company’s policy, avoiding their presence or showing to be annoyed by their presence damages irremediably our image already from the first few minutes. It is sufficient to say hi to them and interact with them to make the visit pleasant for everyone.