Robertson Wine Valley's wine tourism success underpinned by focused market research

2009-05-18

Monday, May 18, 2009 by Robertson Wine Valley

Robertson Wine Valley (RWV), the generic marketing body that drives this dynamic winemaking region, comprising the towns of Ashton, Bonnievale, McGregor and Robertson, now stages four annual events that spearhead wine tourism in this beautiful Valley. Each event has wine as its central theme, and all embrace the wide diversity of activities and experiences on offer, for which the modern traveller is so thirsty. These events have evolved over the past six years through the intelligent use of market research and good old-fashioned gut-feel, an ongoing process that is now concentrating on attracting visitors to the area all year round.

The latest research study surveyed the cellar door visitor (visitor demographics and behaviour, brand perception, buying patterns etc.) over four consecutive months in 2008, when no wine events were taking place. A similar research study was conducted in 2005. Both were carried out by South African born Dr Johan Bruwer from the University of Adelaide in Australia, a senior academic in Wine Business Management and an internationally awarded market researcher and author in the wine industry. He is also heavily involved in work with several wine regions across continents in providing advice on the strengthening of their regional brand images. Moreover he is a visiting lecturer at the UCT Graduate School of Business Wine Business Management Programme.

When comparing the two surveys a number of interesting statistics emerge:

The Valley is now attracting younger visitors, with concentration in the Generation-X age group (29 to 44 years old). Although, as is their wont, they spend less than the previous Baby-boomer generation, they have a passion for wine. Generation-Xers, independent and preferring informality, find appeal in wine losing its elitist taint as selection widens and prices offer appropriate value.

As eye-catching and trendy labels increase anti-snob appeal, they thrive on the experiential aspects of wine tasting and the lifestyle elements of farm visits. The RWV had aimed to attract younger visitors after the 2005 study showed that their average visitor was somewhat older than that of other wine regions, attributable mainly to the large numbers of older visitors on Route 62. But the 2008 survey also emphasised the need to encourage more cellar-door visitors to buy wine, by improving the public relations skills of front-of-house staff.

The Robertson Wine Valley have now invited Robin Shaw, Tourism Development Director of the Winemakers' Federation of Australia, to present a custom-made Wine Skills course in July 2009 to member wineries. This practical workshop will, among other things, teach staff to be more alert to opportunities that present themselves, when dealing with farm visitors.

Another interesting trend is that wine lovers are visiting fewer wineries than before. It seems they choose more carefully where they want to spend their time, which presents much better branding opportunities for the more resourceful wine-tourism oriented wineries.

Johan Bruwer specifically noted, with regard to information on the Valley's cellars, that a very high level of referrals came from the accommodation providers in the area (B&Bs, guest houses etc.), which reflects the advantages of a close-knit community working closely together. Information was also obtained at the RWV's four annual weekend events, which is positive affirmation of the decision taken four years ago to increase and vary the events staged in the Valley, to draw visitors back to the Valley during quieter times.

Bonita Malherbe, Manager of the Robertson Wine Valley since 2002, feels one of the most gratifying aspects of these surveys is that they have reached targets set after the 2005 survey, "Our small marketing team has worked very closely with all the wineries in the Valley to attract visitors during quieter times. Attaining these informal targets is demonstration of the strong teamwork that pervades the wider Robertson Wine Valley community."

Robertson Wine Valley's wine tourism success

The Robertson Wine Valley started out 25 years ago as an informal sub-committee of a wine tasting club, Klub 21, made up of surrounding wine farmers. The sub-committee was formed to stage the first Robertson Voedsel en Wynfees, which took place in late 1983, attracting 500 visitors. In December that year, a gathering of 83 wine farmers who believed in unity and team work to enhance all aspects of their wine businesses, formed the Robertson Wine Trust to manage the collective efforts of the Valley's wine community. In 1995 the name was changed to Robertson Valley, which was seen to be a better name for marketing purposes and in 1999 Wine was added to the name, again to give it a better descriptor for wine marketing.

However the Robertson Wine Valley isn't only a marketing organisation. The innate teamwork of its members has seen them undertake numerous technical wine projects: weather monitoring project, red winemaking project and others are all good examples of the members pulling together for the benefit of all. Improving the quality of the region?s wine was, and still is, a high priority.

"Making the Robertson Wine Valley into a destination" became the mantra. The Voedsel en Wynfees drew more wine lovers but only for one weekend a year. Upping their wine profile was seen as the key, so the Robertson Wine Roadshow hit the road when all the member wineries took their wines to all the main centres and hosted wine tastings at plush venues. This helped enormously in building team spirit but proved too costly and was abandoned after several years. The Voedsel en Wynfees was stagnating, so a broader marketing strategy was clearly necessary. Although the name only came later, the Wacky Wine Weekend was the start of a new era in the Robertson Wine Valley.

The Robertson Wine Valley's Board and marketing team, led by the passionate Bonita Malherbe, identified wine tourism development as one of its core objectives and positioned it by means of wine tourism events. The result was the first Wacky Wine Weekend, an event where all member farms open up their doors for a variety of fun activities. The inaugural June 2004 festival was an instant hit and within three years over 10,000 visitors were pouring into the Robertson Wine Valley for this event alone. Subsequent trips by the Valley's brains trust to Australia, where similar events are held, and correspondence with colleagues down under, helped shape this unique Weekend. They met Johan Bruwer on one of these visits and his initial assistance involved pointing out the importance of having information available on the status quo, setting goals, and later measuring the status quo again.

More events were planned and between 2006 and 2009 three annual weekend festivals, spread evenly throughout the year, were launched.

Robertson Wine on the River replaced the Robertson Voedsel en Wynfees. It was modernised by changing the name and moving the venue from a hall in the town to the banks of the Breede River. This vibrant annual riverside festival was launched in October 2006 to instant popularity and acclaim. More than 200 wines from over 40 wineries were on show for tasting and sale. A whole variety of other attractions included: tutored wine tastings; picnics; an array of food delicacies; Robertson Farmers' Market for fresh produce; and live music.

Robertson Slow, a more sedate and leisurely collection of activities at wine farms across the Valley, was launched in August 2007. Robertson Slow sought visitors who wanted to experience the traditional way of farming life in intimate and personal settings. Small groups interacted with wine farmers and winemakers to get know them and their families. Events included wine tastings, cheese making, star gazing, boat cruises, and fishing, to name but a few.

The Robertson Wine Valley Hands-On-Harvest was launched in February this year. This boutique event offered wine aficionados and budding vintners the opportunity to experience the 'magic of harvest' for a day. Besides taking part in grape picking and 'stomping', and the preliminary stages of wine making, visitors were able to adopt a vine and make their own barrel of wine. Also on offer were viticulture demonstrations and lectures, wine tastings, special 'harvest' meals, tractor trips through vineyards, and much more. The inaugural event turned out to be a family affair with many children involved in the winemaking. So, in future, events will be added to cater for wine lovers and children alike.

Two projects have been introduced as a result of visitor feedback:

Buddy Buses have been introduced at the busier festivals, to minimise drink-driving risks.
A Disability Audit, of all member wineries open to the public, has been completed to guide wineries in improving their wheelchair access.
The Valley's vision, to stage a series of weekend events to draw wine lovers into the Valley, and overcome the 'other side of the mountain' syndrome that besets wine routes more than an hour's drive from Cape Town, has been very successful. The most positive spin-off has been the increased number of tourists visiting the Valley during quieter times.

Robertson Wine Valley is fast becoming a destination of note!