The Pillars Of Wine Tourism Performance

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1 Executive Summary For Mendoza Great Wine Capitals Global Network Market Survey The Pillars Of Wine Tourism Performance 2013 Bilbao Rioja Bordeaux Cape Town Christchurch Sousth Island Firenze Mainz Rheinhessen Mendoza Porto San Francisco Napa Valley Valparaiso Casablanca Valley

2 This summary report highlights the wine tourism performance of Mendoza, a member of the GREAT WINE CAPITALS GLOBAL NETWORK (GWCGN). We collected data from the GWCGN capitals during the summer of The number of survey responses for Mendoza was only 10, which severely limited the scope of the analysis and conclusions. Nevertheless, we highlight some key findings below. 2013

3 Wine Tourism Revenues and Top Sources of Profits Wine Tourism Revenues Break up Among all capitals, Mendoza has the largest percentage of Merchandizing revenues. Nevertheless, from the standpoint of the Mendoza wineries, Wine Sales, Food and Tasting Fees are the major sources of revenues. Top Sources of Wine Tourism Profit For the 2013 survey, we find that high end wines (price greater than $25/bottle) represent a top source of profits in Mendoza, a similar percentage as in Christchurch, NZ. In the Mendoza sample of responses we find that the next two top sources of profits are Food Services and Merchandizing, the latter on par with Tasting Fees. Top Sources of Profit Merchandising 7 % Tastingfees 9 % Food 23 % 89 % Greater $ 25 each 22 % Merchandising Btwn $ 15 and $ 25 each Wine Tourism Revenues Break up Accomadation 9 % 11 % 22 % Tasting fees Less $ 15 each Accommodation Mixed wine 44 % Food services Cross selling Wine sales 59 % Hosting / Rest 4 % 11 % Hosting events Well being activities

4 Sustainable 22 % 44 % 55 % Citations Use mobile apps Winefairs Wine Contests Regionfame Social Networks Spclzedmedia Appelation Referrals Mailing / Newsletter Cultural Festivals Tour Op. Traditional Ad Tasting Events Tourismxhib Authentic Experience Own website Borchures Tourism Off Travel Agencies Wine Tourism Investments and Marketing Investments in Wine Tourism Improving Services is the top investment category for the period in Mendoza, which is similar to the wineries of Bilbao Rioja. Training Employees and Infrastructure investments are the next two top categories for Mendoza wineries. Top Marketing Tools Used Just like in the 2012 survey, we again find that the top marketing tool used across the sample of all great wine capitals is a winery s Own Website. Nevertheless, for the specific sample of Mendoza wineries the top two categories are Travel Agencies and Tourism Offices. Own Website comes in third position on equal footing with using Brochures displayed in hotels and other tourists' sites. Top Investments 6 Infrastructure Mentioned other websites 8 Imp services 4 Market positioning 7 Training emp 1 Strategic partn. 5 Cultural Entert. 18 % None

5 Tourists per Origin Internationals 29 % Tourists Characteristics In terms of Numbers of Visitors per winery, Mendoza is in second place among all great capitals. In terms of age groups, Mendoza and other wine capitals like Cape Town and Florence appear to attract a younger clientele. Mendoza as well as Christchurch and Mainz Rheinhessen are the top attractors of female visitors. Locals 4 % Nationals 67 % Tourists per Age Categories Above 23 % 18 to % 36 to %

6 100% 90% 80% Positive and Negative Factors for Business Regarding External Factors perceived by wineries to help business or not, Mendoza wineries testify that the Natural Beauty and of the region is a key positive factor. Consistent with the findings of the 2012 survey they report that Signage, Access and Public Infrastructures can be factors that impede business. 70% 60% 50% 40% 30% 20% 10% 0% Landmark Natural B Location Access OtherAct LocalFacilities CoopwBus MarkTO PublicInf Signage Totally negative Somewhat negative Neutral Somewhat positive Totally positive 60% 50% 40% 30% 20% 10% 0% GWCmenber Association ChamberorBusA Tousism A TourOp CoopWineries Internet FameRegion TourismPolicy

7 Managerial Implications and Conclusion The 2013 edition of the GWC survey has produced some interesting findings for the wineries of Mendoza. Among the great wine capitals, Mendoza attracts a majority of tourists with ages ranging between the mid thirties and fifties, two thirds of visitors are nationals and 48% are females (one of the largest percentages among great capitals). Mendoza wineries demonstrate a commitment to invest in Improving Services and Training Employees. This investment strategy is consistent with the fact that sales of high end wines, Food revenues and Tasting Fees are key sources of revenues and profits for Mendoza. Overall, Mendoza wineries use more classic promotional tools than other wine capitals, in particular, Travel Agencies and Tour Operators. One must exercise caution when trying to extend managerial implications from a small sample of wineries to the whole the region. Nevertheless, it appears that there is room for progress to add strategies around cross selling regional products or offering well being activities that may enhance the wine experience. In terms of marketing tools, there is an effort to create a relationship with tourists via promoting the notion of Authentic Experience. Nevertheless, it appears that the use of Social Networks could be greatly expanded in Mendoza. Copyright GWCGN. No part of the content of this document is to be reproduced in any media without the expressed consent of GWCGN For any further information: gwc@greatwinecapitals.com