Best Practices in Global Wine Tourism : 15 Case Studies from Around the World

Edited by: Liz Thach, MW and Steve Charters, MW

ISBN: 9780971587069


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The Gourmand World Cookbook Awards were founded in 1995 by Edouard Cointreau. Every year, they honor the best food and wine books, printed or digital, as well as food television. Books from 211 countries participate in these prestigious awards, the only international competition of the food culture sector. The 2017 book awards took place in May in Yantai, China. More information on the award can be found at this link:

Best Practices in Global Wine Tourism is a collection of fifteen case studies from around the world describing methods used by highly successful wine regions and wineries. Learn how innovative wine professionals turned challenges into successes in establishing new wine regions, attracting customers, creating collaborative relationships with stakeholders, preserving the environment, and establishing measurements for wine tourism. Enjoy stories about wine tourism around the world, including France, Italy, Argentina, China, the USA, New Zealand, Australia, and other wine regions.

Edited by Liz Thach and Stephen Charters, two veteran wine tourism researchers and professors of wine business, this book is very useful for wine hospitality managers, researchers, wine students, and enthusiasts.


Table of Contents

Chapter 1

Introduction and Overview of Wine Tourism
Steve Charters & Liz Thach, 1

Regional Wine Tourism Best Practices

Chapter 2

AUSTRIA - Luring Tourists Back to the Traditional Wine Taverns (Heurigens) of Vienna, Austria
Albert Stöckl & Cornelia Caseau, 15

Chapter 3

CANADA - Creating Winter Wine Festivals in Niagara, Canada
Carman Cullen & Linda Bramble,  29

Chapter 4

CHINA - Building a Wine Destination from Scratch in Ningxia, China
Wenxiao Zhang & Liz Thach, 43

Chapter 5

FRANCE (BORDEAUX) - “Toujours Bordeaux!” The Creation of a Cultural Wine Center
Julien Cusin & Juliette Passebois Ducros, 61

Chapter 6

FRANCE (BURGUNDY) - Is Good Wine Enough? Place, Reputation, and Wine Tourism in Burgundy
Laurence Cogan, Steve Charters, Joanna Fountain, Claude Chapuis, & Benoît Lecat, 77

Chapter 7

FRANCE (PROVENCE) - Pink Wine and Movie Stars:
How the Provence Wine Trail Was Established
Coralie Haller, Sébastien Bede, Michel Couderc, & Francois Millo, 95

Chapter 8

ITALY - Città del Vino: A National Effort to Promote Wine Tourism in Italy
Roberta Capitello, Lara Agnoli, Ilenia Confente, Paolo Benvenuti & Iole Piscolla, 115

Chapter 9

NEW ZEALAND - Wine Tourism on an Isolated Island: The Intriguing Case of Waiheke, New Zealand
Lucy Baragwanath & Nick Lewis, 133

Chapter 10

USA - Sonoma Sunshine: Learning to Collaborate for World Class Wine Tourism
Liz Thach & Michelle Mozell, 149

Individual Winery Best Practices

Chapter 11

ARGENTINA - From Piping Water to Piping Wine: The Zuccardi Wine Dynasty of Mendoza, Argentina
Jimena Estrella Orrego & Alejandro Gennari, 171

Chapter 12

AUSTRALIA - Creating a Unique Wine Tourism Experience: The Case of Moorilla Estate in Tasmania, Australia
Marlene Pratt, 189

Chapter 13

FRANCE (BEAUJOLAIS) - Wine and Kids: Making Wine Tourism Work for Families in Beaujolais at Hameau Duboeuf WineryJoanna Fountain & Laurence Cogan-Marie, 207

Chapter 14

GREECE - Reclaiming a Lost Heritage at Gerovassiliou Winery (Ktima), Greece
Caroline Ritchie & Kostas Rotsios, 225

Chapter 15

PORTUGAL - Attracting Wine Tourists to Alentejo, Portugal: The Case of Herdade da Malhadinha Nova
Paulo Mendes, 239

Chapter 16

SPAIN - Wine Tourism in a Time of Economic Crisis: The Success Story of Can Bonastre Winery in Spain
Agusti Casas & Ruben Garcia, 257

About the Editors and Authors, 271

References and Photo/Map Credits, 281

Index, 305

“The global breath of this book is impressive, with great case studies from the Old and New World wine regions, as well as emerging wine regions, such as China. I especially enjoyed how each chapter started with a personal story, and the innovative wine marketing tips to promote wine tourism.”
- Dr. Janeen Olsen, Author of Wine Marketing & Sales

“A very useful book for professionals responsible for implementing wine tourism strategy. The case studies are filled with helpful marketing tips to lure visitors to a wine region or winery, but also describe practical management methods to keep them returning again, and to measure progress.”
- Dr. Kyuho Lee, Editor of Strategic Winery Tourism and Management

“This book, edited by two of the foremost wine tourism scholars in the world, provides a near perfect mix of academic rigour for students and researchers and practical advice to tourism operators. Each chapter is a case study illustrating practical solutions to real world problems, but the background information, the overview of the regions and countries’ industries, and the links to academic literature make this much more than a case book. It is a useful reference for students, a guide for practitioners at the local or regional level, and an intriguing read for wine enthusiasts. The book is separated into two sections; one focuses on regional issues, such as improving the image of an almost forgotten wine region; the other looks at individual winery issues. Each chapter begins with an engaging story or example, which is followed by an overview of the country and region. The case then is presented with a problem, the solution and the best practice details. Highly recommended.”
- Professor Larry Lockshin, Professor of Wine Marketing, University of South Australia and Author of This Little Pinot Went to Market

"This book stands out from other wine tourism books by its practical focus. A selection of fifteen international best practice case studies provides readers with ample suggestions for successful wine tourism management. The case studies take readers on a journey around the world from old-world appellations Bordeaux and Burgundy, over new-world regions in New Zealand and Argentina up to emerging markets such as China. The cases will inspire both wine education and wine practitioners. I recommend this book to anyone who wants to learn how wine regions and wineries successfully solved actual problems in wine tourism."
- Dr. Simone Mueller Loose, Professor of Wine Marketing, Geisenheim University, Germany

“An excellent collection of fascinating and useful case studies describing the challenges and triumphs of implementing a wine tourism strategy. An engaging read for wine hospitality managers, enthusiasts, and students.”
- Dr. Don Getz, Author of Explore Wine Tourism

Dr. Liz Thach, MW (pronounced “Tosh”) is the Distinguished Professor of Wine and a Professor of Management at Sonoma State University where she teaches in both the undergraduate and Wine MBA programs. Liz’s passion is wine, and she has visited most of the major wine regions of the world and more than 37 countries. In addition, she is an award winning author who has published over 120 articles and 6 wine books, including Call of the Vine and Wine – A Global Business. A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain where she tends a small hobby vineyard and makes pinot noir wine. She also works as a wine judge in various competitions, and has served on many wine editorial and non-profit boards. Liz obtained the distinction of Master of Wine (MW) in May of 2011.

Dr. Steve Charters, MW is Director of Research in the School of Wine and Spirits Business, ESC Dijon/Burgundy School of Business in Dijon, France. He was previously Professor of Champagne Management at Reims Management School and before that taught at Edith Cowan University in Perth, Australia. He develops research projects and courses relevant to the wine business generally. His research interests include the relationship of wine to place, drinker perceptions of quality in wine, the mythology surrounding wine consumption, the motivation to drink, and the motivations and experience of the wine tourist. He is a member of the editorial board of the International Journal of Wine Business Research, the Journal of Wine Research and the British Food Journal and is one of only 325 members of the Institute of Masters of Wine in the world.