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Field Notes

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Mark your calendars for March 11th as we plan to unveil the New York Wine Tourism Marketing Toolkit. We launched this project in response to observed declining visitation to tasting rooms, and a need to refresh wine tourism marketing strategies and tactics. The toolkit will provide practical marketing advice to New York wine trails and wineries on how to increase visitation to tasting rooms and elevate visitors’ experience, to enhance New York State’s reputation as a world premier wine tourism destination.
The toolkit gathered insights primarily from two sources. One, extensive research on global trends and tried-and-true marketing best practices from other wine regions that New York state can learn from. Two, extensive research among visitors and potential visitors to New York wine regions, which was supplemented with consumer intercepts in tasting rooms and dozens of expert interviews with winery staff, winemakers, winery owners, trail members, and other partners involved in driving visitation.
The results of our research surprised us, as we discovered a strong consumer preference for visiting New York’s wine regions. We identified three factors that are driving visitation to New York wine regions:
  1. High regard for New York wine (as high as California!) There is an opportunity to market “New York wines” as a brand.
  2. Everyone is a wine expert. New York’s wine diversity is an asset, people want lots of wines to discover and try.
  3. Consumers trust their taste-buds over accolades and New York offers a low-key casual way to discover wine.
The toolkit will also identify three target audiences that represent both potential new and repeat visitors:
  1. The Next Generation - urban dwelling “Millennials”
  2. Wine is Life - “GenX” females that self-identify as wine travel enthusiasts
  3. Fine Vintage - suburban “Boomers” with significant wine knowledge
Raising the profile of the state’s offerings as a collective is a viable opportunity, given that New York wines are highly regarded by both visitors and potential visitors alike. There are no barriers to visitation other than awareness of how many wineries, wine trails, and regions to visit there are in New York—literally hundreds of wineries and thousands of wines.
A live webinar presentation will be held at 11:30am on March 11th. Register here... The toolkit will be available for download to NYWGF members and wineries from the participating wine trails that supported the project.
Sam Filler, Executive Director
New York Wine & Grape Foundation