It’s all well and good to enjoy and appreciate a bottle of wine. It’s very well, indeed, to go to the winery and do some tastings at the cellar door. But it’s another thing entirely to taste a fine wine among the very vines that produced the fruit, or, better still, share a meal with the winemaker who made the drop. More and more Australian wineries are acknowledging the need to engage in the tourism trade, rather than just bottle sales, and are creating premium engagement experiences. It makes business sense, of course: consumers can fully immerse themselves in the winery – the brand, the story, the style of wine, the food offering and become enthusiastic ambassadors who convince their friends and family to do likewise…READ MORE.