WINE TOURISM: WHICH STRATEGY SHOULD AREV ADOPT?
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CONTENTS
Introduction
Part 1: Label and mark
Definition and stakes, the limits of a legal approach
I - the label:
• A – the rules of the game
• B – the constraints and difficulties of implementation
II – the collective mark and the international mark
• A – the Madrid system for international marks
• B – constraints associated with the continued existence of the international mark
Conclusion
Part 2: The specific features of the European wine-growing regions:
Values & Heritage
Conclusion
Part 3: Recommendations
Conclusion
Part 4: Wine tourism, tools, networks, organisation, action plan
Other suggestions for the tourism commission action plan
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INTRODUCTION
The goal of this study is to analyse and establish to what extent it would be advantageous for AREV and the member regions to initiate their
own wine tourism programme, in order to promote not only the quality of their wines, but also the qualities of the production regions
themselves, the know-how, traditions, heritage and specific ways of life of their vineyards.
The quality of a wine is characterised by its appellation. This study concerns the characterisation of the territories. Beyond the appellation and
the quality of a wine, what forms the basis of the unique and exclusive character of the territory in which it is produced? What could make it
more attractive than other territories? What criteria must it meet in order to attract more visitors? How can encouraging tourists to discover a
territory, its architectural heritage, culture and landscapes also encourage them to discover the territory’s wines?
Would AREV’s implementation of a tourism-oriented system of quality labels for the wine-making territories help to effectively raise the
profiles of the vineyards? Will it be necessary for AREV to attribute its tourism labels to a certain number of wine-making territories according
to a set of extremely precise criteria, based upon:
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Their modes of production
Their specific know-how
Their particular patrimonial systems
Their respect for the environment…
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Is such an approach desirable and possible?
In all cases it will necessitate a specific strategy, which will involve various complex aspects:
• Defining the goal and the fields of activity:
- The services
- The ranges of services concerned
• Drawing up of the regulations and the applicable texts:
- Obtaining the certification
- Submission of the files
- Study of admissibility
- Modes of admission
- Evaluation and decisions
• Highlighting the certification
- The methods
- The conditions
• Supporting the certification
- The monitoring methods
- The evaluation of the decisions, modifications, and possible suspensions
• Finding the right participants
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1st part
Label and mark: Definition and stakes
The limits of a legal approach
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According to the Petit Robert (reference dictionary of the French language), a Label is a “mark” or “seal” which guarantees the origin or the
quality of a product or of a service. It is a sign that acts as a guarantee for advertising or for political reasons etc.
The term “mark” has a number of different definitions:
- According to the Petit Robert dictionary, a mark is a materiel sign placed on an item in order to distinguish it, recognise it, or to serve as
a point of reference.
- According to the Intellectual Property Code, the mark is a “sign that may be graphically represented which serves to distinguish the
products or services of a natural or legal person”. Such a sign may be:
- Names or denominations in all possible forms including: words, combinations of words, patronymic and geographical names,
pseudonyms, letters, figures, acronyms;
- Sound signs such as: sounds, musical phrases;
- Figurative signs such as: designs, labels, stamps, borders, reliefs, holograms, logos, synthetic images; the forms notably representing
those of the product or its packaging or representing a service; the arrangements, combinations or tones of colours.” (Article L711-1 of
the Intellectual Property Code).
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I.The Label.
A.
The rules of the game
A label presents the advantage that it can be shaped to suit the aims and desires of the structure wishing to use it. The advantage therefore
lies in the label’s capacity to create new standards to which its recipients must comply in order to benefit from it.
Nevertheless, the standards required to obtain a label are not the same in all the States of the European Union, and indeed these standards
may not be strictly similar.
AREV is not an administration. It is an association capable of freeing itself, at least in part, from national regulatory constraints, adopting its
own internal rules, which are shared across all the member regions.
Three conditions must be fulfilled, however:
- There must be a consensus between all the AREV members regarding the eligibility criteria.
- Absolute equality must be respected in terms of the potential candidates’ chances of obtaining the label.
- There must be a clear and coherent set of requirements that is available to all.
AREV is free to “shape” the label as it sees fit. But its implementation implies a harmonisation of the rules, as well as the strict and permanent
monitoring of their effective application. The goal of the label is to encourage all the member regions and all the concerned parties within
those regions to conform to the requirements and specifications.
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B.
Constraints and difficulties of implementation
The institutionalisation of a label therefore demands the creation of a dual-purpose structure: a certifying organisation (which approves the
applications submitted by the Region, village, or vineyard), and also a monitoring organisation, responsible for regularly checking that the
label-holders consistently meet all the certification requirements.
This structure, even if it can be put together in the same way at the time of certification and monitoring, must be both independent and
accredited to award certification.
This accreditation can only be awarded by a national authority or by a European Union authority. Solely the member States of the European
Union may benefit from the certification, as set out in article L715-28 of the Consumer Code. But not all of the member regions of AREV are
members of the European Union, or members of a signatory State to the multilateral agreements of reciprocal recognition covering the type
of certification under consideration.
AREV is certainly capable of drawing up an international convention approved by the services of the European Union, but the process would
be extremely complicated and cumbersome.
Lastly, there are questions regarding which structures should be certified: tourism bodies (museums, hotels, restaurants etc.), wine-making
estates, administrative regions, vineyards, inter-professional unions?
The initial question concerned the feasibility for AREV of launching a system of labelling. The difficulties highlighted regarding its
implementation are such that this plan must be abandoned. Are there any other possible solutions?
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II. The collective mark and the international mark
In law, a collective mark is defined as follows:
“The mark is said to be collective when it may be exploited by any person respecting the regulations governing its use established by the
holder of the registration.
A collective certification mark is applied to a product or to a service which presents, in terms of its nature, its properties or its qualities, the
characteristics that are specified in its regulations” (Article L715-1 of the Intellectual Property Code).
In this regard, it must be noted that:
1. A collective certification mark can only be filed by a legal entity who is neither the manufacturer, nor the importer, nor the seller of the
products or services;
2. The filing of a collective certification mark must include the regulations determining the specific conditions under which the mark must be
used;
3. The usage of the collective certification mark is open to all persons, distinct from the holder, who supply the products or the services that
meet the conditions imposed by the regulations;
4. The collective certification mark may not be subject to transfer, nor used as security, nor any measure of forced execution; nevertheless, in
the event of the dissolution of the titular legal entity, it may be transferred to another legal entity;
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However, the way in which the collective mark operates does not present an international character in terms of its diffusion and usage.
Furthermore, its implementation involves the same kind of difficulties as the previously rejected label solution. The two conceptions are too
similar, despite their semantic difference.
It would seem useful, therefore, to examine another instrument such as the international mark.
The principle of the international mark is to bring its holders together around a single entity, with the goal of raising their visibility on the
European or international level.
The codification of the marks has been internationalised via what is known as the “Madrid” system, implemented by the WIPO (World
Intellectual Property Organization).
A . The Madrid system for international marks
A common system has been implemented for the creation and registration of international marks: this is known as the “Madrid system”. All
the States with AREV member regions are members, and this is a positive point.
This system ensures that all countries recognise identical standards for the implementation of an international mark.
The registration procedure is simplified. It has the advantage of allowing the holder of a mark to submit a single dossier to a single authority,
drawn up in a single language, for one inclusive fee, instead of paying different fees in each country. The fee in question is naturally
dependent upon the size of the dossier.
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The Madrid system enables a private individual or a representative of a legal entity (company, association), to file his international mark
himself or to call upon the services of a professional agent to assist with the process.
The WIPO has an office for the registration and the protection of marks on the European level. An international mark may be filed with the
INPI (National Institute of Industrial Property) at any time. Thanks to its broad recognition and its worldwide harmonisation, this system is
relatively simple to use, and facilitates a wider, easier and safer diffusion of the mark. It does entail, however, a number of legal and
administrative obligations.
B.
The constraints associated with the continued existence of the international mark
It is important to bear in mind that a mark, like a label, is an instrument that is intended to live, to be modified, and to undergo regular
development. This therefore necessitates monitoring, in terms of diffusion and promotion, as well with regard to protection. The flexibility of
the system does not exclude the risk of disputes.
To deal with this, several possibilities may be offered to the holders of the AREV mark. But it is important to provide for representation at the
International Office of the WIPO by a professional – an intellectual property consultant or lawyer, charged by AREV with the task of
implementing a constant watch and defence of the mark, both on an international level and in each of the States concerned.
It is up to the AREV administrators to decide whether or not they wish to create a legal office in order to monitor the continued existence of
the mark on the international level. It is clearly a supplementary burden, and one which the team is not sufficiently large to undertake.
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CONCLUSION
To conclude the preceding legal analysis, it appears that the implementation of a legal framework in the form of a label or a mark, to promote
the attractiveness of the European winemaking territories as tourist destinations, is not the ideal solution. Its complexity, costs and risks are
too great and too numerous. The logic behind the process of labelling also has another disadvantage, residing in the fact that it is essentially
selective and protective, and what the European vineyards really need is promotion rather than protection.
Strategically, AREV would be wrong to restrict itself to an exclusively defensive position. Though AREV has recently fought and won a number
of legitimate battles, including the critical battle regarding the preservation and limitation of planting rights without which the appellation
system linked to the territories of origin would become meaningless, we must nevertheless accept that the world is changing.
World wine production for 2014 is 271 Mhl.
With a reduction of 6% compared with the previous year, world wine production in 2014 returns to its average level, but with contrasting
developments. The European winemaking industry remains a world leader, despite the fact that the year was marked by extremely
unpredictable weather, which lay behind many of these developments.
• France regained its position as the No. 1 world wine producer (46.2 Mhl), in front of Italy with their low harvest (44.4 Mhl)
• Spain got back to its average level of production (37 Mhl) after a record year in 2013.
The modes of wine consumption are changing, and the new wine-producing countries know how to charm new customers, using offensive or
persuasive strategies that are based not solely on price or on the defence of traditional appellations, but also using new tools of
communication, approaches to the welcoming of tourists, and the discovery of their winemaking territories – strategies whose impact could
ultimately be formidable for the turnover of European wine producers.
More than tools for defence, what the European wine makers really need are strategies for expansion, with AREV redirecting its priorities
based on the globalization of the wine markets. This is not a threat for Europe; it is an opportunity.
This is an opportunity not to be missed.
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PART 2
THE SPECIFIC FEATURES OF THE EUROPEAN WINE-GROWING REGIONS
VALUES & HERITAGE
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If the wines from the new producing countries represent ever-increasingly formidable competition for European wines,
and enjoy buoyant sales, this is first and foremost because the producers have assimilated the “made in Europe”
winemaking lessons, but apply them in modern contexts, using high-performance technology, where the economic and
institutional conditions are particularly favourable.
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Significant financial resources coming from external investors, who perceive vineyards and winemaking as a profitable
investment
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Frequently cheaper labour costs (Mexico)
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Less restrictive legal and regulatory environment
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Standardisation and mass production leading directly to lower prices and facilitating the promotion of “easy” products,
that are accessible to everyone, whatever their level of income, age or culture.
In order to confront this competition, the European producers have developed a strategy based on diversity and on the
AOC wine appellation system.
The AOC (Appellation d’Origine Contrôlées in France) or AOP (Appellation d’Origine Protégées on the European level)
reinforces the image of the wines and provides a quality guarantee, via the concept of a moral contract between the
producers and consumers, and based on strictly respected specifications. The high-end positioning and traceability are
founded on the clear link to the wine-producing territory. They are also founded on the idea that this territory, like the
vineyards and the wines that come from them, are elements of the same heritage, founded on real values.
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It is the reference to these values that creates the originality of European viticulture and the uniqueness of its territories.
These values must be identified. Without drawing up a complete list, we can outline the principal values:
-
Diversity
Creativity
Excellence
Tradition
Heritage
Work
Passion
Respect for nature / sustainability
Conviviality
It was in reference to these values that AREV was created, and these same values have guided it for over 25 years.
These values are not abstract; they are present everywhere. They are represented in the declarations of principle and the
charters of all the orders and guilds of winemakers of all the countries of Europe, and are evoked by all the various wine
industry professionals, whenever they talk about their activity, its uniqueness and their pride in playing their roles.
This activity has the particularity of being rooted in a specific territory, with all its originality, and which boasts the same
values. A wine and a vineyard are in fact two inseparable elements of the same heritage.
The promotion of wine tourism in Europe means providing effective tools to demonstrate the unique value of this
heritage, with all its diverse facets.
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1) Presenting a vineyard to tourists means first and foremost promoting the value of a geographical heritage.
The globalisation of the markets and the standardisation of lifestyles and consumption presents an obvious risk: transforming wine into a ‘run
of the mill’ product, whose commercial promotion is both reductive and standardised, makes consumers forget the uniqueness of each
winemaking estate, each region, and each country.
The element that arouses the greatest amazement and admiration of tourists from the other side of the world is the extraordinary diversity
found in Europe, and this is as true of vineyards as everything else. Every vineyard is unique, and every vineyard is worth a visit and particular
attention, since every single one is part of a geographical landscape found nowhere else: prestigious sites, valleys, slopes… This extraordinary
abundance and diversity of sites and original tourist destinations found in the European winemaking territories is precisely what makes them
charming and attractive in the eyes of visitors from China, Russia, the United States, Australia and elsewhere, where standardisation and
conformism have become the rule, affecting all kinds of activities, including viticulture.
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2) Introducing tourists to a vineyard means promoting the value of a natural heritage, characterised by its original landscapes.
From mountain viticulture to the vineyards beside the sea, from the vines of the Azores that grow in the lava of extinct volcanoes to those of
the plateaux of Castile, from the gentle slopes of the Val de Loire to the steep slopes of the Rhine Valley, each vineyard is first and foremost a
landscape, which is the expression of a natural heritage.
The soils, climate and reliefs are all different, resulting in the different characteristics of the wines. The vine is a reflection of the landscape,
but the viticultural activity also shapes and transforms the landscape.
The grape vine is an extremely specific plant.
The same grape varieties will give different results depending on where and how they are grown. Small parcels or large estates, winemaking
on lees and types of alignment, planting on terraces or on slopes…
The thing that drives tourists from one European country to the next to explore their vineyards is this quest for a plethora of different images,
the sheer diversity of which can be found nowhere else on earth.
It is also the special attention paid by the winemakers and the populations of the winemaking territories to protect the value of this
exceptional heritage offered by nature and to promote the landscapes.
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3) A vineyard is also part of the historic heritage
European viticulture has taken firm root over the centuries. It is often necessary to look right back to the Greco-Roman period in order to
understand the origins of many European vineyards. But beyond their origins, the vineyards have not been spared from the twists and turns
of history: epidemics, wars, recessions… Depending on the period and political regime, the regulatory systems governing the cultivation of
vines have evolved considerably. All vineyards have their own unique history. This history deserves to be shared with tourists and visitors,
because the longevity of a vineyard is also the illustration of the values of the tradition, of the transmission of the land and the know-how.
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4) A vineyard is an economic heritage
Simultaneously both a place of work and a production tool, a vineyard is a market value in itself.
The land itself is an inheritance, the importance of which is all the more critical in Europe, where the quality of the wines, and therefore their
price, is linked to their territory of origin. Winemaking activity in Europe generates many jobs.
It is a source of added value and remains a major generator of exports. The activity is structured differently depending on the territory: small
vineyards or large estates, trade and production, state-run estates, individual businesses or cooperatives, traditional methods or new
technologies.
Thoroughly explaining the life and characteristics of a vineyard to a tourist involves explaining its economic role and importance. It is through
the characteristics of a vineyard and its differences that an external visitor will be able to grasp the systems of value that characterise the
different modes of organisation and the specific business cultures of each vineyard: modernity or tradition, collective solidarity or
competition, the levels of income of the wine-producers and their capacity to invest.
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5) A vineyard is an architectural inheritance
Whether the activity involves pressing the grapes, processing them, storing them, or tasting the wine, all of the activities associated with
winemaking have generated architectural elements that reflect the unique local character: type of architecture, nature of the building
materials, and method of organisation. Viticultural activity frequently also has an impact on other local architectural elements, even if initially
they do not appear to be associated – local religious architecture, for example.
Particular attention must be paid to the wine cellars, for it is here that the wines are matured and stored.
No wine cellar resembles any other.
The way in which it is built, organised and managed is always significant. Beyond the building techniques and constraints (nature of the
ground, degree of humidity, temperature etc.), the usage of the cellar may vary considerably.
Is access to the wine cellar reserved solely for the winemaker and a handful of ‘insiders’, or is it open to the general public? Is it an open
showcase or a secret venue for the creation and the storage of the wines? We often find the two functions side-by-side, and the choice
directly determines the way in which tourists or customers are received. It is also linked to the nature of the values that characterise the
business and the image that the winemaker wishes to project.
Beyond tradition, the architectural heritage associated with viticulture can also involve the utilisation of new technologies and make use of
the very latest modern industrial constructions, the functionality of which is perfectly compatible with their aesthetic qualities. New forms of
organisation are increasingly being employed, based for example on renewable energies: solar power, wind power etc.
This generates a range of innovative architectural models, attracting the interest of both consumers and tourists alike.
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6) Promoting a vineyard means promoting a human heritage
When a tourist visits a vineyard, he naturally wants to know about its history, landscapes, economic functioning, and of course to taste the
products. But above all he wants to discover the people who work there, and who produce the product. Every vineyard is a human heritage,
with its traditions, its folklore, its customs, its way of life, and even its costumes. If there is a symbol of celebration and conviviality, it is surely
WINE. It is the natural support for social encounters, happy events and all those important moments in life.
Vineyards also play an important role in unique local festivals and celebrations. All vineyards are associated with the events that punctuate
the year and with living local traditions: harvest, rural festivals, celebrations of patron saints, Christmas, summer festivals: a vast range of
events that enable tourists to discover local traditions and share a moment of conviviality right at the heart of the event.
In terms of tourism, the organisation is not always straightforward. The grape harvest is a time of extremely intense activity for the winegrowers and leaves little spare time for other obligations. For the local producers, the vineyard celebration is a time for them to get together,
when they don’t necessarily wish to put themselves on show.
A local celebration can only be open to the general public with the consent of the organisers, and this necessitates special arrangements:
appropriate reception conditions, booking, accommodation etc.
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7) Human heritage goes hand in hand with professional heritage
Viticultural activities generate a number of professions that are unique to the industry. A garden, wheat… is simply planted and cultivated.
A vine is cared for. This is one of the unique and distinctive features of viticulture. Vines are fragile and vulnerable both to diseases and to the
vagaries of the climate. They require specific care and treatment. From pruning through to harvesting, each season has its own painstaking
stages of work requiring a vast array of know-how, the transmission of which from generation to generation is the translation of key values
including the values of work, respect for nature, and sheer passion. The professional heritage of a vineyard also includes a range of
professions linked to that of the wine-grower. Those associated with wood and barrel making, those associated with glass-making and
bottling, as well as the manufacture of all the objects necessary for the art of the table and the tasting of the wines. The discovery of all these
diverse associated professions is also a fascinating part of any tourist’s visit to a vineyard.
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8) The heritage of a vineyard is also gastronomic
Because it is such a fundamental element of the Art of the table, wine tasting only really makes sense when the wines are accompanied by
foods that allow them to fully express their character and aromas.
Gastronomy in Europe is characterised by the way in which foods and wines are judiciously combined. Whether it’s traditional or innovative,
creative or transmitted from one generation to the next, gastronomy is also an ancient and traditional heritage.
This gastronomic heritage is the pride and joy of the European vineyards. For tourists, there can be no greater pleasure than savouring the
local wines harmoniously combined with the foods of the region.
Wine isn’t solely there to promote the local products, and vive versa. The wine can also contribute significantly to the success and originality
of many recipes, through its use in the preparation of sauces, fish or meat dishes, as well as desserts.
The literature devoted to European gastronomy is vast. All the major specialised books and magazines on food and drink offer articles on how
to best combine wines with food, whether these concern gastronomic dishes imagined and prepared by the top starred chefs in the best
restaurants or simply local recipes from a humble country inn. Tourists from across the entire world, who come to Europe for a host of other
reasons, also come in order to discover the unparalleled wealth of the gastronomic heritage of its regions. And this is all the more true when
they visit the winemaking regions.
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9) Every vineyard conveys and expresses a culture
The museums of our regions are overflowing with paintings and sculptures, in which the vine is an artistic theme transcending the centuries.
The capitals, stained glass windows and portals of our churches all remind us of wine’s symbolic role in the celebration of the rituals, and the
importance of vine growing in the villages and the regions.
All tourist trails and wine region discovery itineraries should present the major works, monuments and artistic curiosities that are unique to
them. But the culture of a territory isn’t limited to what we normally refer to as “Fine Art”; it is also firmly rooted in popular traditions and the
customs of local people. Culture is the rich reflection of the life and expression of society on the local level; of its complex hierarchies and its
social codes.
Every local culture carries its symbols and its values = tradition, heritage, work, but also conviviality, celebrations, and shared pleasures.
This is precisely what tourists want to discover when they visit a wine-producing region. For them it’s about learning and understanding the
specific and general characteristics of the region.
Every vineyard bears a specific cultural identity. It is the most complete expression and one of the most fundamental expressions of its
heritage and the values that it bears.
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CONCLUSION
AREV is not a union structure. Though its role is undoubtedly to defend the interests of wine producers, there are many other professional
organisations in Europe that exist in order to unite wine growers and to support their claims and demands.
If AREV has a very specific and unparalleled mission, this is because it is representative of the territories. The common characteristic shared by
all these territories is that they are devoted to viticulture.
What sets them apart is that due to this devotion to viticulture they are the bearers of a specific kind of heritage, with multiple aspects and
modes of expression that are wholly unique, and based on identical values and points of reference.
Developing tourism in a viticultural region means promoting its heritage and its values; it means providing the means to open the region up to
the widest possible public. Wine tourism also exists in the wine-producing countries of the New World.
The new wine-producing countries, (United States, Australia, South Africa…) now boast high-performance and attractive tourist
infrastructures.
The heritage can be ancient, dating right back to the earliest periods of exploration or colonisation.
This is the case notably in Mexico and Latin America, and is also the case in South Africa. But none of these countries can boast the ancient
winemaking roots and traditions found here in Europe. It is a particular feature of the European viticultural regions that they express an
authentic heritage, set against the backdrop of their long and ongoing history.
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If the tourists want to come and explore our regions, it is because they are seeking these roots.
One of the last and principal constituent values of the life of the European viticultural territories is the authenticity of their heritage and their
legacy.
AREV’s mission is to be the guarantor of this authenticity, to both defend it and promote it.
It is to express its nobility, but also to enable it to be discovered and explored.
The professionals in the tourist industry do not have the same task as the wine-growers (and vice versa).
It is not AREV’s responsibility to act as a federation for the Tourist Information Offices, or to take on the role of a professional union. But
because it groups together both the wine-growers and the territorial elected representatives, AREV occupies a very specific position. With its
member regions, it is first and foremost the nexus for a network of sharing, experience, know-how, and unique heritage to be found nowhere
else in the world. It is the proud bearer of the history and values on which the European vineyards are founded. AREV is also the perfect
platform for the promotion of this rich heritage to the widest possible public, thanks to tourism.
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PART 3
RECOMMENDATIONS
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If AREV can be useful in promoting, along with others, tourism in the European wine-producing regions, it will not be by imposing a reductive
or standardised label. The unparalleled specific feature of the European wines and vineyards is precisely the fact that they are all completely
different. Among AREV’s member regions, some are already internationally famous. They boast high-quality tourist infrastructures as well as
effective promotional strategies, and tourist activity has been firmly anchored in these regions for many years. Clearly AREV has nothing to
teach these regions. But many other wine-making regions are less well-known, despite the fact that their wine-making tradition may be
extremely ancient. But the vineyards have been revived in recent years, and they are now seeking to expand and become more attractive.
These regions frequently feel isolated from the international tourist trade. The elected representatives and business leaders in these regions
would like to implement strategies to develop them and broaden their appeal, enabling them to raise their profiles and gain notoriety.
It is not AREV’s role to impose a ‘model’ or to distribute Brownie points or black marks. On the other hand, it is the role of AREV, thanks to its
network and in the name of the principle of solidarity that links all its members, to help all the member regions to progress. This is the goal of
the following recommendations, whose purpose is to promote the timeless heritage of all AREV’s member regions. These recommendations
may seem basic, but they are nonetheless essential.
In order to illustrate and present the incredibly diverse heritage of a vineyard and the values that it represents, it is the responsibility of the
tourism professionals to implement effective and adapted tools for the presentation, explanation and promotion of each one. There is a
multitude of ways of presenting a vineyard. One can choose to prioritise a range of different angles and viewpoints. To correctly ‘interpret’ the
discovery of vineyard or wine-growing region, 13 principal themes can be identified.
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1st recommendation: 13 key themes
1) The Origins
• The founding roots
• Heritage, development, evolution
2) The History
• Crises and prosperity
• History and development of the sites
3) The geography
• The soils
• Managed and varied landscapes
• Landscapes shaped by the cultivation of vines
4) Rural viticultural town planning
• The urban forms dependent upon viticultural functioning
• Living and working conditions
5) Built and subterranean heritage modelled by the winemaking activity
• The wine cellars
• The wine presses
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6) The residential units oriented towards marketing and production
• The houses, chateaux, domains, estates…
7) The technological innovations
•
•
•
•
Demonstrations of the modern agro-industrial systems
Modern vinification techniques
Organic
Renewable energies
8) The tools and the know-how
• The grape varieties
• The specifics of vinification
• The grape harvests
9) The economic and social organisations
•
•
•
•
•
The family, inheritance
The cooperatives
The independent producers
The big wine trading companies
The individual efforts that have raised a particular wine or vineyard to prominence
10) The protection and promotion measures
• The typical and specific products of a geographically situated area
• The quality of the products, quality of the landscapes, a showcase for traditional know-how
• The value of a geographical zone, the AOC / AOP
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11) The symbols
•
•
•
•
The tourism signatures of a territory
The tools for the differentiation and the reputation of the wines
The literature
The symbolic images of the products
12) The environmental protection
• The respect for biodiversity
• Cleanliness
• Embellishing the villages and the landscapes
13) The product
• The care taken with the design of the bottles and their labels
• The design of the wine tasting areas and boutiques
From amongst these 13 themes, the decision-makers in the wine making territories can choose to emphasise certain ones or to promote them
all. They all represent ‘viewpoints’ of the territory concerned.
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2nd recommendation: You set off from the city to explore the vineyards
The tourists, whether they come from Europe or elsewhere in the world, are largely urban. Though the
countryside is undoubtedly an attractive and indeed fashionable draw for the tourists, the modern methods of
transport they use take them firstly to the big cities. The major motorways, and even more so the rail and air
links, structure the flow of movement of the tourists and their mobility, starting from the major urban centres
and taking them to others. This is true throughout Europe, and is even truer for tourists coming from other
continents. They simply have no choice, since the big airports are always located in the capital cities.
By nature, the vineyards are situated in rural areas. But to promote them effectively we need to start in the big cities.
Advertisements for “A breath of fresh air” or “a change of scenery” displayed in the ever-increasingly gridlocked city centres, offering tourists
the opportunity to visit a vineyard during their city tour, will immediately be perceived as a “typically European” excursion by tourists from
across the entire world.
There are two consequences of this:
The promotion of a vineyard as a destination or tourist product must be thought-out and presented as an essential key element to
understanding the country being visited, and as a fascinating curiosity that is not to be missed, once they have explored the cultural
attractions, historic monuments and shopping opportunities offered by the big cities.
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Wine tasting can take place anywhere; in a good restaurant or in a specialised shop, of which there are hundreds
in every European city. But going to the source is completely different, even if this necessitates an extra journey,
as it allows them to discover how the wines are produced, the wine-makers who produce it, and what their
specific territories and vineyards are like. The discovery of the origins and authenticity of wines in their genuine
local context is precisely what more and more consumers, concerned as they are with quality and traceability,
are seeking.
The visit, the presentation and the story of a wine recounted and conducted by the person who produced it
enables visitors to taste the wines in a completely different way. It is an ‘invitation to travel’ that facilitates
visitors’ understanding of the diversity of the wines linked with the territories.
Organising a vineyard visit from the city, and considering the vineyard as a valid tourist destination in itself is not a straightforward matter.
Incentivising infrastructures need to be set up in city centres (interpretation centres, suitable transportation, organisation of accommodation
and on-site tastings).
More and more major European cities are now creating cultural and information centres devoted to the presentation of their regions’
vineyards. Certain regions have already assimilated the lesson. The wine and vine institutions, which group together oenology specialists, are
increasingly opening up to the general public throughout Europe.
They set up interpretation centres devoted to the wines and vines, and are ideal showcases where the widest possible public is invited to
discover the local vineyards. The “Cité du Vin” currently under construction in Bordeaux is a perfect example.
Vineyard visits must be integrated into the tour operators’ programmes right from the beginning. It is essential to attract and entice the
tourists, so that they will select this type of offer rather than others; the essential goal being to promote the ‘vineyard tour’ product right from
the city centre, thus taking advantage of the immense potential of the city-centre tourist influx.
The pairing of host town or city and vineyard excursion is already more common than many people imagine:
•
•
•
•
-Turin and the Barolo vineyards
-Paris and the Champagne vineyards
-Luxembourg and the Moselle Valley vineyards
-Strasbourg and the Alsace wine trails…
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3rd recommendation: Exploring vineyards is increasingly a family affair
Visiting a chosen winemaking region is the ambition of most ‘enlightened enthusiasts’.
Wine connoisseurs of this type, familiar with wine tastings, are naturally the perfect customers of choice for
the vineyards and winemakers, since they are the prime potential buyers. Generally speaking, this type of
customer has considerable buying power. Though not wine professionals, these customers know what they are
talking about, get straight to the heart of the matter and are capable of expressing their tastes. Rather than
buying their wines through traders or intermediaries, they prefer to discuss directly with the producers,
questioning them about their different grape varieties and know-how.
For this type of clientele, the product is more important than the environment, even though the true connoisseur also enjoys discovering the
characteristics of the land of origin of his favourite wines. These targeted customers frequently travels alone or in small groups, and they tend
to favour the more prestigious events and tastings, keeping themselves informed regularly and autonomously.
When we talk about wine tourism, we naturally want to target this informed clientele. But mass tourism involves a much broader public.
Whether holidays are individually organised or arranged by tour operators, tourism increasingly involves the whole family travelling as a
group. The expectations of the different family members will vary considerably depending on their age and gender.
While the husband enjoys wine tasting, his wife may prefer visiting a museum, while the children play in the vines, explore the mysteries of a
wine cellar, or simply discover the local village park. The playful or cultural sides must never be neglected.
When it comes to ‘equipping’ a viticultural territory for tourism, it is therefore important to imagine oneself in the shoes of each category of
tourist, in order to understand their needs and diversify the structures and types of activities available. In winemaking regions there are many
more things to discover than just the wines. It is up to each territory to provide its own adapted solutions.
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4th recommendation: Diversifying the itineraries
In view of the increasing diversity of the visiting public, it is fairly obvious that there are also different ways of
visiting a vineyard.
Firstly there are the obvious ‘stopping points’: visits to wine cellars and presses, tasting venues, documentation
centres, museums, etc. These will have signage, and specific interior and exterior décor. Tourists are increasingly
seeking more “intelligent visits”: they want to learn and discover something new. They are curious and always
want to know more. The attention given to exchanges, pedagogical and didactic activities (even if recreational) in
vineyard tour programmes is considerable, because what tourists will remember and repeat to their friends is
naturally and above all what they have seen and what they have learned.
In addition to the indoor attractions, vineyards have a wealth of outdoor features to explore. Everyone has heard about the wine trails, but a
young environmentally-conscious couple will not have the same interests and requirements as an elderly visitor on a guided coach tour.
Tourists are increasingly demanding green trails, cycle paths, footpaths and bridle ways. The difficulty lies in finding the right compromise
between the wine-grower’s need to protect his vines, and at the same time providing open access to the visiting public, who want to reach a
panoramic viewpoint or simply see the vines close-up.
Everything is a question of balance, organisation and dialogue. Stopping at a wine-grower’s home, visiting his wine cellar, exploring a cooper’s
workshop, the presence of rest areas, are all important elements of a diversified itinerary that should effectively combine ease of access (think
about access for the elderly and handicapped), interesting landscape features and the fact of going from one surprise to the next.
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5th recommendation: Broadening the choices of dining and accommodation
Throughout the world tourism is mobilising people with ever-increasingly varied levels of income.
Though patterns of consumption based on geographical origins are extremely heterogeneous, tourists coming
from far away generally boast a high level of buying power… as indicated by their capacity to pay for an
international flight, which is out of the reach of many. But family tourism, and the growing desire of young
people in groups or couples to come and explore the wine-growing territories is significantly broadening the
range of needs, types, and levels of consumption.
The more well-heeled middle class tourists may opt for a short stay in a luxury hotel, or they may prefer the atmosphere of a typical local inn,
or rural bed-and-breakfasts, which are useful stopovers for longer stays or tours. Bed-and-breakfast accommodation is increasingly popular, as
in addition to the comfortable and personalised accommodation, B&B has the added advantage that it provides direct contact with the winegrower or the “authentic” local people. Certain tourists are particularly attracted to this type of accommodation. And one mustn’t forget the
large numbers of tourists who stay on the campsites, often with their increasingly popular motor homes, from certain countries more than
others: the Dutch in particular have a reputation for motor home tourism and camping.
This necessitates specific infrastructures, which remain all too rare in the vineyards, due to their perceived incompatibility with the need to
respect the landscapes and preserve the environment, but this is really a false debate. In fact everything simply depends on the care taken with
the design and organisation of the sites, whether these are motor home stopovers or traditional campsites. When the vineyards open their
doors to equestrian tourism (which is still rare, but exists in certain winemaking regions) this obviously necessitates further specific structures,
providing accommodation for horses as well as people, for example!
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CONCLUSION
The promotion of a vineyard in terms of tourism means attracting visitors who are potential buyers of the wines that it produces. For the local
population and in particular the wine-growers, it also means creating new sources of income to supplement the income generated by the
production of wines. Lastly it involves constructing an offer and a destination with a number of different facets: the quality of the reception
structures, ease of access, the coherence and relevance of the tours/visits. This all implies effective communication, the development of a
strategy, and both financial and human investment.
Success can never be taken for granted. Any tourism or commercial venture involves taking a risk.
The sole aim of the recommendations above is to limit these risks. They are neither utopian nor imaginary however, since they are founded
on solid common sense. They are above all the fruit of the observations and experiences already acquired by the numerous European regions
that have made the decision to develop their tourism potential, because they are aware of the economic gains and benefits it represents for
them: increases in the sales of wines and other local products, increased international renown and the creation of jobs in the associated
sectors (food sales, crafts, hotel industry, restaurants, museums etc.).
As an association, AREV’s role is not to invent. It can, however, provide considerable support since it is a network.
There can be no better teaching tool than that of example.
Because it unites a range of extremely diverse regions, AREV is a crossroads where the experience of some only makes sense when it benefits
others.
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PART 4
WINE TOURISM / TOOLS / NETWORKS / ORGANISATION
ACTION PLAN
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AREV has neither the intention nor the capacity to sanction, monitor or oppose in competition any of the programmes, structures and wine
tourism projects implemented by its wine-producing member regions by imposing a complex, centralised and excessively costly labelling
system.
Today, all the European wine-making regions as well as all the individual wine producers are striving to improve the quality of the wines that
they produce, and to promote their territories in order to attract new customers. They are all doing this to the best of their ability.
But AREV is committed to supporting the idea of a European culture of promotion through wine tourism, faced with the globalisation of the
wine market and the immense tourism potential offered by the flow of international tourists ‘thirsty’ for new discoveries and experiences.
AREV’s task is to promote the wine tourism projects that correspond with its values, and for the AREV tourism commission this represents the
perfect opportunity to drive and organise a powerful network consisting of more than 70 European wine producing regions with all their
distinctive features and professionalism.
The goal is to support the members by increasing the legibility of their offer in terms of tourism and viticulture, without penalizing them and
without pushing them towards competition, but by encouraging the principle that the good practices of some can benefit everyone.
• Encouraging team spirit
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1°) The tourism commission can firstly offer a cultural and marketing monitoring service in the field of European wine
tourism.
This “monitoring” service consists of gathering, processing and diffusing relevant information concerning the
wine tourism products and the markets. It can help in tracking the launches of new products, as well as in
identifying the expectations of new markets.
Faced with the multitude of wine tourism projects and initiatives (Europe and the New World), that are
difficult to spot on the internet and through the vast array of specialised documentation, the AREV wine
tourism commission can rely on the inventory work already undertaken in the framework of the ETI study.
But new initiatives are being taken every day, and it is essential to monitor them. It is also important to
understand what is happening in the rest of the world.
With a presentation / project every 6 months, AREV will offer its members the selection, description and economic analysis of the wine
tourism projects that best match its values.
These projects are not solely selected from among the AREV member regions, and this offers a broader range of experience.
Proposed content of the presentations:
• The description and the economic objectives
• The people behind the project
• The financing of the project (grants, subsidies)
• Estimation of the relevance of the project and financial returns evaluated with the project managers
• The handling or the direction of one or more themes (costs and fulfilment)
• The preliminary market studies
• The observations of producers, suppliers, sub-contractors, distributors who should benefit from the project
• The chosen mode of communication
• The list of persons involved - contacts
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Each time, it will be important to present and explain the benefits that the locally organised initiatives provide in terms of increasing tourist
visitation and sales of the products.
Depending on the current economic situation in the European winemaking industry, the focus will be on a country, an innovative wine
tourism product, a technology, or a target customer group.
2°) The tools available to the wine tourism commission: the newsletter
•
•
•
•
To circulate information and facilitate exchanges between the members
To provide a supplementary reason for viticultural regions to request to join the association
To provide a visible extension of the work carried out by the wine tourism commission
To gradually construct, with the members, a shared marketing language on the theme of wine tourism
We intend to publish a lively, illustrated bi-monthly or quarterly document in the form of a newsletter to present all the projects under
consideration as well as all the latest news.
This obviously presupposes that all the members agree to participate and provide us with all the information we request.
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3°) Listing and diffusion of the newsletter
The AREV tourism commission will be responsible for creating a professional listing.
This will be an electronic information bulletin, with a journalistic and documentary dimension, aimed at the
members of AREV as well as the association’s partners and a range of tourism industry professionals. These
will include tour operators, the national and regional tourism offices, and tourism development and
engineering agencies.
It is recommended that the list of potential subscribers to this newsletter should also include a director of each European wine producing
region, in order to inform the media and the institutions concerned in each country.
The principles of electronic subscription are left up to the representatives. Its success will depend upon the relevance of the document, its
positioning and its image, and upon what it provides to each member.
4°) Platform for exchange, and organisation of discussion and meeting forums
The publishing of a newsletter is the first step towards the organisation of a platform for the sharing of
experiences, contacts and partnerships between the members of AREV.
The goal is to share the European wine tourism experiences throughout the network, and in particular the
new initiatives, and to keep the members up to date with them.
The platform will enable connection to be made to other existing networks and facilitate a range of shared
actions, including listing the organisations with which partnerships can be created and listing what has
already been done.
Participating in the forums and actions initiated by VINTOUR or RECEVIN (European cities and wine network)
is a real possibility…. No serious connections had been proposed before now.
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As a relational network, AREV is a rich and unparalleled focal point for meeting and exchange.
But opportunities for mixing diverse groups still need to be created, and this isn’t always easy to achieve, since both elected
representatives and wine industry professionals sometimes tend to close themselves off in their own respective worlds. AREV conventions
are extremely lively opportunities for openness and discovery. So why not organise, under the aegis of AREV, in the periods between
conventions and at the request of the interested regions, forums between elected representatives, wine-growers and tourism industry
professionals? The goal of these meetings will be to mobilise all the local players around their tourism development and viticultural
projects, with the assistance, if need be, of external expertise. For the regions concerned, this will also be the perfect opportunity to get to
know one another and to raise AREV’s profile with the general public and local press.
• Leads for themes that could form the subjects for these forums, with the invited presence of professionals from the worlds of
communication, the press, and European marketing.
Lead 1: How to ensure a consistently satisfactory welcome
To ensure this, the tourism offer must conform with certain necessary rules: respect for opening hours, a
suitable visitor welcome venue, wine sales – particularly unit sales, mastery of foreign languages,
effective signage, reliable information that is regularly updated and easily accessible via brochures or via
the internet… For a selection of remarkable initiatives in this area see: Interloire
(http://www.vinsdeloire.fr/siteGP/FR) which has developed a strategy enabling visitors to explore 300
wine cellars with information diffused via a map, a guide and a website…
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Lead 2: How to give the product a real “plus” that sets it apart
This is all about ensuring better promotion of the offer. What is the goal? The goal is to make it more alive
and accessible, and of course to give potential customers something to dream about. To achieve this, the
professionals should be prepared to make it into a real “show”, playful, dreamlike, this is the famous “touch
of soul”, make use of the latest technologies, integrate a range of sensory activities, encounters, and festive
events… Among the best practices: the Château d’Agassac in the Bordeaux region with its fun visiting circuit
based around new technologies http://www.agassac.com
Lead 3: How to offer more profitable and better targeted tourism products
To win the hearts of wine tourists it is essential to really know them. They all have different approaches,
philosophies and expectations. By offering a range of diverse and made-to-measure activities, the
professionals will have the best chance of attracting and retaining them.
It is possible to classify the clientele. Firstly there are the epicureans, the seekers of physical sensations,
who enjoy sensory activities, gastronomy and moments of shared conviviality. Next there are the
environmentalists: a good idea for them might consist of walking on the Pic Saint Loup in Languedoc
Roussillon… gentle walking or cycling circuits through the vineyards… The explorers, on the other hand,
want to discover the secrets of production. They enjoy wine tastings and accommodation at the lesserknown vineyards, with friendly and authentic contact. An example: aperitifs with the wine-growers in the
“Bienvenue à la Ferme” tourism network:
www.bienvenue-a-la-ferme.com/rhone/aperitif-fermier-chez-le-vigneron/liste-fermes-179345 )
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Another category of visitors, the experts, are attracted by prestige. They wish to enter the hallowed circle of connoisseurs, learn the codes,
and meet the top professionals in the wine industry. Initiatives to suit them include the Roquemaure* academy of wine and taste, or the Villa
Bissinger in Aÿ in the Champagne region.
Lastly, the classics seek above all to associate the wines with their cultural and social environment. The key word for this category is
resonance! A good example is offered by the Sources de Caudalie* in the Aquitaine region.
*www.chateaudeclary.com
*www.villabissinger.com
*www.sources-caudalie.com
Lead 4: Listening to the distribution network
Analysis of the “séjours et vins” (holidays and wines) offer reveals the keys to success.
The creation of offers of active holidays blending wine and nature (cycling), wellbeing (themed spa
holidays), gastronomy or culture (creation of local synergies) remains the priority. The gift box sector is the
most dynamic in this domain: in 2009, Smartbox generated 5% of its total turnover from its purely winerelated activities: a powerful commercial driver indeed…
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Lead 5: The importance of pertinent communication
Relevant information remains inadequate for foreign visitors… so much so that the people interviewed
were afraid of drowning under the weight of it! The internet holds a vast amount of information,
certainly, but in a jumbled mass. In term of paper, we are still lacking an effective guide. As for
magazines, they are more frequently cited by foreigners. The most reliable guide still appears to be the
Tourist Information Centre network. This is therefore the priority in terms of presenting a clear and
differentiated offer. Things are definitely changing, however.
A few examples to consult… and think about:
• The multi-support wine tourism strategy from the Aquitaine region and the Aquitaine Regional Tourism Committee
(http://www.oenoland-aquitaine.fr/),
• The shared approach of the Rhône Alpes wine sector piloting committee (CPVVRA) (http://www.baladesduvin.com)
• The communication regarding the Jura wine tourism circuit (http://www.laroutedesvinsdujura.com/)…
• The Rioja wine trail website: lariojatourismo.com
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OTHER SUGGESTIONS
FOR THE TOURISM COMMISSION ACTION PLAN
1) Creating a database – library
There is an abundance of literature, in all languages, concerning
tourism in the European vineyards: specialised magazines, articles,
regional guides, descriptive works etc. One could undoubtedly find all
the references via a thorough search of the internet, though the task
would be a lengthy and tedious one. It could be possible for AREV to
make all these references available to its members via a dedicated
portal, or to create a system of cross-references providing access to all
the data on a single website.
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2) UNESCO label
A certain number of European wine-producing regions benefit from a UNESCO label. For these regions this represents recognition of the
heritage significance of their territories on the world level. It is also a powerful driver for raising their profile and broadening their cultural
and tourism horizons. Some of these regions are members of AREV.
List of the world heritage sites for which the wine-making aspect is the principal criterion.
•
•
•
•
•
•
•
•
I - Portovenere, Cinque Terre and the islands (Palmaria, Tino and Tinetto) - Italy
II – The Jurisdiction of Saint-Émilion - France
III – The Wachau cultural landscape – Austria
IV – The Val de Loire between Sully-sur-Loire and Chalonnes - France
V – The Alto Douro winemaking region - Portugal
VI – The cultural historic landscape of the Tokaj winemaking region - Hungary
VII – The Upper Rhine Valley – Germany
VIII – The viticultural landscape of Pico Island - Azores - Portugal
* The European project VITOUR LANDSCAPE (2010-2012), supported by the European world heritage vineyards network, resulted in the publication of a European
guide to the protection and the promotion of winemaking cultural landscapes and a report concerning the transfer of good practices.
It surely isn’t mere coincidence that these 11 sites belong to the VITOUR association. Might it be possible for AREV, in collaboration with
this association, to organise a “targeted” campaign to promote these UNESCO winemaking regions to its members? This discovery could
provide many useful lessons. It is clear that not all of Europe’s winemaking regions are suitable candidates for UNESCO “World Heritage”
status. But there is little difference (other than the difficulty of the selection process) between the obligations imposed on a UNESCO
region in order to have its dossier accepted, and the methodical organisation of a vineyard, with the aim of transforming it into a tourist
destination. There are therefore many lessons to be learned from the UNESCO experience, even in the cases of those regions that failed to
obtain UNESCO status. For those that have obtained the label, it will be interesting to see what they have done with it.
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3)
A region’s drive to boost tourism indicates a clear desire for increased economic development
What are the factors that influence success? What criteria can be used to measure it? How do we assess the success or failure of a tourist
destination: hotel room or bed and breakfast bookings, numbers of museum visits or camp site bookings? These criteria are the ones
typically used in order to evaluate the relevance and impact of general tourism strategies. In the case of a vineyard, a range of other
criteria may be considered: the evolving turnover of local winemakers, the number of bottles sold, the presence of the appellation at trade
fairs… AREV’s role is not to distribute Brownie points or black marks, but its members (whether elected representatives or professionals)
would clearly benefit from setting themselves goals in order to effectively assess the results of their efforts. AREV can facilitate the sharing
of experiences and practices in order to define the criteria or standards of evaluation. Provided that these criteria remain flexible and
adapted to the reality of the potential of each winemaking territory and its players, it is important to establish whether or not the
transformation of a vineyard into a tourist destination has an impact on the core viticultural activity itself, and to what extent. The
evaluation of public policies is a delicate exercise, but it is essential if we want to progress.
AREV is also there to support and advise its members in this area.
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Study produced by: Agence OUTREMER
Project manager: Eveline LEQUIEN
00 33 (0)6. 22. 18. 13. 15.
[email protected]
www.agence-outremer.com
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