Vasileios Vlassas

Teaching Staff at University of West Attica, PHD Candidate




The purpose of this article is to survey wine businesses, record their activities, and evaluate whether they have a positive impact on tourism. The reasons for a tourist's visit to a wine business are evaluated, what are the reasons that can lead a tourist to accelerate a wine tourism business again, and the level of marketing that is currently present in wine businesses. The business strategy of the business was analyzed and the origin of the employees of the wine business was recorded. There is also a specific reference to the pathogenesis of the Balkans and the opportunities that entrepreneurs can take advantage of as well as the targeting of businesses in cases where they have a low level of product. Finally, there are examples of wine businesses where they have used the sports field to advertise their product and strengthen their business brand.

Keywords: tourism, wine tourism, sports, entrepreneurship, brand,



Wine businesses in tourism

The data were collected by studying global articles relevant to the researched subjects.

Wine tourism has been the subject of research by many researchers around the world. Through his research, Byrd (2015) wanted to understand exactly what the motives of wine tourism tourists are as visitors to a winery. The purpose that created the need for this research was to make a comparison between the reasons why the visitor chooses to visit a wine production unit again. According to Byrd, the main reason may have to do with wine, but other benefits are very important to the customer. Specifically, the wine tasting room and its décor, the vineyards where the wine is produced, individual wine events and customer service are some of the reasons why a visitor will visit a wine tour unit. In detail the benefits of a wine business are as follows.


Then, through the same research, the columnist distinguished between the benefits that are closely related to wine and those that have less relevance. Landscape, information on wine production, tasting rooms as well as the production unit are among the benefits that are inextricably linked to wine, while individual events and other hospitality-related benefits would be categorized into a broader one  range of benefits.


Fig 2. Core, augmented, and ancillary services in a wine region

This research was based in the United States of America, and more specifically North Carolina. The questionnaire was the one that helped collect the data for the survey, and as far as the results of the survey were concerned, wine quality was the main reason for tourists visiting. But it turns out that customer service is the key to a second visit to a wine-making unit of the same person.

After understanding the benefits of a wine-touring unit, the question arises as to which companies are based in order to be stronger than their competitors. Giuseppe Festa (2015) explored the Campania area in Italy. Data collection was also done here using a questionnaire. This research has shown that there is a weakness in marketing and also that there is a lack of advice from tourism marketing experts to grow businesses. On the contrary, it seems that entrepreneurs place a lot of emphasis on their relationship with customers because they think it will bring them more money.

Generally, we observe that relations between tourists and hoteliers monopolize interest, but we are left wondering what other areas of business are emphasized.

Tesla et al. (2014) explored business strategy in Etna, Italy. The companies evaluated were 10. Results showed that tradition and history play an important role in the strategic planning of entrepreneurs. That is why local products are heavily promoted and we stand out in the spotlight with the rest. For tourism reasons, we notice that more stations have been added from the supply chain to bottling so that there is a comparative advantage over other businesses in other areas. It is also important to note that not all businesses are involved in wine roads. Specifically, 40% of the firms surveyed do not participate, taking the risk they acquire if they do not. Here we also notice the lack of marketing that we mentioned above.

Concerning the origin of the workers, we observe that to a large extent, the main core of the workers, mainly speaking of small and medium-sized enterprises, are the family members of the owner. This leads to unskilled personnel, which makes it difficult for the industry to spread and position itself more dynamically in the tourism industry. In addition, the countryside seems to be the main source of tourist influx and for this reason wine producers focus on the interaction of tourists with the countryside, as well as the development of their countryside to a high level. Finally, this research gives us important information on urban development by producing quality products as modern societies need good quality products.

The Balkan Peninsula has beautiful vineyards but has not registered as much in the wine tourism industry as we could believe.

Hudelson (2014) studied the prospects for wine tourism in the Balkans. The instrument he used to collect the data was the interview. This survey did not calculate wine tourism in Slovenia and wine tourism in Greece due to the existing tourism development and Kosovo, Bosnia and Albania due to lack of data. 62 Balkan companies were selected. In this survey we find a lack of infrastructure as there is a large number of businesses complaining about it. There is a shortage of paved roads in some countries of the Balkan Peninsula, in particular in the states of Romania, Bulgaria and Serbia. This makes it difficult for tourists to travel. In addition, problems with labeling and directives are encountered in Bulgaria, Romania and the European part of Turkey, which results in areas with good quality wineries not being known. Last but not least, we find  in the Former Yugoslav Republic of Macedonia and in European Turkey. If there is a high demand wine tourism business, it is impossible to develop a tourist destination if there are no accommodations for prospective tourists. Low tourist infrastructure is felt in all of the above-mentioned countries. Another reason for not allowing the Balkan states to claim equity through wine tourism is the lack of knowledge of the English language. Mostly this inhibitory agent is found in Serbia, the Former Yugoslav Republic of Macedonia and Montenegro. Finally, this research gives us some geomorphological features of developed countries, such as Italy, Germany and France, where they are similar to the Balkan states.

Concerning states with a tradition in wine history, Thomas et al. (2012) explored the French wine tourism industry and the entrepreneurial movements we find in them. And here the purpose of the research was to study the marketing techniques of French companies. The survey respondents were entrepreneurs and managers of the Cote du Rone region and the survey dealt with the SME segment.

Our research indicates in its findings how important it is to strengthen a brand's business and to be able to identify quality and product. By strengthening the brand there is a long-term and better reputation of a business. Empowering a brand can be achieved by building relationships between customers and the business.

To strengthen the brand, we also have research activity in the United States of America. Maumbea and Brown (2013) developed a research into wine related entrepreneurship in the Kentucky region. This research focuses on the difficulties a company faces in strengthening its brand. Kentucky ranks 6th in the United States of America for producing wine. Then comes a table with the US wine harvest.

Research highlights the importance of creating and executing strategies for the success of small and medium-sized businesses. Something that has been observed in the above surveys. The quality of the wine, the price, the recognizable reputation of the product and the design seem to concern these businesses. . As far as wine tourism is concerned, local businesses are expanding it into vineyard tours, a wine tasting room, a restaurant, the design of the bottle and a shop to buy potential gift shops. Regarding the promotion part, we find ads on local TV channels, wine clubs and wine festivals.

Mirella Migliaccio et al. (2011) investigated companies in Campania, Italy. New entrepreneurs were interviewed through online interviews. New entrepreneurs are people with 6 years experience and below. Research shows that entrepreneurs where their merchandise is not very high-quality focus on improving their business network. This is to enable them to survive comparatively better quality goods and to have a larger market share in their possession.


Wine businesses in sports

Winemaking businesses can also succeed in strengthening their brand, but also through advertising at sporting events. (The Drink Business).

Mud House, which is a winemaker based in New Zealand. In March 2017 he was sponsored by a British and Irish Lions rugby team.

In the world of the most popular sports in the world of football, the Manchester United sports club, which for years maintains one of the strongest brands in the football field, and Cassillero del Diablo which is a Chilean product and specifically Concha y wine. Toro UK has signed an agreement with this sports club since 2010.

In 2014, Hardy's became the official sponsor of English cricket.

Photo 1. Hardy's official sponsor of English cricket

and another product from Concha y Toro wine, which we often see in the field of sports, with Trivento in 2016 continued its sponsorship of the first rugby league in England.