The wine industry is not what it used to be. It’s so, so much more. The hands-on skills that industry leaders have developed over the years are routinely enhanced by amazing technical advances.

Satellites and drones are used to maximise crop yields, minimise environmental impact, and create better wine.  Smarter grape collection and wine making now happens when winemakers take photos of crops, which are then transmitted by satellite and entered into systems that help generate vineyard maps.  

High-tech tracking and blockchain data are also used to guard Australia’s premium wine industry from counterfeit wine.  By using unique labels and geolocation technology, the life of a bottle is tracked guaranteeing its authenticity and improving marketing and communication by connecting the customer with the winery.   The high-tech list goes on and on. 

Wine is not only big business, it’s big, smart business.

So, it’s no surprise that wine, spirits and wine tourism have embraced a high-tech mindset when it comes to engaging with consumers.

A couple of decades back, the consumer-facing end of the industry was unashamedly face-to-face. You drove to the winery, talked to the winemaker as you (and probably the actual winemaker) tasted a row of big, bold reds, then loaded your case in the back of the car while the designated driver glared at you from behind a disposable plastic cup of water.

Today, while we (and the winemaker) still love face-to-face, there are so many amazing ways to enhance the experience and engage with every aspect of the wine, spirits and wine regions we love.

How virtual cellar doors are changing the game

The recent restrictions created to protect us from Covid-19 have had a major impact on almost every industry sector, including wine, spirits and wine tourism. With cellar doors closed or limited to small numbers of people, winemakers have had to innovate to continue to engage with their consumers.

Virtual cellar doors, combining online shop fronts, virtual winery tours, live streamed events and other imaginative consumer engagement strategies, have given winemakers the opportunity to speak to consumers in the comfort of their own homes. They’ve given consumers the chance to sneak ‘behind the scenes’ at their favourite wineries. Winemakers are able to tell their stories, help consumers understand the winemaking process, or conduct wine tastings in real-time, online. Virtual cellar doors are creating dedicated online communities with passionate brand advocates.

Flinders University’s Professor Roberta Crouch spoke to Wine Australia about the benefits of the virtual experience, and how live streaming events can not only closely replicate, but enhance the cellar door experience.

Roberta’s article is part of a broader exploration of the benefits of building an online community to build a wine brand. She speaks about the benefits in a fascinating webinar.

Wine, spirits and wine tourism will continue to embrace high-tech, creative ways to engage with consumers, and the virtual cellar door is certain to develop into a vital part of the sales process.

Oenologists and viticulturalists are just one part of the broader industry picture. Digital transformation is likely to accelerate as people become more accustomed to innovations like virtual cellar doors, and the industry will be looking for graduates with well-honed business and technical skills to take it into the future.

Flinders’ Bachelor of International Business (Wine, Spirits and Tourism) will see you graduate with a WSET Level Two Award in Wines qualification (offered in partnership with TAFE SA) and give you the chance to explore the many career opportunities available in an industry that embraces new technologies and is constantly innovating.

Find out how you can join an iconic South Australian industry and take the first steps towards an exciting career: 

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