Clare Burder, respected wine educator, author, and winemaker, has launched an innovative new training program specifically for cellar door staff.
The aptly-named ‘Vintuition’ workshop is designed to meet the unique needs of cellar door staff, going beyond basic wine and hospitality training, giving participants the tools to deliver an exceptional visitor tasting experience. Every time.
After investing significantly in attracting visitors to the cellar door, most wineries then deliver staff training in-house. For an industry which relies heavily on the employment of locals in regional areas, and where competition amongst businesses is fierce, Vintuition provides wine tourism businesses with an opportunity to get their staff trained up to industry standards.
Wine tourism is booming. More and more people are interested in the provenance of what they consume, and travel further, to visit wineries, distilleries, farms, and regional restaurants and provedores. They want to meet the people behind the brand, to make a connection that lasts long after they go home.
A great cellar door experience increases onsite spending, encourages return visitation, inspires word of mouth recommendations, promotes social sharing and increases the likelihood of post-visit purchases. Cellar door staff are the key to this experience, and they get one chance to impress. They will either create brand advocates, or harsh critics and both directly affect the bottom line.
With more ways to share experiences than ever before, via social media, and sites like Trip Advisor, feedback can, and does, influence potential visitors.
From multiple vantage points Clare has a first hand knowledge of the opportunities and challenges of cellar door business. Her experience spans over 14 years – from the front line at cellar door, to wine and spirits education through her highly successful business ‘The Humble Tumbler', as well as events, wine production and consulting. Clare also heads up her family’s wine label Eminence Wines – a small batch boutique producer making wine from grapes grown in the family vineyard at Whitlands – which is part of the beautiful King Valley, North East Victoria.
In 2015 Clare published her first book – titled ‘Tipsy’, described as 'a consumers guide to understanding & buying great drinks'. It was a great success - with noted wine writer Max Allen referred to as 'a refreshingly accessible guide to booze appreciation'.
Her style is relaxed yet highly informative, and her workshop content is practical, free from jargon, interactive, engaging, and mindful of the day-to-day parameters of wine tourism businesses.
As Clare says, “if a wine business can get their cellar door right, it paves the way for strong sales, increased loyalty and higher engagement. In short, great experiences mean stronger businesses. But it’s all about the people”. Who wouldn’t drink to that?
Vintuition is a travelling road show – with the first workshop scheduled for the Yarra Valley on the 11th of October. Mornington Peninsula is next – dates to be released soon.
For more information email firstname.lastname@example.org