Tourism Reset

Smarter cellar door offerings

SOPHIE PREECE 

Marlborough Tour Company has a wine of the month on its cruises, with customers eager to try the local wines while cruising the Marlborough Sounds. Photo Jim Tannock

MARLBOROUGH CELLAR doors have adapted to post-pandemic wine tourism in an array of ways, including limiting hours, limiting numbers, and growing a more personalised experience. “Wine tourism is still evolving and what Covid did, especially for Marlborough cellar doors, was make them rethink how they wanted to present themselves,” says Tracey Green, acting general manager at Destination Marlborough, calling this the second season of recovery. “We’re not exactly at perfect yet, but we’re definitely at a place where the balance is a lot better than before Covid.”

Meanwhile, greater engagement with tourism operators is aligning the sector far better, ensuring cellar doors know when there’ll be tourism pressure from the likes of tour groups or cruise ships. The Marlborough Cellar Door Steering Group forged between Destination Marlborough, Wine Marlborough, cellar doors and tourism operators is one of the “gold nuggets” of a Destination Management Plan (DMP) funded by the Ministry of Business, Innovation and Employment during Covid restrictions, she adds. “Before that neither had a voice; they just worked commercially together. The DMP allowed that facilitation of an open conversation.” The group also developed a standard of conduct, outlining expectations of behaviour. “How do we treat each other with respect? I think the big key is being able to talk.” 

The pandemic restrictions offered an opportunity, “ to actually step up a little bit and to take some perspective”, says Cloudy Bay Vineyards brand experience manager Julie Delmas. “The crisis around Covid in the tourism industry has been a good time for us to question the way we were were hosting our guests and to review where we were positioning ourselves." Tastings are now seated in small groups with a single host, while an expanded offering includes limited edition tastings and visits to the Founders’ Cellar, which was renovated during Covid and opened to cellar door visitors from December 2022. “That was also a great way to elevate the customer experience to give visitors access behind the scenes,” Julie says. “All in all, with the changes I think the cellar door is very different to what it was in 2019 and for the best. Everyone in the team feels a greater sense of achievement by spending quality time with customers."

There’s a similar take from Deni Macdonald, who calls Covid-19 a vital “reset” for the small family-run winery Bladen, which is running three set tasting times a day for the second year running. Before Covid-19 the cellar door was so busy that it was hard to maintain the consistent high standard of tasting experience they required, Deni says. They used Covid to “take control back”, and the result is a far better experience for visitors, who get a full tasting in the cellar and vineyard, led by one of the family. “We get to share our story alongside our wines, intertwining family history with sentimentality of each of the wines. People are leaving so much more content and satisfied with the experience, even though they might have to work around our tasting times.” There was some pushback in the first year, with the family having to manage the “discomfort” of visitors disappointed by the limitation. “But this year it has been amazing,” she says. “The word really seems to have settled in and visitors are showing up knowing what’s going on.” Communication with tour operators has helped smooth the process, but independent travellers also seem to be more likely to do their research, perhaps due to more cellar doors limiting their offering, Deni says.

Nanette Kirk, Customer Experience Manager at Whitehaven Wines, says it’s been a really good season, with plenty of international visitors, as well as Kiwis over the summer holiday period. And many of them, particularly visitors from the United States, have made a beeline for Whitehaven. “They really are seeking it out,” she says. “It really is lovely. It’s a bit of a like a pilgrimage for them actually.” The cellar door introduced seated tastings and platters during Covid restrictions, and have adopted both as full-time measures in the years since. That makes things more challenging, but it is an experience visitors “love and appreciate”, Nanette says. They also like being introduced to more than the Sauvignon Blanc they know from Marlborough. “They are absolutely blown away by some of our other varietals, and particularly the Pinot Noir.” 

Nanette is part of the Cellar Door Steering Group and says it’s been a good to know there’s a network to discuss issues with. “Often you realise you’re not the only one experiencing it. And it’s a good way to talk through some solutions as well.” Having a direct link to Wine Marlborough and Destination Marlborough offers cellar door staff a much wider perspective on what’s happening “as a whole”, she says. “For communication and awareness of what’s going on, it’s really good.” There’s also been better communication with tour group operators, enabling her to share the cellar door’s restrictions, such as booking guidance and the maximum of 12 guests, while the tour groups can let them know if a group has been held up, for example. “They have all jumped on board and it’s really great. Everything is operating much more seamlessly than it has in previous years.” 

Marlborough Tour Company had a 350% increase in tours between 2022 and 2023, and a 700% leap between the Covid-cramped 2021 and last year’s swiftly recovering market. Nathan Williams, general manager of sales, marketing and tours, says 2023 was a record year for the company, in a somewhat chaotic “bounce back”. This year has a steadier footing, and is already tracking well ahead, with 80% of the 2023 bookings in place by January 26. 

With numbers booming, they have added a staff member to focus on cellar doors, working to ensure wine companies are kept informed, and the tour company knows which groups are best suited for which wineries, given the variety of offerings, Nathan says. “We want to make sure we are supporting family-owned, long-established companies as well as the bigger operators.” They also get plenty of requests from wine tourists set on visiting a certain winery, he adds. “They’ve done their research.” 

The tour operator does farm visits, and has lodges and cruises that are crucial to its portfolio. But Nathan credits Marlborough wine for the throngs of visitors who want to come to the region. “The Marlborough wine brand worldwide is really attractive to high-end wine customers who want to spend a little bit more when they do come to New Zealand.” 

Forrest Wines introduced Sunday Sessions during the Covid-restricted years, tempting locals with music and picnics on Forrest’s tree clad lawns. “With Covid we realised they are extremely important,” says winemaker Beth Forrest. “And because our little slice of paradise is tucked away, a lot of locals don’t even know it’s there.” People enjoyed the casual, family, friendly focus, she says. “It was so successful we decided it was important that we kept it on.” One of the joys of wine tourism in Marlborough is that everyone does things a bit differently, Beth says. “I love the diversity – it’s what make its special.” But doors have to be open for visitors to experience that. “While I know it’s been difficult and staffing has been problematic, if wine tourism is going to excel in the region, then doors need to be open.”