Global Survey on Online Wine Tastings

Winetourism.com presents the Global Report on Online Wine Tastings. The report is based on a survey that was conducted in collaboration with Prof. Dr. Gergely Szolnoki at Geisenheim University. The survey was held in January 2021. A total of 1,423 wineries from over 42 countries participated in the survey and 87 % of the wineries surveyed come from Old World countries.

The aim of the research is to evaluate the impact of the global pandemics on online wine tastings and tours and how did the wineries change their approach towards wine tourism services since pandemics started and if this concept of online wine tastings will continue and grow after a covid-19 period.

 

Some Key Findings of the Report:

  • Covid-19, the accelerator of digitalization in all sectors, also caused the rapid proliferation of OWTs. This modern type of wine tasting was almost unknown before the pandemic.
  • The main reasons for not offering OWTs were “low perceived demand from customers” and “a lack of time and/or staff”.
  • Size matters – the larger the winery, the more OWTs have been organized. However, results show that larger wineries had the highest decrease in terms of winery visitors.
  • Germany hosted by far the most B2C OWTs, while a higher share of B2B tasting could be stated in other countries.
  • OWT is an excellent way to counter decreasing sales, and it seems to be a profitable business.
  • OWT came to stay – the majority of wineries dealt with OWTs in the last year, plan to offer OWTs in the future.

Online Webinar

We hosted the Livestream webinar on the 17th of March, where Niklas Ridoff, project manager of  WineTourism.com, and Prof. Dr. Gergely Szolnoki from the university of Geisenheim discussed the findings of the survey. 

We thank all the participants for the engagement and the insights shared during the webinar.

Contact:

Niklas Ridoff

niklas.ridoff@winetourism.com

Prof. Dr. Gergely Szolnoki

Gergely.Szolnoki@hs-gm.de