Twenty Five Doors helps small wineries build market share

WineGlass

Twenty Five Doors is bringing marketing expertise to small wineries, enabling them to concentrate on making great Australian wine.

For tourists seeking an Australian wine experience it can be hard to find offers by small wineries as websites can be hard to navigate and online searches can be time consuming.

For this reason, tourists often settle for the easiest things to find, which means small wineries miss out on customers, Twenty Five Doors explains.

Twenty Five Doors is a technology solution, empowering wineries to easily create, market and deliver accessible and unique wine experiences at their cellar door.

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It is a marketplace of wine tourism experiences and helps wineries, particularly smaller ones, improve the quality, value and premium paid by visitors to taste their wine.

The company’s vision is a personal connection between every wine lover and their favourite wineries.

For all wineries, in particular small winemakers, wine tourism has been identified as a growth channel.

Twenty Five Doors explains that 35 per cent of small wineries’ sales occur through the cellar door.

As reported in Wine Australia’s Small Winemakers Production report, there is a strong opportunity for wine businesses going forward to focus on providing an overall, integrated tourism experience.

This includes, a focus on personalisation, an increased emphasis on hands-on experiences, pairing food with wine, and linking with broader tourism in the local area.

Twenty Five Doors has helped companies such as Steel Gate Wines broaden its reach.

Steels Gate Wines is a small vineyard and winery in the north of the Yarra Valley and one of the early users of the Twenty Five Doors platform.

Co-Owner, Brad Atkins said through the company, Steel Gates could create a deeper connection with visitors.

“We have been able to create unique experiences that integrate with our restaurant offering, and leverage their marketing capability to increase our exposure,” said Atkins.

“Twenty Five Doors also increases our competitiveness and capability to drive sales because experiences are booked in advance, allowing us to manage resources to ensure that we are available to personally take visitors through our wines in a seated tasting, learning about them and telling our story,” he said.

Steels Gate Wines had a number of walk-ins during the weekend, who were not always the best customers for sustaining business, said Atkins.

“What we need is the right customer who is interested in what we are doing. Once we have the right customer, it is about the right person serving them.”