THE mandated closures of cellar doors along the Coonawarra strip has resulted in wineries developing creative and innovative ways to maintain customer to business communication.
As a result of State Government restrictions on cellar doors, socially savvy wineries are using live streams to boost brand exposure and customer engagement.
Virtual cellar door wine tasting sessions are becoming more popular among wineries, with Raidis Estate and Patrick of Coonawarra hosting interactive experiences anyone can enjoy from the comfort of their own home.
The virtual tour follows The Blok Coonawarra and Koonara Wines live streaming wine tastings on the Interact Limestone Coast social media page.
Raidis Estate vigneron Emma Raidis said staff had hosted interactive sessions every Friday, focusing on wine tastings and products.
“We have also been doing collaborations with other people to try and keep things fresh,” Ms Raidis said.
“We have seen an increase in online sales, but of course we have still lost our restaurant and cellar door sales.”
Ms Raidis said the true financial impact of the winery’s forced closure would not be known until the end of the month, but until then the current focus was to keep customers engaged.
“While we are doing our live streaming, people ask us questions and we reply as best as we can,” she said.
“We are looking at doing other things like quiz nights and even cooking nights.”
Patrick of Coonawarra has conducted daily virtual cellar door videos, with brand manager Natasha Gordon labelling the initiative as a perfect solution.
“People can tune in to listen and chat with our winemaker over a glass or two of wine,” Ms Gordon said.
“Through these virtual cellar door experiences, we will explore new wines, vintages, stories, vintage updates, what we drink when not drinking wine and other
Patrick quirks with no questions or stones need to remain unturned.”
Wineries have also been pre-selling taster packs for viewers to enjoy while participating in tasting sessions.
