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The Love Affair of Generation-X Consumers with the Winery Cellar Door

The purpose of this article was to demonstrate and highlight to industry practitioners that the Generation X group constitutes a significant proportion of their cellar door visitors and hence wine tourists. As actual numbers are hard to argue away, it was concluded that there is indeed a ‘love affair’ between Generation Xers and cellar doors in wine regions as they cannot seem to stay away from them… or perhaps maybe they just ‘love’ the total experience and that is why they engage so heavily therein. Sharp quantitative insights were also provided from specifically the smaller winery’s cellar door perspective. It was shown that Generation X wine consumers is collectively the largest group in terms of cellar door visitation on a cross-regional basis in Australia, that a highly significant proportion of them are on their first visit ever to the winery and that their wine buying yield rate at cellar doors is upwards of 60%. Also that the wines bought at cellar door are taken home with them for later consumption - a factor that increases their exposure to the brand images they’ve been in direct contact with prior. These consumers are mainly females who are highly educated and in the higher income categories.