Should we charge winery visits to our clinetele? This may have been a valid proposition 20 years ago, however today it is debatable. But the answer is « yes, of course we should », even if it may ruffle the feathers of some wine-producers and château owners with a traditional mindset. As affirmative as I am, here are the 5 main reasons to explain why « visiting a viticle property should be a charged experience ».
It is an experience and service
I am one of those people, who because of their Judaeo-Christian education, is a bit conservative and I feel uncomfortable about mentioning money and even less while asking for it. It is a cover up for one’s nobility and let’s confess that it is often a misplaced modesty. Indeed, what is free does not generally correlate conviviality and quality. Making the client pay is not deceitful as long as true service is provided. Obviously, the visitor would not understand why he should pay for a mere visit at the winery but, if he/she is allowed enough time to enjoy a high-quality wine-tasting he won’t mind paying an acceptable price for it. Certain situations can be complex though : such as expecting payment for a tour when the customer has already made a large purchase. Especially for those who remain reticent at the idea of charging for their tours, nothing keeps them from refusing payment when the customer makes a purchase after the tour. Personally, I agree with this principle and even more when it’s done spontaneously. As a commercial gesture and under the pretext that the visitor deserves it, is what makes a bond between the visitor and the wine producer. Nothing like it works better in oenotourism.
Helps to improve one’s brand name
Even though it’s a marketing concept that came straight from a business school student, but still whatever the elders think, remains the truth. For many people, the brand name concept is an abstract and the price is absolutely disconnected from this notion. Well, the price is not only determined by the costs linked to the product. The brand, concerning a property’s wine involves its history, product, reputation, tradition, geononolgy and its foundation. Every wine bottle has a price, a visit to the winery is an « accessory » that does not deserve to be tarnished because it all adds to the experience.
Today, giving tours and offering free wine-tasting sessions, is minimizing the quality of the wine. Setting a price for certain things allows it to acquire value and wine tourists search for quality more than anything; We are not yet experiencing a massive wine tourism but a visitor is still likely to chose paying wineries for the experience created. You don’t always need a great product but with the right marketing and sales skills yoou can still attract consumers and create a mental attachment to your product.
it’s more than just a wine tour, wine is luxury to many
in reality, the visitor’s choice does not solely depend on the price. As discussed earlier the brand name is important, but so are the range of services provided. As a matter of fact : what factors influence the visitor’s choice for one or an other winery? If they decide they are ready to pay for quality service , they must be satisfied and ensure the service is fulfilled to what has been paid for. Of course, some wineries such as Château Pavie or Château Pape Clément, amongst others are very famous, but for others they must rely on others aspects to convince their customers. It can be the beauty of the location, the wine tasting itself or the animations suggested, whatever makes you standout in the market amidst the competitors.
Avoiding appointment cancellations 
It’s not a general report for the wine world but rather the opposite. In other words, it’s applicable to every activity or invitation. Prepayment commits the customer and avoids the option of last minute cancellations. He who expects a free visit by appointment will quickly learn to his expense that people are not all very polite and will numerously cancel without even a warning. Strangely, cancellations by omission are rather rare when there is a paid visit, assuming that it’s a prepayment. It’s one of the benefits of online reservation that allows one to secure planning. Works well for both the consumer and the business.
It’s the right visitors that matter.
The aim of a winery opened to oenotourism is mainly hosting more visitors and have a possible focus on each type of client. The price allows a qualitative selection (there is nothing pejorative in this notion, but merely a visitors type classification). According to each type of client, you always suggest the activities or the price. Thus we can clearly understand that the one who sells his wine at 5€ per bottle can’t propose his tour at 20€. on the contrary, the one who sells his bottle at 100€ also can’t propose his tour at 50€, just as long as the client can have free wine tastings. For wineries that host visitors freely, will be very likely to attract people who are more interested in the low price of the tour than the wine itself. I’m not concluding that I don’t like those tourists but they are not buyers, connoisseurs, wine ambassadors or simply people who bring business. This is why they are not what you are looking for in order to avoid losing time as much as possible and share a real convivial moment with your visitors.
For the viticulturists who are still wondering if they have to make visits to the winery a paid intervention, I would recommend them to think about what they could possibly offer in addition of a simple tour, in order to justify the price. The only service which must remain free and required ,is the smile!
