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The Weekend Neos Kosmos : 08 July 2017
DIGITAL.NEOSKOSMOS.COM THE WEEKEND NEOS KOSMOS | SATURDAY 8 JULY 2017 17 FEATURE Greece's brand image," she says. The training seminar looked at researching sales strategies and distribution techniques as well as understanding wine consumer behaviour and coming up with different ways to build a luxury wine brand. In addition, keynote speakers spoke about the development of wine destinations, the importance of building synergies and networks amongst wine related tourism businesses and different ways to develop wine tourism experiences while promoting the winescape of tourism destinations. Ways to use social media for promoting wine and engaging customers in wine marketing campaigns were also examined. "These days, social media changes the way consumers decide what, why and how to drink and how to buy their wine, therefore, we need to look at social media as a tool that can potentially empower wine consumers and wine tourists to co-create their wine experiences and at the same time we need to examine how tourism wine firms can use social media to develop customer engagement campaigns through which they will enable customers to become co-designers co-marketers, co-producers and co-entrepreneurs of their wine experiences," explains Sigala. The event concluded with a dinner at multi-awarded restaurant Georges on Waymouth where Greek Australian restauranteur and wine lover George Kasimatis stocks a number of Greek wine varieties. "The menu that George prepared was without a doubt the perfect ‘marriage’ of food and wine and one of the best wining and dining experiences I have had to date," reveals Sigala. According to the Greek Bureau of Statistics, in terms of value, there has been a 27 per cent increase in Greek wine exports, between 2014 and 2016. "Wine tourism is a great and extremely profitable industry all around the globe and Greece needs to focus on strategically creating a strong global branding. The Greek sun, the Greek beaches, the Greek islands and infamous traditional Greek food are great assets for the country but we can't depend on them forever. "It is time to move forward and turn our gaze to new horizons if we wish to be competitive in tourism and wine exporting on a global scale," concluded Sigala.
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