Issue link: http://read.dmtmag.com/i/369547
2 0 V I N E YA R D & W I N E RY M A N A G E M E N T | S e p t - O c t 2 014 w w w. v w m m e d i a . c o m e c h n o l o g y h a s b e c o m e de rigueur in the tasting room, although it's been used mostly to track cus- tomers and sales. Tablets/ iPads are popular for taking orders, and mobile POS is making it eas- ier to sell when vintners pour their wines away from the winery. Wineries are also increasingly sav- vier about how their websites display on mobile devices. Some have their own apps, and many use apps to track what's in con- sumers' cellars. But now you can hand an iPad to visitors, allowing them t o l e a r n m o r e a b o u t your wines, at their own speed, while they are in the tasting room. W i n e W e b , a N e w Mexico company, offers technology that allows tasting room visitors to write tasting notes on a tablet and have them e-mailed to them. Not only is it a convenience to the visitor, it's an easy way for the winery to capture the customer's e-mail address, which (with the visitor's permis- sion) can be used to send more informa- tion to that person. Anything can be loaded onto the tablet: events, vineyard informa- tion, wine technical data, even information on how older vintages have aged over the years. Tasting notes written by visitors can also be uploaded as user reviews on your website. Of course, the tablets are also very use- ful for outside sales people who call on retailers and restaurants. Reps can show short videos of the winemaker and winery principal, and images of the vineyards and winery, making everything more real to trade customers. WENTE'S WONDERLAND One winery that is making optimum use of technology (both old and new) is Wente Vineyards in Livermore, Calif. Its recently opened Winemakers Studio is a new take on tasting, offering a variety of experi- ences to interest and excite visitors. While some of its features are available at other wineries, there is a certain panache to the Winemakers Studio that gives it a dash more excitement. The room is inviting with its understat- ed décor and two orange chairs that pro- vide a splash of color. There are long, high tables with stools, and iPads are attached to each. Visitors can sit on the stools and open an iPad, which is filled with informa- tion about the Wente family, wines and SHORT COURSE + Tablet devices can create interac- tive ways for tasting room visitors to learn about winery products, people and regions. + Interactive opportunities result in deeper connections between visitors and wineries. + Wineries that offer experiences com- bining technology with staff interac- tion are those most likely to succeed. + Wente Vineyards is a model for suc- cessful blending of technology and personal guest service. Wente is a model for mixing high-tech with homespun hospitality WINE WISE MARKETING ELIZABETH SLATER Tapping into Technology Photo: Thinkstock