Issue link: http://read.dmtmag.com/i/369547
w w w. v w m m e d i a . c o m S e p t - O c t 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 2 1 winery lab, presenting the image of actually working in a winery. Once the fun of blending one's own wine is complete, with all the blending notes written into the booklet each person is given, each wine is labeled, corked, foiled and ready for the "winemaker" to take home. Visitors can also order a case of the wine they "made," with Wente staff blending to the cus- tomer's specifications. NOSING AROUND Wente also offers an aroma class, designed to help visitors learn more about how to identify the aromas in wine in a fun and interactive way. Included is "The Wine Tasting Tool, Making Wine Make Sense." The back side of this colorful vineyards. There are also quizzes loaded onto the tablets that test visitors' knowledge about grape varieties and the Wente family. New games, quizzes and informa- tion are continually added to the iPads to keep things fresh for returning visitors. Those wandering around the Winemakers Studio will notice on the far wall a number of glass bea- kers filled with scented beads that allow them to smell different wine aromas. Attached to the wall next to the beakers are swatches of fabric (silk and velvet, for example) that approximate the body and tex- ture of various wines. Visitors can also participate in various experiences, which include a blending class, wine aroma semi- nar, and a wine and cheese pairing. The many options encourage return visits, as there are more offerings than one would likely enjoy in one visit. In addition, the Winemakers Studio is seasonally inspired and, according to the brochure, "will change as often as the vines grow- ing in the vineyard." BLENDING CLASS While many wineries offer blend- ing experiences, Wente has taken it to another level. The blending room has a high table and stools, with beakers and funnels set out so that each person can blend his or her own wine. The table and equipment looks as though it all belongs in a piece provides information on first impressions as to the color and clarity of the wines, their smell, taste and body. It's a handy tool, easy to follow and with lots of good information – created to give people information in a way that is helpful and unintimidating, low-tech yet engaging. Not only are Wente wines sold by the bottle in the Winemakers Studio, four of them are sold by the growler. Customers can bring the empty growler back, at which time they will be given a new one filled with the wine of their choice. This also promotes return visits. (See our story about wine growlers on page 96.) At Wente and any other winery, the bottom line is that a connec- tion be made between winery and customer, and that positive and interesting experiences encour- age the customers to come back again. Not only will they enjoy well-thought-out features, they will share the experiences with friends and encourage them to visit your winery. Technology can make sell- ing wine so much easier, yet it's no replacement for hospitality and word-of-mouth marketing. Elizabeth Slater is the owner of In Short Direct Marketing, a direct marketing company that works with individual wineries and winery associations. Comments? Please e-mail us at feedback@vwmmedia.com. The Winemakers Studio at Wente Vineyards combines tablet technology with real- world experiences.