Wine Tourism: How Mendoza Measures Up
Recently, Mendoza had the honor of receiving Dr. Liz Thach, Professor at Sonoma University and Master of Wine. With the help of the Fulbright Institute and the National University of Cuyo, Dr. Thach hosted a workshop with local wine industry professionals to discuss the twelve best practices in wine tourism.
Here are the 12 areas she says are essential for wine regions to develop an international presence, and a look at how Mendoza, Argentina measures up to her standards.
1. Wine Roads & Signs
Getting around to wineries in Mendoza can be a tricky businesses without the help of a local driver or guide. Google maps trembles in confusion, and GPS systems often need exact coordinates in order to get you where you’re going. However, as more and more wine tours venture out into Mendoza´s sub-regions, more and more signs crop up to mark the way.
2. Community Collaboration
In order to create a well-rounded travel experience, businesses must join together to make savvy recommendations to tourists who don’t know where to go next. For example: Are you ready to fill your wine glass once again? Head next door to Nieto Senetiner! Or, need to give your palate a break? Why not go white water rafting tomorrow?
3. Special Events and Festivals
According to Dr. Thach, Mendoza has this one in the bag. No other region in the world puts on a festival quite as elaborate as the multi-month party that is the Vendimia grape harvest celebration.
4. Unique Experiences & Tours
Sipping 3 wines at 6 different wineries tends to get a little repetitive – no matter how delicious. Wine lovers look for unique experiences that allow them to taste, learn, and enjoy wine – but with a special twist. This could take the form of a blending game, aroma workshop, or even a guided chocolate and wine pairing.
5. Food & Wine Focus
We know that when it comes to food and wine, the perfect pairing means that a meal is much more than merely the sum of its parts. In the case of Mendoza, stereotypically it’s all about the beef. Which makes sense, given that the intense fruit and supple tannins of young Malbec makes red meat simply melt into submission. However, winery lunches, closed-door restaurants, and innovative chefs are eager to show the range of delicious possibilities that come from pairing Argentine flavors to Mendoza wines.
6. Art & Architecture Focus
Thanks to a boom of development in the recent decades, Mendoza’s landscape is punctuated by some stunning wineries, many of which owe their appearance to local architecture firm Bórmida y Yanzón. In case you´re looking for art on a slightly smaller scale, local artists such as Gonzalo Antón and Sergio Roggerone are names to keep on your watch list.
7. Ecotourism Focus
Given the mountain landscape that surrounds Mendoza, it’s impossible to sip and swirl without constantly sneaking a peak out the nearest window. A growing number of wineries are focusing efforts on protecting the environment – which is, after all, an integral part of their selling point. Therefore, wineries across Mendoza province are implementing organic and biodynamic practices, and offering tour options that allow visitors to enjoy the wine and the outdoors simultaneously.
8. Unique Partnerships
Contrary to what you may have heard, food isn´t the only hobby that pairs well with wine. Today, numerous Mendoza wineries are partnering up with spas, yoga instructors, business conventions, mountain guides and golf course to offer visitors the chance to enjoy 2 passions in one place.
9. Wine Villages & Museums
Given the inherent charm of Mendoza´s downtown area, few satellite wine-centric villages have cropped up in the region. However, La Rural Winery offers an extensive museum showcasing centuries of Mendoza wine industry history.
10. Friendly Customer Service
More important than wine knowledge, says Dr. Liz Thach, is the ability to help a customer enjoy his or her experience. That could mean training winery staff in English language skills, offering different tour and tasting options, or simply answering questions throughout the visit.
11. Excellent Regional Promotion
Creating and communicating a strong regional identity is fundamental for wine regions to be able to invite and persuade wine travelers to come for a visit. Wines of Argentina and Wine Sur are two of the most prominent ambassadors for Mendoza worldwide.
12. Measurement
And finally, when a wine region has all of its pieces in place, measuring the results and tweaking the strategy will keep them on the road to excellent wine tourism service.
(From left to right) Guadalupe, Dr. Liz Thach, Madeline Blasberg, Garolyn Gallagher
Dr. Liz Thach is a Professor of Management and Wine Business at Sonoma University in Rohnert Park, California. Her areas of expertise include Wine Business Strategy, Human Resource Management, and Leadership Development. She started teaching as a full-time professor at SSU in the fall of 2000. In addition to teaching, she currently conducts research and does consulting with multiple wineries and other local businesses. In the spring of 2011 she was awarded the title of Master of Wine from the Institute of Masters of Wine in London, making her the first female MW on the West Coast and the 7th woman in the US to achieve this honor.