In 2021 the 66% of the purchase of winery experiences was managed by women. These data come from the preview of the annual report on wine tourism and direct-to-consumer sales that the tech company Divinea developed based on the analysis of aggregated data using the Wine Suite software and the portal divinea.com, thanks to a survey conducted with partner winery companies, such as Marchesi Mazzei, Cantina Rainoldi e Cantina Cappellini.
“The goal of this research,” explains Fillippo Galanti, co-founder of Divinea together with Matteo Ranghetti – is to provide wineries and stakeholders involved in the wine tourism market and direct-to-consumer wine sales with useful tools to improve the winery experience for visitors. Knowing that it is primarily the female audience who takes care of booking visits in the company helps us understand that Italian wine should target this segment to enhance the winery experience. The quality leap that wineries must make today lies in this opportunity that data studies give us to profile winelovers and respond with offers and proposals that meet their interests.”
Among other interesting data emerging from the Divinea report is a difference in purchasing between the pre-Covid period and after the lockdown. The data show that the time between booking and the day of the winery experience has shortened: before the pandemic visitors booked on average 23 days in advance, today 12 days in advance. Most bookings occur during the week, with Tuesday preferred, while the preferred time is early morning or around lunchtime. 76% of visitors prefer to book online and more than 75% buy wine after the winery experience. “These are fundamental data for a winery that wants to design a winery experience and a performant consumer sale,” emphasizes Matteo Ranghetti of Divinea. “Our Wine Suite software was created precisely to help wineries collect and read data, to increase sales and respond to the audience of enthusiasts.”
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