Cellar door hold selling power for wine brands and regions

New research has shown that a visit to a winery's cellar door has a lasting effect on consumer behaviour, influencing their buying habits for months afterwards.

The Ehrenberg-Bass Institute tracked behaviour of more than 3,300 visitors to 79 cellar doors across Australia over a six-month period. The results reveal the power of the cellar door in promoting a winery or region's brand.

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