Winemaking becomes art at Aussie eccentric’s cellar door

A leading Australian winemaker will soon open a cellar door that promises to thrill all the senses to improve his bottom line.

"Research released last year by the University of South Australia’s Ehrenberg-Bass Institute found that a visit to a winery's cellar door made consumers more likely to buy the winery’s product for months after the visit.

Lead researcher Johan Bruwer said the research showed a cellar door visit had a much wider impact beyond sales on the day.

“The cellar door can give the brand a good story if those who visit and taste the wine have had a good, authentic, and memorable experience. People who visit a cellar door also become more educated about the wine region and this increases the consumption of wines of that origin,” Prof Bruwer said. "

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