Connecting Wine with Tourism – Inniskillin has been the ‘Ice Breaker’. Inniskillin is one of the Canadian wine industry’s original pioneers, producing distinctive estate wines that rank among the world’s finest. But it is Inniskillin’s constant dedication to innovation that recognises it as being one of the best among its peers and it has become a leader in wider industry focus on education and research. Inniskillin was established in 1975 and has become famous for its Icewine due to its unique microclimate on the Niagara Peninsula, only twenty minutes from the famous Niagara Falls. The 1980s saw Ontario take its place at the table of the world’s cool climate wine regions. The 1990s saw to create a Canadian character. Ziraldo believes this is it finesse its style, identify its most privileged sites and one of the major brand images for Inniskillin and planned build its reputation beyond regional interest into the future expansion and renovation (which will include a wine mainstream of the world’s acknowledged fine wines. The education centre focusing on the Icewine Experience) will evolution of wines in Canada has been nothing short of be in keeping with this style of architecture. phenomenal. Inniskillin Icewine is a global brand that is positioned as the luxury wine from Canada taking The philosophy has always been about connecting wine advantage of the strong association between Canada, ice with tourism as Ziraldo believes ‘it’s not what you say and snow. Red wine development has accelerated rapidly about yourself, but letting others have their say about and Pinot Noir is finding a very quality-focused niche in you’. A success in the coveted Grand Prix d’Honneur at Niagara. Canada is one of the rising stars in the quiet Vinexpo in Bordeaux for their 1989 Icewine created a revolution of New World wines. That is what makes this reputation for this unique wine and customers who visit an important study as a comparison for New Zealand food the winery become ambassadors for the Inniskillin ‘Icewine and wine tourism, the parallels are obvious. experience’. Nobody will deny that, in all this, Inniskillin winery has A point of difference for Inniskillin is the separate Icewine been the ‘ice breaker’. They use education as their stealth tour and Icewine tasting bar. A feature of the tasting is weapon of mass market penetration and realise that the specially designed Riedel Icewine glass, designed as education is the key to get people to try Canadian wines. a result of a workshop at Inniskillin. Founders Donald Ziraldo and Karl Kaiser say that on 31 July 1975 Inniskillin was granted the first winery licence in Ontario since prohibition in 1929, but these days they prefer to take a more low-key approach to being industry leaders. The historic Brae Burn Barn which houses the retail wine boutique and tour centre was constructed in the 1920’s. Thought to be designed or influenced by legendary American architect Frank Lloyd Wright, the barn blends with the new winery at Brae Burn and harmonises architecturally with the natural and historic surroundings Inniskillin is famous the world over for its the winter, fall, summer and spring with differentiated Icewine and it uses this to good effect to bring visitors events. ‘Taste the Season’ is a touring passport in during the low season. Icewine was first made in programme, developed by the Niagara-On-The-Lake Germany in the mid-1700’s. The grapes are left on the wineries marketing body to highlight seasonal food and vine well into December and January. The ripe berries wine matching and wines for seasonal entertaining. An are dehydrated through the constant freezing and thawing example of differentiation is ‘Taste the Season’ for Fall on the vine. This creates a unique character, with more 2005 - various wineries will each develop a signature dish mineral enrichment and distinctive and intensive aromas. around a different herb. The grapes are painstakingly picked by hand at -8 to -13 The various attractions of the surrounding picturesque degrees and pressed in the extreme cold. region of historic Niagara-On-The-Lake make it an ideal A series of events have been developed that weekend getaway for residents from Toronto only 1.5 take advantage of this. Niagara-On-The-Lake wineries hours drive away. The touring passport programme aims (including Inniskillin) celebrate this distinctive wine style to encourage this weekend visitation throughout the year with their Icewine Festival in January each year. Over ten as well as key events in each calendar year including; days, the wineries of the Niagara-On-The-Lake combine • Niagara Food & Wine Classic (September) to create a unique festival of wintry wonderland in celebration of one of Canada’s most cherished products. • 54th Niagara Wine & Harvest Festival (September) A highlight of the celebration is the Niagara Icewine Bar • Days of Wine and Roses (November) a 7 metre long, 7000 pound block of ice carved with ornate scenes of Canadiana. A feature of the 4th Annual festival • Wine & Herb Tour (November) in 2006 will be over 35 Ontario wineries, allowing customers • Christmas in Wine Country (December) to taste over 100 different Icewines. Icewine cuisine will be featured at individual winery gala dinners. Amateur and professional ice carvers from across Ontario compete Inniskillin use of a snowy winter image in place in the Icewine Sculpture competition and provide live of the expected harvest photo in their promotional demonstrations. brochure. Inniskillin appreciate that customers will want to The combination of seasonal marketing by all 16 wineries visit in Summer anyway, but it’s the winter months that they of Niagara-On-The-Lake, under the ìFour Seasons, Five are keen to promote more intensively along with seasonal Sensesî banner, encourages visitation equally throughout difference to repeat visitors. The Japanese market is of particular interest to Inniskillin.Icewine tastes intensely rich and well- balanced, its aroma is reminiscent of lychee nuts with flavours resembling peach nectar, mango and other tropical flavours. Japanese have a strong preference for this type of wine and Inniskillin has recognised that the Japanese market has specific needs. A large number of Japanese tour groups are also attracted to the area by Niagara Falls and, as Inniskillin winery is right on the Niagara Parkway, it is within striking distance of a number of these tours. Inniskillin have gone out of their way to cater for Japanese tour groups. This has included: • Translation of winery signage into Japanese • dedicated Japanese tasting area with Japanese- speaking staff. • A Japanese tour that lasts a total of 23 minutes for tasting and cellar sales. One of the main wholesaler companies that Inniskillin deals with is JTB (Japan Travel Bureau), who have built significant Japanese business (up to 35,000 p.a. prior to SARS and now building back to this level). The Inniskillin website has also been translated into Japanese to make it more accessible to Japanese visitors before and after their visit. Inniskillin and Wine Routes Inniskillin receives 300,000 visitors a year and this is in no small way due to their involvement in several wine routes. The Inniskillin Winery is promoted variously on the North East Wine Route, by the New York Wine and Grape Foundation and the Wine Council of Ontario. The Wines of Ontario ‘Wine Route’ is recognised as being scenically beautiful, with unique microclimates and fertile soils that create some of the world’s finest wines. Following the ‘Wine Route’ along the Niagara Parkway you arrive at Niagara Falls – one of the greatest natural wonders of the world. Inniskillin pay particular attention to the the industry will deliver a more authentic message. challenge of exceeding all their customer Inniskillin staff are encouraged to meet monthly budgets needs. The creation of a unique winery experience and are rewarded with incentives. However the incentive with specific focus on education and well trained staff is not a cash one. It might be their attendance fee paid is the informal but underlying highly organised service for at a wine educator’s conference or supplementing ethic. Donald Ziraldo puts a lot of personal attention into staff private visits to other wine regions, for exposure knowing his customer and leaves nothing to chance. to wider industry ideas that they can bring back and Donald has been known to grab customers in the car share with other staff. As a result incentives serve two park ‘cold turkey’ but, he says; ‘I only talk to the ones purposes: rewarding the staff member and improving who have bought my wine’. He believes that ‘in-the- the corporate knowledge of Inniskillin. moment’ you can discover a lot about your customer satisfaction and they are impressed that someone cares Communication between staff and management is enough to ask their opinion, best of all the founder and practiced on a daily basis. Every morning there is a owner of the winery! briefing on what is happening in the winery and what Training for Inniskillin staff is not your usual challenges there may be that day. At the end of each day, staff analyse 2-3 questions that customers have 1 day induction or basic off-site customer service asked (recorded in the winery ‘Daybook’) to see if there skills training programme. Trainers have been brought are any issues that can be discussed and resolved: in to deliver a ‘fun and entertainment’ focus, including “there are no bad customers, only bad situations”. improvisational acting so that staff were given the opportunity to practice hypothetical situations in order One of the regular issues that customers need to to be able to act more confidently with visitors.