Winey Kids: Promoting Wine Tourism to People with Children

Winey Kids is a great case study showing how to set-up an information—and community—based intermediary model supporting both the wine demand and supply with the aim to activate and grow a latent demand market segment related to wine tourists with children. The case study discusses the two-sided business model of Winey Kids, the information services that it provides to both the win consumers and suppliers and the social media activities undertaken for nurturing and mainlining an online tribe of winey parents. Winey Kids aims to: help winey parents to become aware and facilitate their decision-making and wine visits planning process by easily searching, finding, evaluating and accessing information about kids’ friendly wineries and wine destinations; provide advice and a communication channel to wineries for better understanding the needs, the requirements and the behaviour of the winey parent market so that they can better customise their offerings and make them more appealing and accessible to this market segment; and assist wine regions to promote themselves to a niche wine market segment by creating a positive image of a children-friendly wine destination. The case study is a great example explaining how wine tourism firms can better understand and activate a latent demand by developing strategies aiming to address the constraints inhibiting this demand to materialise. The case study is also a good example showing how to use social media for building an online tourism community and a brand community for marketing information purposes.