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and Positioning of the Winery
- Image and Positioning
- Concept and Positioning of the Winery
Carina Winery is located in South Australia. According to Carina Cellars (2018), the winery draws meaning from the southern hemisphere, the constellation of Agro Navis, which is separated into three main clusters, including Vela (The Sails), Puppis (The Stern), and Carina (The Keel). Therefore, the name Carina implies the Keel and the company strives to produce wines that are worthy to be placed among the stars. It covers an approximate 1,500 acres, which includes a construction area of 400 acres, 1,100 acres of vineyard, national tourist attractions, and a national leisure agriculture and rural areas tourism five-star park.
In addition, the winery also includes ecological agriculture development companies, wine companies, and tourism culture companies.
- Proposed Food Options
In the cellar door, the winery has two sets of research and development teams. The role of the team is to come up with unique designs and menu that meets the needs of the target customers. Each research and development team boasts of a sommelier, bartender, dietician, foodie, and others which bring together rich professionals. The menu will be planned to accompany wine tasting with the aim of bringing out the best flavour of the wines. There are foods that enhance the original taste and flavour of wine and these foods will be included in the menu (Winerist, 2018). For example, cheese contains oils that reduces the acidity of wine and helps to bring out the best flavour or olives that are well known to enhance the taste of some wines (Gregutt, 2018). Therefore, the following foods are proposed to be served together wine.
1 oz pours for tastings
Pick 3 for $10
Pick 6 for $15
A La Carte for $5 per pour
Wine by Glass
$10 per glass for wine under $30
$12 per glass for wine under $45
$15 per glass for wine under $40
Coconut Shrimp with a chili mango sauce and Carbenet Sauvignon
Portobello Mushroom Bruschetta with Grilled garlic slices with Montage wine and Parmesan cheese
Vineyard Chicken Salad Chicken breast grilled with spicy pecans, juicy red seedless grapes and Carbenet Sauvignon
Tossed Cobb Salad and Spinach Crepes With Sauivgnon Blanc
Baily Cheesesteak SandwichWith Chardonnay
Duck Breast and Caramelized Apples With Red Burgundy
These are just few of the foods that will be selected as a part of the proposed menu. The proposed menu will be offered within the proposed operation time. A sample menu is shown in appendix 5.
Artur, R. (2018). China’s imported wine market is thriving: and it’s Australian wines that are driving growth. Retrieved from https://www.beveragedaily.com/Article/2018/07/05/China-s-imported-wine-market-is-thriving-and-it-s-Australian-wines-that-are-driving-growth#
Beames, G. (2003). The rock, the reef and the grape: The challenges of developing wine tourism in regional Australia. Journal of Vacation Marketing, 9(3), 205-212.
Bruwer, J., Coode, M., Saliba, A., & Herbst, F. (2013). Wine tourism experience effects of the tasting room on consumer brand loyalty. Tourism Analysis, 18(4), 399-414.
Calsen, J. (2011). Assessing service quality at wineries and cellar doors through service mapping. International Journal of Wine Business Research, 23(3), 271-290.
Carina Cellars (2018). Our story. Retrieved from http://www.carinacellars.com/About-Us/Our-Story
Carlsen, J. & Boksberger, P. (2015). Enhancing consumer value in wine tourism. Journal of Hospitality & Tourism Research, 39(1), 132-144.
Charters, S. & Pettigrew, S. (2006). Product involvement and evaluation of wine quality. Qualitative Market Research: An International Journal, 9(2), 181-193.
Evanschitzky, H. & Wunderlich, M. (2006). An examination of moderator effects in four-stage loyalty model. Journal of Service Research, 8(4), 330-345.
Fourntain, J., Fish, N. & Charters, S. (2008). Making a connection: Tasting rooms and brand loyalty. International Journal of Wine Business Research, 20(1), 8-21.
Gregutt, P. (2018). Mastering the art of wine and food pairings. Retrieved from https://www.winemag.com/2014/11/12/mastering-the-art-of-wine-and-food-pairings/
Winerist. (2018). 7 perfect snacks to pair with your wine. Retrieved from https://www.winerist.com/magazine/entry/perfect-snacks-to-pair-with-your-wine
- Appendix 1 – iron cage
- Wrought iron wine racks
- Wine Tasting room