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Importance Of Tasting Rooms For Canary Islands' Wineries, Abel Alonso, Lynnaire Sheridan, Pascal Scherrer
Importance Of Tasting Rooms For Canary Islands' Wineries, Abel Alonso, Lynnaire Sheridan, Pascal Scherrer
Abel D Alonso
Purpose – The purpose of this paper is to explore the role of the tasting room for wineries from a re-developing Spanish wine region, and identify the challenges winery owners currently face in their pursuit to market their wines through the tasting room. Design/methodology/approach – Between May and June of 2007 a total of 23 winery owners, managers and wine makers located in the Canary Islands were interviewed from a sample of 61 wineries identified in Tenerife and La Palma islands. Findings – The findings confirm the vital importance of the tasting room as a marketing, branding, and educative vehicle …