Events a boost for branding

Turbulent times in the wine industry have led to some wineries looking to alternative revenue streams, such as events, to drive interest in the brand.

Holding concerts and events at wineries to enhance branding and generate sales is not exactly a new idea.

Leeuwin Estate has been successfully hosting concerts at its Margaret River winery for 25 years, and Sandalford Wines has also been successful since it started hosting concerts at its Swan Valley winery in 2002.

Sandalford chief executive Grant Brinklow is hoping that a significant investment in establishing the company's Margaret River winery as a world-leading winery concert venue, with help from concert promoter Michael Gudinski, will pay off.

"Winery concerts are something that consumers, whether they're wine consumers or not, have this romantic notion of," Mr Brinklow told WA Business News.

"So when you combine a winery concert in a location like Margaret River, that's a destination that people want to go to at least once in their lifetime, and marry that with a major act, suddenly you get cut through to the average consumer. It's a major point of difference."

Mr Brinklow hopes to hold up to five concerts down south in the next 12 months, while the Swan Valley winery will host as many as 10 concerts, for up to 12,000 people, this season.

"You look at examples like Leeuwin Estate, they've established a high ground position for their brand, on the back of some great wine but also from their concerts," he said.

"That's the reason for the significant investment.

"It's a way to enhance our brand to a far greater extent than we were able to do even if we win a prestigious wine accolade, and we aspire to win these accolades, even the Jimmy Watson trophy.

"I don't think the marketing benefit to the average joe blow consumer will compare to any aspects of the benefits we get from a major concert event.

"They hype that will hang off that is just priceless."