The Evolution of Events in the Australasian Wine Sector

The wine sector in Australasia has developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long history of these events little research has been carried out on their role for wineries and regions developing wine tourism strategies. The purpose of this project is to examine the use and evolution of regional wine events from a strategic perspective. Based upon seven case studies from Australia and New Zealand the authors argue that over time the nature and emphasis of events change. Preliminary findings indicate that events evolve through a series of stages, ranging from regional awareness through to brand enhancement and customer loyalty. Implications for event organizers and winery management are explored.