Writing about food and beverage tourism allows me to feature businesses both big and small because, in this segment of the tourism industry, bigger is not necessarily better.
Take the small 12 seat restaurant near my home just named the best new restaurant in the U.S. It’s in the Finger Lakes region which is also home to over 120 family owned wineries and is the largest wine region east of the Mississippi river.
Growth of Beverage tourism in NY and beyond
Beverage tourism has been a growth market in New York ever since the farm wineries act was signed in 1976 that allowed for tasting rooms and sales. A few wineries such as Fox Run Vineyards were the pioneers in establishing unique events to complement their tasting room sales. The Annual Garlic Festival draws thousands from around the country who come to enjoy the wine, scenic views, entertainments and garlic, garlic, garlic.
And now microbreweries and distilleries are popping up all throughout the region, the state and the U.S. in general. So how do you make your destination’s beverage spots stand out, since they are everywhere these days?
I think the quality of the product is important, no doubt. But I believe the story and the people behind the product are what visitors will remember and talk about. And everyone has a good story. If you are a DMO, spend time with your attractions learning about them and why they are in the business. Why are certain wines or beers named what they are?
Perfect Example
Empire Brewing in NY is a large local brewery based in Syracuse NY. They were innovative in developing a brew pub in the 1990’s and were in the right place at the right time with the birth of the microbrewery craze. But they didn’t just 
stop there. Their owner hosted a group of Chinese tour operators who were traveling around the northeast learning more about tourism spots for their customers. Beer is not a favorite product with the Chinese, but Jim had an idea after a visit to China. He developed a new beer called Two Dragons beer. It contains tea grown in China. The logo and label marry the ideas of NY and China, and it is the only NY beer sold in China. Talk about a competitive advantage! But he saw an opportunity and looked for a way to capitalize on his product, a story and a trend.
Guinness Storehouse- one of the best beverage attractions in the world
Probably one of the greatest beverage tours in the world is the Guinness storehouse in Dublin Ireland. For rabid fans of the dark brew, going to this tourist attraction is tops on their bucket list.
I am not a big fan of Guinness but I have two sons who are so when I was in Dublin last year I felt I should at least go pay a visit to the gift shop there. But I came away as a big ambassador for the beverages and the story behind it!
The Storehouse entrance and tour
Arriving at the imposing stone building makes you feel like you are stepping back in time. (what does your entrance way look like? Are there places for good photo opportunities?)
Purchasing tickets was easy to figure out, and there was a direct line for those who had purchased via Viator.
As you wait for your tour to begin, you can look at the original document leasing the land and water rights to Mr. Guinness. You are given an overview of the tour and what you will see, and with a comprehensive brochure, are sent on your way. This self-touring museum attraction slowly winds you around and up as you learn about the elements that go into the brew- namely water, hops, barley, and malt. The exhibits are informative and interactive. Who knew so much detail and history went into a drink?
There is a perfect combination of information and entertainment, with lots of photo ops ( and suggested #hashtags). There is advertising art, video, cafes and tasting class. The tour culminates with a pint of freshly produced Guinness at the top of the building which has large windows to better see Dublin. I must say, I never have tasted a better glass of Guinness!
7 Ideas for your attraction
1. Make sure your website begins to tell the story of you and your business.
2.First impressions matter. There are many competitors out there these days; make sure your facility is welcoming and clean. Is there a good place for people to take a photo before they enter?
3.Excellent and educated customer service makes a big difference. The staff should know about the region and be able to answer most questions. Have a document with frequently asked questions and their answers. New staff can refer to that, and all staff can continue to add new questions and answers.
4.Make sure everyone knows what makes your beverage stop unique. Is it the oldest, the smallest, the only one that …… You fill in the blank.
5.If you have a tour or event that you charge for, consider having ticket sales available on Viator. This free platform provides many resources and you only have to give a discounted rate.s for your attraction.
Leverage your guests and partners
6.How can your guests become your ambassadors? Can your coasters or napkins ask people to post photos, write a review or come back? Use social media logos to let others know where they can find you.
7.Partner with others. Whether it is joining a beer trail or wine trail, there is legitimacy in belonging to an association. But who else would be a good partner? Could your local shops give a coupon for a free tasting with a minimum purchase? Who else already serves your ideal customer?
Final words
I believe beverage tourism will continue to grow in the next 5-10 years. That is both good and bad. Good because there will be more individuals and groups looking for a new place to try, and bad because there will only be increased competition as more people decide to try their hand at starting a business. But you, or your attraction partners if you are a DMO, can implement some ideas and strategies that will make you stand head and shoulders above the rest.
Salut! Cheers!