Wine tasting: to charge or not to charge?

Abstract In Australia there is an inconsistency of practice between cellar door operators as to whether they charge for a wine tasting or not. The liquor licensing legislation in each State permits cellar door operators to charge for a wine tasting. Some charge for tastings but deduct this from any purchase made, some provide food to accompany the tasting and others provide a free tasting. This paper considers the practice from a consumer’s (wine tourist’s) viewpoint. A survey was conducted of wine tourists who have attended a cellar door wine tasting to gauge their attitude about charges for wine tastings and probable impacts on their purchasing decisions. The majority expressed a preference for free tastings and stated they would not stay if there was a charge for tastings. However, some tourists were willing to pay in a range of circumstances, depending on the services provided and overall experience.