The general idea of this project is to provide the wine tourists who visit Bodegas Torres with a wide range of activities related to wine and gastronomy, in order to raise awareness of the Torres brand and promote wine culture.
Bodegas Torres is one of the most visited wineries in Spain and specifically of the Penedès Denomination of Origin. More than 100,000 people visit its facilities annually at the “Pacs del Penedès” visitor center.
The mission of Bodegas Torres is to maintain its centuries-old tradition as a family business, with an international projection, self-financed and independent. The main activity is the sale of premium wines and brandies. By promoting wine tourism they will retain customers.
The vision of this project over time is to achieve the largest number of annual visitors to the facilities, reinforce the brand and make the client identify with the culture and the environment. The target audience will be especially foreign tourists, thus reinforcing the brand´s international projection.
At first, the age range of these clients is independent since the possibilities are opened to receive students, professionals from the sector and members of clubs and organizations. In this work, the wine sector in Spain is d as: hectares planted with vineyards, hectoliters of wine and must produced, grape varieties, exports, etc. Also we can see data of the wine consumption in Spain and abroad.
Wine tourism is defined as the type of tourism dedicated to all activities related to wine and its production and aging process, with the aim of promoting the wine areas of the different wineproducing countries; in some regions it is a complementary tourism to others that already exist (alternative tourism), or as a final product.
In this project I some data from the annual public report by ACEVIN on the demand for wine tourism. This report s an image as faithful as possible of the wine tourist in Spain, and studies its evolution, gathers conclusions referring to the motivations of the trip; its organization; the chosen destinations; the origin, age and professional and sociodemographic profile of the visitor; the level of satisfaction or average spending, among other indicators.
A competitive analysis is carried out with the two large wineries close to Bodegas Miguel Torres, they are the Codorníu cellars and the Freixenet cellars, indicating the main differences between them, what they offer to the visitors, price comparison of the different activities, web activity, among other.
Based on these data, I have defined the location and prices of the activities, as well as the main aspects of the communication plan and the importance of the stakeholders that will help promote the brand. The business plan is also developed, setting annual sales targets for the activities, which can be reviewed every three months.
Finally, the economic-financial plan is developed considering a probable sales scenario taking into account that there will be a large influx of foreign tourists due to the proximity of the wineries to the city of Barcelona. Finally, the ratios of the wine sector (year 2015) obtained through the SABI (Iberian Balance Analysis System) are d, including the companies with a turnover above 8 million euros in 2015 (CNAE 1102. A total of 56 companies).