Archive for May, 2016

Innovating the Cellar Door Experience at Penfolds Winery

Friday, May 6th, 2016

Penfolds ranks among Australia’s oldest wine-makers [1]. Established in 1844, just eight years after the foundation of South Australia, Penfolds has a long history of innovation in wine-making, and now in wine tourism too.

Penfolds has taken the cellar door visit to a new level by including a wine-making experience “Make Your Own Blend”. Participants enter the Winemaker’s Laboratory to blend their own wine from varietals of Grenache, Shiraz and Mourvedre, as used in blends produced at the winery [2]. The participants are given the percentages of each variety from last year’s blend and they are allowed to smell the company’s current blend to help give them some idea of how to achieve a similar result; they each get three attempts to get it right and can bottle their best effort to take home (a fitting reminder of their experience!).

The immersive experience puts a new twist on the usual cellar door visit by enabling the participants to gain a deeper appreciation of wine and the wine-making process, and have fun too! It is an example of “product innovation” [3]. By delivering immersive experience going beyond the typical cellar door wine tasting, Penfolds has added an extra dimension to the cellar door visit. The innovative product engages the visitors to become integral participants co-creating a wine-making experience.

Recommended Citation

Reid, S. R. M. (2016). Innovating the Cellar Door Experience at Penfolds Winery. INNOTOUR Innovation Cases. From



  1. Treasury Wine Estates. Barossa Valley Cellar Door. 2016  7 May 2016]; Available from:
  2. Treasury Wine Estates. Barossa Valley Cellar Door Experiences. 2016  7 May 2016]; Available from:
  3. Tidd, J. and J. Bessant, Managing innovation: integrating technological, market and organizational change. Fifth ed. 2013: John Wiley & Sons.

AirBolt – innovativeness in travel safety

Tuesday, May 3rd, 2016

Safety is an important issue for most people, when they travel. Reducing risk is part of the preparation and precaution. That account also for the possession that tourist bring with them. Innovative measure come up all the time and change the travel and tourism experience for many people. Travelling should be fun and not risky.


The AirBolt is an innovative example. It is a travel sized lock designed and developed to become the world’s first Bluetooth enabled smart travel lock. A travel lock’s primary function is to be a deterrent against theft, but there is potential for so much more that will make a traveller’s journey easier.
Features in the AirBolt are electronic, and with an app, the location can be identified, if the luggage is lost. By using the built in buzzer on the AirBolt the user can get a sound signal, if separated from the luggage. The lock can be revoked at distance to allow authorized persons to open the luggage, or to hinder unwelcome access.
AirBolt is not yet on the market (2016). The people behind it are based in Melbourne Australia. To fund the project and to speed up the growth process, the innovators successfully use the crowdfunding platform Kickstarter.