Situated in the Coal River Valley of Southern Tasmania, near the historic town of Richmond, a 20 minute drive from the city of Hobart Puddleduck Vineyard is a boutique family owned and operated vineyard producing premium wines from grapes grown on their vineyard, and processed in their energy neutral winery .
The distribution strategy of the winery is novel in that it relies entirely on the direct link to the cellar door, representing a departure from mainstream sales practices at most Australian wineries pursuing a wider distribution strategy involving other retailer and wholesale channels. However, Puddleduck Vineyard has made the cellar door the primary venue for wine sales; in fact, their wines are only available for purchase direct from the cellar door .
To support the novel distribution method, Puddleduck Vineyard has developed the vineyard to include outdoor facilities where people to enjoy a picnic meal along with wines purchased at the cellar door. Visitors can buy a Puddleduck Vineyard platter, followed by cake and coffee, or they can choose to have a Reverse BYO® . BYO (Bring Your Own) is a common at restaurants in Australia, and it means that guests can bring their own alcoholic beverages to enjoy with a purchased meal. Puddleduck’s Reverse BYO® turns this concept upside down: people bring their own food to eat and buy the wine at the cellar door .
The Reverse BYO® is what might be called a marketing innovation , or a management innovation . The OECD describes a marketing innovation as “implementation of a new marketing method ….[including] product design or packaging, product placement, product promotion or pricing” . Alternatively, Hjalager says a management innovation describes “new marketing concepts… [changing] how relationships between the service provider and customer are built and withheld” .
Reid, S. R. M. (2016). Reverse BYO® at Puddleduck Vineyard: a Winery Marketing Innovation. INNOTOUR Innovation Cases. From http://www.innotour.com/innovationCases/?p=3707
- Puddleduck Vineyard. Puddleduck Vineyard: Home. 2016 8 December 2016]; Available from: http://www.puddleduckvineyard.com.au/.
- Puddleduck Vineyard. Food Options and Reverse BYO @ Puddleduck. 2016 8 December 2016]; Available from: http://www.puddleduckvineyard.com.au/food-and-reverse-byo.
- OECD, Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. 3rd ed. 2005: OECD, Eurostat.
- Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.