Taiwan Rural Winery & Tourism Winery Case Study

Taiwan Rural Winery & Tourism Winery Case Study

- "Xiaolizhuang" Merino Scenic overall plan of reference cases finishing

I'm using only finishing in August 2010

　　First, Taiwan folk winemaking historical background Profile

　　Since the beginning of the Japanese occupation of Taiwan tobacco monopoly, the national government continues this regime for 50 years. During this period alcohol production, sales and imports of Taiwan's entirely monopoly Monopoly Bureau (now corporatization of Taiwan Tobacco and Liquor Corporation Wine Division). Until 1986 before gradually open wine imports, Taiwan, after joining the WTO, 2002 年 1 1 officially open civil winemaking, the winery to set up a permit system to take.

　　Therefore, Taiwan open private wine history, still less than eight years. Initially, because the interests of the people longing for wine, wineries and rural small winery quickly set up, as of 2007 so far, made liquor license of the industry amounted to 447. Taiwan's Council of Agriculture to support rural transformation liquor business career, at the end of 2001 to begin planning counseling 921 farmers' organizations in the affected areas of the earthquake disaster in Central winery founded nine rural (peasant associations, agricultural cooperatives, marketing group, etc.), promoting the wine technology , wineries and wine marketing business counseling and other measures to establish a prototype of Taiwan rural winery, followed by a more expanded wine has been made in the manufacturing of a license of 22 agricultural organizations based winery.

　　It can be said that after the lifting of the ban wine, let the wine business in Taiwan's civil mushroomed spurt, which gave birth to the rural winery tourism, quality agriculture and agricultural tourism in recent years, Taiwan has become a general decline in agricultural output of a different army.

　　On the other hand, according to Taiwan last year, "the central government final accounts audit report" shows that the Taiwan Tobacco and Liquor Corporation Wine Division (hereinafter referred to as Taiwan liquor company) from 2002 to 2007, except for 2005 profit of NT $ 106 million, and the remaining year all lose a billion dollars, the worst loss of the year had nearly 1.3 billion Taiwan dollars. This fact highlights the open wine imported wine and folk indeed have been accustomed to monopoly system, institutional rigidities of Taiwan liquor company heavy blow. Competition to develop in the past because of the lack of personnel system and the burden, even if we have huge business throughout Taiwan and selling body "Taiwan Beer" as a backup, could not escape the fate of performance continues to decline.

　　Second, the winery tour of the winery tour

　　Taiwan liquor company since 2004, gradually be transformed into more than a dozen wineries winery tour. Rural Winery and Winery plus the moon and the newly formed Sun Moon River, Pingtung Tsingtao Brewery, Kinmen and Matsu three public Winery, the first winery and Ilan Penghu whiskey distilleries gold car, setting off a new wave of wineries, winery tourism trend.

　　Taiwan rural winery's business model in the early privatization of no cases of wine to follow, and winemaking techniques autocratic period after the hollow fault tobacco need to be established, but also because of the scale of operation can not be a large rural estate and import and domestic Wine Group match winery, wine marketing and advertising capability hardly compete, but in view of the cause of the genus Saccharomyces rural agro-processing industry in a ring, the winery business not only can promote the transformation of traditional agriculture and rural communities and development are inseparable, so Taiwan The agricultural authorities related to the formulation of the relevant development strategies and counseling measures.

　　Agri-Food Department since 2004 to promote the implementation of "Agriculture Organization type" winery and wine evaluation system, through the evaluation system to improve quality, and inject resources management and counseling to enhance the winery winemaking techniques and enhance image quality, and other related marketing promotion the work. The year before the election is recommended by the Agri-Food and the Department of Puli Township, Nantou County Farmers Winery's "truth roses' wine, for the first time participate in the 2008 Brussels World Wine evaluation, which won the silver medal award success, not only in rural areas of Taiwan technology standard wine certainly, but also help to improve the rural wine evaluation at home and abroad. After industry, government and other agencies together to build science, Taiwan-style rock rural winery industry has become firmly established, the extent of impact on the wine market has increased year by year.

　　Taiwan rural winery hit the outset is to combine tourism industry focused on the development, and the last table wine distillery company will be set to produce a pure function is a very big difference. As a result, most of the rural winery has a unique architectural style, warm and bright device, open the plant and equipment and delicate earthy wine service, wine business from agricultural production, sales and catering and other tangible meet level, promoted to provide visual, taste, smell and enjoy the spirit of the invisible realm of culture, with marketing techniques to tell a story, showing the geographical, cultural, agricultural environment and emotions, to give consumers access to a wealth of intellectual journey.

　　After forming the subject of rural leisure tourism, agriculture and Food Agency established winery former mentor, the first analysis of all conditions of the local agricultural environment and the unique wine raw materials production, then counseling combined with local cultural characteristics set Hing business, which can be formed in a short time in regional Wine, Nantou plum wine and rose wine, strawberry wine and other Great Lakes wine producing imagery, development of rural tourism into the local landmark, for example, the Great Lakes region will be successful in agriculture winery, combining local agricultural production environment, and create a domestic strawberry industry index image and expand the development to the surrounding fresh and processed products and food service revenue, the total turnover of 120 million yuan or more. Agri-Food Department of the China Productivity Center survey commissioned by the Great Lakes Region Farmers Winery and winery business performance Lutheran Farmers Association found that consumers willingness to re-visit were 94% and 93%. Developed by Lutheran winery where "Mala Sang" little wine because of the movie "Cape" sold, the highest grossing film record of Taiwan-made piece of the country, which led to the wine estate sales and tourism.

　　Taiwan rural winery wine industry, although the lack of other major countries in Europe and America is blessed with the natural environment and resources of wine, its size also can not comparable with large domestic wineries, but it has to make personal immersive agricultural geographical environment, easy integration of feelings Rural Humanities and a touch of pluralism can and agricultural products and other geopolitical advantages ①.

　　Third, Taiwan's Nantou Lutheran Farmers Winery - plum DreamWorks

　　1. Lutheran Township Farmers' Association Winery was founded in 2002, it is the first winery to obtain licenses after the Taiwanese government's privatization of wine, and won several awards in rural winery evaluation. 93.5 km New Cross-Island Highway Lutheran Township Farmers' Association Winery Leisure Park is located, covers an area of about two hectares, wine and plum processing plants with a total area of about one thousand floor, in addition to agricultural products but also have plum wine sales center , CAS fine food processing, leisure and tourism service center, Talugan Inn (3F landscape restaurant, 2F Aboriginal Hall, 1F Tourist Service Center, B1 maze cellar), furnishings lovely large doll former winery, wine tasting on site Room and DIY classroom, for people to visit the tasting purchase. New Cross-Island Highway is passing the best place to buy agricultural products.

　　Xinyi Township aboriginal Bunun tribe, so the wine's name begin with the story of the original life of the people to carry out graphics and funny name, like "wild boar lost", "forgot to go home", "plum dance", "elder speak "and" Millet to sing "etc. wine. Film "Cape" appearing in "Mala Sang" wine also comes from the small Lutheran Farmers Association winery products. Agricultural products within the sales center in addition to a variety of homemade plum wine Lutheran, the plum products is all-inclusive, all raw plum products are in Taiwan to plum-based.

　　Xinyi Township, Taiwan plum main producing areas, the planting area of about 1,400 hectares, thus Lutheran Farmers Association will accept the Agri-Food and Rural Counseling Department at the winery was founded, according to the environment and agriculture and other local specialties principle, chosen for the plum wine raw materials (another grape and millet), to stabilize the market price plum played a considerable role. Secondly, the people combined with the original characteristics of the design are carried out by ingenuity, it is one of the highest retention rates winery visitors from Taiwan now.

(Photo respectively: Talugan inn, plums dancing workshop Source website:. Http: //www.hsinifa.com.tw)

　　July 2010, Lutheran peasant association "plum DreamWorks' MUNDUS Vini Germany recently received formal notification Wine Institute, referring to his famous" Wild "in the world with a high index of Spirit Competition ISW from a variety of six hundred entries products stand out, won the silver prize reward. For this bottle of house wine famous domestic Ever Victorious Army overseas, FAS staff are all excited, called it "the world's wild."

　　2002 Taiwan's first private winery to obtain licenses Lutheran Farmers Winery, in recent years has been nicknamed "plum DreamWorks", in addition to two years ago, creating numerous topics of "Mala Sang" little wine, but the winery regular wine, but also continue with the national gold medal winning reelection way to prove their intentions and strength.

　　After fifty degrees products including veteran spirits "Wild" in 2007 won China's first gold medal in the national rural winery evaluation contest, even the village in 2008, 2009 changed to another family "soft water" competition, still win, let's face lit up.

　　May 2010, farmers will use to participate in international tournament mode, so that Taiwan's high-quality wine branched out into the world, the world's leading lock Internationaler Spirituosen Wettbewerb (ISW) International Spirits Competition, with cellars maturing, quality and stability, "wild" Delivery eligible for recognition.

　　In addition, since the fall of 2009 with the Lutheran Farmers' Mala Sang "When the brand name to enter the mainland, alcohol concentrations were 39 and 52, on behalf of the home they come from Yushan (elevation 3952 meters), including the July orders twelve thousand northeast one thousand bottles, the mainland market value has exceeded fifteen million yuan, a good prospect.

　　2. Plum DreamWorks story can be said to begin marketing its charm from a bottle of "wild boar lost" on the content and form of the match, by shaping my style. Each plant has its own wine is a story, and each story is derived from a Q version of cute merchandise, into the emotional elements of the local people and the land, contains the Aboriginal lifestyle, show Bunun ease, Lotte cheerful nature of life. "Boar lost" this wine name all over the world I am afraid it can not find the second one, it's all completely caught the people want to hear the story of psychological, Aboriginal life stories are used as one of various types the name of the product and marketing content, the more fanciful and absurd place legend, the more fascinating ②.

　　Fourth, Taiwan's Ilan gold car whiskey distilleries - "Whiskey new home, the first step in a century winery"

　　basic information

　　Winery location: Yilan Yuanshan, Yilan County

　　Brewing ingredients: malt Scotch imports

　　Brewing water: Ilan snowy mountains spring

　　Distillation Type: Lantern type steam heated pot stills

　　Oak type: American white oak 80%; 20% Shirley barrel

　　April 2005 started, it was completed in December of the same year; start test production by the end of February 2006

　　March 11, 2006 will be a successful first whiskey distilled wine

　　Taste the finished whiskey distillery setting: between McAllen Fine Oak and Glenlivet

(Exposure Jessica grass in Pearl - gold car Winery)

　　1. The floor area of ninety thousand (about 30 hectares) of gold car winery, from the entrance to the park registered extraordinary style tourist reception hall, currently receiving regular fixed manor guided tours, including car companies recognize gold, whiskey distilleries visit the production process, to the final whiskey taste shopping, allowing visitors to feel the gold car generally high level of confidence for the winery's own wine quality. For ethnic groups do not drink, just walk in the park lined with green grass hills of spirit, imitation Scotland winery building Shonai breath, when exposure among wine cellars, he could feel the blow nose, as if time and space to the foreign wine Zhuang among hallucinations.

　　The main raw material for the production of whiskey wheat, mainly produced in the north, King Car Group will originally belong to higher latitudes transplant whiskey production in Taiwan, its courage to open up thinking, in fact, comes from the company responsible Lee Tien-tsai, chairman. Taiwan 28 years ago, yet have canned coffee sold, the case is not optimistic about the market research, Lee Dong started to pesticides branched out into the beverage industry, and other food into canned coffee makers are reluctant involved. The launch of "Mr. Brown coffee" After 28 years in the market competition, its sales Taiwan market is still ranked first, about fifty percent market share, annual turnover of about 50 single brand billion Taiwan dollars.

　　He has now entered the class whiskey production, in fact, saw an opportunity continent. Some years ago King Car Group noticed Chinese liquor market downturn in recent years, whiskey preached geometric progression growth, careful observation discovered a penchant for style of Chinese people, are holding "Please only wine style" mentality , so the world whiskey market, because of the flourishing Chinese market, so that Europe appears oak, raw barley reluctant sellers phenomenon.

　　So the future production of whiskey, China is also a major market. To this end, Lee Dong tour went to Scotland, Ireland, the United States, Canada and other countries twenty several winery visits, in April 2005 in Ilan who quietly mountain plant groundbreaking, March 11, 2006 the first barrels of whiskey spawn only after exposure in the media.

　　2. King Car Group, can be said to drop heavily to build hardware whiskey plant construction, then the accumulation of money in the future how to distribute the hills attract energy, is an important indicator of the success of a brand. Taiwan's production of KAVALAN whiskey now has been formed under the topic in the media created; but for a cup of coffee magic hand, it seems that the surface term operational actions to paste into more in people's daily life. Compared to moving the bottle thousand KAVALAN on the island of Taiwan in the face of consumer groups whether the charm? After tasting can be turned into a road Souvenir immediately, with tourists coming and going from glistening like another gold? Obviously, this question than the whole plant transplantation project will come hardship times, I believe that the courage to take the corporate image refreshing gold car companies, already prepared against the strategy, brand building, after one another better and foreign wineries signs, which we have to be angry and brave meditation.

　　Another part of the tour to the winery, there is no doubt in the hard body can feel the gold car into business decision-makers in good faith, for the first time into the halls of the winery will be impressed by its scenery, but its Details still have their place may be thinking, as follows:

　　1. The whole plant vast, from the visitor center to the production line or winery tasting area some distance not less, may ride or walk on a moving line of convergence, when the weather is fine or take a walk as a selling point, but if the pre-rainy day, etc. conditions, such good intentions will probably be discounted, especially Ilan weather often volatile.

　　2. The production line visit a professional tour guide, small groups for group visits of some help, but the instructions on interpretative signs slightly less than, for want of autologous roaming navigation demographics can not meet the basic satisfaction.

　　3. Excessive bigger output poster, if mixed with more interactive experience facilities, allowing visitors to have fun than passive acceptance of information given by the park, but also to enjoy the initiative to find the information you want.

　　4. In addition to wine tasting experience outside, there is no product or wine-related merchandise or DIY activities, causing visitors to feel more than the hardware facilities to move product awareness on the high unit price of consumer goods decreased spur of the moment of impulse spending opportunity ③.

(With Scottish-style winery appearance)

(Taken from the snow-capped mountains of the deep well water is making wine's secret weapon)

Note:

① Information from: Agri-Food Department Ordered Structure of Propositional "promote wineries and wine quality counseling outcomes in rural Taiwan," a text; "agricultural policy and agricultural condition" Republic of China, June 97 (Section 192); http: //www.coa .gov.tw / view.php? catid = 17672

② Information from: Taiwan's Nantou Lutheran Farmers Winery - plum DreamWorks page, www.hsinifa.com.tw /

③ Information from: 1. King Car Whisky Factory, www.kingcar.com.tw /; 2 Dinosaur Adventures in Wonderland, <[observe] gold car winery>, http: //www.konlon.idv.tw /blog/20081216.htm