Case Study: Rowlee Wines

Rowlee Wines was established in 2013 by the Samodol family. It is situated in the cool climate, high altitude wine region of Orange, a three-and-a-half-hour drive or 50-minute flight from Sydney. The estate makes wines exclusively from their single vineyard located in the foothills of Mount Canobolas.

At Rowlee, wine tasting is a sensory experience, with intimate tastings and visits to the estate enhanced by curated wine and food pairings, picnics in the vines, bespoke activities and luxury accommodation. The events and experiences are small in scale, personal, immersive and designed to take advantage of the picturesque setting.

rowleewines.com.au

Quick Facts

Product Type: Accommodation, Tour & Winery

Focus: Food & Wine

Location: Orange, Central NSW

Destination Network: Destination Country & Outback NSW

How did you start working with Destination NSW and the NSW First program?

I was introduced to the NSW First Program through a workshop that Destination NSW delivered in Orange. At the workshop I learnt how Destination NSW could support my business to develop wine tourism experiences.

Which international markets do you target?

We target both Eastern and Western markets.

How did you develop into an export-ready business?

We grew into an export-ready business by working closely with Destination NSW to create bookable and commissionable experiences that were export ready.

Has your product changed to appeal to inbound visitors?

We have developed specific products to meet the needs of inbound visitors, particularly those who require a tailored experience. We have also created wine-related products in smaller formats for visitors to take home as a memento of their visit.

What’s one thing you’ve learnt about your target market from experience?

Our target market values clear set rates for a time period to provide certainty when booking.

What is the secret to hosting a successful trade famil?

Provide the travel trade with an exceptional customer experience so that they become advocates for your product.

What are the benefits of working with online travel agents?

Working with online travel agents increases your business visibility online and makes it easy for the customer to book your experiences.

What are the benefits of working with inbound tour operators?

The benefit of working with inbound tour operators is that they provide your business with an additional source of customers and revenue, often in off-peak periods.

What has been the best thing about working in inbound tourism?

Inbound tourism has helped us develop new customer offerings and grow our market beyond traditional markets.

What are your top tips for businesses looking to become export ready?

• Connect with the Destination NSW Trade and Industry Development team — they are experts and can help you navigate through the steps toward becoming export ready and access the resources available to tourism businesses.
• Speak to wholesale and inbound customers to understand what they are looking for.
• Understand commissions and how they will impact your revenue.
• Create a suite of experiences to suit different markets and price points.

Provide the travel trade with an exceptional customer experience so that they become advocates for your product.