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Abstract

A local wine route in the Niagara Peninsula connects over 50 wineries offering tours, tasting, restaurants and shopping. At the forefront of development has been Inniskillin Winery. This paper highlights the evolution of wine tourism in the Niagara region and focuses on Inniskillin's efforts to expand into a non-traditional wine tourist market. The winery has formed a strategic alliance with a Japanese tour operator and its Icewine has become a very popular exclusive souvenir for the Japanese. An understanding of the psychological background of the Japanese target segment illustrates the link between Icewine and Japanese gift giving and sense of social obligation. Seasonal implications of this market are discussed. Inniskillin's example of developing strategic alliances has been followed by other wineries in attracting Japanese tourists as well as developing links to a variety of industries linked to wine tourism.

Keywords

Wine tourism Icewine Japanese souvenirs niche

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Niagara Icewine Tourism: Japanese Souvenir Purchases at Inniskillin Winery

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