Wine and spirits geomarketing more

Wine and spirits geomarketing ¿when will the moment for rum and aguardientes and pisco and...? By Javier Carranza Tresoldi, international consultant and content Manager in GeoCensos.com Geomarketing was born out of the confluence of disciplines such as geography and marketing enabling to analyze business projects through graphic representations generated with digital cartography, far beyond the classic school map context. These tools also help to facilitate the communication about the merits of a particular territory and are used by food and drinks producers to promote their produce, same as their circuits of local tourism in order to meet demands for a vast diversity. A specific application of this discipline is the so called touristic geomarketing, especially designed to guide travelers interested in specific territorial issues generally related to culture, art, or a certain local production of goods. These tools consider the participation of travellers at different stages of their journey and sometimes rely on mobile devices to generate concurrency to restaurants, hotels, destinations, parks and other attractions. A product that typically combines land and production is wine. The bucolic seduction connoted in its maturity has led many lovers of the beverage to venture to the land where it is produced. Several road movies filmed in the area of the legendary Napa Valley, including "Sideways" or "Bottle Shock", have evidenced this. These films interweave in a masterly fashion the location of vineyards together with intoxicating love adventures, so elusive for certain souls when abstained from alcohol. The Spaniards have taken advantage of this ethylic infatuation that the land of wine proposes. The regulatory Council of Rioja´s qualified appellation of origin - promoter and regulator of the quality of the wines of this Spanish region - has taken advantage of this opportunity generating a complete cartographic digital study for its wineries through ArcGis.com and publishing it in http://es.riojawine.com. In this site you can consult wineries with Rioja designation of origin including information of every Vintage, tasting sessions and opening hours. This application allows wine lovers to take a wine journey and at the same time to enjoy new landscapes, as well as a wide range of artistic, historical and cultural sites in the area. The offer includes traveling to visit distinctive local gastronomic establishments, if you have as good taste as appetite. The mapping path includes the Museum of the culture of the wine dynasty Vivanco, possessing an outstanding ethnographic collection of artistic works related with the world of wine, or even a curious collection of more than 3000 corkscrews. Chileans do not stand behind. Through a project financed with National funds from the Foundation for Agrarian Innovation (FIA), they have produced a digital data map of vineyards to improve knowledge about the sector and to exploit the potentials of the southern region of Maule in a more profitable way. The initiative provides accurate information about the vineyards and their plantations, irrigation regime and other multiple data. The platform can be accessed online and allows more than five thousand producers to benefit from harmonizing the beauties of the region with their own wine offer. The project integrates a system of management control that incorporates a graphic and digital platform with the territorial location of each wine planting with more than one hectare. The project is intended to provide information to travelers and consumers, optimizing the resources of information about local tourist circuits. What about other producing countries in the region? These applications can be useful to wine producers of other locations or even better, those producing rum and aguardiente watered through the extension of our Latin America and the Caribbean region. Development of digital cartographic studies to identify the offer of our rum and other spirit beverages in situ - along with their own salsa, merengue or son culture – can trigger good local development projects that would integrate tourism and proud local production of spirits and its culture. Our policy makers and funding agencies of development have the word.