"If people just want to buy wine, they'll go to a liquor shop".

So says Ross Brown of Brown Brothers Winery in Milawa, Victoria. The modern retail shop can be pretty homogenous, with a seemingly vast range of wines available for sale that, upon closer inspection, are all predictably similar. Which is great news for wineries who have the foresight and ability to offer significantly different styles for sale through their cellar door.

Here are some tips to consider when developing your product range:

• Appeal to Visitors' Tastes - Unlike in days of old when winemakers simply produced wine and people bought it, consumers today are overloaded with choice. And if something doesn't appeal, they'll keep on moving until they find something that does. Consider carefully the product range at cellar door and whether it suits your target market and the range of visitors to your region. Many winemakers overlook the simple fruit-driven styles and sweeter wines that younger consumers, older consumers and many Asians enjoy.
  
• Test the Market - Produce small batches of wines to test on cellar door visitors to get feedback as well as sales. This is particularly important if you are considering introducing a new varietal and are looking to increase plantings in the future.
  
• Make it Exclusive - Hold something back from the national retail sales circuit. People like to discover something new and to be rewarded for making the trek to the source. Rotating such products regularly can also encourage repeat visitation, especially among the Visiting Friends & Relatives (VFR) market. Take particular notice of what other wineries in your region are offering, and identify whether there's a gap. For example, if the market is demonstrating a strong trend towards Rose but few in your region are producing one, then you can fill the gap and encourage referral business from other wineries. Such exclusivity can also create a demand that exceeds supply, as is the case for many high profile wine brands, where mailing list clients snap up entire bottlings before they even make it onto the tasting bench.
  
• Museum or Library Stock - If you can afford it, make a point of reserving some of your best wines to release later as aged wines, perhaps in three or six packs to create vertical collections of consecutive vintages. Make sure it is wine that will improve with age of course! The premium price you put on it should more than make up for the increased storage time.

Ian Hollick of Hollick Wines in Coonawarra claims his most profitable cellar door activity is the short-run bottlings for his mailing list and cellar door customers. Similarly in the Napa Valley, some wineries make certain labels available only to wine club members who hold particular membership status. This approach guarantees exclusivity to customers and sales revenue for the winery.

Of course, you shouldn't just extend your range because you have a cellar door. Your wine production decision needs to be carefully thought out before you ever open the door, and new product development needs to be measured against long-term business goals, customer feedback and profit potential.