The visitor profile is female-dominated, highly educated, small household size, high income. Most visitors originate from the main cities (Adelaide, Sydney, Melbourne, Brisbane and Perth). Overseas visitors represent only 6% of total visitors.Wine consumption is on average 1.25 bottles wine per week. Males drink more red, females more white and sparkling wine.The retail channels used are national retail liquor chain stores (i.e. Dan Murphy, BWS, etc), specialist wine shops and cellar doors. Mailorder and wine club important as it is part of direct-to-consumer with cellar doors. Internet online direct still fairly low.In terms of the visitation dynamic nearly 60% of visitors are first-time visitors to the cellar door - a vital wine tourism dynamic.As for the visit purpose people are on holiday (32%) and wine tourism is an activity they engage in while in the area, but often it is not the primary reason for their visit. Most people are multi-day visitors staying in the region for a period of 3-4 days. Refereed/Peer-reviewed