文旅案例 | 葡萄園中的盛宴：解鎖酒莊文旅轉(zhuǎn)型升級新密碼、構(gòu)建葡萄酒+的多元體驗(yàn)矩陣

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當(dāng)葡萄酒的醇香與文旅的體驗(yàn)深度交融，傳統(tǒng)酒莊正站在轉(zhuǎn)型升級的十字路口。隨著消費(fèi)升級與體驗(yàn)經(jīng)濟(jì)的崛起，單一的生產(chǎn)銷售模式已難以滿足市場需求。酒莊+文旅的融合創(chuàng)新，不僅為葡萄酒產(chǎn)業(yè)開辟了價值增長新路徑，也為消費(fèi)者打造了沉浸式的品質(zhì)生活場景。消費(fèi)升級與體驗(yàn)需求的雙重驅(qū)動，中國葡萄酒市場正經(jīng)歷結(jié)構(gòu)性調(diào)整，消費(fèi)者從單純追求產(chǎn)品品質(zhì)轉(zhuǎn)向注重品牌故事、文化內(nèi)涵與消費(fèi)體驗(yàn)。據(jù)統(tǒng)計，2022年中國葡萄酒市場規(guī)模約為150億元，雖受疫情影響有所波動，但高端化、體驗(yàn)化趨勢日益明顯。與此同時，國內(nèi)文旅產(chǎn)業(yè)持續(xù)復(fù)蘇，2025年國內(nèi)旅游總?cè)舜瓮仍鲩L63.9%，旅游消費(fèi)呈現(xiàn)個性化、深度化特征。

酒莊文旅的融合恰好抓住了這兩大趨勢的交匯點(diǎn)。一方面，葡萄酒本身具有強(qiáng)烈的文化屬性和社交屬性，天然適合體驗(yàn)式消費(fèi)；另一方面，消費(fèi)者對短途、高品質(zhì)微度假的需求日益增長，酒莊提供的田園風(fēng)光、慢生活節(jié)奏和深度體驗(yàn)恰好契合這一需求。海外成熟酒莊旅游目的地如法國波爾多、美國納帕谷的成功經(jīng)驗(yàn)，也為中國市場提供了可借鑒的范本。

1）規(guī)劃設(shè)計：從生產(chǎn)空間到生活場景的蛻變，傳統(tǒng)酒莊規(guī)劃設(shè)計以生產(chǎn)功能為主導(dǎo)，而文旅轉(zhuǎn)型升級則要求將酒莊重塑為多元融合的生活場景。在空間布局上，應(yīng)采取“一體多翼”的設(shè)計策略。“一體”即保留并優(yōu)化葡萄酒生產(chǎn)核心區(qū)，通過透明化、藝術(shù)化的設(shè)計，使生產(chǎn)過程成為可參觀、可互動的展示內(nèi)容。“多翼”則圍繞核心區(qū)展開，包括沉浸式體驗(yàn)區(qū)、主題住宿區(qū)、文化創(chuàng)意區(qū)、生態(tài)休閑區(qū)等多元功能板塊。交通流線設(shè)計應(yīng)遵循“葡萄一生”的敘事邏輯，從葡萄種植、采摘、釀造、陳年到品鑒，形成完整的體驗(yàn)閉環(huán)。建筑設(shè)計上，可巧妙融合現(xiàn)代美學(xué)與傳統(tǒng)元素，如采用夯土墻、天然石材等本土材料，結(jié)合大面積玻璃幕墻，打造既接地氣又有設(shè)計感的建筑群。

景觀規(guī)劃則應(yīng)最大化利用葡萄園的自然美學(xué)價值，通過不同品種葡萄的搭配種植，創(chuàng)造出四季有景、色彩豐富的田園畫卷。同時，融入步道、觀景平臺、藝術(shù)裝置等元素，將生產(chǎn)性景觀轉(zhuǎn)化為可游可賞的旅游吸引物。

When the rich aroma of wine blends with the profound experience of tourism, traditional wineries are standing at the crossroads of transformation and upgrading. With the rise and the experience economy， the single production and sales model has failed to meet the market demands. The integration and innovation of wineries and tourism have not only opened up new paths for value growth in the wine industry, but also created immersive quality life scenarios for consumers. The dual drive and experience demands is causing structural adjustments in the Chinese wine market. Consumers are shifting from simply pursuing product quality to focusing on brand stories， cultural connotations， and consumption experiences. According to statistics， the scale of the Chinese wine market was approximately 15 billion yuan in 2022， although it fluctuated due to the impact of the pandemic， the trend of high-endization and experience-oriented consumption has become increasingly obvious. At the same time， the domestic tourism industry has continued to recover， with the total number of domestic tourists increasing by 63.9% in 2025， and tourism consumption showing personalized and in-depth characteristics.

The integration of winery and tourism precisely captures the intersection of these two trends. On the one hand， wine itself has strong cultural attributes and social attributes， and is naturally suitable for experiential consumption. On the other hand， consumers' growing demand for short-distance， high-quality micro-destinations is precisely met by the rural scenery， slow-paced life rhythm， and in-depth experiences provided by wineries. The successful experiences of mature overseas winery tourism destinations such as Bordeaux in France and Napa Valley in the United States also provide models for the Chinese market.

Planning and design： The transformation from production space to living scenarios， traditional winery planning and design is dominated by production functions， while the transformation and upgrading of tourism requires reshaping the winery into a diversified and integrated living scenario. In terms of spatial layout， a "one body with multiple wings" design strategy should be adopted. "One body" means preserving and optimizing the core production area， and through transparent and artistic design， making the production process a visitable and interactive display content. "Multiple wings" expand around the core area， including immersive experience zones， themed accommodation areas， cultural creative areas， and ecological leisure areas， among other diversified functional sections.

Traffic flow design should follow the narrative logic of "the life of grapes"， forming a complete experience loop from grape planting， harvesting， brewing， aging to tasting. In architectural design， modern aesthetics can be ingeniously combined with traditional elements， such as using local materials like rammed earth walls and natural stones， combined with large-area glass curtain walls， to create buildings that are both down-to-earth and have design appeal.Landscape planning should maximize the natural aesthetic value of the vineyard， creating a colorful rural landscape with scenes changing throughout the four seasons through the planting of different grape varieties. At the same time， integrating elements such as walkways， viewing platforms， and art installations， transforming productive landscapes into tourist attractions that can be visited and appreciated.

2）產(chǎn)品業(yè)態(tài)植入：構(gòu)建葡萄酒+的多元體驗(yàn)矩陣，酒莊文旅的核心在于圍繞葡萄酒展開多元化產(chǎn)品創(chuàng)新，形成多層次、立體化的體驗(yàn)矩陣。

核心體驗(yàn)層：深度葡萄酒文化體驗(yàn)。沉浸式釀造工坊：游客可參與從采摘到裝瓶的簡化版釀酒過程，定制專屬酒標(biāo)，增加參與感和擁有感；感官品鑒課程：開發(fā)多層次的品鑒體驗(yàn)，從入門級的風(fēng)味探索到專業(yè)的垂直品鑒、水平品鑒；葡萄酒SPA養(yǎng)生：利用葡萄籽、葡萄皮等副產(chǎn)品開發(fā)美容養(yǎng)生項目，延伸產(chǎn)業(yè)鏈價值。

延伸消費(fèi)層：葡萄酒+場景化消費(fèi)主題餐飲體系。打造從葡萄園野餐、酒莊正餐到酒吧夜生活的全時段餐飲服務(wù)，所有菜品均考慮與葡萄酒的搭配；微醺社交空間：創(chuàng)設(shè)葡萄酒主題書店、藝術(shù)畫廊、音樂現(xiàn)場等社交場所，營造“葡萄酒+”生活方式；文創(chuàng)產(chǎn)品開發(fā)：設(shè)計與葡萄酒相關(guān)的文創(chuàng)商品，如定制酒杯、醒酒器、酒具等，提升二次消費(fèi)。

特色住宿層：葡萄園中的居停體驗(yàn)。莊園別墅：利用酒莊原有建筑改造高端度假別墅，每棟別墅配有不同的葡萄園景觀和專屬酒窖；星空帳篷營地：在葡萄園中設(shè)置輕奢露營設(shè)施，提供觀星、篝火等特色體驗(yàn)；酒桶主題酒店：創(chuàng)意改造廢棄橡木桶為特色住宿單元，打造網(wǎng)紅打卡點(diǎn)。

節(jié)慶活動層：全年無休的節(jié)事體系。季節(jié)性節(jié)慶：春季開花節(jié)、夏季音樂節(jié)、秋季采收節(jié)、冬季窖藏節(jié)，對應(yīng)葡萄生長周期；主題工作坊：定期舉辦調(diào)酒課程、侍酒師講座、酒標(biāo)設(shè)計等特色活動；企業(yè)定制服務(wù)：開發(fā)團(tuán)隊建設(shè)、商務(wù)會議、婚禮慶典等定制化產(chǎn)品，拓展B端市場。

3）運(yùn)營創(chuàng)新：數(shù)字化驅(qū)動與社群化運(yùn)營的雙輪驅(qū)動。酒莊文旅的成功不僅依賴于優(yōu)質(zhì)產(chǎn)品，更取決于精細(xì)化、創(chuàng)新化的運(yùn)營策略。

會員體系深度運(yùn)營：建立多層次會員體系，提供差異化權(quán)益。基礎(chǔ)會員可享受消費(fèi)折扣和活動優(yōu)先權(quán)；高級會員則擁有私人儲酒空間、專屬釀酒體驗(yàn)、新品優(yōu)先品鑒等特權(quán)；頂層會員甚至可參與酒莊部分決策，如混合比例選擇、新品命名等，增強(qiáng)歸屬感。

數(shù)字化全渠道營銷：搭建“線上內(nèi)容引流+線下體驗(yàn)轉(zhuǎn)化”的營銷閉環(huán)。通過短視頻平臺展示葡萄園四季美景、釀造過程；開發(fā)AR互動應(yīng)用，掃描酒標(biāo)即可觀看釀酒師講解視頻；利用大數(shù)據(jù)分析游客偏好，實(shí)現(xiàn)個性化推薦。

在地化社區(qū)聯(lián)結(jié)：酒莊應(yīng)積極融入當(dāng)?shù)厣鐓^(qū)，雇傭本地居民，采購本地食材，支持本地手工藝。定期舉辦向社區(qū)居民開放的節(jié)慶活動，使酒莊成為區(qū)域文化生活的組成部分而非孤立的存在。

綠色可持續(xù)實(shí)踐：將可持續(xù)發(fā)展理念貫穿始終，如采用有機(jī)種植、太陽能發(fā)電、水資源循環(huán)利用等措施。這些實(shí)踐不僅是社會責(zé)任，也能成為酒莊的教育內(nèi)容和營銷亮點(diǎn)，吸引環(huán)保意識強(qiáng)的消費(fèi)群體。

酒莊+文旅的轉(zhuǎn)型升級，本質(zhì)上是從“賣產(chǎn)品”到“賣體驗(yàn)”的范式轉(zhuǎn)變。通過空間重構(gòu)、產(chǎn)品創(chuàng)新和運(yùn)營優(yōu)化，傳統(tǒng)酒莊可以轉(zhuǎn)型為集生產(chǎn)、生活、生態(tài)于一體的復(fù)合型文旅目的地。這種轉(zhuǎn)型不僅能夠拓寬盈利渠道，提升品牌價值，更能在葡萄酒與消費(fèi)者之間建立情感聯(lián)結(jié)，讓每一瓶酒都承載著獨(dú)特的記憶與故事。當(dāng)夕陽西下，游客手持酒杯漫步在葡萄園間，他們消費(fèi)的已不僅僅是葡萄酒，更是一種向往的生活方式——這正是酒莊文旅的終極魅力所在。

2) Product Format Integration: Build a diversified experience matrix of "Wine +". The core of the winery's tourism and culture lies in conducting diversified product innovations around wine, forming a multi-level and three-dimensional experience matrix.Core Experience Layer: In-depth wine culture experience. Immersive winemaking workshop: Tourists can participate in the simplified wine-making process from picking to bottling, customize their own wine labels, and increase their sense of participation and ownership; Sensory tasting course: Develop multi-level tasting experiences, from entry-level flavor exploration to professional vertical and horizontal tastings; Wine SPA for health preservation: Utilize grape seeds, grape skins, and other by-products to develop beauty and health preservation projects, extending the value of the industrial chain.

Extended Consumption Layer: Wine + themed dining system. Create full-time dining services from vineyard picnics, winery main courses to bar nightlife, all dishes considering the pairing with wine; Light-hearted social space: Create wine-themed bookstores, art galleries, music events, etc., to create a "Wine +" lifestyle; Cultural product development: Design cultural products related to wine, such as custom wine glasses, decanters, wine sets, etc., to enhance secondary consumption.Special Accommodation Layer: Accommodation experience in the vineyard. Estate villa: Renovate the original buildings of the winery into high-end vacation villas, each villa equipped with different vineyard views and exclusive wine cellars; Starlight tent campsite: Set up luxury camping facilities in the vineyard, providing star-gazing, bonfire, and other special experiences; Wine barrel-themed hotel: Creatively transform abandoned oak barrels into distinctive accommodation units, creating a popularpoint.Festival Activity Layer： Year-round event system. Seasonal festivals： Spring blooming festival， summer music festival， autumn harvest festival， winter cellar storage festival， corresponding to the grape growth cycle； Theme workshops： Regularly hold cocktail courses， sommelier lectures， wine label design， etc.， for special activities； Corporate customization services： Develop team-building， business meetings， wedding celebrations， etc.， customized products， expanding the B-end market.

3) Operational Innovation： Dual-wheel drive of digitalization and community-oriented operation. The success of winery tourism and culture not only depends on high-quality products， but also on refined and innovative operational strategies.

Deep operation of the membership system establishes a multi-level membership system， providing differentiated benefits. Basic members can enjoy consumption discounts and priority access to activities； Premium members have privileges such as private wine storage space， exclusive winemaking experiences， and priority access to new product tastings； Top-level members can even participate in some decisions of the winery， such as mixed ratio selection， new product naming， etc.， enhancing a sense of belonging.

Digital full-channel marketing： Build a marketing closed loop of "online content promotion + offline experience conversion". Through short-video platforms to showcase the beauty of the vineyard throughout the year and the winemaking process； Develop AR interactive applications， scanning the wine label to watch the video of the winemaker's explanation； Utilize big data analysis of tourists' preferences to achieve personalized recommendations.

Local community connection： The winery should actively integrate into the local community， hire local residents， purchase local ingredients， and support local handicrafts. Regularly hold festival activities open to local residents， making the winery a part of the regional cultural life rather than an isolated existence.

Green sustainable practice： Incorporate sustainable development concepts throughout， such as organic planting， solar power generation， water resource recycling， etc. These practices are not only social responsibilities but also can become educational content and marketing highlights for the winery， attracting consumers with strong environmental awareness.

The transformation of winery + tourism and culture is essentially a paradigm shift from "selling products" to "selling experiences". Through space reconfiguration， product innovation， and operational optimization， traditional wineries can transform into comprehensive cultural tourism destinations integrating production， life， and ecology. This transformation not only can broaden profit channels， enhance brand value， but also can establish emotional connections between the winery and consumers， making each bottle of wine carry unique memories and stories. As the sun sets in the west, tourists, holding wine glasses, stroll among the vineyards. What they are consuming is not merely wine, but rather a kind of yearning for a lifestyle - this is precisely the ultimate charm of the winery's cultural tourism.

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