Robin Shaw
Wine Tourism Australia
Regarded as Australia’s foremost wine tourism expert, Robin has an extensive wine and tourism industry background that includes cellar door management, sales and marketing, membership management, strategic planning and experience development. She has worked for some of Australia’s leading brands and industry organisations, including Jacob’s Creek, South Australian Tourism Commission and Winemakers’ Federation of Australia, and is a current board member of Wine Industry Suppliers Australia and Adelaide Hills Tourism.
Robin consults globally on wine tourism and her sharp industry insights and dynamic presenting style has led to her emergence as a highly regarded international public speaker. She has been the recipient of a prestigious Winston Churchill Fellowship to study global wine tourism innovation, after which she developed a suite of industry resources including ‘The Australian Wine Tourism Toolkit’ and the innovative Wine Tourism Workshop Program which she successfully delivered throughout Australia, South Africa and Chile. In 2018 she successfully developed and delivered the program for Australia’s inaugural Wine Industry Impact Conference and developed content for Wine Australia’s Growing Wine Tourism Program. She also hosts wine tourism study tours for industry professionals to locations around the world that epitomise best practice and service excellence.
Wine Tourism Australia, is a private consultancy that works primarily with wineries and regions to maximise their tourism and direct sales potential. Services include cellar door staff training, performance improvement programs, DTC marketing strategy, experience development, cellar door design, mystery shopping programs, brand and story development, coaching and workshop facilitation.
Robin lent her experience and background to an important area of the marketing mix, namely place: