14 Jan Should a winery show its production area or not? A matter of judgement, storytelling and experience
One of the recurring questions in contemporary wine tourism seems simple at first glance: should a winery show its production area (tanks, barrels, machinery) during a visit? The answer, however, is neither binary nor universal. It depends on the project, the narrative, the visitor profile and —above all— the professional judgement of those who open the doors of the winery.
At Celler Devinssi, this question has been with us for some time. Not as a doubt, but as a conscious decision. Our wine tourism experiences prioritise the vineyard, the landscape and the tasting, to the point that a visit to the winery floor or production area is not even mentioned on our website. This is not an oversight or a shortcoming: it is a deliberate choice.
The vineyard and the tasting as the core of the experience
We are a small, artisanal winery in Priorat. We work with specific vineyards, with an identity deeply rooted in the territory, the soil, the climate and the people. That is why, when we welcome visitors, we focus on where wine truly begins: in the vineyard. It is here that the reasons behind everything can be explained, where the story flows naturally and where visitors can connect emotionally with the project.
The tasting, in turn, is the moment of synthesis. It is where words turn into sensations, where the landscape becomes aroma, texture and flavour. And it is also —very often— a space for conversation, questions and shared experiences. We do not want to turn this moment into a timed procedure. We prefer guests to feel comfortable, listened to, and free to express themselves.
What about the production area?
This does not mean that the production area lacks interest. On the contrary, it can be very interesting, especially for visitors with technical training, industry professionals or those with a very specific interest in winemaking. In such cases, we do show the winery, particularly during technical visits, adapting the discourse and level of detail to the profile of the group.
However, we also receive non-professional visitors who explicitly ask to “go down to the cellar” to see the barrels and tanks. This request is entirely legitimate. But the answer cannot be automatic. The visit has time constraints, the space is very small and, quite often, the tasting runs longer because the conversation naturally unfolds. This is where professional judgement comes into play.
Obviously, as guides and hosts, we should manage timing. But we do not want to do so with a stopwatch in hand. Wine tourism, for us, is not an assembly line. It is a human, flexible, living experience. And that involves making decisions on the spot.
Transparency and alternatives
For those visitors who have already been to see us but have not seen the production area, we offer a clear alternative: an online dossier with photographs of the winery, the barrels and the tanks. This dossier is also physically available on the tasting table, and can be consulted calmly during the tasting. In this way, the information is available without necessarily disrupting the flow of the visit.
For those planning to visit us, the message is simple: please be explicit. If seeing the production area is important to you, let us know in advance or during the visit. This helps us manage expectations and time more effectively.
At the end of the visit, we always ask —in an articulate way— for feedback on the experience. This is the right moment to express a wish to see the production area, even if only for two minutes (the space really is very small), and also to raise other relevant topics. We genuinely want to listen.
Less process, more storytelling
All of this connects directly with a key reflection in the world of wine tourism. In his book Marketing del enoturismo. 12 errores fundamentales, 12 propuestas alternativas, Lluís Tolosa highlights Error 2 as focusing too much on the production process: explaining enological processes in great detail, which may be complex or of little interest to the average visitor.
His proposed alternative is clear: telling stories that emotionally connect with visitors, making the experience more memorable and accessible. This idea perfectly encapsulates our approach to visits. We do not renounce rigour or knowledge, but we put them at the service of a narrative that makes sense to those who visit us.
Ultimately, whether or not to show the production area is not an all-or-nothing decision, but a matter of coherence, listening and respect for everyone’s time and expectations. And, above all, of being clear about the kind of experience we want to offer.
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