IMAGINE THIS. You’ve got the vineyard, you’ve got the brand, you’ve got people who know your name across the world. But when people come to see you, where do they stay? There’s no decent hotel for miles, and the local three-star does not give your visitors quite the feeling of all enveloping luxury that you would like.
But you’ve got some redundant buildings.
Transform them into a hotel and your visitors will be under your eye day and night, absorbing your brand values with their morning orange juice. How could it possibly go wrong? Hotels started by wine companies always seem to be about brand extensions in one way or another.