Increased consumer exposure to product and increased opportunities to sample products; Brand awareness and loyalty built through establishing links between producer and consumer, and purchase of Company-branded merchandise; Increased margins through direct sale to consumer, where the absence of distributor costs is not carried over entirely to the consumer; An additional sales outlet or, for smaller wine producers who cannot guarantee volume or constancy of supply, the only feasible sales outlet; Marketing intelligence on products - wine producers can gain instant and valuable feedback on the consumer reaction to their existing products, and are able to trial new additions to their product range; Marketing intelligence on customers – winery visitors can be added to a mailing list which can be developed as a customer database to both target and inform customers; Educational opportunities - visits to wineries help create awareness and appreciation of wine and the wine industry, the knowledge and interest generated by this can be expected to result in increased consumption.