Case Study:
Winter Reds

Winter Reds is the premier winter wine event in South Australia, taking place in the picturesque Adelaide Hills Wine Region. Featuring over 35 local wine producers and various partnering venues, the event offers visitors the chance to sample the region’s famous cool-climate red wines.

Recognising the challenges of collecting data across multiple days and locations, IER developed a research design to gather a comprehensive and representative sample from the multiple venues and events. To achieve this, IER ensured sampling at each location, to guarantee coverage across the entire festival.

IER created and implemented the research program, including a post-event survey of Winter Reds attendees. The analysis provided valuable insights into the economic impact on both the region and South Australia, as well as an understanding of attendees’ experiences and social impact sentiment.

Since conducting its first research in 2023, IER has observed a more than 35% increase in Winter Reds economic contribution to the Adelaide Hills. Additionally, IER measured Winter Reds Net Promoter Score in both years, which gauges customer loyalty and the likelihood of attendees recommending the event. In both years, Winter Reds audience showed an exceptionally high level of advocacy, far surpassing the industry average within this genre of events.