Wine Tourism – The Australian Experience


Robin Shaw

Robin is the founder of award-winning consultancy business Wine Tourism Australia and cellar door sales training company VINTUITION. Recognised as a global wine tourism expert, she works with Australian and international wineries and wine regions to maximise their tourism, cellar door and direct sales potential through a range of online and in-person programs.

Robin’s extensive wine and tourism background includes management roles at The Australian Wine Club, Jacob’s Creek Visitor Centre, South Australian Tourism Commission, Winemakers’ Federation of Australia and Adelaide Hills Wine.

In 2004 Robin received 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 Wine Tourism Uncorked. More recently she contributed to the development of the South African Wine Tourism Toolkit for VinPro and developed and delivered Wine Australia’s Growing Wine Tourism program.

Industry leadership roles include mentoring Australia’s young talent through Wine Communicators of Australia, board membership of Wine Industry Suppliers Australia, delivery of the annual Wine Industry Impact Conference and lecturing in Wine Tourism for the University of Adelaide’s Master of Wine Business course.  She is also working with wine critic Jeremy Oliver to produce a travel guide to Australia’s Best Cellar Doors.

Robin’s industry insights and dynamic presentation style have led to her emergence as a highly regarded international public speaker at forums such as the annual International Wine Tourism Conference.

In her spare time, Robin roams Australia’s wine regions in her trusty motorhome aptly named Grace Vin Tourer seeking out the best wine experiences and doing a little sampling along the way.