Robin Shaw
 

Founder & Lead Consultant of Wine Tourism Australia

Robin is the founder of Wine Tourism Australia and Vintuition. She works with small and medium-sized wineries to help winery owners and regions develop their visitor experiences while her Vintuition programs focus on innovative sales training for cellar door teams.

Robin has over 30 years of experience in the wine industry across a wide range of roles, including general manager of the Australian Wine Club, inaugural manager of the Jacob’s Creek Visitor Centre in the Barossa, and management roles with the South Australian Tourism Commission, Winemakers’ Federation of Australia and Adelaide Hills Wine Region.

Passionate about educating winery owners and their teams, she developed the Wine Tourism Toolkit for Australia in 2005 and South Africa in 2018, followed by the Growing Wine Tourism program for Wine Australia in 2020.  Her popular Cellar Door Service & Sales Training program has been delivered to hundreds of participants and continues to set the standard for best practice.

Robin has been a casual lecturer in the University of Adelaide’s Master of Wine Business program since 2020, delivering the Direct Wine Marketing & Cellar Door Management and Wine Tourism courses, while also leading wine tourism study tours to South Africa.

Robin’s industry insights and dynamic presentation style have led to her emergence as a highly regarded international public speaker and workshop facilitator at events like the International Wine Tourism Conference, South Africa Wine Tourism Conference and New Zealand Chardonnay Symposium.  She has received multiple awards for her work educating the wine industry, including Wine Communicators of Australia Best Wine Educator in 2023 and the Wine Industry Impact Award for Tourism in 2019. She is a Churchill Fellowship recipient and was named as a Top 50 Star in 2023 by Australia’s Wine Business Magazine.