7 points of interest for a wine trail

A tour is a series of moments

A good wine tour is not simply a list of facts to be conveyed. It is a series of moments — places where the visitor stops, looks, listens and feels something.

Each point of interest must serve a simple purpose: to shed light on the winegrower’s work, not merely to decorate the landscape.

Here are 7 practical ideas, tried and tested in the field, to enrich your tour without major works.

1. The bench in the shade — a rest stop that tells a story

A bench, well-placed in the shade of a tree. It seems trivial. It isn’t.

It’s the spot where visitors sit down, catch their breath, and really listen. It’s where the audio guide can take the time to tell a longer story — the story of a plot of land, a grape variety, or a decision.

The sounds, the smells, the light — everything comes together to create a rare moment of presence. This is exactly what visitors are looking for, even if they can’t always put it into words.

2. A window onto the wine cellar — a glimpse without stepping inside

The wine cellar is a working area. Visitors do not go inside — this is normal; it’s a health and safety rule that all estates follow.

But there’s nothing to stop us giving them a glimpse inside. A 360° photo integrated into the audio tour — as at Clos de Quarterons — allows visitors to find themselves virtually in the heart of the cellar whilst still in the vineyards. Seeing without entering, with all the depth of an immersive experience.

What the visitor cannot see with their own eyes, they can experience in another way. And often, it’s even more powerful — because the imagination does the rest.

3. The view over the vineyards — the panorama that provides context

A vantage point, even a slightly elevated one, from which one can see the expanse of the estate. The rows of vines sloping down towards the valley. The village church in the distance. The river, just visible.

This vantage point serves a vital purpose: it situates the visitor within the space and the landscape. They understand where they are, what they’re looking at, and why this particular plot and not another.

It’s also — let’s be honest — the perfect spot for a photo. Tourists will share it. Your estate will feature in their stories. Find a good angle, clear the view, and let them get on with it.

4. The vineyard hut — a shelter steeped in history

These small structures found in many vineyards are often overlooked. Yet they tell us something essential: the long-term labour involved, the days spent away from the estate, and the intimate relationship between the winegrower and their plot.

A restored vineyard hut, accompanied by a brief audio explanation, becomes a standout stopping point. It anchors the tour in a long-term perspective — far beyond the current vintage.

5. The sensory experience — touch, smell, listen

Digital technology is not at odds with the sensory experience. It can introduce it, set the scene for it, and extend it.

Some estates provide a dedicated sensory space: samples of soil, wood and raisins to recognise, materials to touch, and scents to identify. A space designed specifically for this purpose — not an impromptu arrangement amongst the rows of vines.

The audio accompanies this discovery, asks questions and guides attention. No sign can create that moment. A voice can.

6. The picnic table — a shared moment

A lovely spot with a table, a view and some shade. An invitation to settle down, open a bottle and share a moment.

Think of it as an investment: families who have a picnic on your estate stay longer, are more likely to make a purchase, and come back. They take photos and share them. They tell their friends about their day.

A lovely table in a lovely setting is marketing you don’t have to pay for.

7. The children’s area — because families make decisions together

Too many estates forget that behind every couple taking part in a wine tasting, there are often children waiting. And a bored child means they’ll leave sooner.

A few simple ideas: free grape juice for the children, a little puzzle along the route suited to their age, a space with two or three wooden games whilst their parents are tasting.

It’s not a huge investment. It sends a strong message: you’ve thought of everyone.

What these points have in common

None of them requires major work. Each can be introduced gradually, over the course of the seasons.

And each, in its own way, sheds light on the winemaker’s work — not just the result in the glass, but everything that happens before that.

That’s what makes for a memorable experience. Not a tour you simply endure — but an experience you take home with you.

Xavier Adraste is the founder of Merci Gabin, a platform offering digital audio tours for wine estates.