Uncorking the North - Growing Wine Tourism in Denmark
Author
Kovacevic, Matea
Term
4. term
Publication year
2025
Submitted on
2025-06-01
Pages
63
Abstract
Denne afhandling undersøger, hvordan danske vingårde kan styrke deres vinturismetilbud ved at hente inspiration fra den etablerede Champagne-region og indsigter fra danske sommelierer. Med klimaforandringer, der gør Danmark mere egnet til vindyrkning, opstår nye muligheder for at udvikle en særpræget og konkurrencedygtig vinturisme. Studien anvender en kvalitativ, socialkonstruktivistisk tilgang med tematisk narrativ analyse af to danske vingårde (Dyrehøj og Saxtrup) og én fransk producent (Philipponnat i Champagne) samt interviews med to danske sommelierer. To analyserammer bruges til at belyse både struktur og oplevelse: modellen for kerne-, udvidede og supplerende serviceydelser samt Pine og Gilmores 4 E’er fra oplevelsesøkonomien. Resultaterne viser, at danske vingårde leverer autentiske, lærende og deltagende oplevelser med stærk lokal fortælling og tæt kontakt til vinmagerne, men at de mangler modne supplerende ydelser som gourmetmad, eksklusive fritidstilbud, overnatning på stedet og en koordineret national brandingstrategi – elementer, der er veletablerede i Champagne. Sommelierernes perspektiver fremhæver, at følelsesmæssig forbindelse, fortællingens dybde og sanseinddragelse vejer tungere end teknisk vinkundskab alene. Afhandlingen bidrager med en tidlig, systematisk kortlægning af dansk vinturisme og giver handlingsrettede anbefalinger: styrk branding, skab tværsektorielle partnerskaber, udvid oplevelsesudbuddet og fasthold langsigtet kvalitet for at udvikle en bæredygtig og kulturelt forankret position i den globale vinturisme.
This thesis examines how Danish wineries can enhance their wine tourism offerings by drawing on insights from the established Champagne region and Danish sommeliers. As climate change makes Denmark more suitable for viticulture, new opportunities emerge to build a distinctive, competitive wine tourism sector. The study adopts a qualitative, social constructivist approach, combining thematic narrative analysis of two Danish wineries (Dyrehøj and Saxtrup) and one French producer (Philipponnat in Champagne) with expert interviews from two Danish sommeliers. Two analytical frameworks guide the assessment of structure and experience: the Core, Augmented, and Ancillary Services Model and Pine and Gilmore’s 4Es of the Experience Economy. Findings indicate that Danish wineries excel at authentic, educational, and participatory experiences grounded in local storytelling and direct interaction with winemakers, but lack mature ancillary services such as fine dining, high-end leisure, on-site accommodation, and a coordinated national branding strategy—elements well-developed in Champagne. Sommelier insights stress the primacy of emotional connection, narrative depth, and sensory engagement over technical wine knowledge alone. The thesis offers an early, systematic exploration of Danish wine tourism and provides actionable recommendations: strengthen branding, build cross-sector partnerships, expand experiential offerings, and maintain long-term quality to develop a sustainable, culturally rooted position in global wine tourism.
[This abstract was generated with the help of AI]
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