Sanford tries a taste of tourism

Thomas Price of Big Picture Wines checks out the virtual wine-tour base at the Auckland Fish Market. Photo / Greg Bowker

Fishing company Sanford has branched out into tourism, starting a joint venture with Otago wine tourism operator Big Picture Wines.

Tourists visiting the Auckland Fish Market can now take a virtual wine tour of Auckland's vineyards while tasting local wine and fish.

Sanford managing director Eric Barratt said the two businesses made contact when Sanford was looking for another use for the market's fish auction room. The room is used only in the early hours and then stands empty.

"We wanted to maximise the use of the space," said Barratt.

Big Picture Wine owner Phillip Parker, a winemaker by trade, opened his first virtual wine tour in Cromwell, Otago, in 2003.

Parker said he came up with the idea of putting together a film of local winemakers sharing their knowledge and a virtual flyover of the region to help tourists short on time.

"I realised people don't have a lot of time when they come through and you need to get an awareness of the wine-growing region."

During the 30-minute "tour" visitors get to taste six different wines from the region while listening to the maker of the wine tell them about the flavours. The wine makers pay to feature in the film and are also able to sell their wine at the attraction through the cellar door.

The Cromwell business attracts 40,000 visitors a year.

Last year a second operation opened under franchise in Hawkes Bay and two more franchises are planned for Canterbury and Marlborough.

The Auckland venture is 50/50 owned by the two companies. Barratt said although it would not contribute significantly to Sanford's income, it helped to keep the costs down at the Fish Market.

"In terms of its effect on Sanford it is very small," he said.

"It adds to and complements the activities of the Fish Market."

The market already attracted busloads of tourists and it was hoped the new venture would also lure cruise ship visitors from the nearby Auckland harbour who had only a short stay in the city.

The new business is Sanford's first tourism investment.

Barrett said the down-turn in tourism numbers had not put it off launching the joint venture.

"It's a long-term venture. So it's not a bad time to start."