Balfour enters a new phase of enotourism

Kent-based Balfour Winery’s focus on tourism is taking off with visitor rates growing at 30% year on year. db finds out more.

Most markedly, Balfour’s venues across London and Kent are also fast-becoming destinations in their own right.

Looking at what sits within its remit, its boutique pub and hotel locations—such as The Winemaker’s Pub in Goudhurst, The Tickled Trout in West Farleigh, Balfour at Bow Wine Vaults, and Balfour St Barts in Farringdon—are all turning heads too.

Ahead of pace

Last year, Balfour Winery welcomed 75,000 visitors and this year’s target is set at 95,000. However, it is already ahead of pace; its growth target sits at 26.7% year-on-year with its current performance of 30% hinting that it may possibly reach 100,000 before the year ends.

The winery is looking at experiential projects that offer guests more than just a day out and showcase a raft of upcoming celebrations for keen visitors.

Diversity of events

These include its spring celebration, rosé festival and harvest festival as seasonal markers. There are also some summertime pastimes such as July’s Sip & Paint event and the popular Yoga in the Vines classes taking place in both July and September showing the versatility of how the winery can interact with others and draw interest.

Balfour’s approach has brought in a broader diversity of events, with people pursuing experiences and offering different interpretations of wellness.

The Winemakers pub also has its own list of events, including pub quizzes, more Sip & Paint classes, and chocolate-making workshops.

In March, the winery hosted a weekend takeover by the restaurant group Sticks and Sushi, which, owing to its success, will become something the business is now looking to repeat later this year with other partners soon to be announced.

Balfour Winery head of brand and marketing Alannah Bayard told db: “We see wine as just one part of a much bigger experience. For us, it’s about creating moments that feel joyful, welcoming and always unpretentious. Balfour Winery is a place where people can connect, switch off, and enjoy themselves. Our interpretation of wellness is rooted in that: good food, great company, a sense of occasion, and experiences that bring people closer together. That’s what’s resonating with a new generation of visitors.”

Bayard added: “What’s exciting is that the growth isn’t isolated. It’s across the whole business, from our hospitality sites to the trade. That comes from being very intentional about how we build the brand and the experiences around it, making sure everything feels relevant, accessible and cohesive.”’

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