Uber to trial on-demand wine tours in Oz

Ride sharing company Uber is trialling a new service in South Australia offering on-demand tours of the region’s vineyards to its users.

The service will initially be offered in Adelaide Hills, and rolled out to other South Australian regions if successful

The company, which has a firm presence in Australia’s big cities, will this week trial an “on demand wine tour”, according to The Barossa Herald. 

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The aim is to increase affordability for tourists looking to visit wine regions where public transport is necessarily limited.

The initial trial will take place in the Adelaide Hills, with other regions to follow if it is successful, Uber senior marketing manager Mal Chia told the paper.

“We are trialing an on demand wine tour service to make it more accessible and affordable to visit South Australia’s great wine regions,” said Chia.

“We know there is a huge demand for ride sharing in regional communities across South Australia particularly given many regional centres are currently under-served by transport.

“We have also seen across many markets that having access to safe, reliable and affordable transport lowers incidences of drink driving – an issue that is particularly felt in regional communities across the country.”

Uber already offers an ‘Uber Wine’ service in California, with users assigned a driver for the day who will take you around Napa or, most recently, Santa Barbara and San Luis Obispo wine country.