Is Social Media the saviour for wine marketeers?
The recent Harpers/Wineoption forum on Social Media (see report here in wineoption.org) gave the floor to a number of experts in the field, who exposed the wine marketing community to a greater degree of depth in the subject of social media than most had hitherto experienced. In addition, they highlighted the opportunities present in developing strategies which sought to maximise the returns from the vast amount of data to be gleaned now and in the future from interactive sites.
Even for an industry not noted for its adoption of all things modern, it would be a wine hermit who, in 2012, was unaware that almost all players in the wine business possessed websites – many with online sales facilities, and that some had enthusiastically entered into the spirit and reality of social media via Twitter, Facebook and even newer entities such as Pinterest.
In other words, the experts are declaring that old media is dead (or dying), long live new media.
Not surprisingly some of those with a few years experience in the wine trade have questioned the perceived wisdom of the inevitability of the triumph of social media. Whilst not exactly placing those whose preach its gospel into the category of snake oil salesmen, the wise heads have made a case for, at least a degree of restraint in the headlong rush towards throwing all the eggs in one (so far unproven) basket.
Chris Losh of Just – Drinks has written an article in which he questions whether large amounts of twittering necessarily manifest themselves in the form of sales, echoing the comment made at the forum by Tesco Head of BWS, Dan Jago, that “95% of consumers viewed social media as “playtime” as far as wine was concerned.”
You can read Chris Losh’s article at http://www.just-drinks.com/comment/does-twitter-chatter-equal-sales-patter_id107079.aspx?lk=dmf
French Wine is Favourite
French wine is still the daddy for UK wine drinkers says a new study by Wine Intelligence. And if it’s a bit lower in alcohol and not too expensive – so much the better.
A study involving 1,000 regular wine drinkers commissioned by the organisers of ProWein indicated that French Wine was the most favourably viewed by 15% of regular wine drinkers (OK that still means 85% preferred something else – Ed) followed by Australia on 11%. Apparently our history with France and French Wine is key, as is the fact that France is near to us.
80% of participants also declared that abv matters to them with 22% saying their ideal wine has 10.5% abv or less. This liking for less alcohol was particularly pronounced for rosé – 73% of rosé drinkers apparently preferred an abv of 12.5% or less, with white wine drinkers saying their ideal is 11 – 12.5% (although many might not describe 12.5% as particularly low, just lower than 13/14% – Ed)
As regards price, it would appear that UK consumers still prefer wines to be relatively cheap (who wouldn’t – Ed) with 32% saying their ideal white wine would cost £4 – £4.99, as did 38% with rosé, and 26% said their ideal red wine would be £5 – £5.99.
