The Wine Industry and the Digital Grapevine

Perhaps it was all the libations we enjoyed over the holiday stretch, or maybe even this beautiful 55-degree weather we’re experiencing in New England that’s made us take a quick mental vacation, but either way, we’ve got wine on the mind (Is it Friday yet?). This was the segue to our discussion of Rhode Island’s bountiful variety of vineyards… but why is it that we so rarely hear from them during the winter months? So we got to drinking, thinking… “How has the wine industry approached the realm of social media?”

For many wine enthusiasts, there is no greater pleasure than enjoying a vintage selection that has been aged to perfection. However, unlike the wine itself, there is no faux pas greater than a winery having a digital presence lay untouched over a long period of time.

If your internet curiosity has brought you this far, you need no explanation as to the potential power and reach of social media. A simple “if we build it, they will come” attitude toward your online presence does not a successful business make in the world of wine or any lifestyle category. A strategic balance of presence, participation & promotion has proven to be a successful business model for many wineries and vineyards, who, despite turbulent economic conditions, have remained on top of the industry.

Nationally, Duckhorn Vineyards and J. Lohr are a couple great examples, but you need not be a major brand to successfully utilize social media and digital marketing. Among our local wineries here in New England, we love Greenvale Vineyards. This small, family-owned winery in Rhode Island has a vibrant blog and engaging social media presence.

The true benefit of social media is its potential to create awareness of your brand, and do so in a way that enables prospective or existing consumers to engage and interact with it. Social media is about being social and—from wine enthusiasts sharing great finds to novices seeking out advice—the subject of wine is inherently social. We’ve seen this first-hand in working with French Wine Explorers—a boutique travel firm that specializes in luxury wine tours to France. Check out their Facebook page and blog to witness how the company uses social media to engage potential customers not only on their specific tours, but on the subject of wine in general.

A recent survey by winebusiness.com showed that the majority (59%) of visitors to wineries relied on word of mouth in planning their itinerary.

“Tapping into the “word of mouth” aspect of social media can be beneficial.”
- wine business

Social media platforms like Facebook and Twitter allow savvy wine industry businesses to not only promote their wines, vineyards or tours, but also to illustrate and share their expertise, thereby tapping into and forming relationships with a new, more extensive world of potential clients.


How do you interact with your current and potential? If you knew then what you know now, how would you restructure your digital presence?

Are your connecting with or, unwittingly, alienating clients?

It is a rainy, chilly night on the Rhode Island coast. After a crazy week that included whirlwind travel to the jewelry industry's biggest trade shows in Las Vegas, and a lot of work on a fab new promo kit for Tomgirl Tours, I'm reaaaaaally happy for an excuse to be tucked into my cozy Victorian house in Westerly for the night. Seeing as I find cooking a great way to relax, I went to the grocery a few hours ago to get all the ingredients for my favorite Greek feast (for those New Yorkers out there: yes, you can take the girl out of Astoria, but you can't take the Astoria out of the girl... even if she has to make due with sub-par Feta. Sigh...)

Anyway, after hitting my favorite market, I realized the only missing element for a proper rainy-night feast at home was a good bottle of wine. Now, if you don't know Westerly, RI, here's the scoop: there are two really good wine shops in town. One is right on the commercial strip and very convenient to the food markets. The other closer to downtown and a bit out of the way from the groceries. Tonight, as every night when I want a good bottle... despite rain, being tired, and having a stir-crazy restless puppy in the backseat, I drove right past that "convenient" store and drove a few miles out of the way to Dick's World of Wines. Why? Well, while the other store has a great (perhaps superior) selection of domestic and international wines, I haven't set foot in there since last October. See, in October, 2008, I was preparing a special birthday dinner for a friend and needed the perfect bottle of wine. So, on that afternoon, after a looong walk on the beach with Mia, I stopped at said wine shop to find a great red to match my (if I do say: AMAZING) seafood risotto. And my experience is what has lead me to Dick's, even if out of the way, ever since.

On that October afternoon, I wandered the wine shop, (props to them for this:) an employee

 approached me and asked if he could help me find the perfect wine. As a luxury publicist (at the time, editor), I was impressed by the service and told him exactly what I was preparing for dinner, and that I was specifically looking for a red that would match. It was at this point that I felt/saw the "once over". You know: the judgement that too many purveyors of higher-end goods and services make. So, he led me to a (actually) great and very affordable French red. However, as he recommended it, he said: "This is the only one in this price range (under $15) I'd recommend." Um. Okay. At NO point did I say that something OVER $15 would break my budget. In fact, we never discussed my budget whatsoever. He made a foolish snap judgement based on my appearance. It is the biggest mistake any upscale business can make

So, that was it for me. Actually, it was a very special dinner for a very special person in my life. Granted, the wine ended up being fantastic but I would have spent much, much more than $14.99 for a bottle. But I would have felt a whole lot better had some liquor store employee not insulted me in the process. Not that I'm a gazillionaire who wants to spend hundreds of dollars on a bottle of wine, but the statement by this person was clearly a condescending judgement based on my appearance.

After 3 miles on the beach, I didn't look the part; but THAT is the point. Luxury customers--especially in this day and age, don't necessarily "look" the part. We shouldn't NEED to. Perhaps he would have kicked himself had he seen me leave the store and climb into my late-model Saab. Yes, the wine was great but, really, I don't need for a wine shop worker to pass judgement on me. And I have NO intention of dressing up in order to be treated properly in a LIQUOR store. Hello? Welcome to the 21st Century, folks.

Bottom line: since October, I've probably bought a lot of wine. But, since that date, I haven't been back to that shop. As such, they've lost a whole lot of sales. If I went back and mentioned this experience to that particular employee, he'd probably be shocked... as this is a shop that clearly focuses on customer service.

My point? Even if you are approaching and believe you are connecting with clients... are you really? Or are you, even then, making judgements that leads to a loss of sales? Indies can NOT afford to make this mistake. So, as a sip a glass of nice red (purchased at Dick's) and finish preparing my Greek feast, I wonder how many other customers for wine, and who knows how many other products and services, have had similar experiences...