Social Media Marketing in the wine industry


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How to use social media in traditional market like wine. Including real world case studies of how unknown wineries beat the famous wine critics.

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Social Media Marketing in the wine industry

  1. 1. Don’t Judge a Wine by its Cover Using New Media In Traditional Market Michal Geva [email_address] +972.523.530.507
  2. 2. Traditional Power Groups <ul><li>Strong Distributors (19 th century) </li></ul><ul><li>Ranking Systems - vineyards/chateaux (19 th – 20 th century) </li></ul><ul><li>Opinion Leaders -Robert parker, </li></ul><ul><li>Wine spectator (late 20 th ) </li></ul>
  3. 3. Robert Parker - Wine Critic
  4. 4. Wine Spectator – Magazine
  5. 5. Anyone can be an opinion leader
  6. 6. Wine Social Network
  7. 7. Stormhoek Winery South Africa
  8. 8. “ Wine is a social lubricant” gapingvoid : Hugh MacLeod
  9. 9. Broad Customer Connection
  10. 10. Social Network Marketing <ul><li>A new and different story that the supermarket </li></ul><ul><li>buyers and the importers wanted to hear. </li></ul><ul><li>Telling the story made the sales process easier. </li></ul><ul><li>With easier sales, the curve was raised . </li></ul>
  11. 11. Using
  12. 12. Bonny Doon Vineyard Randall Graham
  13. 13. Wacky Labels The Flying Saucer
  14. 14. Screwcaps vs Cork <ul><li> </li></ul>Randall Graham
  15. 15. Château Smith Haut Lafitte Bordeaux wine, Pessac-Léognan appellation
  16. 16. Traditional marketing beats Tradition Vinexpo
  17. 17. Bottom-up buzz <ul><li>Power Groups influencers </li></ul><ul><li>Web 2.0 influencers </li></ul><ul><li>Social marketing for social lubricant </li></ul><ul><li>Hilarious humor creates buzz </li></ul><ul><li>Traditional marketing beats Tradition </li></ul> - Hugh MacLeod
  18. 18. Hugh MacLeod Thank You Michal Geva [email_address] Does social media fits every winery? Will Robet Parker be out of business? Will distributors take advantage of social media? How successful can wine social network be?