I presented this study looking at a few key drivers in the social media scape as it relates to wine. One of the interesting things I found was a stickiness to Twitter and wine than other social medias. I presented this at the Rioja Forum in Logroño in 2011.

1. Wine and Social Media
…It’s What We Have Been
Waiting For
James Meléndez
‘James the Wine Guy’

2. James Meléndez
‘James the Wine Guy’
Metrics at a Glance
Copyright © 2011 - James Melendez

3. James Meléndez
‘James the Wine Guy’
US Wine Market
Market Growth Rate v. Core Inflation
-10
-5
0
5
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15
20
1991
1992
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1995
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2007
2008
2009
2010
Market Incr %
core inflation %
Copyright © 2013 - James
Melendez
Copyright © 2011 - James Melendez

4. James Meléndez
‘James the Wine Guy’
US Wine Market
Total Market (USD B)
Source: Gomberg-Fredrikson & Associates and Wine Institute
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
Copyright © 2011 - James Melendez

5. James Meléndez
‘James the Wine Guy’
Source: *Gomberg-Fredrikson & Associates and Wine Institute
# Nightly Business Report PBS
US Wine Market
The Fine Details
 California wine accounted for 61% of entire US
wine sales ($30 B)*
 California accounted for 90% of all US
domestic wines produced*
 Per capita wine consumption US 5 liter*
Imagine an increase of .5 liter to 1.0 liter
Copyright © 2011 - James Melendez

6. James Meléndez
‘James the Wine Guy’
Wine: An Ocean of Opportunity
Wine Consumers
More choice
 Wine regions
 Varietals
 Blends
Copyright © 2011 - James Melendez

7. James Meléndez
‘James the Wine Guy’
Wine: Ocean of Opportunity
More messages
 Retailers
 Traditional Wine Authorities
• Well known wine personalities: Jancis Robinson,
Robert Parker
• Social media personalities: Gary Varneychuck
 Traditional Media Wine content providers
• Wall Street Journal, Wine Spectator, Syndicated
media and broadcast programming
 New Media content providers
• Social Media Twitter, Facebook, YouTube
• d. Bloggers
• e. Virtual tastings
• f. Apps (Apple, Android)
• g. Wine sites - Snooth, Wine Enthusiast
Copyright © 2011 - James Melendez

8. James Meléndez
‘James the Wine Guy’
Wine: Ocean of Opportunity
More activation
• A wine culture being born
• More wine bars
• Better wine list
• Greater wine assortments
• Experimentation
• Increased Wine events
• Self-organized wine tastings
• Consumer preferences and demands being heard
• Consumers are more willing to try new varietals
and regions.
Copyright © 2011 - James Melendez

9. James Meléndez
‘James the Wine Guy’
Wine: Ocean of Opportunity
More Marketing Efforts
 Established wine regions
• Wines of Chile
• Wines of Spain
• Wines of Portugal
• Austria Uncorked
 Wine clubs
 Advertising
 Couponing
Copyright © 2011 - James Melendez

10. James Meléndez
‘James the Wine Guy’
Wine: Ocean of Opportunity
Wine Prescribors Who’s talking
• Everyone is talking online about wine
• Twitter, Facebook, YouTube
• Wine curious individuals
• Wine enthusiasts
• Wine bloggers
• Wine producers
• Wine marketing trade organizations
• PR firms
• Well known personalities
• Wine media sites
Copyright © 2011 - James Melendez

11. James Meléndez
‘James the Wine Guy’
Wine and social media
+ =
Copyright © 2011 - James Melendez

12. James Meléndez
‘James the Wine Guy’
Wine: Ocean of Opportunity
The Social Media Quad
Facebook, Twitter, YouTube, Blog
• Leverage your site
• Utilize, Engage and be ACTIVE
• Create and execute a social media
campaign
Lessons Learned
Murphy Goode “A Really Goode Job” campaign
Cooperative v. Competitive Social Media
Community engagement
Social Media Campaign
Captivate, Engagement, Cooperation
Copyright © 2011 - James Melendez

13. James Meléndez
‘James the Wine Guy’
Mainline Social Media
Social Media
Type Feature Relationship
Twitter Open
140 Character
Update
Follower
Following
Friend
Facebook Semi- open
Video
Photo
Status Update
Friend
Family
YouTube Open Video
Subscriber
Subscription
Friend
Copyright © 2011 - James Melendez

14. James Meléndez
‘James the Wine Guy’
Twitter Study
Copyright © 2011 - James Melendez

15. My Twitter Study
Methodology
 Examined last 5,000 followers / followings, friends
 Reviewed national affiliation
 State / province affiliation
 City affiliation
 Number of followers, following; average followers, following
 Number of tweets, average number of tweets
 Reviewed user for their wine, food or overall wine lifestyle
identification
Source: James Melendez,
James the Wine Guy © 2011
Twitter Study

16. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
U
SG
e
rm
a
n
y
T
o
ta
l
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n
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s
M
u
lti-N
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ile
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w
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a
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d
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d
ia
Fra
n
ce
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ex
ico
S
o
u
th
A
frica
Ita
liaA
rg
e
n
tin
a
Followers AVG Following AVG Tweets AVG
Twitter Connectedness
Nation
Average Follower / Following Rate
Source: James Melendez,
James the Wine Guy
© 2011 Twitter Study

17. James Meléndez
‘James the Wine Guy’
US
Australia
UK
Canada
Italia
Espana
New Zealand
France
South Africa
Argentina
Chile
Mexico
Germany
India
Twitter Connectedness
Nation
Average Follower / Following Rate
1
2
Ring 1 - Twitter Study
Ring 2 - Sysomos
Copyright © 2011 - James Melendez

18. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
IL TX NY FL CA OR WA PA MA VA
Following Followers Tweets
Twitter Connectedness
US State
Average Follower / Following Rate
Source: James Melendez,
James the Wine Guy
Copyright © 2011 - James Melendez

19. 0.00
0.05
0.10
0.15
0.20
0.25
0.30
DC WA CA OR CO NY NV IL TX AZ
Following & Follower Ratio Tweets Ratio
Twitter Connectedness
US States
Follower / Following / Tweet Ratio
Source: James Melendez,
James the Wine Guy
Copyright © 2011 - James Melendez

20. James Meléndez
‘James the Wine Guy’
0
500
1000
1500
2000
2500
3000
3500
4000
4500
S
A
N
FR
A
N
C
IS
C
ON
EW
YO
R
K
N
A
PAS
O
N
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M
A
LO
S
A
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G
ELESS
EATTLEC
H
IC
A
G
OLO
N
D
O
N
VA
N
C
O
U
V
ERTO
R
O
N
TO
Following Followers Tweets
Twitter Connectedness
City
Average Follower / Following Rate
Source: James Melendez,
James the Wine Guy © 2011
Twitter Study
Copyright © 2013 - James
Melendez
Copyright © 2011 - James Melendez

21. James Meléndez
‘James the Wine Guy’
Rioja, Today and
Tomorrow
Copyright © 2011 - James Melendez

22. James Meléndez
‘James the Wine Guy’
Rioja, First and Foremost
A vision
 Top of mind
 An enduring wine region that fully executes ‘wines
of excellence’ and equally matches to the promise
of the social media frontier
 A heritage wine region that every one must taste
Copyright © 2011 - James Melendez

23. James Meléndez
‘James the Wine Guy’
• Notes: my copyright (James Melendez © 2011) is for all content in this present and the only exception for
format of PowerPoint presentation and sponsoring logos. I have given citations for sources of information
that reference. My logo is TM 2013.
Copyright © 2011 - James Melendez