California Vines

In a recent article in the North Bay Business Journal, “Wineries plug into internet social networking” describes the urgency that is felt by wineries to use the internet. Is social the networking the future for wineries? The answer to that question can be interpreted by the North Bay Business Journal in one way, “yes”. But is that really the answer wine marketers are looking for? In this article I will discuss what social networking means to the wine business and why it should be taken more seriously. I will also discuss why social networking is not the only thing wineries should be implementing. And the last part I am going to talk is going to be in part 2 of this blog and it will contain ideas of branding and personal branding.

As consumer’s become more technologically advanced so do to the wineries and the companies that cater to these consumers. In a market which now sees 46% of new growth coming from millennial consumers aged 21-35 this is the time to embrace social media and social networks. Why do I say social media and social networks? The reason that social networking and media are so important is mainly comprised of how many young people participate in them. If you went to a junior college or even a state university, how many people would participate in social networking? The number is mind boggling, nearly 70% of millennial consumers participate in some form of social networking. So if millennial consumers are always online how can we target them?

To answer the first question, social networking is the future for marketing at the winery level. Wineries have to embrace this growth in younger consumers and in order to do that, wineries must be on the consumers level. And to be on the millennial level that means being on networks such as facebook and twitter. Here is a quote from the North Bay Business Journal, “Bill Tancer, general manager of the global research group at Hitwise, told about 350 wine industry professionals that they should take notice of social-networking sites”. This excerpt adds to the notion of understanding the customer and finding a way to target them in a way that gets their attention.

Continuing the answer, this is not all wineries should try to do. It is obvious that the “millennial” market segment is growing, but there are several more segments of customers to remember. As wineries go after and make attempts at grabbing the younger market they cannot forget about the older segments either. Wineries are confronted with many difficult tasks and this is one of them. So my advice to wineries are keep doing what you are doing but embracing the internet at the same time.

Some wineries do not feel that social networking is important, but it is the very heart that drives young consumers. Wineries must realize that if social networking is not important, neither is the giant market that associated with it. Social networking is a click away and so is letting all your few hundred friends know where the best wine is. That is the magic of social networking, only a click away.

As stated above, social networking is not the only practice wineries should be looking into. Wineries need to tap into this segment of the market, but maintain the current market segment that they already market to. I always give the example of Gary Vaynerchuk. He is the host of wine library t.v. and appeals to many segments capitalizing on old and young generations. It is not only that which makes him great, it is his sophistication and the way he brands himself. He markets to one segment, the internet segment of wine consumption that includes old and young. But the way he brands himself and wine library is the secret to the social networking conundrum. If you are a winery, you cannot simply go on facebook, or twitter and watch yourself emerge into a top player. The entire structure of social networking lies on your brand. In the case of Gary Vaynerchuk he is his own brand, and wineries are their own brand. So who ever has brand loyalty will have a much easier time pulling in the millennial consumer.