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According to some commentators, medium-sized wineries have the most to gain from pro-active social media campaigns. But over the longer term, this form of mass marketing may well be replaced by more intimate relationships between businesses and their customers.
“Social media is one of the most powerful customer interaction channels in the world, more relevant than anything seen in human history,” Paul Mabray of winery social media index Vintank told the drinks business.
“Those who choose to keep waiting will see their customers migrating to the use of these channels and will experience digital Darwinism,” he added, describing the wine industry as “the last to have not succeeded online.”