Marketing in the Wine Industry
There’s more in a glass of wine than meets the eye, or the palate. Wine isn’t just for the rich and affluent anymore. Everyone can enjoy wine, whether it’s a five dollar bottle or a five hundred dollar bottle. Winemakers and wine distribution companies have come up with new and exciting way to market their wines to people of every tax bracket and all walks of life. (Manda)
Marketing in the wine industry is changing. Traditionally, consumers looked to opinion leaders like Robert Parker and the Wine Spectator to find the best wines on the market. While those methods are still effective, winemakers and wine enthusiasts have discovered a new way to spread the word about particular wines. Social media has become the new, hot trend in marketing in just about every industry out there right now. And the wine industry is no exception. Corkd.com is a website for wine drinkers and enthusiasts where users can create their own wine journal, wine cellar, shopping list, and connect with online drinking buddies. This website is one way the wine industry as stepped up to the plate and utilized the opportunities of the internet in marketing. “Cork’d is your pulse on the wine world and an online playground for all things wine. By collaborating with some of the smartest wine drinkers and industry figures, Cork’d is providing you with the most comprehensive, fun and exciting wine content available. Whether you’re a winery looking for exposure or an events company looking to promote or host a tasting, Cork’d wants to talk to you. Our mission is to breakdown the stereotypes, myths and pretenses surrounding wine culture to help you discover and drink better wines.” (corkd.com)
Another factor changing the wine industries marketing strategies is where consumers are buying wine. Chain stores and supermarkets have taken over wine distribution from wholesalers. Costco has become one of the largest wine retailers in the United States....
Cited: About Cork’d « Cork 'd Content." Cork 'd Content. Web. 20 June 2011. <http://content.corkd.com/about/>.
"Discover California Wines : California Wine Month." Discover California Wines : Welcome to Discover California Wines. Web. 20 June 2011. <http://www.discovercaliforniawine.com/learn/california-wine-month>.
The Changing Structure of the Global Wine Industry (2004). Michael Roberto.
Salls, Manda. "Marketing Wine to the World — HBS Working Knowledge." HBS Working Knowledge - Faculty Research at Harvard Business School. Web. 20 June 2011. <http://hbswk.hbs.edu/item/3910.html>.
Please join StudyMode to read the full document