Almost 40% of regular wine drinkers in the UK, or 11 million people, search for wine information online, according to Wine Intelligence and reported by Harpers Wine & Spirit: a trend that I believe is increasingly being replicated around the world.
“Statistics also show that 28% of regular UK wine drinkers, or 8 million people, have bought wine online in the past three months. Wine Intelligence’s Juan Park, speaking at the ‘How does wine feature in the digital conversation?’ seminar, said this figure is only going to grow,” the publication reported.
“Rowan Gormley, founder of online retailer Naked Wines said ‘the most interesting thing’ about the wine conversation online is that ‘it’s tipping the balance away from marketing, big budgets and distribution, in favour of talent’”.
Increasingly we are seeing digital and social media efforts at La Motte and Leopard’s Leap Wines proving to be a very effective way to communicate to and engage with consumers.
The future for wine marketing is digital.