An 8’000-Year-Old Love Affair
What do Egyptians, sailors, Greeks, Romans and people from nowadays world have in common? We are talking about a timespan of thousands of years and certainly much has changed during that time. However, one thing remained constant: the love for wine.
First evidences of wine cultivation trace back as far as 5800 BC and were found in Georgia. By 4500 BC it reached the Balkans and was (as we all know) heavily celebrated by the Greeks and the Romans, among others. The rest is history. One fun fact: Researchers assume that the purpose of consuming wine has always been the same; getting intoxicated or in other words, drunk.
Let’s fast forward a few thousand years and look at wine in today’s era. The wine market has been experiencing increasing demand which is expected to grow further in the near future. One of the main drivers of growth is the Asia-Pacific region. Westernization and a rising demand for premium wines fuel this development. A recent study of the IRI Research Institute for Vinitaly revealed that also the sale of Italian quality wines is shaped by a positive trend – both in Italy and abroad. Let’s have a closer look at the connection of the wine market to marketing.
As for most other industries, the internet has had a huge impact on the wine industry. Modern consumers demand a professional website (including e-commerce) and a strong presence on social media, offering informative and valuable content. To attract consumers, the rather traditional sector has to engage in inbound marketing and offer contents that are aligned with the interests of the target segment. However, also traditional communication channels are still imperative. Especially the design of the labels and catalogues are very important – because they are oftentimes the only things consumers look at, next to the price. This is particularly true for people, like me, that do not understand a lot about the wine world and base their choice on the design. Also, the participations in wine events can be an effective tool to promote one’s brand. This can be complemented by the use of modern technology such as VR or AR to deliver a superior customer experience.
No matter which communication channels a wine brand uses, there are two key points to consider: Firstly, the brand should aim to build an identity that is different from its competitors. Storytelling is a powerful tool to build this identity and anchor the brand values. Secondly, the communication has to be consistent across channels in terms of style and content. In this way, the brand values can be enforced and an identity built.
Are you a dedicated wine drinker and interested in learning more about the industry? If yes, we are happy to welcome you at our event Enriching the customer experience in the wine industry on the 7th of November. For more information and to sign-up (it is free), here is the link: https://www.eventbrite.com/e/enriching-the-customer-experience-in-the-wine-industry-tickets-78712560387
Written by: Yannic Egli
Edited by: Nicola Curci