WINE AND SOCIAL

MEDIA

An industry analysis from

Image:T in DC

The hottest new pairing

An experiential product

social media takes the wine drinking experience to a whole new level.

Image: AI404
 A year ago
 When we thought of social media and wine, we
thought of GaryVee.


It’ s a little d iffe re n t n o w ...

Today, it’s a whole new
world

Im a g e : O m a r- G
Let’s blog about it

1 , 290 U.S. Wine blogs 586 U.S. Wineries have

blogs
California and Oregon have the most winery blogs

1wine Dude blog

Influential wine blog : traffic
www . 1winedude . com

24 blog posts just in December

with 366 comments

Ranked number 1 on Postrank for social

engagement
CA Wineries on Facebook

230 wineries in CA have a Facebook

page
703 average number of fans

Barefoot Wine & Bubbly has over 20,000

fans
Facebook: Examples of Winery
Engagements
Duplin Chateau Wollersheim The Round Palmina Murphy- Laetitia
Winery Morrisette Winery Barn Winery Winery Goode Winery Vineyard &
Winery Winery

Fans 7,328 4,664 2,838 2,802 2,718 2,186 2,186

Photos Yes Yes Yes Yes Yes Yes Yes

Video N /A N/A Yes N/A N/A Yes Yes

Discussion 3 2 1 N/A N/A 4 N/A

Notes N /A 2 N/A N/A N/A 9 N/A

Events Yes Yes Yes Yes Yes Yes Yes

What are they doing on
Facebook? Duplin Chateau Wollersheim The Round Palmina Murphy- Laetitia
Winery Morrisette Winery Barn Winery Winery Goode Winery Vineyard &
Winery Winery

Wall posts’ -Event -Contests on -Marketing new -Offering wine Wine club event Wine advertising 1 event invitation
invitations favorite wines wine prices and invitations
content -Marketing new -Winery -Updating on crop discounts
wines announcements and harvest -tasting events
-Thank you’s -Tasting room -Wine contests
-Distribution invitations
info -Distribution info
-PR articles

Frequency of Everyday Every 2-3 days Sporadic (2-17 Everyday ~3 weeks Every 1-4 days ~1 update /month
Mostly responding days)
posts to fans

Number of 58 20 4 23 6 15 4
posts
Responding Yes Yes No Yes No Yes Yes
directly to fans

Note: Results from 12/13/2009 – 1/13/2010

What are fans saying?

Duplin Chateau Wollersheim The Round Palmina Murphy- Laetitia

Winery Morrisette Winery Barn Winery Winery Goode Winery Vineyard &
Winery Winery

Sentiment of -Positive -Positive Fans interested in -Positive N/A -Positive N/A

--Questions about --Questions about Ice wine grapes --Enjoying wine --Wine pairings
fan posts distribution distribution tastings
Levelof fan Wall posts and
locations Wall posts and
locations Only comments Wall posts and
--Questions fan N/A
about Wall posts and fan Wall posts and fan
fan photos fan photo
--Sharing favorite photos
tasting events photos photos
engagement
wines

Note: results from 12/13/2009 – 1/13/2010

Best practices: Duplin Winery

Communicate and
receive direct
feedback from fans
Best practices: Wollersheim
Winery

Sharing your wine-making

process and methods is a
good way to get people
talking about your wines

 Peak interest by sharing

pictures and updating your
fans on process.
Best practices: Murphy-Goode
Winery

Share experiences
and give wine
pairing tips.

àCatch consumers’
interests and
curiosity

àCreate more demand

for Zinfandel wine
Interesting Twitter Trends

Ø123 Wineries have Twitter

accounts
Ø56,027 Tweets by wineries
Ø1,352 Ave. # of followers

ay : Twitter weekly event -Twitter wine community sharing wine recommendations and informat
Virtual Wine Tasting Events

www.cellartracker.com events.linkedin.com
o8,429 Tasting Events in o919 Tasting Events in total
total ü68 in Jan 2010
ü205 in December 09
ü o23 Virtual Tasting Events
o27 Virtual Tasting Events
Virtual Wine Tasting:
www.tastelive.com

97 Total mentions

vTasteLive ! - Online wine and beer

tasting community- using social media
tools -Twitter, Facebook, Blog to
“create a community that brings
together consumers, bloggers, press,
suppliers, brewers and winemakers
across the world together to share in
their favorite beverage”
Ø5 virtual wine tasting events on Dec
2010
What’s happening on Youtube?

 Uploaded “wine” videos Winery channels



 (12/1/2009 – 12/31/2009)

Example Winery channel:

Top Video
Content : “A Man fishes for Black
Drum and puts together an awesome
dish with his catch, paired with
Firestone 2007 Riesling!   “

Total views : 1 , 229

Total channel views : 11 , 595

Total uploads : 29
Total upload views : 23 , 970 Pos : “ It makes my mouth water!!!!!
Joined : June 24 , 2009 The Black Drum and the Firestone
2007 Riesling - YUMMY! Way to go
Jay!”
5 Popular Grapes Discussed in
December
Why is there such a jump in the number of Chardonnay conversations at the e
Wine & Holidays
*keyword cloud from 12/28 to 12/31

25% of conversations talked about choosing

Chardonnay for New Year’s.

Only 18% talked about drinking Chardonnay on

Christmas Eve.
Whereas, 27% talked about Merlot for Christmas
Eve
Where are the conversations
happening?

Top States:
1 . New York : 7 , 006 results Top 100 authors show
( 29 %) an average of 17
2.California: 2,270 posts per month
results(9%)
3.Washington: 567 results (2%)
Men are posting more about wine than
women

* Men talk about ( in

order ) : Chardonnay-Pinot-
Merlot-Cabernet-Zinfandel

* Women talk about ( in

order ) : Chardonnay-Merlot-
Pinot-Zinfandel-Cabernet
Top states for wine
conversations

Different States emphasize different grape

( in order )
New York: Chardonnay -Merlot -Cabernet -Pinot-Zinfandel

Cal i: Chardonnay-Merlot-Pinot-Zinfandel-Cabernet

Washington: Zinfandel -Cabernet -Chardonnay -Merlot -Pinot

Regional Conversations differ…

Merlot in New Zinfandel in Chardonnay in

York Washington California
When talking about When Washingtonians talk Many Californians talk about
Merlot, New Yorkers about Zinfandel, they pairing Chardonnay with
often compare with usually also mention various foods:
Cabernet: cooking related topics:
  “ Enjoying some pre - dinner
“ try cabernet or “ Home made chili snacks at in - laws in
merlot if u like served with a green Phoenix with some
red wine . They r salad and corn bread # RodneyStrong Chardonnay
smooth .” paired with Zinfandel ” and Brie # cheese : an
excellent combination ”
“@strangerdaze13 They are also
@scoslow is quite mentioning/comparing with “ Crisp Salmon with Citrus
buzzed . In my Syrah: Avocado Salad … And who
research merlot  knew that this dish was a
should only be “ Zinfandel is actually spot on pairing with a
stored 4 years . So a much lighter lemon creamy California
this red is a bit varietal than Syrah ” Chardonnay? ”
biting - less
flavorful .”


 New Media Influencers
Social media is now the top activity on the web, even overtaking porn.

Traditional New Media

% of consumers trusts their peers

much more than companies or ads
e top 20 wine bloggers in aggregate have a larger audience than the Wine Spectato
% of bloggers post opinions about products and brands
% blog or tweet daily
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Thank you

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please contact:

Warren Sukernek
206.601.1610
warren.sukernek@lift9.
com