How Instagram is changing the way people think about wine | Tech Reddy

While some of the old guard prefer to keep the wine alone in the cellar (which they like) and the tasting room of the club members, savvy wine brands are working together. and social media to expand their reach, to change their customers and make the industry, really, more fun.

“The wine industry was late in the game when it came to incorporating social media into their marketing efforts,” said Hannah Milnes, founder of Bouchon Media, “but because of the pandemic, businesses, especially those who sell to commerce, need to quickly convert to online marketing and increase their digital marketing efforts. “One of the reasons why social media works so well is because Individuals and small brands can create communities that appear both online and offline. TikTok has a reputation for strong communities”.

The nature of buying wine has changed dramatically, with consumers wanting to know the story behind the wine and the winemaker and engaging and interacting with a company rather than making their purchase decisions. according to the experts’ recommendations, they may not taste the same. .

“Instagram is the first thing most people look at these days, more than browsing websites,” says Jeany Cronk, co-founder of Mirabeau.

“We present the style and image of our brand and offer more value to the visitor, such as recipe ideas, cocktails and information on visiting the area. About 4m people a year attend via @maisonmirabeau, so this is a great way for consumers to interact with the brand.

“Our customers want to know more about our wines, Provençal food and our lifestyle. We can also use social media to support our customers and our key customers, who want the brands that are active on social media. Wine marketing, on the other hand, is a bit more old fashioned – many may have thought it was a waste of time.”

Another Instagram success story is Riccardo Pasqua, CEO of Pasqua Wines, who was one of the first in the industry to embrace the power of Instagram, something he emphasized after spending the working time in America.

He inherited a 100-year-old Italian company with strong heritage, heritage, and production but he wanted to create a brand that would appeal to consumers for the next 20 years. now, so he switched to Gram.

“Our sales team is knowledgeable and inspired by fashion, art and lifestyle,” says Pasqua. “This allows us to break down language and cultural barriers because it’s visual. Wanting to break away from the traditional wine-comms model of old guys talking about wine, Pasqua started a mentorship program called “Talent Never Tasted Better”.

These people, from a variety of backgrounds, have created an effective visual representation that is a world away from the classic bottle caps used by most wineries. Pasqua uses Instagram to promote the story, giving the wines and the company a bold and unique look, which you can definitely see if you check out @pasquawines.

“People say, ‘You’re crazy!’ what are you doing Why do you have a voice with these children? They haven’t been to Bordeaux yet! But these ‘kids’ learn, grow and interact with audiences we don’t understand in the old nose-in-the-glass culture.

“You take risks, you move faster, you grow faster – and some of those ‘kids’ we worked with are some of the biggest voices in wine today”.

So, if you want to know what’s going on in the world of wine, it’s time to go online and follow the voices you trust and the producers you like.