Web 2.0 for wineries: enhancing interaction and boosting sales

The interactive web, or the web 2.0, in which the consumers publish their views, questions and opinions for the entire world to see, offer wine marketers more capabilities for communicating on-line with wine drinkers. On-line communication, in itself, is not the end goal, but can improve visibility and build reputation. This can lead potential consumers to first try the wines and, if they like them, buy more, share them with friends, and talk about them on-line, creating a virtuous cycle.

Here are three example of Spanish wineries using the web to expand their brands:

1) Crowdsourcing: Jaumandreu
http://jaumandreu.blogspot.com/

Via their blog this month (June ’08) Jaumandreu has issued a call for proposals for a soon-to-be-released wine. The winery will get a number of design proposals to consider at virtually no cost.

2) Bodega Cauzon: life at a small winery
http://bodegacauzon.blogspot.com/
Blog started in April 2008 and shares the day-to-day work in the vineyards, the winery and on the road in the production and promotion of the wines of this boutique winery.

3) Tintoralba: contacting importers through blogging
http://tintoralba.com/blog/
Export Manager Emilio Saez uses the Tintoralba blog to publicize their exporting activities and efforts. He also used the blog comment section of Irish wine importers Bubble Brothers to start a conversation with them, leading Bubble Brothers to become Tintoralba’s importer.

The common thread of these three examples: talking openly about activities so that people can listen in or comment, enhancing visibility, which is a necessary step to boosting sales.