ROI for winery blogs: is blogging the future or a distraction?

Blogging can raise visibility and provide a wealth of data on visitor interests and behaviour. It’s measurable. It is the ultimate weapon for the little guts to reach eyeballs while the reach of other media tanks. See Gary Vaynerchuk. In the US, the growth of direct sale and shipping is provides the ultimate measure of ROI: SALES. See Mathew Mann.

Blogging is a distraction and wineries would be better served by focusing on customer service. At best, it is one more channel for brand building, but, in general, wineries should not blog. See Paul Mabrey’s comments. Blogging that successfully promotes the brand requires dedication over time. The personality of the winery and the intended blogger may not be suited to the platform of blogging. See Jason Haas.


I believe that there’s truth in all the above points of view. What is needed is an understanding of the possibilities and requirements of blogging as a channel and clearly defined goals and metrics.

Interestingly one of the key metrics for ROI of a blog is the frequency of posting in that blog, which depends solely on the blogger for success! See Avinash Kaushik.

If done right, blogging is a method to create positive visibility that costs less and is easier to measure than many other media. Having a blog or commenting in other blogs is direct participation in the conversations involving brand, product, region, and industry; on-line conversations that generate visibility. If all the other aspects of supply chain, merchandising and retailing are sufficiently functional, better visibility should lead to more sales. Or looked at another way, without visibility there can be no sale.

On post frequency, Tempranillo had recently been interrupted due to FTP issues. Thank you for your patience.