Vineyards try new media to boost sales
Source: Agencies |
April 14, 2010, Wednesday
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Print Edition
Print Edition
ITALIAN wine makers, usually wedded to centuries-old traditions, are slowly embracing Twitter, blogging and Facebook to boost sales that have been hit by the global economic crisis.
Italy, the world's second-biggest wine producer after France, saw export sales drop 6 percent to 3.5 billion euros (US$4.75 billion) in 2009, hit by the crisis and advancing competition from the "New World" wines, according to industry data.
"In the times of crisis it is important to experiment with new ways of making yourself known," said Susanna Crociani of family owned Crociani, makers of full-body red Tuscan wine Nobile di Montepulciano.
Crociani, who says she was the first Italian wine maker to start a blog in 2004, said she has gained many new clients - individual wine lovers, restaurant owners and professional buyers - after launching a Facebook page. She has also started to use Twitter a few months ago.
"An advantage of social media is that you don't have to pay (for making yourself known). You have to invest your time. But it pays off," Crociani said.
Contacts through social media have boosted Crociani's online sales with the number of orders doubled to 50-60 a month, a considerable help for the small company, which makes 60,000-70,000 bottles of wine a year, she said.
Keeping with the new trend, the consortium uniting makers of the famous Tuscan red Brunello di Montalcino, opened a Facebook page at the end of last year and now lists more than 10,000 fans.
Crociani said Italian wine makers lagged far behind their US rivals in understanding the growing importance of social media as new communication and marketing tools.
Italy, the world's second-biggest wine producer after France, saw export sales drop 6 percent to 3.5 billion euros (US$4.75 billion) in 2009, hit by the crisis and advancing competition from the "New World" wines, according to industry data.
"In the times of crisis it is important to experiment with new ways of making yourself known," said Susanna Crociani of family owned Crociani, makers of full-body red Tuscan wine Nobile di Montepulciano.
Crociani, who says she was the first Italian wine maker to start a blog in 2004, said she has gained many new clients - individual wine lovers, restaurant owners and professional buyers - after launching a Facebook page. She has also started to use Twitter a few months ago.
"An advantage of social media is that you don't have to pay (for making yourself known). You have to invest your time. But it pays off," Crociani said.
Contacts through social media have boosted Crociani's online sales with the number of orders doubled to 50-60 a month, a considerable help for the small company, which makes 60,000-70,000 bottles of wine a year, she said.
Keeping with the new trend, the consortium uniting makers of the famous Tuscan red Brunello di Montalcino, opened a Facebook page at the end of last year and now lists more than 10,000 fans.
Crociani said Italian wine makers lagged far behind their US rivals in understanding the growing importance of social media as new communication and marketing tools.
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