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.

I ’ s a l ttl d i re n t n o w ... t i e ffe

Today, it’s a whole new world

Im a g e : O m a r- G

Let’s blog about it
1 , 290 blogs U.S. Wine blogs 586 U.S. Wineries have

California and Oregon have the most winery blogs
1wine Dude blog traffic

Influential wine blog : 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 Winery Fans Photos Video 7,328 Yes N /A Chateau Morrisette Winery 4,664 Yes N/A 2 2 Yes Wollersheim The Round Palmina Winery Barn Winery Winery 2,838 Yes Yes 1 N/A Yes 2,802 Yes N/A N/A N/A Yes 2,718 Yes N/A N/A N/A Yes MurphyLaetitia Goode Winery Vineyard & Winery 2,186 Yes Yes 4 9 Yes 2,186 Yes Yes N/A N/A Yes

Discussion 3 Notes Events N /A Yes

What are they doing on Facebook?
Duplin Winery Chateau Morrisette Winery Wall posts’ content
-Event invitations -Marketing new wines -Thank you’s -Distribution info -PR articles Everyday -Contests on favorite wines -Winery announcements -Tasting room invitations -Distribution info -Marketing new wine -Updating on crop and harvest -Wine contests -Offering wine prices and discounts -tasting events

Wollersheim The Round Palmina Winery Barn Winery Winery

MurphyLaetitia Goode Winery Vineyard & Winery
Wine advertising 1 event invitation

Wine club event invitations

Frequency of posts

Every 2-3 days Sporadic (2-17 Mostly responding days) to fans

Everyday

~3 weeks

Every 1-4 days

~1 update /month

Number of posts Responding directly to fans

58 Yes

20 Yes

4 No

23 Yes

6 No

15 Yes

4 Yes

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

What are fans saying?
Duplin Winery Sentiment of fan posts Levelof fan engagement
-Positive --Questions about distribution Wall posts and locations fan photos

Chateau Morrisette Winery

Wollersheim The Round Palmina Winery Barn Winery Winery
-Positive N/A --Enjoying wine tastings Wall posts and fan N/A --Questions about photos events tasting

MurphyLaetitia Goode Winery Vineyard & Winery
-Positive --Wine pairings N/A

-Positive Fans interested in --Questions about Ice wine grapes distribution Wall posts and Only comments locations fan photo favorite --Sharing wines

Wall posts and fan Wall posts and fan photos photos

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 o8,429 Tasting Events in total ü205 in December 09 ü o27 Virtual Tasting Events

events.linkedin.com o919 Tasting Events in total ü68 in Jan 2010 o23 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 : Total uploads : Total upload views : Joined :

11 , 595 29 23 , 970 June 24 , 2009

Pos :

“ It makes my mouth water!!!!!

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 ( 29 %) 2.California: 2,270 results(9%) 3.Washington: 567 results (2%)

Top 100 authors show an average of 17 posts per month

Men are posting more about wine than women

* Men talk about ( in order ) : Chardonnay-PinotMerlot-Cabernet-Zinfandel * Women talk about ( in order ) : Chardonnay-MerlotPinot-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 York
When talking about Merlot, New Yorkers often compare with Cabernet:  “ try cabernet or merlot if u like red wine . They r smooth .”

Zinfandel in Washington
When Washingtonians talk about Zinfandel, they usually also mention cooking related topics:  “ Home made chili served with a green salad and corn bread paired with Zinfandel ” They are also mentioning/comparing with Syrah:  “ Zinfandel is actually a much lighter varietal than Syrah ”

Chardonnay in California
Many Californians talk about pairing Chardonnay with various foods:

“ Enjoying some pre - dinner snacks at in - laws in Phoenix with some # RodneyStrong Chardonnay and Brie # cheese : an excellent combination ” “ Crisp Salmon with Citrus Avocado Salad … And who knew that this dish was a spot on pairing with a lemon creamy California Chardonnay? ”

“@strangerdaze13 @scoslow is quite buzzed . In my research merlot should only be stored 4 years . So this red is a bit 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

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

much more than companies or ads

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For more information please contact: Warren Sukernek 206.601.1610 warren.sukernek@lift9. com

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