Château D’Yquem: Setting an example for Social Media in Bordeaux
Château D’Yquem ’s history goes back 400 years ago, when the Sauvage family started producing this legendary and luxurious dessert wine in the Sauternes Appellation in the region of Bordeaux, France. Since its beginnings, the winery has been driven by excellence in craftsmanship, making it a favorite wine for many people, including George Washington and Thomas Jefferson. In 1999, LVMH group acquired the estate, with the purpose of keeping the tradition and remaining open to modern advances. This has led the brand to incorporate social media practices as part of their marketing strategy, and nowadays, the brand has a strong social media presence that stands out from other Bordeaux wines and positions the company with a competitive advantage.
The brand’s s social media channels include: Facebook, Twitter and most recently, since June 2015, Instagram. All of their accounts are “verified”, share the same profile picture, cover photo and their website link. This makes it easier for users to identify the brand’s profile in the different channels and creates a standard. Château D’Yquem’s accounts have thousands of followers, Facebook being at the top with almost 41K, Twitter in second place with 18.4K and followed by Instagram with 4.9K. Even though for some people the amount of followers on social media may sound like not too many, they have more than many other Bordeaux wines. For example, the renowned Château Cheval Blanc, a winery also owned by LVMH group.
Château Cheval Blanc was created in 1832 and it is one of Bordeaux’s most prestigious wines, with bottles ranging from $600-$2,000. Described as “the product of a unique terroir and exceptional savoir-faire”, this wine is the perfect example of what highlights the region of Bordeaux. Recently, the Château was equipped with a new winery. In 2013 the new building was certified HQE (Haute Qualité Environnementale), which means that it is environmentally sustainable. Although Château Cheval Blanc stands for innovation in its production practices, it is not shown to be the same in their digital strategy. They currently don’t have profiles in any of the social media platforms, and their website doesn’t portrait the shift to innovation. Setting a voice in the digital world could become an opportunity for them to make their brand more acknowledgeable to new markets and to educate people on their history, rarity, exclusivity and environmentally sustainable practices.
On the other hand, Château D’Yquem’s social media content has managed to engage their followers. It can be seen through the comments on the Facebook page, where the followers post comments and pictures, as well as on Twitter, where their posts have many retweets and likes. They tend to post all kinds of content: organic, curated and professional. This means that it comes from different sources: it is either produced by them, shared from other people or pages, or paid (ads). Every post keeps relevance to the brand, and remains loyal to the history and the art of craftsmanship of the product. The brand has managed to create an omnichannel, the same message is sent through the different social platforms and goes in hand with what is presented on their website. They create enough content to be relevant in the web and keep their followers engaged.
Although Château D’Yquem has managed to see opportunity for growth and engage with consumers through the use of social platforms, they still have opportunity to improve and innovate. To get a more reach they could integrate Snapchat as part of their social channels, where they would be able to target a younger generation group of people. Also, it was noted that they could enhance the frequency and consistency of the postings for a way to achieve faster growth in their accounts. Ultimately, Château D’Yquem’s digital strategy sets an example for what other Bordeaux wine brands should be doing, incorporating relevant and web-friendly sites, and having social media profiles as part of their business strategies in order to create a more global approach.
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own