How can social media be an added value for wine brands ?
If there is one sector in which company aren’t judged on their social content is wine. Normally, companies are evaluated according to the quality of their product. Wine industry is based on taste and tradition. But with the advent of digital, brand has to change and become more attractive for former and new consumers.
Today wine professionals still avoid social networks or do not optimize them. While the wine has its place in these media and many company have something to win by adopting these media.
However, companies should not make a commitment in the social networks by obligation but by choice with a specific strategy. It is necessary to think about its objectives and to build a strong brand communications by integrating networks social as key element.
We can take, as an example, the strategy of two prestigious “Châteaux” in example: Château Yquem and Château Angélus.
These two famous wine brands are close thanks to their history and tradition, but when we look at their contents on the social networks, a world separates them. They don’t have the same use of social media.
The first is known as the only sauternes ranked among “premier cru supérieur”. It’s owned by the LVMH group since 1999.
Château Yquem content’s is very professional with high quality and story telling.
They produce their own video and share event on Facebook and Twitter. Product and people are in sport light. It’s like you belongs to a special community. Yquem communicates with these consumers by sharing their photos and experiences especially on Twitter.The social content of Yquem is curated, organic and professional.
All brand’s promotion seem natural and sophisticate.
The other one is ranked at the first place “grand cru classé A” of Saint-Émilion. Château Angélus seems to use social media by obligation. They are using it because they have to. Content are not very often and seem unprofessional.
When Yquem reposts and interacts with consumers, Angélus uses it as a tool of brand promotion.
In a social networking standpoint, the castle does not seem to be a luxury brand. Angélus does not use its social capabilities, as it should.
For example, it made appearances in the last two James Bond, which is a springboard. The brand has made only one post on Instagram to talk about it. They did not even retweet articles or contents making reference to it.
Wine, especially these kind of, is a luxury product. As for champagne, consumer needs to be educated and attracted. The both product are for a type of person but when you look at their social content, there is a huge gap between them.
Thanks to social networks, a wine brand can be able to touch a new customer. Not necessarily wine lovers but people wishing to suffer occasionally a luxury product. Brands should be inspired by Yquem’s social media strategy. Even if there are points to be improved as the frequency of posts, their strategy is oriented towards the customer experience and story telling.
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
