Bacchus, Internet & me : The Challenging Communication of Luxury Wine Brands through Social Media.

For 2016, the global luxury wine sector is expecting a growth of 5% due to an increasing demand for new tasting experiences mostly from USA, Europe and China consumers.

As a neophyte I found it intriguing to observe the communication strategies of some luxury wine brands through their social media posts. Luxury wine require education and experience because it calls on our senses, unlike luxury bags or apparels. With this specific sector using experiential, how does one select a wine if you cannot taste it, smell the aroma, or see the color?

The wine sector has grown to become more than a French feature and is now a globally known industry. Thanks to the internet and social media, I discovered two famous brands. The first one, Far Niente, coming from the well known Napa Valley in California, the second one, Val de Vie, coming from South Africa. Both have different marketing strategies in term of social media, which one would I buy if I had to choose ?

Far Niente, the Art of Living through Senses’ Experience.

When I look at Far Niente wines, my epicurean “dark-side” erupts. All of their media contents focus on their product: its color, the fabrication and what kind of food would make a perfect match for your senses. I invite you to take a look at their Instagram to see for yourself !

Beyond the images, if I am looking for more information about the taste, I can watch their numerous videos on Youtube and Instagram. The brand enlightens its heritage, its passion for wine, its way of producing, the kind of grapes they use and their customers’ experiences. It is effortless to find excellent comments on Facebook about the quality of their wines.

On Twitter, their content matches perfectly with the use of their other social media channels. The fact they tweet regularly creates a dynamic as if their wine was an endless source of inspiration.

At the origin, during the Ancient Rome, wine was represented by the god Bacchus which embodied pleasure and feast. When I look at this brand, all their communication strategy seems being focus on making you feel comfortable and giving you the desire to come into their lands. Besides, if I had to try one of these wines, I would expect to feel the sun on my skin, the special grapes’ taste on my tongue and being happy to drink this special liquor.

So I take the invite, thank you! #Napavalley

Val de Vie, a Lifestyle Wine.

When I look at this brand on the internet, I understand very quickly that wine is not their core business but that they’re willing to take advantage of their “French heritage and South African terroir” to create a luxury liquor that matches with their philosophy.

So, am I looking for tasting a great wine or a lifestyle in a bottle? That’s the question.

Their strategy on the social media’s platforms does not seem to be focus on wine’s experience even though they want to grow to the number one in wine production in South Africa. The best way to find information about the liquor is to go through the website.

Polo meetings, beautiful landscapes, luxury houses, well-dressed people, fashionable evening party… As I am skimming Val de Vie Estate’s Instagram, Facebook and Youtube, their life philosophy oriented towards leisure, sport and elegance tempts me to go in vacation and I almost forget my subject.

But where is the wine experience that I was looking for ? What about its taste, its color and the friendly-food? Cause yes, I care a lot about the food …

#luxemarketing #NCStateGLM

Thank you for your reading!

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.