Luxury Wines: Groth Vineyards vs. Duckhorn Vineyards on Social Media
So Goth Vineyards… ever heard of them? Me neither. How about Duckhorn Vineyards? That’s probably because you don’t buy $150 bottles of wine. If you did you would know that these are two very popular luxury wine brands. Wines Vines Analytics compiled a list of the top 20 wine brands of 2014. Groth Vineyards ranked number 17 on the list with sales of about $3.9 million; while Duckhorn Vineyards came in at number 15 having a slightly better year than Groth with sales of $4 million.
That’s great an all but my main interest is in how these luxury brands are reaching their target audience. One of the most popular ways they are doing this is through social media. Pick any brand, in any industry and 9 times out of 10 they are utilizing some form of social media to market to their consumers. Why not! What better way can you reach virtually anyone, anywhere, at any time.
So I decided to examine how Groth Vineyards and Duckhorn Vineyards use their social medias, Instagram and Facebook, to market their brands. I first took a look at Groth Vineyards. Founded in 1982 in Oakville, California Groth Vineyards is a 100% family owned and operated company.
“Groth Vineyards & Winery has established a solid reputation as an outstanding producer of Napa Valley wines.”
However, when I went to check out their Instagram I was surprisingly disappointed to see that they only had 37 followers and ZERO posts. I was shocked that a brand of this reputation had not invested more time into their Instagram. I quickly moved on to their Facebook page where they seemed to have a lot more activity. The page had about 3,000 likes. Most of the photos were of people visiting the vineyard and of the vineyard itself, there were some videos showing how their wines were made but overall the content seemed to be organic and engaging.
Duckhorn Vineyards was founded in 1976 in Saint Helena, California by Dan and Margaret Duckhorn. Forty years later the winery owns 7 estate vineyards located in Napa Valley. When I visited Duckhorn Vineyards’ Instagram I could immediately see the difference in how the two brands utilized their social media. Their page had over 12 thousand followers. The first thing I saw on the page was their contact info, a disclaimer stating you must be over 21 and a link to their website. Seeing how convenient they made it for their followers made them all the more appealing. Their content was compiled of posts either about their employees, new wines, encouraging people to check out their blog or educating people on how their wines are made. Their Instagram was not used to just promote their products but used to promote more of a lifestyle. Brands like Duckhorn Vineyard recognize the importance of lifestyle branding and the role social media plays in shaping their image.
“For nearly four decades, the commitment to crafting wines of distinction has remained at the heart of the Duckhorn Vineyards philosophy.”
Adam, A. (2016). Top 20 Luxury Wine Brands. Wines& Vines. http://www.winesandvines.com/template.cfm?content=134284§ion=news
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