However, 53% say that the wine industry is not doing a good enough job when it comes to engaging the consumer, and 33% feel that the wine industry isn’t really in tune with the consumer. Wine producers put consumer and trade advertising bottom of their list of spending priorities, and 23% of those surveyed felt that social media wasn’t an important part of their marketing mix.
The survey also showed that 20% of those surveyed admitted that their consumer engagement strategy was only ‘OK’, while 25% felt that they could do better. Consumer and trade advertising ranked bottom in a list of spending priorities, while digital communications, design, packaging and PR were felt to be higher up the list of priorities. Two thirds admitted that they ‘could do better’ when it comes to social media, while email marketing and mobile technology were believed by respondents to be increasingly important tools in the next five years.
Wine Vision is a new conference for the wine industry that takes place from 18-20 November.
© FoodBev Media Ltd 2022
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