Don’t Judge a Wine by its Cover

Using New Media In Traditional Market

Michal Gevamichal@michalgeva.com+972.523.530.507

Traditional Power Groups

• Strong Distributors (19th century)

• Ranking Systems - vineyards/chateaux (19th – 20th century)

• Opinion Leaders -Robert parker, Wine spectator (late 20th)

Robert Parker - Wine Critic

Wine Spectator – Magazine

Anyone can be an opinion leader

Wine Social Network

Stormhoek Winery South Africa

“Wine is a social lubricant”

gapingvoid : Hugh MacLeod

Broad Customer Connection

Social Network Marketing

• A new and different story that the supermarket buyers and the importers wanted to hear.

• Telling the story made the sales process easier. With easier sales, the curve was raised.

Using

Bonny Doon Vineyard

Randall Graham

Wacky Labels

The Flying Saucer

Screwcaps vs Cork

http://www.youtube.com/watch?v=RSlmjxQkJRE

Randall Graham

Château Smith Haut Lafitte

Bordeaux wine, Pessac-Léognan appellation

Traditional marketing beats Tradition

VinexpoVinexpo

Bottom-up buzzPower Groups influencers

Web 2.0 influencers

Social marketing for social lubricant

Hilarious humor creates buzz

Traditional marketing beats Tradition

www.gapingvoid.com - Hugh MacLeod

Hugh MacLeod

Thank You

Michal Geva

michal@michalgeva.com

Does social media fits every winery?

Will Robet Parker be out of business?

Will distributors take advantage of social media?

How successful can wine social network be?