Comments on: A winery needs a web site!

By: Evelyne Resnick

Evelyne Resnick — Wed, 03 Feb 2010 14:12:40 +0000

What's the next frontier? It's really THE question at the moment, Kathy. As I was telling my students a few days ago, the rise of digital communications and the increase of their importance will change the way wineries communicate on their wines. The debate brands/not brands might even become obsolete sooner than we expect. I don't have the answer to your question – maybe parts of the answer. It is a fascinating subject and I wish we could debate more in depth on the topic.

By: Kathy

Kathy — Wed, 03 Feb 2010 12:44:28 +0000

As a journalist, I've been complaining for years about flash and static, incomplete information on wine websites (US, FR, AU, AT, ES, PT, IT, SA). Nothing like going to a Medoc first growth website and finding the last "live" harvest entry - in 2003.
It is only with wineries' movement to Facebook and Twitter that this need for real-time interaction is becoming apparent - or so I hope.
Of course, as a consumer, particularly now, price is my first priority and I may choose a different varietal or appellation based on price and review.
Does this make me allergic to brands? Maybe. Or maybe I reflect the wine equivalent of the independent Massachusetts voter.
And that is the great unknown at the moment. Have we (US, global?) abandoned brand (name or appellation) and will this stick? Or can wineries capture and keep "local" loyalty by using "real time"? Gallo apparently wants to know, it posted a job for a Social Media Marketing Manager last Friday.
Returning to price: Argentina is storming the US, despite a lot of poor websites, because of quality/price. That price is likely to get even better if the Argentine government floats the peso down against the dollar.
Beyond reworking websites as holding bins for basic contact, buy and vintage information, the question you've proposed, for which I don't yet have "the" answer, is: what's the next frontier?

By: Evelyne Resnick

Evelyne Resnick — Wed, 03 Feb 2010 08:04:57 +0000

Thank you both for your comments. DTC sales are indeed very important in our troubled time and require a strong on line presence. But this presence has also to be very consumer oriented and brings new and lively content. It has to answer the consumers' needs.

By: Wine-Searcher

Wine-Searcher — Tue, 02 Feb 2010 20:43:51 +0000

Hi Evelyne

Your comments are valid. Static information is history. Dynamic information is alive. You mentioned Wine-Searcher. I am the President of Wine-Searcher. Our site is used by over 1.5 million visitors per month and over 32 million searches for wine is made each year. Users depend on Wine-Searcher because they want to see the latest prices, new wineries and wine stores, updated content on grape varieties, regions, en primeur etc.

We started our Facebook Page last year and we have become the largest Wine Facebook Page with over 81,000 fans on one Page and over 750,000 fans on the other. Why do we attract so many fans at http://www.facebook.com/winesearcher It has all to do with new content, conversation, engagement, interaction.

Wine is a conversational drink. And if a site does not have "live" content that facilitates engagement and new knowledge building, then the site becomes stale and users leave.

The focus of a site should not be so much about "we have a deal for you" but what do my site visitors want and how can I fulfil that need?

Cheers

Adon Kumar