In 2011, The Wine Management Institute of Dijon, in Burgundy, France launched a 5-year study on international wine blogs under my direction with the help of our 40 to 50 students coming from all over the world. The first year (2011) was devoted to American and Chinese blogs. We are on our way for the second year (2012) studying South European wine blogs, British, Canadian and Chinese (again) wine blogs. The purpose of the research is to draw a portrait of bloggers all around the world, a typology of blogs and a first approach of digital writing all over the world. The research aimed at helping the wine professionals to get to know this new strategy of communications and academics to have a better understanding of the practical aspect of marketing in the wine industry.
To read the full study in English.