Why Wine Industry has to walk the Digital Road

wine and digital enotourism

The global market of tourism for 2017 is valuated about 1330 B$, up of 70B$ respect 2016. It’s a great amount of money, don’t?

The market is dominated by the online travel agencies, like Booking or AirBnB, that are the first and often the only research users do when they program their journey.

Well, may be I’ve catched your attention.

If you have a Vinery or a Wine Shop, I’m sure you have a web site and may be an app to buy your bottles from the smartphone. So, why don’t merge the online world with the offline one, making grow the Direct to Market channel, selling your bottle to a customer visiting your cellar and your wineyard?

The wine e-commerce is not so nice as all we thought it was, because the transport cost is still expensive, local laws are a boundary not so easy to across when you want to buy a wine from abroad, and truck transport isn’t the most sure way to get bottles in the customer’s house.

It’s here where the digital technology, geolocalization, maps, digital marketing, can help you to bring new people to visit you, if you cannot get your bottle in their home.

There are many apps to suggest what vinery to visit when peopole are near one of these, or simply you can put your logo into Google Maps at your coordinates.

A traveler, a family in their holidays, a friends group of wine-lovers, can visit your cellar and, for example, make a photo with their smartphone and share it on Instagram, then they could want to visit these little town near you eating in a restaurant with your wines, or stay for the week-end sleeping in a nice place found on AirBnb.

But, conversely, they could have the need to visit a town and discover your cellar, or eat in a restaurant, drink your wine and come to visit you.

The play works in both sides, don’t?

Social means ‘about people’, ‘sharing with others’.

And network means to build a group of other people with your interests, business like restaurants, hotels, museum, artisan shops where everyone speaks about others.

The Digital Technologies can help you to do it, putting your logo in the right places.

Is like an advertising banner along the road, or a poster in a shop window. But digital.

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  1. New customer segments are evolving both in the U.S. and globally. The millennial generation will be the single most significant factor affecting U.S. market demand. These 70 million consumers are both wine and tech savvy and are used to using their mobile phones to order food and drink on demand. Creating travel plans, or purchasing wine via a retail channel is no different. Matching consumer’s on-demand needs, with producers’ products, creates a win-win for both sides.

    It is my view, that wine producers are seeking to become stronger at positioning their brand while gaining insights into their consumer’s behavior and market trends. Through specialization and the adventurous nature of the high-end wine consumers, producers will continue to have a steady flow of buyers who constantly seek new experiences and education; many consumers will persist in their quest for undiscovered, higher-quality DTC wines.

    Being the first to market with the right story, and communication platform/marketplace will be the difference of wining and loosing customers. The window of opportunity is now, because successful brand building takes time and a high level or user and producer participation.

    1. Yes, you highlight Millennials, you’re right. Another point for a win-win strategy is the need of knowledge of young people. I think that a producer has to use not only the grape to make Wine, but their own history and territory. Who will able to give a better communication, will win, and Digital Tech (as you well know) can help to reach this goal. Thank you Adrian for your comment here

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