If you have about $2400 handy, you can buy the latest report from Wine Intelligence on US Internet and Social Media utilization with respect to the US wine market.
Or, you could invest that money and just go with your observations of the obvious when it comes to social media and wine. At least that’s the vibe I am getting based on the press release highlighting the findings of the report.
Here’s a sample (emphasis mine), followed by my snarky-ass comments:
“While 58.5 million of regular wine drinkers – defined as those who consume wine at least once a month – say they research wine online, and around 30 million make online recommendations, fewer than 10 million buy wine online, suggesting that many wine shoppers still need convincing that the internet as interesting, convenient or as good value as going into a shop.
Use of Twitter has more than doubled since 2011. Sourcing information on Facebook has grown from one in five to one in three regular wine drinkers, and Youtube is used by 27% of them, Instagram by 24% and Snapchat by 20%, all from a standing start. But just 30% trust posts on social media sites against 83% for advice from friends, family or colleagues, and 76% for wine shops.”
A full one-third of those making wine recommendations online go on to buy wine online, totaling upwards of ten million people, and we’re using adjectives such as “only” and adverbs like “just” to describe that action? What. The. HELL?!??…
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Last week, one of the nation’s only real newspapers (the New York Times) published a little piece about the popular wine review mobile app Delectable. What I found most interesting about the article was the discussion of Delectable’s user trend data with the company’s resident wine pro, Julia Weinberg.
Here’s a look at the Delectable data as graphed by NYT:
And here’s what they had to say about wine consumption trends suggested by those data:
“…wines from the Loire Valley in France and Piedmont in Italy — again already favored among the wine pros — have become slightly more popular among regular users, while interest in the typically bolder wines of Tuscany and especially Bordeaux has fallen. Ms. Weinberg said that does not necessarily mean that drinkers are souring on Tuscany and Bordeaux but rather that they are consuming a broader array of wines. ‘It’s always a tricky question,’ she said. ‘Are these kind of higher-acid, lower-alcohol hipster wines taking over? Or is there just so much more access to a greater diversity of wines? One of the reasons why wine is so exciting these days is there’s so much more in the mix.'”
I’ve got a problem with this.
Not because I question the data, but because we have people referring to higher-acid, lower-alcohol wines as “hipster.” It’s not hipster if it’s already mainstream, folks…
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Earlier this week, I was fondly recalling my little Hungarian jaunt and missing the camaraderie (and the vino!) of the film and production team that made that video series happen (we all stayed together in an old mansion in Tokaj, so it was sort of like a big fraternity house, only done high-end with, amazing Hungarian wine instead of Natty Bo beer…).
The SmartFilm crew, hard at work in Tokaj
God bless the Internet: a mere couple of days later, I get pinged by one of those former comrades, Juhász Bálint, to let me know that his company, and the modest video series that we put together while in Tokaj, were shortlisted for Hungary’s 2015 Online Video Awards, in the category of Branded Short Film Series (at least, I think that’s the category… it’s not as if Hungarian is an easy language!).
“Oh, you need a corkscrew for these?”
I want to wish luck to my Hungarian cronies; they deserve the recognition, and their work, work ethic, and professionalism and generally awesome demeanor continually impressed me.
Sok szerencsét, my friends!
To view the entire series of our Furmint Adventures, check out 1winedude.com/tag/furmintusa and www.FurmintUSA.com.