Blog, newsletters, social media, reviews portals, local searches, OTA: the many forms of online wine grapevine that creates an image and turnover
The virtual wine grapevine is the major instrument for the growth of wine tourism. Up until 2013 it was a human chain mouth to ear, today the viral action that takes place on the web among wine lovers who publish images of their visit and comment the experience, wine bloggers who write posts that then get shared … A procedure that must be cared for and fed and in so doing you create a community with whom there is a daily dialogue. One of the most efficient instruments for this scope is the creation of a newsletter to be sent via internet every 15 days always the same day and time) to those who have visited the winery or who have made contact through the web site. It should contain offers reserved for faithful clients (events, special releases) ..the next few appointments and some news. The client becomes a friend –follower and is regularly updated with what is happening on the estate, so as to become aware of the daily goings on. The newsletter is also useful to sell courses, tastings, shopping to a particularly attentive and faithful clientele.
Obviously the mother of all news is the blog or the news section in the web site. Many wineries have a blog but only Marilena Barbera, of the Sicilian Barbera wineries has been able to get into the first positions in the international ratings as wine blogger. Each producer has their own style. There are those like myself who write about everything that makes me curious even out of the estate and then there are those who rigorously write only about their own wines and tourism proposals. All techniques are right if they bring visibility and clients.