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Social media wine’s virtual grapevine

Blog, newsletters, social media, reviews portals, local searches, OTA: the many forms of online wine grapevine that creates an image and turnover

Wine- virtual -grapevine-Cantine-Barbera

Wine- virtual -grapevine-Cantine-Barbera

By Donatella Cinelli Colombini

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.

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Wine- virtual- grapevine-Wine-Marketing-&-tourism-conference

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.

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Wine tours for groups

Wine tours are a new segment of this ever growing segment and generate larger and larger fluxes of tourists visiting wineries. But there are many differences

By Donatella Cinelli Colombini

arblaster-and-clarke-wine-tours-imageThe large tour operators who sell tours in Italy by bus have now the habit of braking up the itinerary full of museums and shopping sprees with a day to relax in the countryside to slow down. Generally only one winery is visited where a tour, tasting and lunch take place. The wine stop is not necessarily in a very famous wine region but does certainly privilege those near the Venezia-Firenze-Roma motorways. This type of clientele chooses wineries where there are accessory services to wine (restaurant, cookery school, castles, monumental gardens…. ) as well as an offer with a very convenient price. Tour operators sign contracts for many years that foresee the arrival of many groups from March to October.

Other than these groups wineries r receive wine torus that come from hotels and fattoria-tregole Dario Castagnoinformation offices in tourism areas.  In this case too they are “tourist by chance” that buy an excursion among the vines in the same way as they would a ticket to an amusement park or to see glass being made in Murano. These are trips that last about 7 hours and that take visitors to a wine city (Montefalco, Barolo, San Gimignano…) and to one or two wineries. Generalized explanations, quick trip, booking on site and an affordable price of  50-100€ per person. Read more…


Are all wineries open to the public a wine destination?

Obviously not. To attract tourists the winery must be a star or it must be in an area where there are already many tourists

Cantine Aperte - Wine Day at night

Cantine Aperte – Wine Day at night

By Donatella Cinelli Colombini creator of Cantine aperte-Wine day

The second situation is much easier than the first

It’s worthwhile explaining that tourism moves towards areas which have three characteristics: they must be different, well known, and organized.

The diversity is the most important element, nobody goes on a trip to visit a city, a restaurant or for entertainment the same as many others. For it to be worthwhile it must be unique and to be perceived as such it must be known and desired by many people. This is what communication is for, while organization regards two business aspect: the sales network, which makes the place accessible and the offer of products and services which make up tourism consumption.

Villa Sandi Wine Day

Villa Sandi Wine Day

To build a destination with these characteristics is very difficult for one sole winery. The Lungarotti family in Torgiano managed to do it, but in another period, in a beautiful area, with great investments and, also thanks to Mrs Maria Grazia’s refined culture, have they succeeded in creating the most beautiful wine museum in the world. To duplicate this is surely hard to do.

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New stars in wine tourism: Alentajo Okanagan Maipo Croatia

  • Published in Forum

The desire for novelty wins, but also a warm welcoming: restaurants, hotels, beaches …. Now more than ever an excellent wine is not enough

zambujeira-alentejo

zambujeira-alentejo

Read for you by Donatella Cinelli Colombini
The list of the wine destinations chosen by the readers of “USA Today”, the most widespread daily newspaper in the States, states the definitive surpassing of lists dedicated to the prestige of wine. The Giants such as Bordeaux and Champagne disappear, so do destinations too uniformed such as Alsace. The new destinations for wine lovers are places that are very well equipped for welcoming guests or better still not yet touched by tourism. Here are the top 10 region to visit: Alentejo -Portugal, Okanagan Valley-British Columbia, Maipo-Chile, Malborough-New Zealand, Croatia, Napa Valley, Tuscany, Oregon, Hunter Valley-Australia, Virginia.

After the earthquake that changed the hierarchy, only Tuscany resists in the list but only in 7th position. Many cities of art, wines of international fame, events, good restaurants, the

Alentejo-tipical handcart

Alentejo-tipical handcart

possibility of staying in historic locations, local dishes, the beauty of the landscape……. are a strong point, but will they be enough in the future?

If we go and see the data regarding tourism we will notice that in Italy is on the decrease: -4,3% compared to 2012 in the presences (nights) and -2% in tourism consumption. And this

economic sector should be the engine of our nation! Tuscany is a bit more successful than the other regions and is able to compensate the contraction in Italian tourists with the increase in foreign visitors so the presences are equal to the previous year (IRPET data).

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Donatella Cinelli Colombini a blogger’s birthday

Let me tell you about an unusual Donatella Cinelli Colombini on the day of her birthday, habits and virtues of Donatella Cinelli Colombini  in a wine blogger version
By Ignazio Anglani

Donatella Cinelli Colombini, honorary title of Knight of the Repubblic

Donatella Cinelli Colombini, honorary title of Knight of the Repubblic

The title is correct, the sub title also, now I will talk about Donatella Cinelli Colombini, but not in her usual role as producer of Brunello, at Casato Prime Donne, as well as Orcia and Chianti Superiore at Fattoria del Colle. I will not talk about her a volcano of ideas: Cantine Aperte-Wine day, Calici di Stelle or the Urban Trekking…… Neither do I intend writing about Donatella as a teacher and expert in wine tourism, or as the President of the DOC Orcia wine region …. None of these!
Today I will talk to you about Donatella Cinelli Colombini the wine blogger.
To be a blogger necessarily means that one has the desire to communicate, in Donatella Cinelli Colombini though there is also a need to talk about the thing s that interests her most and her passions…many of them!
Wine and art are her main passions. Her life and work immersed in the wine world and her studies of art of course demonstrate this.
Writing though, must be done to perfection, just like most of the things she does (she is not very interested in clothes and cars but for everything else she is very demanding).Every article is prepared meticulously. Wine has taught her not to leave any detail behind: soil, exposition, clones, implantation, vine training, pruning, harvest, vinification, ageing……..the same goes for the blog: contents, images, captions, length, tags, links, nothing is left to chance.
To create harmony three things must not be missing: contents, quality in writing and rhythm. Lengthiness and getting off the point are not permitted. Every moemnt of the day is usefull for writing… even the unthinkable ones. If she has begun a piece with difficulty her husband Carlo Gardini or her daughter Violante (the Cinelli Colombini Jr.) are able to sidetrack her.

Donatella Cinelli Colombini in her vineyards

Donatella Cinelli Colombini in her vineyards

Violante is often a model for the images and you can be sure that Donatella will not let her go up until she has found the perfect shot. The only model who can do as he likes is Felix, the enormous golden retriever at Fattoria del Colle. Images are decisive for the success of the blog posts and so, if Donatella takes part in an event, she take more than any Japanese guests and tries to get a snap of every participants she knows.
On the other hand she hats being photographed and it will be very difficult to get her to pose. <<Self praise is no recommendation>> says Donatella explaining that <<the blog is not there to talk about me>>.
The Cinellicolombini Senior personally writes many of the articles, and often she must go and visit places, exhibitions, or takes part in events. Her husband Carlo is always ready to accompany her, and she is happy, because, if she is not driving, she can write.
I’ve had a laugh while writing this article, however to keep a blog requires great discipline, especially if, as in her case, an article marketing action takes place through the social media so as to divulge the contents.

Donatella in a museum but it is a joke

Donatella in a museum but it is a joke

As always a job well done has its rewards. On Ebuzzing, the portal which monthly rates the most influent Italian blogs, Donatella Cinelli Colombini‘s has been for months among the top 10. The other positions are held by Italian legends with very strong editorial staff such as WineNews, Luciano Pignataro, Intravino and Cronache di Gusto and DiVini by Corriere della Sera. In other words to be sixth signifies being really good and Donatella’s blog grows constantly in number of readers even though she never says a bad word about anybody, or instigating, but only telling stories and talking about people in wine and people from this territory.
Last year after Vinitaly having opened its doors to bloggers, Donatella was tempted to register for the event under a new role. Then she renounced, there was too much work at the booth and her daughter Violante would have had a fit.
So Donatella is an excellent wine blogger, with a wish of sharing all she knows or that interests her, she is willing to open the doors of her beautiful estate and show her daily life as a wine producer.
(Donatella thanks Ignazio from the bottom of her heart for such a pleasant post)

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