The Wine Spectator online survey judges the importance of social media for those who buy and rink high quality wines
Read for you by Donatella Cinelli Colombini
34% of consumers of luxury wines do not use a social media network to get information about wine, 33% use Facebook, only 13% Twitter and still less (11%) prefer Instagram images. This is the result of the Wine Spectator online survey, the major wine magazine in the world.
The powerful American magazine, who conveys to top consumers from the world’s elite of wine lovers, uses internet without refrain and does not disdain using social media, quite the contrary. The Wine Spectator Twitter account has 168.000 followers and it very well organized.
The survey reveals a consumer who is very knowledgeable about wines: 53% happily buy a wine when they know the winery of province, so they do not base their choice on the appellation, the price or the grape variety, but they choose a brand.
In fact 6% buy only wines that they know well. When asked <<how many bottles would you like to have in your cellar at home?>> 32% replied 1.000 and 25% would like 5.000. If we consider the space and the equipment necessary for such amounts it is obvious that these replies came from people with very high wages.
Those who replied to the survey seem consequently to have been wine lovers who often drink premium and super premium wines, know how to choose and are very interested in the subject. But why do they not use the social networks to get information and to share their wine experiences? Yet Facebook, Twitter, Instagram are full of wine bloggers and of people interested in wine, ready to give their opinion on any subject concerning wine. Apparently those who buy and drink important bottles to not accept sharing this experience on social networks and even less, to start an exchange voicing their opinions. It seems a contradiction but it is not in fact.
Wine lovers are often on the web but they seem to prefer sites where there is information useful for buying. If we go and see which are the most consulted wine sites in the world we find Cellarer.com, Snooth and Cellar Tracker, consequently sites where it is possible to read the consumers evaluations. Following we find Wine Spectator, Wine Enthusiast and shortly behind Wine Advocate with the ratings by the great experts. Very good Wine Searcher with the prices of bottles in the main international stores
So a possible explanation to the result of the survey by Wine Spectator emerges.. Those who buy and drink expensive wines want to spend their money well and so use web sites that can give them useful information. Then they probably consider the wine tasting experience something private to be shared with only a few selected friends and not with unknown people.
One question remains unanswered: If the consumers of premium or super premium bottles read mostly other web networks, who are those that use the social networks? I, who have a wine blog that is well read, would like to know the answer.