Wine 2.0-The Next Phase of Wine Marketing? Exploring US Winery Adoption of Wine 2.0 Components

摘要

The advent of Wine 2.0-which incorporates components such as social networking, blogs, vlogs, and interactive e-commerce-has the potential to change the way wine consumers interact with wineries, wine retailers, and fellow wine consumers. This research study of 208 US wineries investigates to what extent wineries are adopting Wine 2.0 components as part of their marketing strategy, and how well they respond to online customer requests. Utilizing both content analyses of websites and frequency and types of responses to customer emails, this study illustrates that there is much opportunity for US wineries to advance in this new arena of wine Internet marketing. The study is useful for wine marketing/PR executives and wine business researchers, and includes a list of suggestions to incorporate Wine 2.0 components into traditional marketing strategy.