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An unexpected phenomenon such as a pandemic has led to a major growth in online wine sales. In fact, online wine sales in Italy recorded a + 122% in the period between January and October 2020, with a peak of 200% between March and April. The research shows that more than half of Italians have purchased wine online for the first time and of these 47% declare that they will continue to do so. Furthermore, according to recent Nielsen data, e-commerce sales of spirits globally have doubled compared to last year's data.
In addition to this, over 70% of consumers use social networks to obtain informations that influences their purchase choice. The presence of the wine company online and the role of those who influence the purchasing choices of potential consumers is therefore increasingly important. We are in fact talking about the wine influencer.
Who is a wine influencer?
Wine influencers are wine experts and enthusiasts with great knowledge in the field of communication who, thanks to their advice, reviews and content, are able to guide their followers towards the purchase choice. Wine influencers create a relationship of trust with their followers thanks to their content and their way of communicating. A sharing relationship is created between wine influencers and their own community in which the follower, willing to receive advice, is predisposed to comment, ask questions and share their opinion.
Wine influencers are wine experts and enthusiasts with great knowledge in the field of communication who, thanks to their advice, reviews and content, are able to guide their followers towards the purchase choice. Wine influencers create a relationship of trust with their followers thanks to their content and their way of communicating. A sharing relationship is created between wine influencers and their own community in which the follower, willing to receive advice, is predisposed to comment, ask questions and share their opinion.
Consumers before making any type of purchase are now looking for information about the product online or on social networks, people who talk about it, who recommend the purchase or not. Therefore, the relationship of trust, brand reputation and social proof assume a fundamental role. The consumer now tends to have little confidence in traditional communication, which is often too direct, giving much more relevance to the opinion of other people. For this reason, the wine influencer takes on a central role.
Traditionally, before the advent of social media, wine enthusiasts resorted to sector magazines, to articles by critics to choose the right bottle to taste or collect. These accredited sources are still very important today, and many of them have their social network channels.
The substantial difference between these figures and the wine influencer is that the communication language of the latter tends to be close to a younger and sometimes less experienced audience, which in recent years has begun to approach this world and thanks to a wide range of information and opinions is now able to make a more informed purchase choice, even in the food and wine sector.
Wine influencer and wine company ...
A perfect combination for excellent online communication
Even in the wine sector, the power of influencers is now recognized by many companies, which rely on these professionals to share their values: to make their products known through a more “human” communication, which is at the same time authoritative and highly targeted.
It is essential for a wine company to keep up with the times and provide for digital communication. Communication through wine influencers allows companies to reduce the distance with their target audience and to “hit” a smaller but very high-quality audience.
Influencer marketing is a very powerful weapon that has the dual effect of strengthening the wine brand and its reputation, as well as increasing sales and thus "converting". If you are a wine company and you want to rely on a wine influencer to make your product known, make sure you find the person who most reflects your company, its values and its objectives. In this way wine influencer communication will be perfect!
Do you want to have some precious tips from Emanuele Trono Aka Enoblogger on how to communicate your wine brand online? Read his article here
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