wine digital revolution

Wine’s digital revolution: adaptation amidst chaos

They say necessity is the mother of invention, or in this case, adaptation. The wine industry has for one reason or another been sluggish in embracing and adopting the digital revolution of the past decade. Whether it be a large multinational or small family-run business, the way in which businesses engage with their captive and potential audience has elsewhere evolved. I don’t want to come across as gloomy, this article is one of optimism and celebration. The now global pandemic has devastated the wine industry, turning many businesses on their heads overnight. However, opposed to accepting defeat, many have shown overwhelming resolve, transforming their strategy almost instantaneously. What has changed and what does wine’s digital revolution mean for the industry going forward?

Traversing the minefield of influence: helping the beverage industry spot the fakes and optimise their online spend

In 2019, the number of social media users worldwide tipped 3.5 billion. Social media penetration rate reached a global average of 45%, with some Western nations reaching as high as 92%. Alongside this explosion in social media use has come a remarkable growth in influencer marketing, the industry is on track to be worth $15 billion by 2022. But all is not well. Studies suggest fake social media influencers will cost companies $1.3 billion in 2019. If brands as big as the Ritz Carlton and L’Occitane have been duped, what hope do individuals and organisations, large or small, in the beverage industry stand? Well, hopefully I can help …