We’re all busy blogging away about wine, tweeting and recommending our wines of the week, but are consumers taking any notice?
The answer appears to be no, according to new research published by Wine Intelligence
Its research has revealed that consumers find most of their information from the supermarket shelf. It is a sad day when Tesco shelf barker has more influence on what we drink than the likes of Oz Clarke. But, probably true.
While social networking is most popular among younger wine drinkers (those between 18 and 35), Wine Intelligence has found that their interaction on Facebook, and twitter et. al. is unlikely to be about anything to do with wine. In fact, just 1 in 10 UK regular wine drinkers use social networking sites for their wine guidance two times a week or more, and only 3 in 10 UK regular wine drinkers state that they have ever used social networking sites for this purpose.
This is a disappointing figure considering the popularity of social networking, and the vast number of wine blogs.
Social media is being touted as the new way to communicate with UK wine consumers but the evidence suggests there is still some way to go. Does the UK need a Gary Vaynerchuk to set the world alight? Perhaps.
