What are the communication strategies in the wine sector? 

Maximilian Riedel parrain de la promo vin et spiritueux de l’inseec
« you are only good in marketing if you tell the truth
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The wine industry is a booming field that attracts many players. With the variety of wine brands, it is important to stand out from the competition. To do this, it will be necessary to develop an effective communication strategy.

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What are the communication strategies in the wine sector?

To develop your business in the wine sector, it is useful to develop effective and efficient strategies, among them:

  • Creation of exclusive video content

Video marketing is one of the most effective communication strategies. It gives you the opportunity to promote your wine brand, while developing your image. Video content also gives you the opportunity to communicate, educate and build loyalty with your audience. To increase your sales, focus on unique content and themes around wine. The trend is to use influencers.

  • Propose exclusive offers

Exclusive offers are one of the strategies used to boost your campaign. Indeed, consumers are more attracted by exclusive offers, because when it comes to wine, this characteristic is important. It also gives you the opportunity to increase your sales volume.

How to develop the notoriety of a wine?

You must first understand what makes your brand unique. Look at what differentiates you from other wineries and determine the different factors that can tip the scales in your favor.

Then, develop a strategic plan to gain market share. Develop a long-term plan by identifying growth strategies based on your short, medium and long-term goals. To do this, plan a specific expansion schedule.

Organize your product portfolio. In other words, determine the types of wines you will offer. Start with the most common ones and add new wines to open up a wider market.

Finally, choose distributors wisely. This step is to be taken seriously, as they will present your wines on a local, regional and even international scale, which will only increase the notoriety of your wine.

What are the communication channels adapted to the wine sector?

The majority of French people consume and buy wine regularly. It is therefore necessary to reach this category by taking advantage of the different communication channels:

  • Digital

Digital communication allows you to create targeted campaigns (emailing, social media, banners, displays, radio spots, TV spots, press inserts). They aim to give an opinion on your products, which will encourage some to buy your wine. Always be engaged and responsive to your community’s concerns. Use digital tools to distribute coupons and discounts for your loyal customers.

  • Social media

Consumers are communicating more and more on social networks and sharing a lot of things there. To be competitive, a brand (or a domain) must have a strong social presence and increase its visibility.

H2: What are the final objectives of a wine marketing campaign?

The final objectives of a wine marketing campaign are the following:

  • Increase your brand awareness

Whether you are a new business, launching a new product or have decided to target a new audience, a marketing campaign will help you grow your customer base. The more people who consume your wine products, the easier it will be for you to increase your notoriety.

  • Increase market share

This marketing objective is linked to a competitive analysis. This will make it easier for you to get into the market and introduce your business on a larger scale.

What are the courses offered by INSEEC to learn how to create a communication strategy in the wine sector?

If you are considering a career in the wine industry, you can join INSEEC. This establishment offers different training courses:

Bachelor’s degree in Wine and Spirits Business Management

Companies in the wine and spirits industry are looking for people who have a proven level of specialization in the field. The Bachelor’s degree in Wine and Spirits Business Management is a three-year program with the possibility of a work-study program in the third year. All courses are taught by high-level working professionals. The third year of professional training allows students to enter the professional world directly at the end of their studies.

MBA Wine Marketing and Management, in English or French

The INSEEC MBA program in Wine Marketing and Management is designed for students who wish to have theoretical and practical skills related to wine. Candidates must have a bachelor’s degree or a bachelor’s degree. It is a course of study that provides opportunities for international development.

Any other questions? Do not hesitate to consult our wine, spirits and luxury faq.

Updated 13 July 2023