Since ever the UK Wine Industry has been an elite club for those “in the know”. For the man in the street, wine has been seen as stuffy and pretentious. The two are closely linked.
The problem with wine is that it is complicated; there’s no getting around it. A subject matter that encompasses geology, geography, agriculture, science and art is bound to make the mind boggle. While knowledge of all of this isn’t necessary to enjoy a great glass of wine, the effort from those in the industry to try and connect with the everyman is quite frankly appalling. As such, wine is losing ground to sexier, more consumer-friendly alcoholic beverages, such as Gin and Craft Beer.
There is an abundance of trade-related media knocking about, telling those who have a keen interest in Wine all about the latest Bordeaux vintage or which Loire Valley rosé came out on top in the latest tasting. But who is producing content for those in this country who famously say, “I don’t know a lot about wine, but I know what I like”?
Today, the Internet is king, and long live the king! It is the great equaliser of our society, providing endless opportunity to learn, discover new ideas, or to be entertained FOR FREE. It is more significant than arguably any other form of media the human race has created. Why then isn’t the wine industry, which is struggling with an image problem and falling consumption, embracing this new technology and taking wine to the people? I am as baffled as you are.
There are a number of wine professionals who have a reasonable presence on Twitter, but the majority of the time is spent tweeting out content that is aimed at others working in the industry. Instagram, the most natural social media site for wine-related content to succeed on, has many accounts that ping out bottle shots, or photos of attractive individuals holding a glass of something while standing in a vineyard, but where is the substance? YouTube and Facebook, great for video content, are full of funny videos that reiterate the stereotype that wine is all a con, and void of any trying to break through that myth. Those who work in the wine industry in this country need to wake up, fast!
There is an enormous gap in the market for someone to come along who is serious about producing high-quality, consumer-led content, that doesn’t shy away from the complexity of the matter, but that informs and educates the man in the street about the world of wine, in a light-hearted way so as not to revert back to the old stereotypes. Whatever your strong point, there’s a content form to suit you: written blogs, video, photo, audio etc. If food-related content can have so much success online, not to mention coffee, gin and craft beer, then wine can certainly work too.
People like wine. Those same people spent vast amounts of time on social media. If you’re a UK wine professional, instead of complaining about price rises or the uncertainty of Brexit, start thinking about how you can produce content for the end-user in a way that matters to them, on the platforms that they spend their time on. Do your bit to generate interest in your business. I promise you, you won’t regret it.
Check out my work and let me know how I do!