Oh sure, you still have a cluster of 20 Somethings who are drinking the Barefoot label and no doubt is swayed by the pretty pink wine labels marked "Bitch" and "Hello Kitty," but they are thinking about wine. They are reading wine blogs and downloading wine apps for their "Berries, Pods, and Droids - Oh my!" Wine "country" areas are popping up in just about every state of the nation and wine appreciation classes are being taught in our colleges. The student who may have been swayed by a Carlo Rossi jug-o-wine spritzer at a Greek party will soon become bored and want to expand his or her palate.
My last couple of years spent pouring wine in a tasting room, I finally nailed down my favorite group of wine consumers. It was the students from our four-year liberal arts college and the students visiting on holiday break. They were thoughtful and open minded. They didn't have tight-assed preconceived notions about "white wines or off-dry wines" like some of their parents. They were adventuresome, asked the best questions and at the same time contributed to conversation about the wine, either in front of them, or about the world.
After the wine blogger conference, wine bloggers, winemakers and marketing directors asked the same question, "Is social media measurable?" Well, how do we track print media? Sure, we are told by magazines and newspapers about their subscription numbers, but there are no guarantees the reader is going to read your ad, unless the ad is in a specialized magazine. Even then, with pages and pages of clustered advertising, it doesn't guarantee your ad will be the focus unless it is a full page ad. You can measure print media with coupons, but again coupons are often specific with expirations and require "work." Someone has to really be inspired to clip your coupon and make a special trip to your winery before the expiration date.