Chief executive Lulie Halstead said: “Wine drinkers have been slow to embrace social media when it comes to wine. In the UK, 67% of regular wine drinkers – people who buy and drink wine at least once a month – have never used social networking media in relation to wine.
“I know we are in our infancy and this is growing, but it is important to recognise. Fifty-five per cent have never visited websites for wine information. I’m not talking about the transaction of purchasing wine online, but where people find information.”?But Halstead said there could well be room in the market for innovative wine technology, such as phone apps.
She told the Global Wine Conference: “Research among millennial wine drinkers [aged 30 and under] found there was a big draw in apps on food-matching and flavour profiles.”?OLN’s Wine Report found tools such as Facebook, Twitter, blogging and viral marketing were important to 59% of the wine trade, with another 33% saying they planned to use them more in the future.