Like wines, wine drinkers come in many forms, shapes and sizes. And just as it would make no sense to sell every kind of wine in the same places and in the same ways, effective producers understand how to channel their messaging appropriately toward the people who are most likely to be receptive to it.
Although the pandemic gave a boost to online wine sales, online retailers have to work harder now. But, says Sarah Phillips McCartan, there are big rewards to be found online for those who get it right.
NBA All-Star James Harden sold 10,000 bottles of his wine within seconds during a live stream in China. Peter Douglas wonders if the Chinese e-commerce model be considered a template for e-commerce worldwide?
Tradition demands the participation of individuals who are dedicated to preserving it. For the Trentino winegrowers’ cooperative Mezzacorona, this involves safeguarding the indigenous grape varieties Teroldego and Marzemino, showcasing their qualities both as monovarietal wines and in blends.