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proach, it likes stories and the most important (they are really good at it) or something you
thing for us at the moment is that of all gene- can simply shoot yourself using your own lap-
rations and target groups, it uses the Internet top or mobile phone? Forget animations and
and social media or networks (which is not the God knows what else.
same) the most. You are master winemakers, so wisdom and
Even for this reason alone, it pays to spread knowledge are expected from you at a table
the image of your own brand and the quality with bottles of wine and barrels behind you.
of your products in the digital world. I won‘t No one will hold it against you that it is not
advise you on whether to have a channel on an „action“ video - it is the content that is
Facebook, Instagram or both. I won‘t even talk important here. Don‘t be afraid of social ne-
about other social networks. I will just remind tworks, you have something to say! You just
you what you have known for a long time - need to make a small list of what you can talk
people want to talk about wine, they want to about, what you can show people and teach
learn about wine as much as possible, they them. Then you will create a so-called “edi-
want to become wine connoisseurs, experts torial plan” from this list in half an hour, so
and authorities in their own eyes (and in the that you know how often you will create your
eyes of others around them). Wine is currently content and how the content will change
understood by many target groups - and by during the year, so that you are not boring
Millennials in particular - not only as a product and monotonous. Just remember how many

but also as a symbol of their social status. But different forms the winemaker‘s year has and
beware - Millennials do not want to show that how many different activities have their pla-

they can afford it, because they drink expensive ce in it!
(i.e. high-quality) wines. They want to show that
nothing natural is foreign to them, that they ADVERTISING IS JUST LIKE WINE
consider wine to be a bearer of stories, that Do you know what advertising and wine
they understand individual varieties in all their have in common? Creating one or the other
diff erences, etc. It is therefore our duty to give requires a process. And do you know why the-
our audience what they want so much: a regu- re are so many stupid advertising campaigns
lar opportunity to read, listen and discuss wine. all around us? And why their eff ectiveness is
So, you have your audience and stage ready for often completely disproportionate to the mo-
free, so how do you handle your role? ney invested, i.e. poor? It is because of sloppy
How about creating your own wine „chat“ preparation. Don‘t worry, I won‘t teach you
- whether in the form of a vlog, i.e. video or how to advertise here, I‘ll just train you a little
a so-called “podcast”, which is more and more when it comes to your way of thinking.
„in“, i.e. a purely spoken blog, audio without First, let‘s agree that it‘s not possible to
image. People enjoy watching or listening avoid advertising. Even those who think that
rather than reading. So, what about setting they do not advertise, make some advertising.
up a regular „broadcast“ about wine, about Those who think that they will survive without
your vineyards, about your wines, about va- advertising are wrong. There is a little joke told
rieties, about production, about interesting about advertising but it‘s more a refl ection of
things from the world, etc., on some social reality: I‘d like to save 50% of my advertising
networks? Don‘t you have all this informati- budget but I don‘t know which one it‘s supp-
on, knowledge and experience in your head? osed to be. After all, it is said that only every
Would it be a problem for you to make a video second, maybe third or maybe fourth adverti-
once a month, which is something either the sement works. However, we don‘t know which
youngest in the family could help you with one it is and will be.
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