Love it or hate it, social media is an important factor in how people and brands connect with the world.
So for this week's Paper 4 topic discussion, let's dive into this 2019 question: Can social media drive brand loyalty in the wine category?
Important here is defining the terms, and note that the questions points to loyalty, not to immediate ROI via sales (e.g. click to buy campaigns), so the scope is a bit more on the marketing side.
Brand loyalty is defined as the positive association a consumer has with a brand, which will drive repeat purchase of a product or service. And brand loyalty is ultimately about building an image and/or community around a brand, so examples may also include real life vents that reverberated in the social media sphere.
Looking forward to seeing thoughts and examples!
Sabrina Lueck Kelli White
Completely anecdotally, from a retail perspective I've seen a lot of consumer interest around brands that focus on diet and health-related aspects of wine. Fit Vine is the most visible example, which is interesting when you consider that they've backed off on a lot of their claims that used to be front and center on their labels. I also experienced a flurry of questions about "dry farmed wines" this summer, which seemed odd for consumers to focus on this particular viticultural practice. A small amount of investigating revealed that it wasn't the viticultural practice, but a subscription service promoting wines that are supposedly organic, biodynamic, lower in sugar, [insert health correlated quality here]. People were wanting to find these wines without committing to the subscription service! That is about the extent that I've seen a noticeable social media influence on the non-industry consumer.