Mezzacorona: Italian Wine Leads the Digital Way on LinkedIn

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Italian wineries are blending tradition with innovation in the digital age. From e-commerce challenges to social media trends and sustainability, explore their evolution!

The Digital Evolution of Italian Wineries: Bridging Tradition and Innovation

The wine industry, steeped in history and tradition, faces a unique challenge in the digital age: adapting its timeless appeal to an ever-changing online landscape. Italian wineries, celebrated for their craftsmanship and heritage, are navigating this transition with varying degrees of success. As revealed by the 11th edition of Il gusto digitale del vino italiano, curated by Omnicom PR Group Italia, there’s progress—but also significant room for growth. Below, we delve into key insights from this report and explore what lies ahead for Italy’s most iconic wine brands.

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The E-Commerce Paradox

Despite the rise of online shopping across industries, Italian wineries seem to be struggling to fully embrace e-commerce. Only 12 out of 25 leading wineries currently operate an online shop—a decrease from 2023—and those that do often fall short in delivering a seamless user experience.

The report highlights critical shortcomings: while these platforms successfully handle product presentation and basic purchasing processes, they fail to captivate or engage consumers beyond the transaction. Missing are tools like virtual tastings, storytelling around winemaking traditions, or tailored wine recommendations based on user preferences.

“Wine is more than a product; it’s an experience,” says Marco Tonelli, a digital strategist specializing in wine marketing. “If wineries want to succeed online, they need to replicate the sensory journey of a vineyard visit through their websites.”

To unlock their full potential, wineries must prioritize not only functionality but also emotional connection—an essential component of wine culture.

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Social Media’s Shifting Landscape

Social media has become indispensable for brand storytelling in the wine industry. Yet Italian wineries show mixed results when it comes to leveraging these platforms effectively.

• LinkedIn emerges as a surprising frontrunner in 2024. With 21 out of 25 wineries active on this professional network (up from 20 last year), brands are using LinkedIn to highlight partnerships, corporate initiatives, and expertise within their teams.
• On Instagram, growth has slowed significantly compared to previous years (+6% followers in 2024 versus +28% in 2023). While still the platform of choice for visual storytelling among wine lovers, competition for engagement is fierce.
• Platforms like Facebook (-0.9% followers) and YouTube continue their decline in relevance within this sector.
• Meanwhile, TikTok, though nascent with just six brands present (up from five), hints at untapped potential for reaching younger audiences through playful yet educational content.

Wineries that succeed on social media are those that focus on authenticity. From behind-the-scenes vineyard tours to food-pairing tips shared by winemakers themselves, engaging content builds trust and loyalty among followers. However, many brands still underutilize social media as a two-way communication tool—a missed opportunity for fostering deeper connections with consumers.

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The Rise of Experiential Marketing

While digital efforts have faced challenges, experiential marketing—rooted in physical interactions—is thriving among Italy’s top wineries. A remarkable 60% of wineries now offer on-site experiences, ranging from vineyard yoga sessions to themed picnics and musical festivals.

This trend reflects a broader consumer desire for meaningful interactions with brands beyond traditional retail environments. Notable examples include:

• Horseback vineyard tours combining nature and winemaking education.
• Immersive tasting workshops that teach participants about regional grape varieties.
• Philanthropic events such as charity dinners supporting local healthcare initiatives.

“Wine tourism allows us to share our story directly with people,” explains Lucia Antinori of Marchesi Antinori. “It’s not just about selling bottles—it’s about building lifelong ambassadors for our brand.”

For forward-thinking wineries, pairing these physical experiences with complementary digital content—such as podcast series or virtual vineyard tours—could amplify their reach while maintaining personal touchpoints.

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Sustainability as a Cornerstone

Sustainability has become more than a buzzword; it’s now central to the operations and messaging strategies of Italian wineries. According to the report:

• A staggering 23 out of 25 brands highlight sustainability initiatives on their websites.
• Efforts range from reducing pesticide use and promoting biodiversity in vineyards to adopting renewable energy sources.
• Social responsibility is also gaining traction: 22 companies actively communicate governance practices related to employee welfare and ethical supply chains.

However, gaps remain. Topics such as inclusivity or gender equality are notably absent from most sustainability discussions within the sector—a missed opportunity given growing consumer interest in ESG (Environmental, Social, Governance) principles.

Looking ahead, embracing transparent reporting standards could further enhance credibility among eco-conscious consumers. As one sommelier put it: “Sustainability isn’t just good practice—it’s becoming part of what makes fine wine desirable.”

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Trends Shaping Tomorrow’s Wine Industry

As we look toward the future of Italian winemaking in the digital era, several emerging trends stand out:

Vino Dealcolato (Dealcoholized Wine)

A topic once relegated to niche markets is now gaining momentum among major producers—with 19 out of 25 companies acknowledging its rising popularity. Driven by health-conscious consumers seeking moderation without compromise on flavor profiles, dealcoholized wines represent an intriguing frontier for innovation.

Native Grape Varieties

Celebrating Italy’s rich viticultural heritage remains integral to branding strategies. This year saw an increase (72%, up from 68%) in companies dedicating website sections specifically to autochthonous grape varieties—a move that resonates deeply with global enthusiasts drawn to authentic regional expressions.

Multilingual Content

Globalization demands accessibility across languages; English dominates winery websites (24 out of 25), followed by German (10) and Chinese (4). Expanding multilingual capabilities on social media could further bolster international appeal while reflecting Italy’s standing as one of the world’s premier wine producers.

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Conclusion

Italian wineries stand at a crossroads between tradition and modernity. While strides have been made—from growing LinkedIn presences to embracing sustainability—the industry’s digital evolution remains incomplete. By investing in richer e-commerce experiences, leveraging untapped social platforms like TikTok, and aligning sustainability goals with contemporary values such as inclusivity, these storied brands can solidify their legacy while captivating new generations of consumers worldwide.

As Massimo Moriconi aptly summarizes: “The challenge isn’t whether we adapt—it’s how we ensure our heritage thrives alongside innovation.”

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