Top 10 US wine trends

4. A combination of “high tech” and “high touch” is a growing customer influence.

twitter-bird-white-on-blueWinery personnel from France, Italy and Spain are often amazed on their first visit to Napa Valley by the volume of traffic and the spending power involved in wine tourism.

A customer who has a pleasant visit to a winery may exhibit a life-long allegiance. At the same time, a younger generation is more likely to be influenced by their social-media peers – with their constant tweeting and photo snapping of everything they eat and drink – than by traditional wine critics.

“Millennials don’t get their information from Robert Parker,” says Lazar, who was herself a top executive at a tech company before going into the wine business, “so we need to connect with the emerging wine drinker. As someone else once said, ‘We need the right combination of high tech and high touch’.”

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