This is the opinion of the co-founder of Catavino.net and Vrazon.com, who is also the organizer of the European Wine Bloggers Conference, for whom the social media networks are the very best way to directly communicate with the consumers
Ryan Opaz, a true passionate enthusiast of Spanish wines and gastronomy, co-founder of the Catavino.net and Vrazon.com webs, as well as of the European Wine Bloggers Conference, spaces which are all dedicated to spreading the excellence of Spanish and Portuguese wine, will be visiting FENAVIN in order to talk about Five things in social media that wineries do to sell wine and that you don"t, on May 14th at 10 am.
Opaz, using examples from the real world, explains how wineries are optimizing the on-line tools to do business through social media networks. He will also set forth the easiest methods that are available to a winery to really have a greater impact on-line, with practical sessions for the wineries, communicators and public relations companies.
His opinion in that pertaining to whether the bloggers represent a determining factor in the purchase decision of the consumers is that "bloggers are also consumers who have small networks and, sometimes, big networks of persons that follow them and listen, so the answer is yes, they are a determining factor in the purchase decision, although currently there is not just one single voice, nor will there ever be again. And that is a good thing".
"People can truly feel passionate about certain wines from more reduced niches"
From his point of view, this way "the risk is shared out much better so that a single person cannot destroy you and, in turn, you always have the opportunity of reaching market niches and communities that would have been impossible to attain before. People can truly feel passionate about certain wines from more reduced niches and thus help in making these known to the world. Although we have to remember that when all is said and done bloggers are very thirsty consumers".
"The winery can be in contact with all its consumers if it so chooses"
For Opaz the main advantage that a winery can obtain with their presence on social media networks is that they can communicate directly with the consumers. As he explains, "all that about only once, only one opinion, all that is a thing of the past. Now the winery is in contact with all its consumers if it chooses to be. This of course, if one is honest and open, only as long as you put your ego aside", he assures.
In as far as if this direct communication can actually turn into a boost for on-line sales, he is convinced that yes, this is the case "as long as what on-line sales actually are is properly defined. I consider that any sale in which someone first searches for prices on Google and then goes to the store to buy the wine is actually an on-line sale. The only competition in the world of wine is obscurity. If you are not on the web, you don"t exist".
In as far as the factors to be taken into account when preparing wine for the market, he affirms that "a priori" it is impossible to know if a wine is going to work well, if it is going to be purchased and enjoyed, "the best possible wager is to build a brand that people want to support and then they will do so", he concludes.
"Deeply moved" by how the trade fair has changed and grown in this time
Eight years ago, after visiting FENAVIN for the first time –he came in to the 2005 edition-, he recalls how he really liked the Wine Gallery, "although, now, eight years later, what really inspires me the most is seeing what has changed and how the trade fair has grown in this time".