Those who don't communicate, don't sell: communication as a pillar of wine
According to Kathleen Willcox, believing that a brand can grow without investing in communication is outdated and risky.
In a competitive sector and a very complex market phase for wine, communication is a pillar that many companies neglect, both in Italy and abroad. Willcox emphasizes that a brand cannot emerge, attract new consumers, or retain existing ones without a substantial investment in communication.
Digitalization has changed how people discover and buy products, and consumer preferences are evolving rapidly. According to Willcox, wineries need robust communication programs: collaborating with media outlets and opinion leaders, joining forces with like-minded wineries, and, above all, implementing an effective digital strategy.
Wineries must also convert their visitors into sales. Many hospitality managers organize memorable tours, but fail to translate them into actual purchases. Attracting wine tourists with good tastings is not enough. A well-organized wine shop and the ability to clearly communicate purchasing opportunities are essential.
According to the article, this gap can be fatal, because the winery loses the opportunity to convert a casual visitor into a loyal, long-term customer. Wineries must know not only how to impress, but also how to persuade and sell; without this, their direct revenue potential is compromised.
Willcox urges wineries to tell their own story authentically and to deeply understand their audience. For the industry, investing in communication is not just an expense, but a strategy for survival and growth in the global wine market.
