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David Atkinson on how technology is vital in how big drinks brands communicate with consumers Subscription
Drinks brands have been among the most enthusiastic adopters of technology for marketing purposes. It’s easy to see why. The social nature of drinking makes digital a natural bedfellow for drinks brands with novel and entertaining content to have a direct conversation with their drinkers such as the Fosters’ Comedian in Your Pocket app, which forges a direct link with drinkers.
Wine companies must have a “consumer-centric” approach to draw in and stay relevant to new generations of wine drinkers, says Rabobank.
There is a prevailing school of thought in the advertising business that to change consumer behaviour you first need to change consumer attitudes [and by consumer behaviour we mean getting people to buy stuff].