The presence of Italian wines on Instagram is growing. And social drives winery visits

After stationary in 2023, the number of proprietary ecommerce declines. Of the top Italian wine companies, there are 12 with proprietary ecommerce compared to 13 last year. "Despite this figure, however," explain Omnicom Pr Group Italia, "it is clear that companies want to accompany consumers in all the different stages of the brand-person relationship. Today, however, companies are putting aside online experiences in favour of in-person activity".

In this context60% of the wineries analysed, i.e. 15 out of 25, offer different types of presence experiences. In addition to activities more specifically related to the world of wine, there is an increase in the number of wineries engaged in the organisation of events and meetings with a broader scope: from music to initiatives in the field of health or sport.

There are 15 out of 25 (there were 14 last year) wineries that have sections dedicated to tasting sessions or experiential activities. Wineries also offer thematic picnics, workshops and special events.
Still significant is the trend of food pairing, i.e. wine and food pairings, which again sees 19 out of 25 companies as protagonists.

"The last 12 months," commented the general manager and CEO of Omnicom Pr Group Italia, Massimo Moriconi, "have shown a strong return to the physicality of relationships for companies in the Italian wine sector. This is also confirmed by a lesser timeliness in chat communications by companies that, never before, suggest tasting routes and experiences in the territory".

"Finally," they conclude at Omnicom Pr Group Italy, "the conversations related to dealcoholic wine are increasing, which promises to become favourable territory for gathering the tastes of new consumers.