Digital evolution of wine

Linkedin and Instagram drive the social media presence of large Italian wineries

Research by Omnicom PR Group Italy: Facebook's decline, internet tools are increasingly being used to promote in-person events.

by Giorgio dell'Orefice

2 December 2025

4' min read

Translated by AI

Versione italiana

4' min read

Translated by AI

Versione italiana

Perhaps a little quietly for some, but LinkedIn continues to be the most used social media among Italian wineries in their relationships with their followers but also with stakeholders. It has grown by 29% in terms of new followers for wineries and is the most popular platform along with Instagram and Facebook, which remains the social media with the largest 'fanbase', with around 1.3 million users.

The use of Messenger chats is increasing with 5 out of 25 wineries responding in a personalised manner within 24 hours while 11 out of 25 have set up automatic response systems. As many as 40 per cent of the wineries surveyed have revamped and invested in improving their site or the content on it, improving the overall user experience. But - above all - virtual and social levers are increasingly used to promote 'in presence' events.

These are the results of the twelfth edition of the research conducted by Omnicom PR Group Italia, a strategic communications consultancy active with more than 80 offices in 30 countries, which analysed the online presence and activities of the top 25 Italian wine companies by turnover according to the Mediobanca 2025 survey.

LinkedIn grows and Facebook falls

Starting with social channels, as mentioned above, LinkedIn is now manned by 21 out of 25 wineries with an aggregate increase in followers of 29% compared to 2024 (a 13% increase on 2023 had already been recorded last year).
The social network is used in particular to connect companies and professionals in the sector and - above all - is increasingly replacing Facebook in the description of the initiatives undertaken by the winery.

Instagram is growing slightly with an aggregate increase in followers of 0.1% compared to 2024 (it was 6% in 2024 compared to 2023). Today, 21 out of 25 companies have an official account (unchanged figure). Facebook, on the other hand, recorded a decrease of -5.6% in followers and is manned by 21 out of 25 wineries (compared to 22 in 2024). YouTube is frequented (again with little intensity) by 17 out of 25 wineries, while X is used by only 8 wineries (compared to 10 in 2024), and shows a sharp reduction (-14.1%) in the fan base. TikTok, finally, registers only a slight increase with 7 out of 25 companies, compared to 6 out of 25 in 2024.

Slight increase for ecommerce

A specific section of the research by Omnicom PR Group Italy is dedicated to the analysis of ecommerce trends. In 2025, after the drop recorded in 2024 in the number of proprietary ecommerce, there is a slight increase in the number of wineries with 13 out of 25 having a proprietary online shop, compared to 12 in the previous year.
The user experience remains little evolved - they explain at Omnicom PR Group - and is limited to the presentation of products and the management of the purchasing process, without expanding the consumer experience.

The other important trend highlighted by the research is the tendency of wineries to favour in-presence activities over online initiatives, with the aim of trying to reach a wider and more differentiated audience.

Winning in-presence activities

In this context, 64% of the wineries analysed, a total of 16 out of 25 (compared to 15 in 2024), offer different types of in-person experiences. In addition to those more directly related to the world of wine, there are initiatives and events that often go beyond the winery. For example, in the field of music and entertainment we find festivals and similar experiences aimed at engaging a younger audience. In the field of education, we find companies offering various experiences such as masterclasses and academies on the subject of sustainability and oenology and, lastly, in the field of sport, vineyard tours on horseback or yoga lessons in the vineyard.

Also in the area of in-presence activities, it appears that 17 out of 25 wineries (there were 15 last year) have organised tasting sessions (in 2020 they were just half of the total) or experiential activities.

The trend of "food pairing" (wine-food pairings) sees 18 out of 25 companies participating (slightly down from 19 out of 25 in 2024).
The conversations related to alcohol-free wine, which promises to be a territory to be presided over in order to capture the tastes of new consumers, in which some wineries have already ventured, are on the rise.

On the language front, the most widely used languages in addition to Italian are English (present for 24 out of 25 wineries), German (8 out of 25), French (5 out of 25) and Russian 82 out of 25). On the other hand, the use of Chinese is decreasing from 4 out of 25 wineries in 2024 to 1 out of 25.

one of the trends that emerged from our research," commented the general manager and CEO of Omnicom PR Group Italia, Massimo Moriconi, "is the consolidation of the corporate storytelling of the Italian wine sector, which finds in Linkedin the most suitable channel for this type of visibility and conversation. In the future, an opportunity to be seized for the sector is certainly that linked to the optimisation of digital assets for the new search engines based on artificial intelligence (Generative Search Optimisation) that provide answers with an assertive tone capable of creating initial perceptions on the behaviour of the brand and its products'.

Giorgio dell’OreficeVicecaposervizio
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Luogo: Roma
Lingue parlate: italiano, inglese
Argomenti: agricoltura, agroalimentare, made in Italy, vitinicoltura, olio
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