International research by the website WineNews shows that on Instagram the tag #prosecco is the most used by Millennials when it comes to Italian wines.
Another study, by the 3rdPlace Agency, looks at data collected from the biggest social platforms (Facebook, Twitter, YouTube and Instagram) and from various other sites, revealing the preferences and purchasing behavior of people who buy Italian wine around the world. In this study, the use of the keywords “wine made in Italy” stands out for Millennials. Our country’s attractiveness is confirmed, when viewed through an analysis of comments on social media. There are frequent searches for suggestions for a theme trip in Italy, as well as for advice on food and wine.
Now, the task of producers is to be ready to respond to the needs of this public, adapting their marketing actions to their habits.
We at Follador have long favored the approach to “digital natives” through our marketing and outreach. We have started up our online shop to augment traditional sales channels, and we are gradually intensifying our presence on social platforms. It is clear that the future will continue to include the appropriate use of these tools, the favorite information gathering tool of Millennials where they choose, buy and determine which products are “right” for them. Judging from this research it seems that “Generation Y” has already chosen a good Prosecco as its favorite wine.