Social media and the New Zealand wine industry

Abstract

The purpose of this study is to investigate the current and future use of social media amongst wineries in New Zealand. A self-administered questionnaire was posted to wineries throughout the nation’s various wine regions. Results indicate that 65 percent of wineries are using social media as a means to communicate with their customers; with Facebook and Twitter being the most used social media platforms. These results suggest that there is an opportunity for more New Zealand wineries to adopt social media and incorporate it within their marketing strategies; training may be required to assist wineries with this. This study adds to current knowledge on the use of social media amongst businesses, particularly in the wine industry.