wine is “100% Internet”

Expert believes that wine is “one hundred percent Internet” – Saúl Mallos suggests wineries a different mentality

Wine is a “hundred percent internet” product as opposed to other food items, as Saul Mallos defended the management of the Lavinia Group, in the 5th Wine Marketing Forum held in Logroño.

For this Lavinia manager, a business group focused on communication and technology, the sale of wine via the Internet is gaining customers all the time, because, unlike other articles, is a “heavy” product in respects to displacement.

Mallos, in an interview with Efe, found that despite internet sales of wine are higher than in other sectors, “Spain is still far behind the United Kingdom or France”.

Under this directive, companies such as French “Chateau Online”, which is listed on the stock market, are an example of the strength that came with the medium of internet in that country.

Think of the customer

In his approach to new trends and new ways of marketing wine, he calls for a change in mentality in the sector and recommends to the wineries that “to believe more in their customers, rather than your product and its development” when promoting your wine, as has happened traditionally, he says.

The growing internet wine business is also motivated, according Mallos by “excessive margins” of wine in restaurants, which in some cases reaches, he says, 400 percent above its starting price in the cellar.

[source article: March 30, 2009 by adn.es; credits photo: screenshot of Verema.com online shop]