See how Long Island’s first winery is using social media to connect to customers and wine lovers. The goal of this series is to connect with wineries and wine business that use Social Media (Twitter and Facebook) effectively. These interviews can serve as a catalyst to help other wineries and wine businesses to see the benefits (and pitfalls) of joining the social revolution. See all sixteen interviews here.  

On the Web – On Twitter @borghesewine – On Facebook

Interview completed by Jen Ramsay, Borghese Coordinator for Social Networking and Electronic Marketing 

Interview Questions

How long have you been using Twitter?

We’re newbies!  We’ve only been on Twitter a couple of months now.  We’re very excited to be a part of a new community, though – we’ve been making some great connections rather quickly and look forward to continuing to build such connections with other wine professionals and wine lovers.

What prompted you to dive in?

We love finding new ways to connect and building relationships with our customers, wine lovers, and other professionals in the wine industry.  Being on Twitter helps us do so in a very “now” manner – it’s helping us connect to a very savvy, very cutting edge, and very spontaneous group of people, and we’re loving that.  It’s really helping us keep our finger on the pulse of wine conversations happening in the virtual world.

What type of strategy or approach do you use when posting content?

We strive for a few things with our content: 1.) To be consistent (we try to post several things every day!), 2.) To follow people who post good content so that we can RT that good content, 3.) To provide relevant content that also shows our personality.  The Borghese Vineyard personality (or brand) is about being refined and classy while at the same time having fun with wine.  We try to communicate that in all that we post.  One practical strategy we use, too, is to subscribe to Google Alerts relevant to the wine world – if we see an interesting link or story there, we post it on Twitter.  We try to balance posting about happenings at our vineyard with happenings in the wine world – we don’t want to limit our presence to only telling people about ourselves, because we are truly looking to build community and be a part of the  bigger conversation on wine.

What have been the benefits of using Twitter/Facebook? (increased traffic, increased brand awareness, customer connection, etc)

We have seen some increase in our website traffic since delving into social media outlets.  We are really hoping, though, that it will start to drive more foot traffic in to the vineyard.  We LOVE our established customers and are so grateful that they return week after week, event after event, and season after season, but we also want to bring in new folks to the vineyard.  We feel we have a lot to offer and want people to come get a taste of it.

Is there a single success story that you can point to with using Twitter/Facebook?

We really enjoyed being part of #Cabernet Day!  Big thanks to Rick Bakas and the St. Supery team for sparking the flame and fanning the fire on that one, as well as to Lindsay Ronga at Cork’d and Kristen Murphy at Wine Library for coordinating details with us to have Borghese Wine at their tasting event in NYC.  The people who tasted our Cabs both at the vineyard and at the NYC event had some great things to say about our wine, and everyone who participated that day got to see that.  We definitely mark that as an initial success and we look forward to continuing to participate in other events / collaborations like this!

What do you think is the single biggest barrier to why we don’t see more wineries actively using Social Media tools?

It’s still unfamiliar territory to a lot of people – particularly to a lot of people who are used to doing “business as usual, the way it’s always been done.”  There are whole different sets of rules and etiquette to learn and understand and play by in the virtual world and that can feel scary and daunting to people who haven’t yet jumped in.  Social Media tools change so quickly – a lot of people probably think, “what’s the point” in learning a new tool, because they think it will be obsolete soon enough.  A lot of people still see Social Media as a trend or a fad that will pass.  Really, though, Social Media almost presents a sort of “changing of the guard” so to speak when it comes to correspondence.  That said, people (like us!) are continuing to see the benefits and are taking the time to learn what the differences are all about and how to leverage the differences, and we’re beginning to see that the conversation will happen with or without us, so we are choosing to be a part of it.  Also, a lot of people think that if you join Twitter or Facebook (or any Social Media outlet, for that matter) today, that you will see a revenue increase tomorrow.  It’s just not the case.  You need to be patient, you need to slowly build, and you need to realize it’s not a magic pill.  You have to work just as hard in social media marketing as you did / do with “feet on the street” marketing.  It’s not a replacement – it’s a supplement, and it’s not magic – it still takes hard work.

What advice would you give to wineries joining the stream or getting back into the stream?

Jump in.  Don’t be afraid.  You will stumble as you learn, but you WILL learn.  Be genuine, be yourself.  Communicate your brand authentically.  Reach out to people in the Social Media stream – everyone who we’ve reached out to has been so helpful, so willing to help, and so generous – all of them have welcomed us with open arms.  Social Media can seem like an endless sea (which it is!), but take it one stroke at a time – you’ll get there!

Briefly tell us about your winery, a new release, or something unique about you?

We were Long Island’s first established vineyard and winery in 1973 (under the name Hargrave), and we are currently owned and operated by Marco and Ann Marie Borghese – two hardworking and amazingly generous people.  We’re located on Long Island’s North Fork, right in the heart of Wine Country, in a town called Cutchogue (which, research has shown, is the sunniest three miles in all of NY State!).  We are situated on about 80 acres, only 25 of which are under vine, so we are a small producer of high quality wines.  Our signature wines are Sauvignon Blanc (made from the very first vines planted on LI), Pinot Noir (one of only 3 producers of Pinot on LI), and Meritage (a beautiful Bordeaux-style blend).  Our wines have won many medals – most recently, our 09 Chard, 09 Sauv Blanc, and 08 Fleurette Rose took home Silver Medals at the NY Wine and Food Classic, and our 06 Cab Franc and 05 Merlot took home Bronze Medals at the same competition.

Something exciting for us in terms of new things happening is that are in the process of officially launching a Wine Club for the first time in about 5 years!  We hope that people will check it out: http://castellodiborghese.com/shopsite_sc/store/html/index.html.  More details and the ability to purchase memberships will be coming soon on our website, too!

What is your favorite rock band and why?

Ok, for this one, I had to default to asking co-owner Ann Marie Borghese.  Here was her answer: “Nirvana.  God, I loved Kurt Cobain.  And the Rolling Stones.  Who doesn’t love the Rolling Stones?”

CASTELLO di BORGHESE VINEYARD

• 17150 County Road 48, Cutchogue, NY 11935
• 631-734-5111 / info@castellodiborghese.com
• www.borghesevineyard.com
• Owners: Marco and Ann Marie Borghese
• Established: 1973, as Hargrave Vineyard (Long Island’s first)

The goal of this series is to connect with wineries and wine business that use Social Media (Twitter and Facebook) effectively. These interviews can serve as a catalyst to help other wineries and wine businesses to see the benefits (and pitfalls) of joining the social revolution.

How long have you been using Twitter?

Milbrandt Vineyards has been using Twitter since August 2009. We started off updating the account once a week, now we make sure to update our status daily, sometimes more depending upon newsworthy items we have on a daily basis.

What prompted you to dive in?

We thought Twitter would be a great opportunity to extend the Milbrandt Vineyards experience beyond the tasting room and event pourings. Twitter gives us an opportunity to further develop relationships with consumers, trade and media. We also wanted to see what the rest of the wine industry is up to in real time.

What type of strategy or approach do you use when posting content?

Sometimes we will use twitter as avenue to inform people of special events or sales or maybe what we’re pouring in the Tasting Room that particular day. Mostly, it is just used to develop a rapport with fans of Milbrandt Vineyards wine, answer questions and keep our name in front of those enthusiasts.

What have been the benefits of using Twitter/Facebook? (increased traffic, increased brand awareness, customer connection, etc)

Our biggest benefit would be relationship building. We will have people message us through facebook or twitter and describe an experience they had involving Milbrandt Vineyards wine, such as a dinner or specific event. Often, it is first time tasters telling us how much they enjoyed the wine with dinner or at a party with a friend who introduced them to our wine. We think it is great that people who enjoy the wine so much that they want to share the experience with us. Increased awareness is a secondary benefit. It is the enthusiasts of our product who spread the word about us and that is how we are usually introduced to new consumers, by word of mouth.   

Is there a single success story that you can point to with using Twitter/Facebook?

Milbrandt Vineyards pours at various events throughout the Pacific Northwest and the country.  After maintaining conversations with several individuals, they make a point to stop by the Milbrandt Vineyards tables and will often retweet or repost our messages, further spreading what we have to say. There is no single success story, it is simply the overall shared experience of using social media.

What do you think is the single biggest barrier to why we don’t see more wineries actively using Social Media tools?

I see a lot of Washington wineries on twitter and I am sure that more and more are joining everyday. But if there is any single hurdle, I believe it is time. Maintaining a twitter account alone is a large time commitment. Many smaller wineries simply do not have the staff to keep up with daily postings, answering inquiries or just maintaining the page.

What advice would you give to wineries joining the stream or getting back into the stream?

Have a plan and have clear and concise message. Make social media a group effort. People like knowing what is going on with the owners, the winemakers, the tasting room, etc. People like feeling involved.

Briefly tell us about your winery, a new release, or something unique about you?

Butch and Jerry Milbrandt planted their first vineyard in 1997. In the ensuing decade, Milbrandt Vineyards earned a reputation for growing some of Washington State’s finest grapes. These grapes have found their way into many of Washington’s most sought-after wines and the Milbrandt name and vineyards are featured on many prestigious labels.

In 2006, under the talented direction of winemaker Gordon Hill, we began crafting signature wines using selected grapes from our reputable vineyards. Our first wines were released in June 2007 and have continued to create award-winning wines. The tradition for excellence established in our vineyards is inherent in every bottle of Milbrandt Vineyards wine and we hope you enjoy them as much as we do.

What is your favorite rock band and why?

We are a Frank Sinatra kind of tasting room. We keep it classy.

How does the most influential winery in the United States use social media? I’m honored to have Robert Mondavi family of wineries participate in this educational series about the use of Twitter and Facebook. Undoubtedly you have drank their wine and you know their story, now, follow their tweets. Thanks to Peter Alig (Robert Mondavi wine educator) for helping share how social media can benefit wineries large and small.

Robert Mondavi on the Web *  On Twitter  * On Facebook

How long have you been using Twitter?

We have been using Twitter for about one year.

What prompted you to dive in?

Robert Mondavi Winery is one of the most recognized wine brands in the world. We have been in business since 1966 and have hosted millions of visitors since our founding. The major impetus for “diving in” to social media was to get a better sense of what our customers and visitors truly think about us and our wines. We also wanted to find a way to connect to wine lovers who do not get their wine information from traditional media sources.

Most important, we wanted to build relationships with and express our gratitude to as many individuals as possible who make our wines a part of their everyday lives. We would not be here without them!

What type of strategy or approach do you use when posting content?

Our strategy for posting content on Facebook and Twitter can be summarized in two questions: Does the content educate? Does the content congratulate? This strategy flows directly from the vision of Robert Mondavi, who wanted to create a new wine culture in the United States through educating visitors on the finer points of viticulture, winemaking, and wine appreciation. Social media expands our capacity to educate dramatically.

Robert Mondavi also wanted Napa Valley to become a world-class wine-producing region, and he knew that vintners had to work together to achieve this goal. When someone helps you, the civilized thing to do is say thank you, and social media helps us recognize others’ successes and thank those who have helped us and/or visited us.

What have been the benefits of using Twitter/Facebook? (increased traffic, increased brand awareness, customer connection, etc)

I would say the biggest benefit so far from using social media is brand awareness. More and more of our visitors and consumers understand who we are and what we offer. This is so important.

Social media has also allowed us to nourish relationships with guests and consumers. We have had several cases of repeat guests who visited us in person, learned that we were on social media, interacted with us, and returned with friends. I don’t have hard figures here, but we have begun to notice this trend.

Is there a single success story that you can point to with using Twitter/Facebook?

Yes, the first ever Napa Valley TweetUp, which we hosted on a rainy evening in March 2010. Thank to our efforts and the efforts of our dear friends in social media, the event was a great success and the Napa Valley TweetUp has become a brand unto itself. We saw a surge in fans/followers and a noticeable increase in online discussions involving us and the TweetUp.

What do you think is the single biggest barrier to why we don’t see more wineries actively using Social Media tools?

The biggest barrier is simply not understanding why they should invest time and/or money in social media. Social media at its most basic is free advertising, which should pique a winery’s interest, but it can be so much more. This is why your series on drinknectar.com is so critical.

What advice would you give to wineries joining the stream or getting back into the stream?

My advice is to not be intimidated by social media. Yes, you should have a plan when you begin, and yes, there are certain things you should do to get the most out your social media engagement, but don’t feel like you are doing something wrong if you cannot achieve Gary Vaynerchuk-like numbers overnight.

This leads to the second bit of advice: Don’t look at social media as a competition. Don’t begin posting content because you want to “one-up” the winery next to you. It will backfire. Simply find your voice, find your style, and let that be your guide. You should become followers of Rick Bakas, Hardy Wallace, and Gary Vaynerchuk, the most successful social media innovators in the wine world, but your program does not have to resemble theirs to be considered successful.

What is your favorite rock band and why?

Wow, there are so many. I’m on this reggae kick right now, so I am thrilled that the great Ziggy Marley will be performing at the winery on July 16.

The goal of this series is to connect with wineries and wine business that use Social Media (Twitter and Facebook) effectively. Meet Everett winery, Sojen Cellars and see how they’re using Social Media to connect with new and old friends. These interviews can serve as a catalyst to help other wineries and wine businesses to see the benefits (and pitfalls) of joining the social revolution.

SoJen on Web ** On Twitter ** On Facebook

How long have you been using Twitter?

Sojen Cellars has been on Twitter through Max or I for about six months.

What prompted you to dive in?

Max started tweeting and was creating new contacts and meeting people in the industry. I began tweeting and we were connected with Russell Lowell, a very old friend from our DiStefano days. Twitter showed us that this media opens a door to create relationships with people in our industry and possible business opportunities.

What type of strategy or approach do you use when posting content?

We post information to give tweeters the chance to see what is going on in our business life; from events at the winery or winemaker dinners at a restaurant as well as club information or how people can participate in the winery.

What have been the benefits of using Twitter/Facebook? (Increased traffic, increased brand awareness, customer connection, etc)

We have met new people and created new relationships that have brought new faces to SoJen Cellars as well as connected Max and I with people who want to help promote our business.

Is there a single success story that you can point to with using Twitter/Facebook? 

Max starting tweeting with @SeattleWineGal and @DivaTink and those ladies opened up the door to meet them at Russell’s Dining in Bothell. Max and I knew who the owner was and that we hadn’t seen him in a long time but when we walked in the door, the General Manager recognized Max and hadn’t seen him in almost 10 years. That connection reconnected Max and I with some old Woodinville friends (Max was former winemaker at DiStefano Winery for many years). It also allowed us to reconnect with Russell and have the amazing opportunity to have a winemaker dinner there and invite new and old friends to attend. Social media allowed us to access people that we didn’t have access to by phone or email.

What do you think is the single biggest barrier to why we don’t see more wineries actively using Social Media tools?

TIME! It takes time to read tweets and think about what you really want people to know about you and your business.  Many of us have other jobs or started out having other jobs. Managing two to three jobs and then finding time to peruse Facebook or tweet is a lot to swallow.

What advice would you give to wineries joining the stream or getting back into the stream?

Meet as many people as you can in your field, have meaningful conversations; be intentional about what you post and then revel in the results!

Briefly tell us about your winery, a new release, or something unique about you?

Max and I own SoJen Cellars in Everett after 5 years of making wine in the garage in Lake Stevens and a decade of experience in the field.  We are a true husband and wife team with both of us winemaking and managing the tasting room. We focus on blends that are versatile to be paired with food and can stand alone to be enjoyed. We also have the capacity to do custom blends for restaurants and private events. Our story is unique since both of us have a passion for wine in different capacities. Max and I met 12 years ago on AOL (before there was a charge for internet dating) I was working in Sonoma County at a wonderful restaurant that provided me many opportunities to work with wine and food pairing and catering. Max was a cellar rat at Silver Lake and then was introduced to Mark Newton and joined his staff at DiStefano. Through the love of food and wine, Max and I were somehow brought together. It was one email from me to him that started it all. His AOL screen name was Winos3. I loved it! I wrote to him “I like your screen name” That was the email that changed me life forever.

What is your favorite rock band and why? 

The Beatles because no matter how old you are, you love them!

The goal of this series is to connect with wineries and wine business that use Social Media (Twitter and Facebook) effectively. These interviews can serve as a catalyst to help other wineries and wine businesses to see the benefits (and pitfalls) of joining the social revolution. See all the wineries on Twitter posts here.

O Wines on Web – O Wines on Twitter - O Wines on Facebook

Interview Questions

How long have you been using Twitter?

Personally I’ve been on Twitter for almost 2 years.  We decided to set up the Twitter account for O Wines in January 2010.

What prompted you to dive in?

 We started the O Wines account to engage and interact with the people who love our wine and social cause. O Wines is unique in that it is a charity winery whose sole purpose it to fund educational scholarships for low income, high potential youth.  In fact O Wines donates 100% of net profits toward their cause.   People want updates on the scholarship recipients, new releases, and ways that they can be involved. It is a very social company and wine is social by nature.

What type of strategy or approach do you use when posting content?

Our strategy is to find ways for people to interact with the winery owners or come to tasting event where they can interact with other people.  We also try to post information about blogs that have been written about O Wines and other news worthy information.

What have been the benefits of using Twitter/Facebook? (increased traffic, increased brand awareness, customer connection, etc)

We think the most important part for using Twitter/Facebook has been staying connected to our customers.  Being able to interact with them and share our successes with them is important. Without our customers and fans we would not have a business and 29 young people would not be getting a college education right now. We also feel it is important to make sure you “own” your brand on line, be responsible to the things people are saying about you, and make sure to thank people for helping you out.

Is there a single success story that you can point to with using Twitter/Facebook?

There is no single success for us. Wine is social and it just makes sense to go where your customers are.

What do you think is the single biggest barrier to why we don’t see more wineries actively using Social Media tools?

Using Twitter and Facebook takes time. If you are busy trying to make, brand, and sell all by yourself it probably isn’t the right time for you. I was a volunteer for O Wines so it was easy for them to justify the time. Now that they see the benefit of all the followers and interactions they compensate me for it.

What advice would you give to wineries joining the stream or getting back into the stream?

Have fun! Don’t try too hard to “Get it right” we are all learning and this is just another way to interact with your customers.  We want to know about YOU, that is why we are following you. Share with us what you are up to, keep it simple. If we send you a message or publicly acknowledge you, please try to respond.

Briefly tell us about your winery, a new release, or something unique about you?

Stacy Lill and Kathy Johanson have made it their mission to donate 100% of net profits from the sale of O Wines to establish scholarship funds for low income, high potential young men and women. Each State they sell wine in provides for local scholarships.
The vision is much more…they want to eventually establish an academy for girls where they are safe to learn and experience their dreams of higher education. The model has already been established with what Oprah is doing in Africa. She has paved the way for others to follow. By establishing a similar infrastructure right here in Washington State we hope to encourage others in the United States to follow the lead and begin building for the future of America through knowledge and education.

What is your favorite rock band and why?

Depeche Mode, I am an 80’s girl at heart….