Printing the @WarwickWine Twitter handle on all Warwick’s wine bottle corks
South African family winery, Warwick Wine Estate, has, over the years developed quite a reputation for its innovative use of social media. Now with the imminent public share offering of Twitter on the New York Stock Exchange on November 15th 2013, Warwick Managing Director Mike Ratcliffe @MikeRatcliffe has taken a step forward by printing the @WarwickWine Twitter handle on all Warwick’s wine bottle corks.
“A cork is the first opportunity a consumer has to experience our wine before actually drinking it, so why not facilitate a conversation?” says Ratcliffe. Believed to be the first South African winery to have embraced social media to this extent, the Warwick team hope to be able to get closer to their customers and develop a real conversation with them. "While Twitter is generally seen as a marketing tool, we prefer to use it for our in-house consumer research”, continues Ratcliffe.
The Warwick Wine Estate Twitter and Facebook pages are consistently amongst the most active in the wine industry and the strategy seems to be working.
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