Marketing and communication in the wine sector: the Catalan wine DO on social networks

Abstract

Purpose

This paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.

Design/methodology/approach

The study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.

Findings

The study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.

Research limitations/implications

The findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.

Originality/value

This research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

Citation

Mundet Pons, J., Bustos Díaz, J. and Molleví Bortoló, G. (2025), "Marketing and communication in the wine sector: the Catalan wine DO on social networks", British Food Journal, Vol. 127 No. 1, pp. 92-110. https://doi.org/10.1108/BFJ-04-2024-0381