With digital transformation, marketing has experienced fundamental changes that are also reflected in the wine industry. In an industry dominated by traditional marketing strategies, there is a growing need for new approaches that will enable them to remain relevant while preserving the core values and authenticity of the family brand. Social media are an important tool for addressing younger generations of consumers, who obtain most information in this way. They also bring new opportunities for marketing and advertising compared to traditional media, which are subject to stricter legal restrictions on advertising alcoholic beverages. In my master's thesis, through analysis of secondary sources and a case study of the Medot Winery, I explored how digital marketing through social media influences the preservation and development of a family wine brand. I focused on analysing the development of marketing strategies in the wine industry and the transition from traditional to digital approaches. The research showed a positive effect of wine brand marketing through social media on building a family brand with strategic, high-quality and consistent communication, especially when addressing younger generations. Integrated marketing communication through digital and traditional approaches proved to be the most effective approach in this regard as personal contacts provide the foundation for an emotional connection with the family brand, while social media enable even small wineries with limited budgets to address a wider audience and further strengthen relationships and loyalty.
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