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Our communication is changing rapidly. If wineries and retailers want to reach many customers today, they can no longer do without social networks. But Alexander Lupersböck found out from Isabel Kottmann whether this is the right way for every winery. She is working on a study as assistant professor for international wine marketing at the University of Geisenheim.

An entire generation bears the name of a social network: Generation Insta, also known as Generation Z - born around the year 2000 and raised with the smartphone. This generation uses social media not only for communication, but increasingly for self-expression, self-marketing and as a basis for business. Instagram is considered the young people's platform to hunt for "likes" and "followers" - people who react positively to a post, subscribe to accounts and follow them. Some already earn a lot of money with their posts as "influencers" who are influential in their target group.