Despite my fairly checkered past in making predictions for the coming year, I am back with another batch. I think 2010 will be a transformative year for the wine business and for wine blogging. The economy will show improvement by the summer which will reverse the “nuclear winter” we have seen for the sales of high-end wines over the past 18 months. But there will also be some surprises in 2010:
The Return of the Luxury Wine Segment – It’s been a tough year for wines above $35 a bottle. In fact, Mike Grgich recently commented he had never seen a more challenging year in his 50 in Napa Valley. But that will change as the economy gains strength and American consumers vote with their wallets. There will continue to be a trend toward value but those $60-80 Cabs will start to sell again.
Wineries Integrate Social Media Marketing – As I mentioned in my review of 2009 yesterday, social media was one of the big trends last year with wineries tweeting and connecting with customers on Facebook. This will be the norm by the end of 2010 with social marketing fully integrated into the go-to-market plans of wineries of all sizes. No longer will it be, “nice to do,” or something to get an edge onÂ competitors. Social marketing will be a requirement for growth by the end of this year.
Wineries Will Go Mobile – This is the next frontier as mobile, local and social all converge on smartphones such as the iPhone. Apple’s forthcoming tablet will also change the way consumers use the web to learn about wine and also buy it. Early adopter wineries are already working on their mobile strategies; by year-end nearly everyone will be playing catch-up as this space heats up.
Wine Bloggers Will Discover Business Models – We have seen the rise of the “professional” wine blogger in the past couple of years and I expect more of us will discover how to turn our hobbies into cash. No, it will not be a full-time living for most, but it will be a significant enough incentive to create content on a regular basis. Some will cry foul as monetization can lead to conflicts of interest but there will be several bloggers who will figure this out.
A Major Wine Print Publications Will Fold – OK, so this is my outrageous prediction for the year. And I don’t think this casualty will be the Wine Spectator, Wine Enthusiast or newsletters like the Wine Advocate. But the times are changing and I don’t see a great future for print wine magazines particularly after new technologies thatÂ fundamentallyÂ redefine what a magazine is hit the market early this year (e.g. Apple iSlate or whatever this will be called). I hope to see some true innovation in online wine coverage, too.
So that’s all I’ve got this year. Let me know what you think in the comments. I wish everyone a very happy and prosperous 2010 (and that’s, “twenty-ten”).