Following the strong boost seen during the pandemic, online sales of mid- and high-end wines continue to grow in Argentina. Today, most local wineries have websites designed to market their products online, and many are developing strategies that appeal to social networks to attract this type of consumer. This movement from offline to online has meant that wineries have had to modify their logistics to respond effectively to demand – which now requires new methods of distribution – and have focused on designing attractive and innovative content for their websites and other virtual distribution channels in order to tempt potential buyers.
Although there are no official records of online wine sales before and after the pandemic, Combinatoria – an Argentine agency dedicated to e-commerce, with 20 years of experience in the market working with the wine industry – has carried out surveys that confirm that the sale of wines via e-commerce is experiencing a period of very high growth. And the best thing is that, according to the agency in a report, this growth curve is just beginning.
According to the consultancy’s data, wine sales through the virtual channel represent a market share of 0.91%. This figure is calculated based on the litres of wine sold by wineries, wine shops and the main marketplaces in the country compared to the total amount of litres sold within Argentina, excluding from the calculation sales of very low-priced generic wine due to its lack of potential for online sales.
Is 0.91% of the market share a lot or a little? It is a lot compared to pre-pandemic numbers. But it is little compared to the 14.4% market share held by e-commerce as a whole in our country. This shows that the potential for online sales growth for the wine industry is great, as it has room to multiply several times.
Actions such as Cyberwine, an online wine sales event organised by Combinatoria with the support of important chambers and industry organisations – such as Bodegas de Argentina, Wines of Argentina, the Fondo Vitivinícola de Mendoza and the Corporación Vitivinícola Argentina (COVIAR) – demonstrate the importance and projection of online sales. During the first edition of this event held in 2023, the participating wineries – many of the most important in our country – sold over the six days that the event lasted, the equivalent of what they sell in a month. In this sense, CyberWine demonstrated the effectiveness that innovative actions can have when it comes to driving e-commerce in the wine industry.
An unavoidable path
Society as a whole has naturalized online shopping to the point that, during 2023, according to a report by the Argentine Chamber of Electronic Commerce, 92% of the working population in Argentina with Internet access purchased online at least once during the year. Aware of this consumer migration, wineries that previously did not see the importance or need to venture into e-commerce, became fully aware that the digital world is strategic, not only for selling online, but also for making themselves known and attracting new audiences.
And while the progressive “natural” migration of buyers to virtual channels is a fact, it is also true that wineries will have to do their part to transform this promising scenario into a true revolution; the key will be to invest in digital marketing. Data analysis to carry out personalized actions, working with influencers and the use of chat bots to serve customers are just some of the actions that have not yet been fully exploited by local wineries but that are already seen as essential to remain in the market and grow. The eagerness for the virtual mode of purchase demonstrated by demand confirms the fact that digitalization and innovation will be essential for wineries.
Each action in this line represents a fundamental step for the wine industry, since when a winery develops in the digital world, all the links in the wine industry benefit, including wine shops, distributors and supermarkets. It has been proven that the diffusion focused on cyber demand awakens the interest of segments that seek to buy through all channels, both online and traditional.
A cyber-event for the curious and professionals
Responding to the demand of virtual wine consumers – who are increasingly more numerous – Combinatoria will hold a new edition of CyberWine this year. The event – which will take place between August 6 and 11 – virtually links wineries with end consumers directly and without intermediaries, offering discounts, benefits and purchasing opportunities, as well as information for users. More information at www.ciberwine.com.ar.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
