Date

3-2011

Degree Name

BS in Agricultural Business

Department

Agribusiness Department

Advisor(s)

Marianne McGarry Wolf

Abstract

The purpose of this study is to research the effects that social media and marketing tools have on branding and labeling a winery and its tasting room. The goal of a specific social media resource, such as a social networking site like Facebook, is to capture the attention of young wine consumers worldwide.

This study will investigate different marketing strategies that the wine industry uses to help attract more attention to the younger wine consumer demographic. Focusing on Costa De Oro Winery in Santa Maria, California, interviews and surveys will be administrated to gather data about specific marketing strategies of traditional advertising and promotion and the positive effects of designing a social media site to appeal to both new and old wine consumers.

Results from interviews, surveys and descriptive research will help determine that social media sites, for example, Facebook, will in fact both benefit and profit Costa De Oro Winery and will bring more wine enthusiasts into the tasting room. Marketing a winery and viewing the progression by using online media outlets will be successful to gain consumer loyalty and brand recognition.

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