As the age of wine drinkers decrease so does their attention span and brand loyalty when it comes to wine selection and purchase. Relationship building through social media engagement is becoming a standard practice for wineries as they compete for younger drinkers.
The Robert Mondavi Winery and Franciscan Estate, two of Napa Valley's leading wineries, teamed up with the location-based technology platform SCVNGR to bring wine enthusiasts rewards, games, contests and more to further engage with social imbibers. This is the first partnership of its kind will be interesting to see how these powerhouses set the stage for similar programs to come.
Blackberry users are SOL when it comes to SCVNGR. As of today the SCVNGR app is available for iPhone and Android only.