De Bortoli praised for social media influence

Popular wine label, De Bortoli, has been praised for its social media marketing powers, claiming the Best Presence in Social Media award at the Australian Drinks Awards.

The Australian Drinks Awards recognise excellence across several categories in the liquor industry.

The Best Presence in Social Media award was judged by an expert panel, evaluating the volume, sentiment and dispersion of key messages across more than 185 million sites.

De Bortoli Wines communicates with its customers across a range of social platforms including Facebook, Twitter, Linkedin and Youtube, as well as Instagram, Pinterest and Google Plus.

De Bortoli Wines national marketing manager, Toni Carlino, said "We have seen such a change in the way wine consumers use on-line resources across many activities, that integrating social media and digital platforms into our strategy has been critical to drive brand awareness, engage and nurture brand loyalty."

A key campaign which helped to get De Bortoli over the lines was its Rosé Revolution campaign. Over the past three years, the movement has grown momentum with more than 66 wineries participating during the Summer of 2012/13.

The primary objective of the campaign is to drive awareness and encourage trial of dry Rosé wines. Key messages of the integrated campaign were delivered to consumers via Twitter, Facebook, Youtube, Instagram, Foursquare, Meetup, Eventbrite and Pinterest. De Bortoli also worked closely with The Cru Media in undertaking an ambassador program, encouraging key influencers in the food and wine world to engage in conversation with their communities about Rosé.

Pernod Ricard was a big winner at the inaugural awards night, presented in Sydney on 4 September, with its Jacob’s Creek, Absolut, and Jameson Irish Whiskey brands also earning praise.

Jacob’s Creek secured two awards: the ‘Cool Harvest’ range was awarded Best Innovation in the Wine Category, while the overall brand was awarded Most Loved Wine Brand.

In the spirits categories, Jameson Irish Whiskey took out the award for Best RTD/RTS Innovation for its Jameson & Cloudy Apple and Jameson & Raw Cola premix range.

Absolut Vodka received first prize for both Best Spirits Innovation with the release of 2012’s Limited Edition – Absolut Unique – as well as Best Overall Category Growth Contributor.

For the full list of winners, click here.

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