Innovation Meets Tradition at Marchesi Frescobaldi
Marchesi Frescobaldi has earned recognition as a leading winery on Vivino, showcasing its commitment to blending traditional wine craftsmanship with modern technology. This partnership with Vivino has allowed the historic winery to enhance its digital presence significantly, attracting wine enthusiasts from around the world.
Elevating Consumer Engagement
The collaboration between Marchesi Frescobaldi and Vivino stands as a compelling example of how traditional vineyards can effectively utilize contemporary digital tools. Since the inception of their partnership in 2019, Frescobaldi has embraced digital platforms to offer a more engaging experience for consumers. Leveraging Vivino's substantial network of over 72 million users and 250,000 wineries, Marchesi Frescobaldi has successfully increased its visibility among wine lovers.
Harnessing Technology for Wine Lovers
According to Tue Soe, CMO at Vivino, the results of this partnership have been remarkable, with over 22 million interactions with Frescobaldi's brands on the app, resulting in an impressive average rating exceeding four stars. Such engagement showcases the rising interest in their wines, placing Frescobaldi among the top 30 most sought-after wine brands.
Strategic Growth in the Digital Arena
Fabrizio Dosi, CEO of Marchesi Frescobaldi Group, highlights the strategic importance of this collaboration. The winery aims to produce wines that reflect the unique terroirs of Tuscany while understanding the changing preferences of today’s wine enthusiasts. This partnership marks a significant step in their digital strategy, aiming to deliver a seamless and integrated multi-channel experience.
Personalized Wine Experiences
Vivino's capabilities extend further, allowing Frescobaldi to provide content available in multiple languages to ensure accessibility and personalization. Van Hong Doan, Ecommerce & Digital Manager, notes that this multilingual approach enhances user experience, catering to global audiences. With Vivino's reliable user reviews and ratings, wine lovers can conveniently discover and learn about Frescobaldi's diverse offerings by simply scanning a bottle with their mobile devices.
About Marchesi Frescobaldi
The Frescobaldi family has a rich history of winemaking spanning seven centuries, encompassing 1,500 hectares of vineyards. The mission of this distinguished group is rooted in promoting unique terroirs integral to Tuscany’s identity. Each of the nine estates owned by Marchesi Frescobaldi, from Castello Pomino to Tenuta Calimaia, reflects its commitment to producing exceptional wines that embody the essence of the region.
Acknowledging Vivino's Impact
As the largest online marketplace for wine and the most downloaded wine app globally, Vivino plays a critical role in democratizing wine selection and purchase for consumers. The app, filled with authentic user reviews, simplifies the buying process, making it enjoyable for anyone—from casual drinkers to wine aficionados. Users can easily scan bottles or browse online to find the perfect wine, adding to the convenience of wine discovery.
Frequently Asked Questions
What is the significance of the partnership between Marchesi Frescobaldi and Vivino?
This collaboration enhances Marchesi Frescobaldi's digital presence and consumer engagement, making its wines more accessible to a global audience.
How has consumer interaction changed with the involvement of Vivino?
Vivino has facilitated over 22 million interactions with Frescobaldi wines, with an average rating exceeding four stars, reflecting increased consumer interest.
What unique strategies is Marchesi Frescobaldi implementing for consumer engagement?
Frescobaldi is focused on expanding its digital engagement through an integrated multi-channel strategy, offering content in multiple languages.
How does the Vivino app benefit wine consumers?
The Vivino app provides reliable user reviews and allows users to scan and discover wines instantly, simplifying the purchasing process.
What is Marchesi Frescobaldi's historical significance in winemaking?
Marchesi Frescobaldi is a historic winery with seven centuries of winemaking tradition and is dedicated to promoting Tuscany's unique terroirs.
