Linkedin and Instagram drive the social media presence of large Italian wineries

Slight increase for ecommerce

A specific section of the research by Omnicom PR Group Italy is dedicated to the analysis of ecommerce trends. In 2025, after the drop recorded in 2024 in the number of proprietary ecommerce, there is a slight increase in the number of wineries with 13 out of 25 having a proprietary online shop, compared to 12 in the previous year.
The user experience remains little evolved – they explain at Omnicom PR Group – and is limited to the presentation of products and the management of the purchasing process, without expanding the consumer experience.

The other important trend highlighted by the research is the tendency of wineries to favour in-presence activities over online initiatives, with the aim of trying to reach a wider and more differentiated audience.

Winning in-presence activities

In this context, 64% of the wineries analysed, a total of 16 out of 25 (compared to 15 in 2024), offer different types of in-person experiences. In addition to those more directly related to the world of wine, there are initiatives and events that often go beyond the winery. For example, in the field of music and entertainment we find festivals and similar experiences aimed at engaging a younger audience. In the field of education, we find companies offering various experiences such as masterclasses and academies on the subject of sustainability and oenology and, lastly, in the field of sport, vineyard tours on horseback or yoga lessons in the vineyard.

Also in the area of in-presence activities, it appears that 17 out of 25 wineries (there were 15 last year) have organised tasting sessions (in 2020 they were just half of the total) or experiential activities.

The trend of “food pairing” (wine-food pairings) sees 18 out of 25 companies participating (slightly down from 19 out of 25 in 2024).
The conversations related to alcohol-free wine, which promises to be a territory to be presided over in order to capture the tastes of new consumers, in which some wineries have already ventured, are on the rise.