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Vaynerchuk: Wine producers should Tweet more

Producers are ‘sticking their heads in the sand’ when it comes to talking to consumers, a conference has heard.

Gary Vaynerchuk, the relentless host of of US Wine Library TV, told the Winefuture conference in Rioja that wine producers are ‘lazy’, leaving retailers to talk to their consumers rather than doing it themselves.

He also slammed producers for failing to take advantage of social networking sites like Facebook and Twitter to communicate with their consumers.

‘I don’t give a crap about about Facebook and Twitter but I care about consumers,’ Vaynerchuk told wine industry leaders.

‘You should be embarrassed if you don’t recognise that this platform allows you to talk to them.’

Vaynerchuk said the fact that he understood customer service was his unique selling point – not his fabled ‘wackiness’.

‘People think wine library TV was successful because I’m crazy and have toys on my table but plenty of people don’t like it. I’m not the most educated but I’m passionate and I care. What is missing is customer service and caring.’

Ryan Opaz of Portugal and Spain specialists Catavino echoed Vaynerchuk, telling delegates they could stick their head in the sand or take advantage of the Internet. ‘No matter what you think about it, it is powerful and it is important,’ he warned.

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Written by Rebecca Gibb in Rioja

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