Italian winery Ciacci Piccolomini d’Aragona is using Microsoft Teams to modernise its marketing strategy, by using the collaboration software to deliver virtual wine tastings.
Ciacci expanded its existing investment in Microsoft 365 to transform operations during the coronavirus pandemic, which had prevented people from visiting the vineyard and staff from attending trade shows to promote its wines.
“Microsoft Teams is revolutionary for us and represents an entirely new way to promote our wine,” says Alex Bianchini, head of production at Ciacci. “Not only are we are saving time and travel but we now have a new way to share the unique experience of visiting our cellars and tasting our wines.”
Bianchini now hosts virtual wine tastings in Teams with importers and distributors based in Spain and the USA. He believes that the digital tastings are keeping business moving during the lockdown and maintaining a close connection between Ciacci and the people who enjoy its wine.
“Our world is traditional, it’s all about human contact,” he said. “Virtual tastings in Teams help us create a space to share even more aspects of our business with customers. It is a much more dynamic way to showcase the wine.”
Ciacci plans to continue using digital solutions once things to return to normal, to take wine-making into the 21st century.
“The world will not be the same after the pandemic,” said Gabriele Gorelli, wine designer and consultant at Ciacci. “It doesn’t make any sense to work the way we used to. Wineries will have to concentrate on using digital tools like Teams to build a bigger market.”
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