Supermarkets are rolling out digital initiatives to attract wine lovers to special offers and events. Heinen's Fine Foods has brought its decade-old "wine sleuth" character to social media to help consumers discover wine, while Dierbergs Markets has held a series of wine dinners hosted by wine labels via Skype. "Social media seems to be the only source of information for a lot of people, especially the younger consumer, so you need to be active in that arena," said Ed Thompkins, wine and beer buyer at Heinen's.

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