Allegrini 2018

Tuscan wine on social medias is escalating: over 41.000 contents and 857.000 interactions in a year

Survey on Travel Appeal and the Foundation of the Tuscan System: Chianti and Brunello are top brands, TripAdvisor and WineNews two of the top sources

It is true that Tuscan wine, its rural landscapes still intact, its history which, from the Middle Ages to the Renaissance and beyond, has left tangible traces in every village of the Region, is in the heads and dreams of wine lovers the world over. It is equally true that communication about wine in Tuscany is increasingly found on the web and social networks. so, to measure the appeal of Tuscan wine on-line, Travel Appeal and Fondazione Sistema Toscana conducted a study that analyzed data on 58 denominations of Tuscan wine, premiered at PrimaAnteprima today in Florence, which kicked off the week of previews of Tuscany’s denominations. The study revealed that, in 2018, there were over 41.000 online contents, increasing + 57% compared to last year, which generated over 857.000 interactions.

In detail, 61% of these represent reviews from the catering sector (80%), which for the most part are from TripAdvisor. Posts and social conversations (which also include comments to posts) represent the remaining 39%. Instagram communicates a large share of content and social conversations about Tuscan wines, and the images represent 78% of the posts users publish online and through a textual description, share and tell their experiences on the Net.

The post that obtained the highest number of interactions in 2018, precisely on December 13th, counting 6.451 likes and 33 comments was an image published on Instagram immortalizing a story about Bolgheri Superiore Guado al Tasso 1999 (Marchesi Antinori).

The most active period regarding Tuscan wine content on social networks and the web is between August and December, when more than 53% of the contents are published, while the maximum peak is during the grape harvest period.

Considering the number of contents of the top 10 Tuscan appellations, Chianti (27%) is first, leading at a great distance, followed by Brunello di Montalcino (13%), Bolgheri (9%), Morellino di Scansano and Toscana TGI (6%), Rosso di Montalcino (4%), Vernaccia di San Gimignano (3%), and then, at 2% each, Chianti Classico, Cortona and Orcia.
In terms of "sentiment" however, (value indicating the level of positive perception, satisfaction of the guest / user, compared to the general experience or to a single aspect that emerges from the semantic analysis of a textual content), the average satisfaction of Tuscan wines is 95.5%, though curiously, the wine that received the highest percentage is Rosso di Montalcino (97.1%),
followed by Chianti (95.8%), Cortona (95.1% ), then Bolgheri (94.3%), Morellino di Scansano (94.1%), Chianti Classico (92.8%), Brunello di Montalcino (90.8%), Vernaccia di San Gimignano (90.5%), Orcia Doc (88.4%) and Toscana TGI 84.6%).

There are a total of 932 unique sources dealing with the topic, of which 13% of the content is in English, and the number 1 specialized site that produces content about wine, also in Tuscany, is WineNews, while the social networks, TripAdvisor (51% of the total) and Instagram (31%) are way ahead of the rest. Florence, Montepulciano and San Gimignano are the top cities in which online content about Tuscan wines is concentrated. Finally, in each of the Tuscan cities, the brands most searched are those closely linked to the territory of reference.

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