Implementation of a Digital Communication Strategy to Develop Wine Tourism for a grand cru classé of Saint-Émilion: The Case of Vignobles Capdemourlin

Vignobles Capdemourlin, which groups together three wine estates in Saint-Emilion, two of which are grand cru classé, recently invested in a new, ultra-modern winery and large-scale reception facilities (tasting room, 148 m² panoramic room and 400 m² panoramic terrace) to develop wine tourism at Château Balestard La Tonnelle, the family's flagship estate, which enjoys an exceptional location (10 minutes on foot from Saint-Emilion village center).
Competition for wine tourism in Saint-Emilion is intense, with almost 180 wineries "open to the public", and the resources required to offer visitors quality experiences are significant. Against this competitive backdrop, and with a high level of expectation from visitors, Capdemourlin Vineyards are looking to take up the challenge of developing a digital communication strategy to raise awareness of their wines, increase visits to their estate and boost wine sales, particularly among young people aged 22 to 35.

This case study has multiple pedagogical objectives.
Firstly, this case study gives students the opportunity to apply the concepts and tools involved in implementing a digital communication strategy to a real company.
Secondly, the wine-growing and wine-producing sector is of interest, as it is a fiercely competitive one, and wine tourism offers a means of differentiation and additional sales development for the players who implement it. Understanding the specific features and constraints of this sector is a prerequisite for a successful case study.
Lastly, although the Capdemourlin Vineyards comprises three wineries, it remains a small family business with limited human and financial resources, particularly in terms of communication and media buying. Therefore, the students' recommendations should be adapted to the company's specific characteristics and resources.

Wine tourism, wine sector, digital strategy, digital communication, buyer persona, social networks

Masters and executive education students.

Growing of grapes

Duration : 3 hours.

Année de la problématique : 2024

Livraison : Livraison par lien de téléchargement

Nombre de pages : 28