A Better Way to Buy Wine

on 12/09/11 at 10:23 am

Wine

This harvest season, more wineries are discovering social media, online shopping sites.

Wine lovers looking for a great deal on that prized bottle of Pinot Noir or Cabernet Sauvignon should skip the liquor store.

In their increasing effort to sidestep wine shops and distributors, wineries are turning to a surprising online outlet: The limited-time-only sale sites and social media tools most popular with a generation still drinking wine out of a box. Longstanding sale site Gilt Groupe — known for its limited-time, deep-discount sales on luxury fashion — debuted a wine category last month on one of its spin-off sites, Gilt Taste. Another flash-sale site, Lot18, launched this spring to sell wine at deep discounts. And a growing number of wineries are waiving tasting fees or offering discounts of as much as 30% when visitors follow them on Twitter, watch their Facebook pages or check in on location-tracking app Foursquare. “It’s a great way to connect with their most likely buyers,” says sommelier http://nataliemaclean.com Natalie MacLean, author of “Unquenchable: A Tipsy Quest for the World’s Best Bargain Wines.”

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