Prospects for Using Omnichannel Communications in Promoting Whine Brands
https://doi.org/10.21453/2311-3065-2025-13-2-90-105
Abstract
The article is devoted to the study of features and perspectives of the implementation of omnichannel approach to the management of wine brand communications. The main objective of this work is to consider the concept of omnichannel communications in relation to the wine industry enterprises, as well as to analyse the possibilities of using the omnichannel approach in the modern Russian wine industry. Monitoring of scientific literature has shown a complete absence of both Russian-language and international studies focused on the study of omni-channel approach to wine brand communications, which only adds to the relevance of this study. To fill this gap, based on a detailed analysis of the scientific literature on omni-channel marketing, a theoretical framework for the use of omni-channel communications in relation to the wine industry enterprises was compiled. Based on the already available classification of communication channels in the omnichannel approach, the study presents its author’s interpretation describing the most frequently used communication channels of wine brands. The study then analyses practical cases of omnichannel communications used by Russian wineries to identify the most effective traditional and innovative communication channels that fulfil the principles of omnichannelisation. The author concludes that omnichannel communications in the Russian wine industry are in their infancy and have great prospects for further development, but they are significantly limited by both Russian legislation regulating wine brand communications and the capabilities of wineries themselves. In conclusion, the author has developed a set of practical recommendations for the implementation of omnichannel marketing elements in the communication strategy of Russian wine brands, as well as outlined the advantages and disadvantages of this approach to the management of communications of wineries.
About the Author
A. O. Veller
Saint-Petersburg State University
Russian Federation
Russian Federation
Veller Alena Olegovna – postgraduate student of the Higher School of Journalism and Mass Communications
199004, St. Petersburg, 1st line of Vasilievsky Island, 26.
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Review
For citations:
Veller A.O. Prospects for Using Omnichannel Communications in Promoting Whine Brands. Communicology. 2025;13(2):90-105. (In Russ.) https://doi.org/10.21453/2311-3065-2025-13-2-90-105
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