Synchronicity – Texas, Wine Online

Synchronicity – Texas Wine Online  (Tales from the world of wine social networking)

Its the opening of the Texas Wine and Grape Growers Association meeting in Richardson, Texas. Denise Fraser (part of the TateAustinHahn ( who manages the PR campaign for TDA’s Wine Marketing Program;, Jeff Siegel ( and and I spent the majority of the day presenting, discussing and wine tasting on social online media. We boiled it down to three basics elements: Blogs, Facebook and Twitter and how to utilize these in a coherent way to craft a media relationship for Texas wineries, vineyards with Texas wine consumers. When these three elements work together can be pure Synchronicity (the experience of two or more events that are causally unrelated occurring together in a meaningful manner).

The panel members focused on the basics in the first two sessions: How to set up an account, dos and don’ts, and most of all, how to utilize online social media to promote the message of Texas wines. This is important as Texas wineries sell most of their wines within the state of Texas. Texas may be the fifth largest wine producing state, but Texas is also the fourth largest wine consuming state. Therefore, not much of the good juice gets out to markets far afield (i.e. outside Texas). Therefore, no ad revenues flow to the major wine magazines and consequently….no serious consideration for Texas wines and no reviews. Jeff Siegel said it best when he pointed to the Texas winemakers and grape growers in attendance and said, “Nobody is interested in Texas wines as much as Texans”. Who to better craft the message about Texas wines that the people in Texans themselves (the consumers in consort with wineries and vineyards).

When asked why and where to use the three tools (Blog, Facebook and Twitter) my contribution was to respond, “If you have a manifesto and want o to convey your “philosophy”, get a blog; if you have or want to build a VIP or friends program, get onto Facebook; if  you want to create buzz about what’s going on in your winery or vineyard, its time to Tweet”. The three tools need to be used in consort and when they work together, it can be pure synchronicity. Each aspect of social networking brings a different element to the situation often creating unexpected and beneficial outcomes.

Twitter is a massive ongoing and worldwide conversation that can be overwhelming as to its depth and breadth. The trick is to focus it by following and being followed in areas specific to your interest. The best way to do this is to bring people with a common message together. With respect to Texas wine, I have tried to do this by incorporating the following few letters (#tag) into my Tweets: #TXWine. This allows people interested in Texas wines to easily find the buzz on Texas wines by searching on this hashtag on and you can set things up to following these tweets as well using platforms such as The more that that pile on, the more massive the buzz about Texas wine.

We also held a quick Twitter Tasting of three Texas wines: Brennan Vineyards ( Viognier (Viognier is becoming one of Texas’ signature grapes), Becker Vineyards ( Malbec from Tallant Vineyard (this is new varietal wine for Texas, but the growers says that it does as well here as in the Argentine Mendoza) and Haak Vineyards ( Blanc Du Bois (This is definitely a Texas specialty that can be grown anywhere in the state, even on the Gulf Coast and Rio Grande Valley). Chcck out the Twitter feed for the tasting notes and more information from Texas wineries, vineyards and consumers on #TXWine by searching on using “TXWine”.

For the forseeable future, Texans will have to create their own brand identity, coalesce a following, and build the buzz all through the online social network. Unfortunately, the main stream media is just not on our side yet.

Join the buzz about Texas wine!

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  1. Russ,
    Having attended the conference and two of the three presentations, I want to thank you, Denise and Jeff for explaining the mysteries of the three online mediums. As a new grower on the High Plains, I look forward to chronicling the startup and progress of my vineyard. Thanks for creating interest in Texas grown and Texas fermented wines. Bill

  2. Texas is very famous for its wineries and vineyards. The Texas wine industry is booming for last few decades. According to Texas wine directories, there are 250 vineyards and around 70 wineries with same numbers of test rooms in Texas. It is the fifth-ranked wine yielding region of America.

  3. I don;t know if you can actually say that Texas is famous, but it is the 5th largest state in wine production, 7th largest in wine production (we still have to import grapes to satisfy our needs), and 4th largest in wine consumption. We have about 220 wineries in the state at this time.

    You may have heard about my pretensious statements comparing the terroir of your Australian Coonawarra to our Texas High Plains red earth…See:

    Thanks for the comment and keep reading VintageTexas Blog!

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