For years now the most prominent demographic for the wine industry has been older adults between the ages of 50 and 64. This age group purchases the most wine, but has proven to be difficult to market to because, more often than not, they have already established brand loyalty and there are limited ways to reach them from a marketing standpoint.

Many wineries sacrifice usability for the sake of design, while others sacrifice design for the sake of usability. Neither of which are necessary. Design is absolutely essential, especially when dealing with a product that is highly tied to sensory perception. However, As the provider of a valuable service and product, your online goals should evolve around what your customer would want from your site, as well as what you want your site to do. Customers want to access information quickly and easily, without having to jump through excessive hoops. As such, usability is extremely important for many factors of your web portal.

The ease and convenience of accessing information on the go is a culmination of the Information Age. But what happens when information can’t be accessed?
This happens when you have not made your site mobile friendly. Creating a static version of your site specifically for mobile devices, or simply developing your site using minute to no Flash coding is all it takes.

With social media integration, it can be easy to lag on your social media conduct. You prefer to use Facebook, and since your Facebook posts are published to your other social media outlets such as Twitter and LinkedIn, you neglect the different audiences you are reaching. Or whichever combination of outlets you prefer.  

"Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them."*