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Type of tweeter(Table III).Consumer andcorporateConsumer tweetssignificantly outnumbered any other type of tweeters (Table III). Whilst consumers discusshow they consume wine, how it fits within their lifestyles and how they feelabout wine, such as “red wine time” (Ref. 926), or “wine: breakfast ofchampions” (Ref. 1281), corporate tweets contain substantially differentcontent. On initial analysis it is evident that business (corporate) tweets areprimarily utilizing Twitter as a “push” communication tool to promote productsrather than engage in dialogue. For example, corporate tweets included “FourSauvignons, including Cloudy Bay” (Ref. 1424) and “Specials: Free glass ofhouse wine when you check-in at Grateful Palate and post your status onFaceBook Places” (Ref. 1451). Interestingly, institutions concerned with wineeducation and not-for-profit wine related activities such as Wine Origins andPlanet Liege structure their tweets as “OpenTable Diners Reveal the Top 50 WineLists in the US – MarketWatch #xxwine” (Ref. 282) or “Wine Word of the Week:Pupitre” (Ref. 283), “Phoronix Benchmarks From Wine 1.3.21 To Wine 1.3.30: Oneof the many organizations that rely upon the Phoronix” (Ref. 1365). The contentused in these tweets give suggestions of credibility. The detailed winecomments of industry trends and specialised topic knowledge broadcast by theseinstitutional contributors suggest that they look to be a source of credibleinformation for followers.Re-tweetsRe-tweets (thosepre-existing tweets being passed on to a new audience) were demonstrated to berelatively few in number of different re-tweets but high in number of repeatpassings on. Certain re-tweets proved popular (three or more occurrences) andwere even resurrected over a period of time. Examples included; RT @xxxxlaw:“Wine Tasting to benefit @CUMentoring Nov 17 4.30-6.30 pm at Wines at the Pinesin SE Urbana”(Ref. 309), RT @majesticwine: “Follow @majesticwine and RT thistweet to win tickets to @winegang London Wine Fair” (Ref. 670).This phenomenon of a fewmessages repeatedly re-circulating to further extend an audience was a surpriseto the researchers and suggests that though re-tweets may indeed extend amessage to a new audience, the new audience is not limitless.