Daily Wine News: What’s Wrong With Wine Influencers?

Posted by | Posted in Wine News | Posted on 04-08-2021

In Wine Enthusiast, Emily Saladino explores wine media’s opposition to influencers. “For my #twocents, I think influencers are an underutilized asset in wine. They can help struggling brands reposition themselves, engage new consumers and diversify the wine business. While the industry wrings its hands over how to capture millennials’ and Generation Z’s dollars amid competition from craft beer, spirits and cannabis, it could only help to meet potential customers where they are: social media… To a relentlessly optimistic person like myself, influencer marketing seems like a win-win for wine. Why, then, does it rouse such passion from established professionals who write think pieces? It might just be late adoption. Those with deep roots sometimes hesitate to embrace fresh shoots.”

Jamie Goode also offers his two cents on wine influencers. “Wine companies have been looking for ways to reach younger drinkers who aren’t in the typical catchment area of established media, and these new Influencers offer a potential route. Some of them are excellent, and offer a fresh, fun take on the world of wine. PR companies are tracking these new voices and looking for ways to work with them…But along with the positive attribute of acting as a platform for new forms of wine communication, Instagram has had a darker, murkier side…”

Sustainability is a much-used term worldwide. Cultivating countries set different priorities— and the social responsibility of producers is increasingly coming into focus. In Meininger’s, Alexandra Wrann explores the world of sustainability in wine.

Ponzi Vineyards, a pioneer of Oregon wine, has been acquired by the Bollinger family, owners of Champagne Bollinger. It’s Bollinger’s first winery purchase outside France.

On the Just Be Local podcast, Heather Griffin and Brian Brakesman, who own and run Napa Valley’s Summit Lake Vineyards with their father, talk about how small family wineries can adapt to changing times.

The LA Times’ Jenn Harris shares how a group of sommeliers saved a Los Angeles restaurant during the pandemic.

In VinePair, Nicole MacKay reports on how Okanagan Valley is working to become a global leader in certified wine production.

In Wine-Searcher, Margarent Rand on how Syrah’s ability to shape-shift can make it difficult to understand.

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