The second digital talk with the profession fell on the power of wine influencers and communicators. Is it a great opportunity to ally with them for an area in vogue as Yecla?
It is clear that the new influencers are personal brands in many areas such as gastronomy, travel or beauty, but do they have as much influence in wine? With three referents of wine communication we were able last September 30 to make a sketch of this type of people-brands that are managed especially in the digital ecosystem. Our yeclatalk questioned whether wine is a more difficult field than others as it is so experiential where precisely a brand needs more recommendation and expert criteria than, let’s say, a trip.
Victoria Diez de la Vega, director of communication specialized in wine and gastronomy at her agency V10 Comunicación, has been dealing with all kinds of experts, critics and the new influencers for more than 25 years. For her, the repercussion that a critic can have in a generalist media or a print or digital magazine is still very relevant since the wine buyer is usually a regular reader of these media. She believes that social networks are very suitable for new brands that can afford to tell things with more creativity, although the story of a vineyard over 80 years old as a model of quality wine is usually unbeatable as a story, even more so if it can be expanded with high-impact elements such as music or culture. In this case, immediacy takes precedence and it is necessary to be very original, something incomparable with the history offered by general publications. Victoria also explained the need for wine buyers to trust an opinion leader nowadays, since associating a brand with an influencer can mean selling a good stock of bottles in a few hours. He also claimed the need for wineries to have a budget for communication, just as they have for their industrial investments.
Gloria Vallès, director of the magazine www.winestyletravel.com with 20,000 followers and advisor to lifestyle brands, defended the influencer’s obligation to know all the tools of the digital ecosystem. Algorithms rule and must be followed, which is why she believes that wineries must have good experts in positioning and data measurement. She admitted that the wine world inherits a bad image of a producing country with low-price clichés, so the communicator must make a double sales effort. Gloria firmly believes in having a long-term strategy as an influencer, knowing who to target and with what media, as well as making all actions profitable because it is a springboard that brings double value to brands.
Zoltan Nagy as an influencer representative, sommelier and creator of experiences around wine, agreed on the need for wineries to have a professional team of communicators and content creators, which can be 360 degrees, in format, dinners, events or videos. He defines himself as a “seller of happiness through wine”, that is why he is able to multiply himself and write the book “Reinas de Copas” about the biographies of women in wine or act as an emotional wine tourism guide for foreigners thanks to his 5 languages. For Zoltan, the most important thing is to create a partnership of trust between the communicator and the brand that allows to expand synergies in other fields such as travel, luxury or cuisine. It is not acceptable that 90% of wineries communicate the same thing on social networks, they have to start trusting the experts in this new way of creating content”.