What’s the Deal with the VIN-fluencer Controversy?

The Juice
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Maybe you’ve heard about the vin-fluncer controversy, maybe you haven’t. Maybe you have no clue what a vin-fluencer is. Wherever you’re at in this current debacle, we’re here to help hash out the details… and of course, give you our opinion. 

Vin-fluencers, or wine influencers, are influential bloggers and vloggers with a taste for wine, and thousands of followers. Influencers create social media content that aims to affect consumer spending. In 2018, 49% of consumers made purchases based on influencer marketing, according to the Digital Marketing Institute. 

Recently, there has been some backlash against vin-fluencers, dubbing them dictators of monstrous regimes and an incurable plague to society. They have been attacked for not promoting the wine industry, but instead, promoting themselves. And we’re sure some do, but where is the issue with that? To invalidate the usefulness of influencers in the wine industry because of the self-promotion that defines their job description seems a bit unproductive. 

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The attack on wine influencers has gone so far as to single them out for making wine less high-brow and more millennial-friendly. Moving away from the exclusivity of wine culture by using influencers to create relatable content for consumers might be the exact makeover the wine industry needs.

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The following of an average wine influencer is rather small when compared to influencers in other sectors. If these influencers are only trying to promote themselves, why wouldnt do so in a more lucrative category, such as beauty?

With the current failure of the wine industry in attracting younger generations of drinkers, if this is the way that wine can appeal to the future wine consuming generations, then why is everyone complaining? After all, studies have found that Gen Z purchases alcohol from local liquor stores more often than their millennial, Gen X and baby boomer counterparts. This is a huge sector of the alcohol consumer market. Younger drinkers go out of their way to find places where they can form connections and have unique experiences, and influencers are the perfect way to get them on board with wine.

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In short, we stand with vin-fluencers. Here’s why:

They’re reliable: Most of these influencers have an audience they want to keep, so honesty is key. If they don’t enjoy a product, they don’t recommend it. If they do, they promote it and they promote it well!

They’re supportive: Many of the influencers seek out brands that are unheard of and are looking for recognition. 

They add some extra creativity: Most wineries have a great marketing team, but whether or not you do, these influencers are excited to create new content about products. They take pictures, make recipes, share their ideas… The key word here is share. Sharing is what gets brands noticed.

They are relevant: Get with the times or fall behind Smart businesses adapt. This is a new wave of marketing, it works, and it’s not going anywhere. The industry needs to use that to their advantage! Many wine influencers are excited to work with you, so be excited to work with them.

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