Last summer, winery publicist Carl Giavanti published an article with this title on his blog and it must have made an impact within the industry because it was recently picked up by the Wine Bulletin.
The article starts with the sentence: “Wine doesn’t sell itself. Storytelling sells wine. If you believe this statement please read on“. Obviously, BevFluence believes the affirmative, and Carl’s article details how influencer marketing can help a brand sell wine depending on the brand, messaging, and target audience. He follows with, “Experimenting with individual content creators on a one-off basis or as opportunities arise is one approach, and doing pilot projects as proof of concept to show results is a good way to test your strategy“. He continues “…the goal for wineries would be to drive their visitors’ traffic to the tasting room or website where the winery is now in a position to engage and hopefully sell wine. At the very least, you are reaching outside of the wine-interested world into new communities in hopes of creating new fans and followers“.
BevFluence has adopted these and other strategies Carl suggests within our BevFluence Collaborations Campaigns and Experiences. We identify content creators whose engagement will drive traffic to a brand’s website and social media accounts and provide the analytics behind these engagements.