Wine Ignored Influencers. Now It Needs Them. The wine industry once mocked influencers. Now, even Forbes is saying we may need them. As wine faces declining consumption and changing buyer behavior, the voices once dismissed as “unserious” are starting to look a lot more powerful. Read the Forbes article → What’s interesting is, we’ve been talking about this shift for a while. Last year, we hosted a webinar with MiniSocial on how wineries can use micro-influencers and user-generated content (UGC) to drive engagement and sales. Here’s what still holds true: UGC outperforms brand content—everywhere Content created by real customers feels more natural—and consistently drives higher engagement across social, ads, and email. Micro-influencers build trust faster Smaller audiences, but far more engaged—and far more believable than traditional ads. Your customers are your best marketers UGC shows how people actually experience your wine&md

Why Wineries Need Influencer Marketing Now Here's a number that should reshape how you think about marketing: 69% of consumers trust influencer recommendations more than information coming directly from a brand That's not a slight edge. That's a fundamental shift in how people decide what to buy. For wineries, this matters more than it does for most industries. Wine is a considered purchase wrapped in uncertainty. Your potential customer is standing in a tasting room or scrolling through an online store, wondering: Will I like this? Is it worth the price? Am I making the right choice? Influencer content answers those questions in ways traditional marketing cannot. When a trusted voice says "I tried this Pinot and it's incredible with grilled salmon," that carries weight. It's a peer recommendation disguised as content. Instagram and TikTok now drive wine discovery among younger audiences, and 87% of Gen Z consumers say they're willing to buy products

Researchers at the USDA-ARS Appalachian Fruit Research Station—working in partnership with Virginia Tech, Penn State, Rutgers University, and others—are leading a multi-state initiative, Areawide Management of the Invasive Spotted Lanternfly and Tree of Heaven. This project aims to suppress populations of both invasive species to improve ecosystem health, reduce insecticide use in vineyards, protect pollinators, and minimize crop losses. Your input is vital. Help guide this important research by taking a brief survey about how Spotted Lanternfly is—or could—impact your business as it spreads. Your responses will help shape future management strategies.  Take the survey now.

Most wineries get influencer marketing wrong. They partner with wine influencers, people whose entire brand is sipping wine on camera, swirling glasses, and rattling off tasting notes. The problem? They’re talking to people who already love wine. That’s not where growth happens. The younger generation of drinkers isn’t seeking out wine content. But they are following influencers who shape their choices about food, travel, design, and experiences. The smart wineries, the ones who will win the next decade, aren’t just looking for people who talk about wine. They’re finding the ones who shape how young consumers live. This is how you reach them. Who Actually Sells Wine? Think about the last time you tried a new restaurant, a new recipe, a new brand. Did you discover it because someone told you to? Or because you saw someone you trust experience it? That’s the difference between marketing and influence. For wineries, the best influencer partnerships com

Sonoma County Winegrowers Focus on Creating Experiences to Engage New and Existing Wine Lovers SANTA ROSA, Calif. (January 17, 2025) – For over a decade, Sonoma County Winegrowers has been at the forefront of innovation, forging powerful partnerships with iconic brands like John Deere, Ford Pro, Wilbur Ellis, Landry’s, and the San Francisco Giants. As unveiled at this week’s annual Dollars & $ense meeting, held virtually, 2025 marks a year dedicated to “Renewing, Building, and Growing” these renowned programs, expanding their reach, amplifying the Sonoma County story, and setting new benchmarks in excellence. As Karissa Kruse, president and chief executive officer of Sonoma County Winegrowers, started her presentation with a review of the past twelve years since she joined the organization, it was clear that the results in building the brand’s visibility over the years has been successful. From being world leaders in sustainability, to sports ma

Paso Robles, CA — Turrentine Brokerage is thrilled to welcome Eddie Urman as our new Central Coast Grape Broker. With deep roots in vineyard management, Eddie brings extensive regional expertise, strategic insights, and a passion for building relationships that strengthen the California wine industry. A native of Paso Robles, Eddie grew up immersed in the Central Coast’s dynamic wine industry. After initially setting out to become a firefighter, he pivoted to vineyard management and joined a small agricultural labor company at 19, where he gained hands-on experience with every aspect of vineyard operations. Over time, Eddie’s role expanded to supervising multiple crews, learning Spanish, and eventually overseeing general operations. This commitment led him to pursue Cal Poly’s Wine and Viticulture program while working full-time, further solidifying his expertise in the field. Eddie’s career accelerated when he joined Vino Farms in 2016 as an Assistan

Planned Activations Will Bring Sonoma County Wines to Game Day and Beyond SANTA ROSA, Calif. (November 7, 2024) – Continuing on their growing success in bringing its world-class wines to new and divergent audiences, Sonoma County Winegrowers is teaming up with one of the NFL’s most storied franchises, the Chicago Bears, to introduce, share and immerse fans in Chicagoland with all things about Sonoma County wine. This is the latest sports partnership and the first NFL team sponsorship for Sonoma County Winegrowers which also has collaborations ongoing with the San Francisco Giants and the Houston Rockets. “We are very excited to partner with the Chicago Bears and share our Sonoma County wines with their legendary fans and team,” said Karissa Kruse, president and chief executive officer of the Sonoma County Winegrowers. She added, “We love to reach new audiences in memorable ways and let them experience all that makes Sonoma County a world-class region for g

According to McKinsey, Influencer Marketing – the collaboration between brands and popular social-media users to promote products and services – has grown to become a $20+ billion industry. It has gained popularity with the rise of platforms like TikTok and Instagram, especially in the fashion and beauty industries. Mintel research found that nearly half of consumers have made a purchase through social media, and the #tiktokmademebuyit hashtag has received 15 billion views. Social is growing as a shopping channel, and influencer marketing is becoming a powerful sales tool. Getting product into the hands of influencers – and in front of their audiences - is key to a successful influencer marketing campaign.   Read Our Influencer Kit Design Considerations Guide

In our March 30 blog we talked about the negative impact conflict has on the workplace. In this blog, we explore how effective communication can reduce the amount of conflict occurring in a workplace. Conflict in the workplace is inevitable. Disagreements arise over deadlines, project direction, and even personalities. However, what separates a healthy exchange of ideas from destructive conflict often boils down to one key factor: communication. Effective communication acts as a silent peacemaker, fostering understanding, collaboration, and ultimately, a more productive and positive work environment. If you’re seeking conflict resolution strategies in Boise, understanding the benefits of effective communication can be invaluable. The benefits of effective communication include: 1. Clarity and Transparency Misunderstandings are a breeding ground for conflict. When communication is unclear or information is withheld, employees fill in the gaps with assumptions, often