Robert Joseph presents: developments in wine communication from reviews to virtual influencers

In his presentation at wine2wine Business Forum 2022 - here available in podcast format - author, award-winning critic and industry analyst Robert Joseph reflects on the dramatic changes in wine communication. Introducing the findings of recent research and suggesting some steps that Italian producers can take, he provides thoughtful insight for those working in the marketing sector.

Evolution in the sector: How is wine communicated?

In 2002, both book publishers and authors, much like wine producers, relied primarily on traditional critics and reviewers. Today, among the tools available, we find platforms such as TikTok, Instagram and reader feedback on Goodreads and Amazon. The top book influencers on Instagram all boast over 100,000 followers, a much larger potential readership than a traditional newspaper review could ever reach. Furthermore, a marketing campaign on Vivino can today be more convenient, from a promotional point of view, than a score assigned by Wine Spectator. However, the wine sector, still very tied to traditions, risks underestimating these changes. In this session, Robert Joseph highlights how the evolution in the communication of wine products is already underway and how this transformation significantly influences the decisions of potential consumers.

A new phenomenon: Virtual opinion leaders

The use of Virtual Opinion Leaders (VOLs) in the global wine industry represents an innovative approach that combines digital technology with social influence to promote wine and engage consumers. VOLs are virtual figures created through artificial intelligence and are part of an industry that has recorded 70% growth since 2017, reaching a value of $970 million in 2021. Through these virtual assistants, the parasocial relationship and the wine-related communication translates into personalized assistants who seem to "know" us. But why replace traditional KOLs (Key Opinion Leaders)? First, many influencer campaigns have become too predictable, sometimes even resorting to a “copy-paste” approach. Second, while social media may still be the primary channel for companies to interact with Generation Z, the creation of the metaverse raises new questions about the future of places for social interaction.

Robert Joseph

Robert Joseph is a wine and editorial consultant for Meininger's Wine Business International, which he helped launch in 2006. In 1983, after living for five years in Burgundy, he started Wine International magazine, established the International Wine Challenge, served as a wine author for the Sunday Telegraph and wrote The Wine Lists, the first of his 25 books. He has chaired and launched over 50 wine competitions in Asia, Europe and the UK. He appears regularly on television and radio and has also lectured at the Wine & Spirits Educational Trust and the Wine Business Schools of Burgundy and Sonoma. Joseph is part of the trio behind the Hugh Kevin & Robert Wines brand.