{"id":4863,"date":"2024-12-22T16:29:54","date_gmt":"2024-12-22T15:29:54","guid":{"rendered":"https:\/\/tooscanswineacademy.it\/influencer-marketing-nel-mondo-del-vino\/"},"modified":"2024-12-29T13:41:49","modified_gmt":"2024-12-29T12:41:49","slug":"influencer_marketing_in_wine","status":"publish","type":"post","link":"https:\/\/tooscanswineacademy.it\/en\/influencer_marketing_in_wine\/","title":{"rendered":"Influencer Marketing in wine business"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"700\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Social-Media-Strategy-3.png\" alt=\"\" class=\"wp-image-4465\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Social-Media-Strategy-3.png 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Social-Media-Strategy-3-300x210.png 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Social-Media-Strategy-3-768x538.png 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Social-Media-Strategy-3-600x420.png 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center has-large-font-size wp-block-paragraph\">Who are the Influencers of consumer behaviour in today\u2019s wine business?<\/p>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_c47e23-0d .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_c47e23-0d .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_c47e23-0d\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Influencers can affect, positively and negatively, the opinion of others regarding a&nbsp;<strong>product<\/strong>,&nbsp;<strong>brand<\/strong>, or&nbsp;<strong>trend<\/strong>. They can also guide consumer&nbsp;<strong>conversions<\/strong>, such as purchasing, signing up for a wine club or course, attending an event, etc.&nbsp;<strong>Influencer marketing<\/strong>&nbsp;is a marketing branch where the brand, in collaboration with professionals (or not), defines strategies towards a specific public segment. These strategies can be realized and implemented through various channels, offline and online, or both.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">The&nbsp;<strong>categories&nbsp;<\/strong>of Influencers in marketing are mainly divided into:&nbsp;<strong>Social Broadcasters<\/strong>&nbsp;(including TV or radio well-known personalities, journalists, critics, etc.),&nbsp;<strong>Mass Influencers<\/strong>&nbsp;(experts in the sector with strong visibility),&nbsp;<strong>Potential Influencers<\/strong>&nbsp;(or&nbsp;<strong>micro-influencers<\/strong>&nbsp;with a high engagement rate from their audience). Recently we have focused mainly on&nbsp;<strong>Digital<\/strong>&nbsp;Influencers in the wine business but the offline channel is equally important and includes offline journalists and writers, retailers, sommeliers, educators, enthusiasts, and much more.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"996\" height=\"429\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Influencer.jpg\" alt=\"\" class=\"wp-image-4674\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Influencer.jpg 996w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Influencer-300x129.jpg 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Influencer-768x331.jpg 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Influencer-600x258.jpg 600w\" sizes=\"(max-width: 996px) 100vw, 996px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_021d1a-3f .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_021d1a-3f .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_021d1a-3f\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Consumer Behavior<\/strong>. Consumption has long since become a\u00a0<strong>social act<\/strong>\u00a0rather than an economic one. The excessive offer, including that on the web, makes the consumer dissatisfied because of regret for the options rejected, the so-called \u201c<strong>paradox of choice<\/strong>\u201c. The consumer (especially the low-involvement one) tends to simplify the choice by conforming to\u00a0<strong>mass preferences<\/strong>. Knowing that others have chosen the same product reassures him. The Influencer uses this factor as an advantage through communication aimed at a precise consumer target. Above all, in wine, where the vast choice creates decision-making confusion, many consumers trust those who have already lived the experience of purchasing or consuming without even considering the variables of subjectivity. Just think of the popularity (and Trust Score) of the review\u2019s wine app\u00a0<strong>Vivino<\/strong>, especially in some markets for product reviews, or the\u00a0<strong>Trustpilot<\/strong>, especially on the service reviews.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"523\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Trustpilot-Tooscans.png\" alt=\"\" class=\"wp-image-4716\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Trustpilot-Tooscans.png 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Trustpilot-Tooscans-300x157.png 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Trustpilot-Tooscans-768x402.png 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Trustpilot-Tooscans-600x314.png 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_522b83-2d .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_522b83-2d .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_522b83-2d\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Another ever-growing phenomenon is when the consumer becomes the&nbsp;<strong>testimonial&nbsp;<\/strong>(therefore Influencer) of the products purchased, the so-called \u201c<strong>follow the crowd<\/strong>\u201c.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Furthermore, consumption has become increasingly&nbsp;<strong>anarchic<\/strong>. Also, other dynamics of purchasing processes come into play, such as&nbsp;<strong>TOPO<\/strong>&nbsp;(Try Offline, Buy Online) or&nbsp;<strong>ROPO<\/strong>&nbsp;(Research Online, Purchase Offline). Influencer marketing is a complex subject, as well as the study of consumer behaviour or&nbsp;<strong>Neuromarketing<\/strong>, a discipline that provides the means to influence decision-making dynamics.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"700\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Neuromarketing.png\" alt=\"\" class=\"wp-image-4447\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Neuromarketing.png 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Neuromarketing-300x210.png 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Neuromarketing-768x538.png 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Neuromarketing-600x420.png 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_557552-29 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_557552-29 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_557552-29\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Target<\/strong>. Generally, the target is divided into categories based on geolocation, demographic data, income, interests, and behavioural habits. Each one has its specific characteristics. For example, individuals who are part of&nbsp;<strong>Generation Z&nbsp;<\/strong>(<strong>Net Generation<\/strong>) focus on the environmental problems they will face; therefore, they tend to be more eco-friendly than other segments. Consequently, communication campaigns must strongly consider these factors.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">On the other hand, the&nbsp;<strong>Millennials<\/strong>&nbsp;generally are more educated, sceptical and, distant from ideologies or faiths, narcissistic; they seek instant gratification and peer approval but are aware of environmental problems. They are also researchers of unique products and experiences, they grew up with luxury brands, and this no longer makes them perceived as something unusual or particularly desired. Moreover, they particularly love&nbsp;<strong>storytelling<\/strong>. Therefore, each campaign or channel must consider the generic characteristics of a precise target, creating&nbsp;<strong>tailor-made communication<\/strong>. Obviously, these are generic categorisations; in reality, the segmentation is never homogeneous.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"700\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Targeting.png\" alt=\"\" class=\"wp-image-4711\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Targeting.png 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Targeting-300x210.png 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Targeting-768x538.png 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Targeting-600x420.png 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_891b7f-83 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_891b7f-83 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_891b7f-83\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Influencers online, offline&nbsp;<\/strong>and<strong>&nbsp;channels<\/strong>. Influencer marketing can be particularly effective within less free wine markets such as the Monopoly states, where the State controls the distribution channels, or in the US with the \u201cThree-Tier\u201d system, but also in Russia, where advertising of alcohol is prohibited. An Influencer can communicate and&nbsp;<strong>promote<\/strong>&nbsp;<strong>organically<\/strong>&nbsp;(not paid), for example, on Social Media, to a large (or niche) audience in a market where paid campaigns are banned.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">In this case, the&nbsp;<strong>wine courses<\/strong>&nbsp;(online and offline) also strongly influence consumer decisions. However,&nbsp;<strong>wine educators<\/strong>&nbsp;are among the most persuasive influencers addressing a perfectly targeted audience. Just consider one example of how WSET courses promote the growing interest in fortified wines, which are undervalued lately in many countries. In addition,&nbsp;<strong>group promotional bodies<\/strong>&nbsp;such as Consortia or various Associations increase online and offline training, influencing the choices of professionals or wine enthusiasts.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Among the leading influencers in wine business I have mentioned are journalists, writers, educators, communicators, and bloggers. When it comes to blogging, the content, perfectly\u00a0<strong>optimized for web search<\/strong>\u00a0(SEO activity), is constantly driving more and more visitors to it, such as a video or an article. There are many communication channels, and nowadays, we have highly specialized Influencers on some of them: Bloggers, Vloggers, YouTubers, Instagrammers, and TikTokers are the most common in the wine sector.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"700\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/10\/e-learning-tooscans-wine-academy.jpg\" alt=\"corsi vino online\" class=\"wp-image-3185\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/10\/e-learning-tooscans-wine-academy.jpg 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/10\/e-learning-tooscans-wine-academy-300x210.jpg 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/10\/e-learning-tooscans-wine-academy-768x538.jpg 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/10\/e-learning-tooscans-wine-academy-600x420.jpg 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_570b37-76 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_570b37-76 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_570b37-76\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Trends<\/strong>. A wine brand should consider the latest trends for Influencer marketing strategies. Taking into account the\u00a0<strong>change in consumption patterns<\/strong>\u00a0is essential. Trends such as \u201c<strong>from the economy with to the economy without<\/strong>\u201d (without or low alcohol, without sulphites added, without sugar, etc.), towards\u00a0<strong>healthy\u00a0<\/strong>criteria, attention to\u00a0<strong>sustainability<\/strong>\u00a0(lighter bottle, recyclable packaging, waste and water management, among others), are all means of powerful and effective communication in the Influencer Marketing strategy. The megatrends, which do not only concern the wine business, are by now the classics such as behavioural\u00a0<strong>anarchy<\/strong>, quality=price=profitability,\u00a0<strong>cultural<\/strong>\u00a0contamination, ecologism,\u00a0<strong>ethnocentrism<\/strong>\u00a0of consumption, the\u00a0<strong>animosity<\/strong>\u00a0of consumption (country-of-origin-effect, for example, Made in Italy) and much more.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"700\" data-id=\"4719\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Economy-without.jpg\" alt=\"\" class=\"wp-image-4719\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Economy-without.jpg 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Economy-without-300x210.jpg 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Economy-without-768x538.jpg 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Economy-without-600x420.jpg 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n<\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_e221d4-60 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_e221d4-60 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_e221d4-60\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>How Influencers\u2019 performance can be<\/strong>&nbsp;<strong>measured<\/strong>? The effectiveness of the Influencer marketing strategy is often difficult to measure tangibly, especially when working on&nbsp;<strong>Brand Awareness<\/strong>. In Digital Marketing, there is various measurement software such as Klout, Kred, Peer Index, and Net Promoter Score, but also tools such as Social Mention, Keyhole, Google Alerts, HowSociable, Socialbackers, Hootsuite and many others. We can measure in detail the effectiveness of any sponsored campaign in collaboration with an Influencer. Instead, the offline campaign could be measured in sales increase or positive feedback through social mentions.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Influencers may or may not come from the wine sector. It all depends on the strategy chosen. However, we all need to consider this topic\u2019s complexity, importance and depth, often judged superfluously or from a limited point of view. Instead, it is a high-value and sophisticated discipline for the wine sector where no influence should be underestimated.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"700\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Sommelier.jpg\" alt=\"\" class=\"wp-image-4722\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Sommelier.jpg 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Sommelier-300x210.jpg 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Sommelier-768x538.jpg 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/Sommelier-600x420.jpg 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_a3e0d9-90 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_a3e0d9-90 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_a3e0d9-90\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Discover our Digital Marketing Fondamentals online course, available on Tooscans Wine Academy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/tooscanswineacademy.it\/courses\/digital_marketing_base\/\"><img decoding=\"async\" width=\"1000\" height=\"700\" src=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/digital-marketing-corso-base.png\" alt=\"\" class=\"wp-image-4323\" srcset=\"https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/digital-marketing-corso-base.png 1000w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/digital-marketing-corso-base-300x210.png 300w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/digital-marketing-corso-base-768x538.png 768w, https:\/\/tooscanswineacademy.it\/wp-content\/uploads\/2024\/12\/digital-marketing-corso-base-600x420.png 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_86e794-40 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_86e794-40 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_86e794-40\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Tooscans Wine Academy<\/strong> offers training courses in wine and digital marketing with the goal of promoting activities effectively. We will explore practical ways to enhance your brand&#8217;s reputation and visibility. Even if you work with agencies, having a basic understanding of digital channels and tools can give you greater control and inspire ideas for improvement. Take a step-by-step approach and give proper attention to each platform that offers you the opportunity to increase your online visibility.<\/p>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_9b77d1-fe .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_9b77d1-fe .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_9b77d1-fe\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-font-size has-medium-font-size\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=\"https:\/\/tooscanswineacademy.it\/courses\/digital_marketing_base\/\">Digital Marketing &#8211; Online<\/a><\/div>\n<\/div>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-4863_efce0f-95 .kt-block-spacer{height:30px;}.wp-block-kadence-spacer.kt-block-spacer-4863_efce0f-95 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-4863_efce0f-95\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Published by Irina Mihailenko DipWSET<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Originally from Latvia and based in Italy for more than 30 years, for about twenty, I worked as a food and wine consultant. For four years, I directed the Tola Rasa fine dining restaurant in Padua. I am a professional sommelier of the two most important Italian associations, AIS and FISAR, DipWSET (WSET Level 4 Diploma in Wines, London School), Valpolicella Wine Specialist, Wine Judge, Official Port and Cava Educator, Langhe Wines Ambassador, SSA Certified Sake Sommelier and Rice Sommelier.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">I am a founder and project manager at\u00a0<a href=\"https:\/\/www.tooscans.it\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tooscans<\/a>, e-commerce dedicated mainly to Tuscan products, with offline distribution. I created the Sparkling Life website, which is published in three languages and focuses on Italian food and wine excellence. I have a Master\u2019s Degree in Digital marketing, so I deal with consulting and communication, digital mktg &amp; branding strategy, SEO, Google Ads, social media marketing &amp; Adv and wine education.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Find out more:&nbsp;<a href=\"https:\/\/sparklinglife.it\/en\/irina_mihailenko\/\" target=\"_blank\" rel=\"noreferrer noopener\">Irina Mihailenko<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Who are the Influencers of consumer behaviour in today\u2019s wine business? Influencers can affect, positively and negatively, the opinion of others regarding a&nbsp;product,&nbsp;brand, or&nbsp;trend. They can also guide consumer&nbsp;conversions, such as purchasing, signing up for&#8230;<\/p>\n","protected":false},"author":1,"featured_media":4466,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[588],"tags":[],"class_list":["post-4863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencer Marketing in Wine Business | Tooscans Wine Academy<\/title>\n<meta name=\"description\" content=\"Who are the Influencers of consumer behaviour in today&#039;s wine business? 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