Gen Z and millennial buyers no longer trust polished influencer posts. The fastest-growing accounts in the wine space are now micro-communities (2k–15k followers) run by sommeliers, cellar workers and harvest interns who post raw, unfiltered stories. Engagement rates on authentic “day-in-the-life” Reels are 11.7× higher than traditional glamour shots. How wineries can build or collaborate with these new credible voices instead of paying macro-influencers €5,000 for a single post that converts <0.02 %.
Featured image: Photo by engin akyurt on Unsplash
