The New Wine Narrative: Creators, Community, Gen Z, and Social Media Strategy

Social media and creator culture are reshaping how consumers discover and connect with brands, including wine. As Gen Z audiences turn to platforms like TikTok, Instagram, podcasts, and digital video for inspiration and recommendations, wineries are rethinking how they tell their stories online. In this conversation, creators, marketers, and wine industry leaders explore how storytelling, authenticity, and influencer partnerships can help wine brands build stronger connections with modern audiences. From experimenting with content and developing a recognizable voice to building communities and measuring campaign success, panelists will share practical insights on how wineries can adapt their marketing strategies while still honoring the heritage and craftsmanship that define the wine industry.