After a decade of breathless infatuation with influencer marketing and its promise of tighter brand-to-consumer contact, anyone could be excused for asking just how different the results have been from the campaigns of yesteryear that featured more straightforward celebrity endorsements. The wine industry, though relatively slow to get in on the act, has actually created some interesting partnerships that may serve as case studies for how a fairly conservative industry can reach new audiences through fresh online voices (take the brash wine entrepreneur Gary Vaynerchuk, known as Gary Vee and considered an online influencer OG, who got his start pairing wine with Froot Loops on YouTube). Now the web is awash with would- be wine influencers, but just who are they really influencing?
Meanwhile, the perpetually imminent demise of that genteel relic, the professional wine critic, seems to have come and gone somewhat anticlimactically, with every scribe who hasn’t simply retired having joined the legions of digital ‘content creators.’ A lucky few have even successfully rebranded themselves as ‘wine personalities.’ And the old hierarchy of all-knowing elites and their blindly following masses has become that much more smudgy, and in some cases inverted.
This story is from the May 2020 edition of Tatler Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the May 2020 edition of Tatler Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Tech Talk
Rami Madani of ISKL discusses how AI is impacting education
Boarding Abroad
Elizabeth Marini and Mira Rosa Marini share parentchild perspectives of life at TASIS, the American boarding school in Switzerland that shaped a confident young woman
Gateway to Greatness
Three students share how Garden International School helped them reach their desired Oxbridge institutions
Choose Your Own Ed-venture
There are many noble academic reasons for undertaking a doctorate, but does having a PhD provide any career advantages a master's degree doesn't?
The Human Advantage
Can fresh graduates thrive in an Al-driven world? The future workforce is expected to move away from mundane tasks towards positions that demand critical thinking and interpersonal skills. Here’s what you need to excel in this dynamic era of human-AI collaboration
Join the Green Revolution
Redefine your digital footprint with the Acer Chromebook Vero 514, a revolutionary device that sets the standard for sustainability and performance
Not Your Average Joe
The Chromebook unlocks a seamless computing journey that merges style with functionality
Learning Unlocked
Gamification in education represents a paradigm shift in teaching and learning. By leveraging game-like elements to enhance motivation and engagement, the learning experience is transformed into an interactive and immersive journey
The Power of
What does this mean for our children's education and how can they benefit from it?
AS ABOVE
Dont forget to look up when you stay at these five-star hotels