Influencer. It’s THE buzzword in the marketing world right now and the wine industry is slooooowly getting into it too.
In this week’s Q&A we’re excited to introduce you to Italian wine influencer and social media expert Eleonora Galimberti, the woman behind the successful Enozioni Instagram account sporting 67k followers.
Born in Milan, Eleonora started her marketing career at Giorgio Armani after graduating in communication. Her passions have always been fashion, writing and wine, with the latter being influenced by her mother who’s from Brunello di Montalcino.
She left the fashion industry and went back to university for a Master in Food & Beverage Management. At the same time she became a Sommelier to then join a famous Champagne House as their Marketing & Communication Manager.
How did you get started in the world of wine?
I discovered the wine gradually, thanks to my mother who was born in Tuscany, land of great red wines. With my family I have always traveled a lot since I was young, and explored the pleasures of good food and wines in different countries and cultures.
Curiosity turned into passion and passion made it into a job. As Confucius said, “choose a job you love, and you will never have to work a day in your life.” The passion for wine, great food and the desire to know how to combine them and enhance each other has always been within me, in my DNA: my mother was born in Tuscany and I have Brunello in my veins.
Perhaps I was predestined to all this but I discovered it little by little!
Why did you start your Instagram account?
I have a degree in Communication and after the F&B Management specialisation, I had the opportunity to work in the Italian branch of a famous Champagne House as marketing and communication manager.
Among the tasks I was involved with, I had to develop social media, brand promotion and online communication. I really liked it and I started to get excited about these activities so much that, when the contract ended, I decided to dedicate all myself to a new professional project, Enogallery.
My core commitment is to communicate the culture and excellence of wine in the world as an “expression of art” with an innovative style open to young generations, social media and digital marketing.
What’s your most memorable wine experience so far?
There are some tastings so intense that left me with indelible memories. I always remember with pleasure a fantastic Brunello at Gianfranco Soldera’s house: it was lunchtime and a hot day in Montalcino – not really ideal for enjoying full-bodied reds – but I can still feel the seduction of that velvety juice like it was yesterday.
Another beautiful moment was in Bordeaux at Chateau Margaux where we tasted different vintages of premier grand cru in the exclusive wine cellar. Both experiences I will never forget.
Who is inspiring you right now?
Contemporary women who play a role in wine entrepreneurship are a great source of inspiration. They can be winemakers, communication managers, sommeliers or journalists: I know many examples of women who with passion and determination have been able to establish themselves and enhance the role of the woman in this industry.
I think it is essential to have positive models to be inspired by, that is not a limit to our personality but a motivation to get to know ourselves better, to focus our goals and to build our own path.
One day I would like to join an international community of women of wine, to bring together strong and influential women for networking, sharing and inspiration.
What’s your favourite wine right now?
It would be easy to say Champagne: it is beautiful with everything! As you have read, I love experimenting because not a whole life is enough to try all the wines, but obviously, I have my own preferences.
In this hot season I enjoy semi-aromatic whites like New Zealand Sauvignon Blanc (there is much more variety than ever before and quality seems on an unstoppable upward curve), German kabinett Riesling and lightly oaked Chardonnays like Chablis.
On cooler evenings, I open a good medium-bodied red. To stay in Italy, I recommend to try some styles less famous than others: Pinot Noir (Alto Adige), Lacrima di Morro d’Alba (Marche), Cannonau (Sardinia), Valpolicella Ripasso (Veneto), Primitivo aka Zinfandel (Apulia). I could really write a book about my favourite wines!
What’s your impression of New Zealand wines?
I’ve known and appreciate New Zealand wines for a long time. I learned about New Zealand under the wine profile thanks to my course of study to become a Sommelier. I still remember the emotion after tasting your Sauvignon Blanc for the first time, with those aromas and the pleasant freshness that are unique and distinctive. In Europe and especially in Italy, as you know, we have many wines of the highest quality, but I admit that no one equals some Sauvignon Blanc from New Zealand.
What advice do you give wineries & wine lovers getting started on Instagram?
In general, the wine world is still mostly closed to social media, this is a shame because digital offers positive communication and marketing opportunities that can give excellent results if they are used correctly. From what I see here in Italy, the largest and most innovative companies are distinguished by two features on Instagram: the aesthetic care of images, and the involvement of selected and talented digital influencers.
Sharing curated content is paramount, and should be understood. In my opinion, Instagram is today the strongest channel, for any business, but to obtain results it is of primary importance to share attractive images that bring attention from the audience.
Given that competition is very strong, wineries can make use of the collaboration of digital talent by exploiting their skills as external resources oriented towards their goals. This generates word of mouth, credibility, reputation, advertising, but must always be planned and monitored just like any traditional marketing and communication strategy.
To put the matter in a nutshell, to the wineries I advise “do not be too conservative, but open and innovate your means”: it is the right way to go to get noticed from the whole world out there and keep up with the times in 2018.