Ep. 1292 Wine Influencers In Poland | wine2wine Business Forum 2021

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A wine to wine business forum twenty twenty one media partner is proud to present a series of sessions highlighting the key themes and ideas from the two day event held on October the eighteenth and nineteenth twenty twenty one. This hybrid edition of the business forum was jam packed with the most informed speakers discussing some of the hottest topics in the wine industry today. For more information, please visit wine to wine dot net and tune in every Thursday at two pm central European time for more episodes recorded during this latest edition of wine to wine business forum. Ladies and gentlemen, welcome. Good afternoon. Good afternoon to all the guests here and also all the guests online for all the friends, all of the the work. I'm really pleased to be here to talk to you together with with Issa. Before we start, I would like to thank you, to inviting us, to Verona Ferr. To, wine to wine. Thank you for CV King, wine to wine, and, the ita. And before we we start a few information about about us. I would like to introduce myself and isa Kamiska. Isa is, a strong recognizable, female figure on the Polish market. I could say on a world of the wine, like passionate educator, also on the part of, a Polish department of WECT, and, just to, like, certified expert in this year past the exam of, diploma. But the, most important information is, to connect with the topic of our, presentation of is a presentation is that is a create a really interesting program. On YouTube. It's, the wine show, the names Alavino, and share lots of interesting information about the wine with the wine lovers, and, with the people that want to start to learn about the wine, really really nice, program. A few words about me. My name is Katashana Cortesh. I'm a moderator of this event. I'm a Italian wine ambassador. Since three years. I'm a lucky one. And, over the last years, I work on, I have been working on a position of a manager on the side of import, Italian French wine on the premium, range. So we, could start, I think, I'm going a voice over to EZA, and, I wish you a interesting panel. It should take thirty minutes, but then we have, time for a question. So, thank you Katagena for this fantastic introduction. I learned a lot about me. I believe that if I look there, there is the, it's the I'm on the internet. Yes. Yes. Okay. So fantastic. I will go like this because I saw Anton before do it since you look fantastic there. So I will do the same thing, and I believe this works. Yes. When I want to change the slides so I will go like this. So I will try to talk not more than thirty minutes. And, and, maybe you will have some questions to to ask me later. Thank you for this invitation, and, I'm really happy to be here with you in person. Because normally I talk to people, through my YouTube channel. So it's really fantastic, but also I do a lot of testing. So, actually, I I need people, normal people in normal life. First, to talk to you about one influencers in Poland. I, I will show you few informations about Poland in general, to give you a little, like, background. So it works. Fantastic. So let's see. Poland is quite a big country. You probably know that, thirty eight million peoples. And, we observed quite a nice growth in a real domestic product, until, of course, the fantastic two thousand twenty, when you can see the corona impact. A few facts about wine sales in Poland. Wine is, on the fourth place after beer vodka and whiskey. And, the the the sales of wine, grow very dynamically. It's already in two thousand twenty. We spent three point five billion Polish lots. Of course, we don't drink as much as they drink in Vatican. We don't drink as much as they drink in Russia. Or for example, Croatia. But we do our best. Okay? We are a big nation, so we will be better in that. Trust us. And what is really important is few years is the the growth of starting client's department. It's really big. You can see sixteen percent last year. Then why is parking? When we drink more sparkling, we we are not drinking more, prosecco, but, of course, prosecco is extremely important in Poland. But also, we are, we afford more and more, to buy champagne. Because you can see in Poland very strong premiumization since two thousand eighteen. And when I talk with Polish importers, they say to me very often that finally, they see that this this part of, of the offer, like, more expensive wine. Finally, there is a movement there of poland, the Polish people, want to buy, better wines, for better and better quality. But when we are talking about, about money, I would like you to know that there are, like, two pollens and very different planets. Rich districts, are worse than posnan, Volkswagen, and the three cities in the north. Support support Danske and Gedenya. And in this, reaches the district when actually I live in warsaw, you live in a bubble. You think that everybody is drinking camarole. Everybody can afford champagne once per week. And we we go to, you know, restaurants. We we we buy, burgund devices, etcetera, etcetera. But, when you're outside the switch district, the the reality is totally different. And, and I think that in this district, it's not so easy actually to get this expensive wines. It's not so easy actually to get any wines but the mass market wise. It's not so easy to find a specialized shop or even go to a restaurant and buy interesting burgundy wine on the end or a marijuana. So we really have two types of poland. And and there is one thing, which connects these two types of poland's social media, of course. And there are challenges in Poland. And so there are a lot of challenges for wine marketing and for, sales of wine, but I will talk to you about two, most important challenges. The first one, is related to our unstable economic situation, especially now after twenty twenty. So the first thing is that we have really galloping inflation, inflation in Poland. Unfortunately now is the biggest inflation in Europe. And we have the biggest inflation since two decades. I'm really sorry to say that. And the second thing that's, that will hit us very soon. Since two thousand twenty two, we will have, an increase on taxes on alcohol, by ten percent. And that is really a problem for everybody. Challenge number two, not a new challenge. You in Russia, Russia, you have the same problem. This is our old challenge we have in Poland. Our fantastic, Polish law, the national program of prevention and resolving alcohol related problems. And with this law and with this program, we cannot, for example, drink wine in parks squares, in public places. So in Poland, you will not see these beautiful pictures of, like in in Paris, in a shoulder marks in front of Touvehill, beautiful family, drinking champagne, celebrating, for example, you know, anniversary or something like this. In Poland, you cannot do that. You need to go to a wine bar to a restaurant, etcetera. Then in Poland, and this is amazing. You cannot say, say a wine or any alcohol online. It's forbidden. Okay? Yes. I can. Yeah. I like this, this expression on your face. It is forbidden to say a wine in Poland online. Does it mean that we don't do it? No. Okay. Then, it's forbidden also to to my to advertise alcohol, in, in TV, radio, printed magazines, etcetera, etcetera. And the the biggest problem, alcohol, really with this law is that wine is considered exactly the same alcohol as vodka, for example. And I think that, we need to change this perception of alcohol to change the slum. Okay? Italian wine podcast brought to you by mama jumbo shrimp. And that's why I think that's especially in Poland you really need social media, especially with this law, especially with our two two types of Poland, with this, this side of Poland where people really, they don't get any information about wine, and it's really difficult for them to buy wine. So I think that pandemic times also showed us everybody, but also in Poland that we can use social media. We started to do, tastings, online, of course, And finally, I can see in Poland that producers, because we also produce wines and also importers and specialized shops, they finally need to acknowledge the existence of internet. I mean, fashion cars, clothes, etcetera. They were using, internet since many and and social media since years, but I have this, this, impression, that's that in the wine industry, promoting wine was was mostly analog until until now and especially in Poland. And I think that now is the time to go from analogue, to, to online promoting. So also during pandemic, there was a big increase in followers in Poland, like everywhere else, of course. And I will now, quote Emily Saladino that influencers are an underutilized asset in one business And I'm here to tell to you, please use us use us more. I know that you don't like this words to use, influencers, but I think this is what we need to do now. Actually, a lot of things in in in Instagram poland works and can help you to promote your wine and to sell your wine. For example, on Instagram, there are a lot of tools which are now very popular, and you can use them. For example, Shoppable posts. The Shopable poster will, will facilitate to direct the audience, to your web website, to your shop, even online shop, even if it's not legal. There are, of course, online shops in Poland. On internet also, or on on Instagram, what is extremely popular recently are the videos. Instagram is a little bit closer to YouTube. So so use the videos. And then, on on Instagram, you have real people. And, actually, I will talk to, about it in a few minutes that Polish people, they want they don't want to listen to celebrities. Even the wine celebrities talk about wine. They want to listen to normal people like us because, your clients, they are watching Netflix in Pijama with a glass of and they they they want this blessed Disbalicella, to be presented by a normal person, not some, you know, guy, in a docetah, talking about points, for example, but I will talk about it later also. Then what is really important, is that actually, don't look and you said that as well, don't look at followers, the number of followers because most of the most important influencers are nano and micro influencers with followers between five thousand to, between one to five thousand followers or five thousand to twenty thousand and actually in Poland. Most of Polish wine influencers. Are nano and micro inflow influencers. But these influencers, have the best contact with their audience, the best engagement rate, and this is what you need when you want to promote your wine or your region. YouTube is quite different than Instagram. I'm a youtuber, actually. So this is my words, closer to my heart. I'm much better youtuber than Instagrammer. And, youtuber is is is close to my heart also because, People on YouTube, they are very often they are seeking, informations. They want education. Actually education comes from eighth place in the most trending YouTube categories in twenty twenty. Also, on YouTube, you can give very different actually, content. For example, my videos, they are very different. Sometimes I do videos very serious about regions, grapes, technical, stuff about unification, etcetera. Sometimes it's just like talk with, with interesting persons with, with, for example, master of Ryan Cara and Gilbert. Sometimes, it's just funny videos. My my best viewed videos is about alternative ways, ways to open a bottle of wine, and we have over two hundred thousand views. So this is what works, of course. And TikTok, I will not really talk about TikTok because I will explain later as well, but first TikTok is for your younger audience, and we are here to talk about alcohol. So this is one of the reasons why I will not really talk a lot about TikTok. So you said that already, Katagena, but when I was asked to present to this, this topic of why influencers in Poland, I didn't have a lot of time, but I thought, oh, my god. We don't have, like, official data about how many of, of wine influencers we we we have. Who is the wine influencer, actually, how the wine lovers, perceive us, what they think about us, what they want from us, etcetera, etcetera. So I decided to create my own survey. So I I made forty eight questions, and I sent this survey. I put it online and sent the link to, a wine trade people, so owners of restaurants, bars, importers, producers, Polish producers of wine. But also wide lovers and ask them to, of course, send it further. I was hoping I I didn't have a lot of time just a few days. So I was hoping for maybe one hundred two hundred respondents at the end. I get seven hundred thirty respondents, and I think that this is quite a good result, in a few days. So now who is Polish wine over? Men and women, they're mostly from bigger cities with higher education, and they say that they drink few times per week. Yay. It's good. Few few years ago, they wouldn't admit that they drink few times per week. Okay? And then about color of wine type of wine, half and half is white and red. And my survey actually showed the same what shows every what show every survey in Poland that the sparking goes up. You see the sparking. He's a very, bright first position. And then, I'm also proud that, orange wise, are on fourth position. We have a little we can say Amber or orange revolution in Poland now as well, and I like it. Then, who are the Polish, wine lovers when we talk about, what they do to get information about wine? So I told you that in Poland, we were really analogue until now. And actually now sixty percent of my respondents says say that they don't read articles in wine specialized specialized press anymore. But everybody is using, Facebook and Instagram at least a few times per day, and eighty percent, of my respondents are watching YouTube every day or few times per week. Eighty percent don't use TikTok. Then price. Of course, price is important. Okay? We are really focused on price in Poland. And now the the biggest, the biggest department, so when we talk about price, are the ones, which goes between ten and twelve euros. And then I ask about the factors of choice, to my respondents, and, the results are really interesting for me. And they show also the thing that I wanted to talk to you about. So I'm really pleased that my respondents a response as I wanted them to respond, actually, because, so the the most important things are variety, country. In Poland, we have very strong opinions about country. We don't think about regions. We think about countries. So we love Italian wise. We love Chilean wise. We don't like French wise because they are too expensive and too acidic. Fair often people talk like this. Okay? They they don't different see the differences between different regions. Then dryness. People drink more and more, dry wines in the twenty years ago. We we drank much more, semi dried semi sweet wines now. They prefer dry wines. And here, price is in is on fourth place. But what is the most relevant for me is that points and medals are not relevant. I remember in two thousand, everybody was talking about points, how many points, how many little labels, you know, stickers, with medals, gold, silver medals on the bottle this wine has. Now points and medals, nobody cares, actually. But then I asked them what can convince you to buy a bottle of wine. And price is on the first place. Okay? It's essentially from the fourth place, it's on the first place. So I think that this is the real, real response. Price is always the most important. But then this survey shows that we are normal, like everybody else in the world, We, we like recommendation of our friends and of our family, and then of our salesman. But, actually, if we buy wine a few times per week in our favorite shop, the salesman is like our family or or friends, He knows what we like. He knows how much time per week we drink. So, of course, he's like our family. But what is fantastic for me that's on the fourth place, you took recommendation, and then Instagram recommendation. This is what can convince people in Poland to buy a bottle of wine. So I think that the best channels of communication in Poland today are are Instagram, YouTube, and and Facebook, not anymore wine magazines, not anymore blogs, or wine portals and not TikTok yet. I think that's yet, but I don't know. Then I ask, finally, who is a wine influencer in Poland. Okay? Finally, we got to the question. And I ask two questions. First, I made a list of people I think that every one lover should know. Okay? And I asked if these persons are known to you. And then I ask who among these people, you consider to be an influencer because you can know somebody, okay, a very well known journalist in Poland. But maybe he's not really a influencer today. And look at the results. I will start here, from, the sixth place. We have, the four senses TV. It's a YouTube show. I know that you don't see it very well, but four senses TV is a it's a YouTube for the first YouTube show. I watched that eleven years ago, years ago. And now it's on the sixth place. Then we have Adampavlovsky's a master's home idea in Poland. Then we have, Gertryna Vina, Wojie Wankowski, and my soul. Let's go by from the first place. Okay. Okay. I'm on the first place. Yes. Sorry. So many few words about me. I'm not alone on YouTube. Okay? I have a co host, Thomas Schudowski, and we do it together. We play roles. Like, I'm more like, you know, this professor, and he asks me questions. I think that we try to be funny and maybe it works. And and so our good videos, they get, seventeen, twelve thousand views. Normal videos after, like, one, two days, we get one thousand views. I'm not extremely strong on Facebook. I'm okay on Instagram. Then we have Machinovitski. He's a wine journalist, a colleague of mine who's working for Vinisia Teva. It's a wine portal and for Fairman. It's a printed magazine, and my Machinovitski It's a very strong personality in Poland promoting Polish wise. And his boss and my ex boss, actually, and probably a lot of people here and in the internet, knows Bojard Bankoski, he will be probably our first master of Ryan. And he's the owner of Vincia, the wife is the owner of, of, ferment magazine, wine magazine. And then new girl on the block, Jevtuna's botelco Vina, it means a girl with a bottle of wine She started last year during pandemic times. Okay? And now on Instagram, she has over twenty thousand, followers, and she's extremely strong. She's the only TikToker, I think, in Poland, talking about twice, on on is on Montecito, she she's all she has over one hundred thousand views already. Also, people wrote to me later that I should also mention other people. And, of course, I'm so sorry that I didn't mention everybody who's interesting and polite. We have a lot of fantastic journalists. We have this Marig Dimchek who is a fantastic polish writer who writes also fantastic books about wine. We have Nadus Cartinsky, who is a strong promoter of, Georgia wise. We have Camira and Trabert, they are bloggers, they travel around the world, and they they write about it. We have, Monica who is promoting parking wise and many, many, many others. But then I ask, who among these people do you consider to be an influencer? Okay? And then the first three places are occupied by women, and this is what I wanted to say and make a pose. So, okay, first place is still me, but I organized the survey, so maybe that's because. Then is the girl with the bottle of wine. You know her already. And then there is lady Somelier who is really strong on Instagram with over twenty thousand views. And and she also started to to do some videos on on YouTube. She didn't make a lot of videos last was posted five months ago. And then there is, of course, Bochelle Pankowski and all the others. But I think, actually, that's that women are really strong in promoting clients in Poland, extremely strong. And also, I wanted to to show you a few other faces. Still women, actually. Because I think that there are also other persons who are not really related to wine trade or who are not, like, educators in wine. They are more in the, into the lifestyle. But they also promote, wine in Poland. For example, this is a friend of mine, Monika Valle Scashil is the most famous baker in Poland. And with her together, we do very often, a tasting which is called, bread and wine, and and we take you in a journey to the first, you know, first meeting between a human and East and she talks about bread. I'm talking about wine, and this is a very popular tasting in Poland. My big dream would be to do do this tasting everywhere in Europe and to talk to everybody about this history of east. And and she drinks wine and she promotes wine on her, Instagram as well. Then you have the blogger travel travelicious, talking, of course, mostly about Traverse, but also posting a lot of post about wine. And then, our singer, very well known singer Brootka, officially on Instagram, she never post anything about wine because it's alcohol. But Instagram is with this this freedom with Insta Stories. On Insta Stories, you can go goofy, or you can post something which normally would never post, for example, what you joined last night. And this is what was discussed with Insta Stories. And I think that, social media give us a lot of freedom also. Don't you think someone like in Russia? So I think that we can say that there are two types of wine influencers in Poland. First type is the wine influencers who are more focused on aesthetics. And I I I don't say it's bad or good. Okay? It's just like when you decide with with which influencer you want to work, maybe you should think about what you want from these influencers. So they think more about aesthetics, very, very often, they they post photos, photographs, they have, like, this sexual vibe, maybe simpler, simple, simpler informations, very often, very beautiful graphic presentations, econographical, econographics about wine, And this type of, aesthetics, a rich younger audience may be with less experience. And this is good for a choice for low price wise. For less experienced audience. But this one must be really, in large distribution. And then you have, one influencers focused more on education. Maybe they have less followers, but actually very often this audience is more experienced in the wine world. This audience is seeking more information. They also have ability to pay more And this is a good choice, sir, for ambitious producers, for maybe more ambitious wines, to introduce new label, new style of wine or a region who's struggling, for example, with a reco recognition. You do this award apart, I think, and, and, as I said, for example, you can be a fantastic, Instagramer and, and not a fantastic, youtuber, and and vice versa. YouTube gives you a lot of possibility to, to make goofy videos and very serious videos, but also YouTube needs from your, regularity and a lot of work because it's much, it needs a lot of hours of work to to do the cuttings, sometimes to do the subtitles. See, for example, I travel around a lot of my videos are actually in English because I talk to you people, and then I need to put subtitle subtitles for my viewers, but actually what is good with YouTube is that the longevity of the material is really big. You leave this video content on YouTube, and you see how it grows. The views grow month after month. Very often, I'm going back to my content. For, for example, my, I don't know, riesling video from, three years ago, and I see that, for example, the last comment was posted, like, two days ago. So still people are going and watch this, and this is something different than Instagram. Then I ask what our wine lovers are looking from us, what they want from us, so they want informative content, and they want aesthetics, but also they gave me other interesting response. And maybe this will be interesting for you. In poli Polish language is difficult. Okay? And actually, we like people who know how to talk with nice vocabulary, who doesn't make a lot of faults. And and actually, people like to hear people talking proper polish. So this is important also, and maybe maybe you don't see that in English, insta, insta, insta, influin influencing, but in Poland, this is really important. And then very often, they were talking to me that they don't like the this sense of superiority. Okay? They like, they like insta, in, influencers on Instagram or YouTube when they are, like, normal honest people. Like, like we are. Then very important question. Do you actually buy wine recommended on social media? This is this is the business. Okay? So eighty percent of respondents says that they, look for more information or buy the wine after I'm yes. I'm close. Okay? So they but we started later. So they they they they buy wine after have seen a video about it. Forty five fifty five percent declared never buying wine after a recommendation in a wine magazine. Okay? There you go. So, actually, what works and why it doesn't work? I think that I already said that. So micro and nano influencers because they have better contact with audience, because there are real people. Because the content is authentic and informative. This is what works in Poland. This is what is important in Poland. What works also is motion picture. So videos on instagram, Instagram, and YouTube, and then shoppable posts. Okay? Really, this is something we want, and this is something which, what started to be very important during, especially pandemic times. You see, a wine recommended, and you want to buy it. Okay? You want a link, and you want to buy it immediately. Of course, there are threats. Like, it's not a fantastic war. It's not a magic magical world. So the the biggest threat is media doping, like fake followers and fake sponsored post. Okay? Of course. And then there is dark side of influencers. Of course, not everybody has the knowledge. Okay? Sometimes, somebody who doesn't really have the knowledge about wine can be a really fantastic influencer, but can give wrong information, can put your wine in a wrong context. Many times, I see post on Instagram with really, like, wrong information. And I don't know if I should correct them or just say, okay, never mind. Okay? I never know what to do. And then, influencers can get to much too young audience. Okay? And, actually, this is it. This is what I wanted to tell you. I wanted to tell you to use us, publish, influencers more and to work with us. I hope that it helped you. Of course, I have because I was asked by Stev. So, Stev, this is for you. Of course, I I have session takeaways. I can show it to you very quickly, and then if you have questions, we can talk more. So I told you about, a Polish wine real very profile. I think that this is clear. Then who are the most credible Polish influencers? Woman with good content approachable language. I think this is really something Polish approachable and good proper polish language. Easy style. And the and then few things about how to choose the best mod method of promotion of wine grants on Polish social media. I think that that this is, this is the thing we we talked about So what is your French, price range of your wine. If your wine available, this is important in Poland. Also let the influencer work in their style, the authenticity in Poland is really the key. And then the last thing when you when you are making a decision on which influencers to use, keep the following factors in mind. So the posting, how the funds interact, and does the influencers brand match your brand? Okay. Thank you. Later. So, I just want to encourage you for a question. So if you have, like, we have a time to to ask a question, Theresa, and thank you very much. You say it was really, really interesting presentation. So any question? Yes? It's hard. The key tags to reach the Polish, consumers of wine. I mean, if you are the the key tags on Instagram, to reach the Polish customers of wine? Well, in Polish language, first of all. Okay. So this is the problem. If you really want to to reach Polish customer, you need to write it in Polish. So So, you know, like, Vino, like, degustatsia, etcetera, etcetera. So this is the big I this is fantastic. I I never thought about it. That's when you want to reach Polish clients, and you are using, of course, we are all also using, the tax, hashtags in English. But when you want to really precisely touch Polish consumers, then you should use tax in Polish. So maybe Google the translation. That would be my advice. Or just write to me. Okay? Nice presentation. I want to ask you about the, since you are a YouTuber, obviously, then, and you post sometimes also to Instagram, yes, to all the other channels. So, Instagram has also has a video capabilities. Right? Do you see the difference? I mean, you you post the same, the same clip into Instagram. Right? Do you see the difference in recommendations by YouTube and by Instagram and how how much following do you get organically? Mhmm. I get much more followers on YouTube, but also I don't have so much followers, and I much more views on on YouTube, but also I don't have so much followers on Instagram. And also actually on for Instagram, I create different, videos. I don't post the same videos on YouTube and on Instagram. I I I really I think that's on it. But on YouTube, I think that we are like this community, and I don't want to share what I do for this community on Instagram. Maybe it's me personally. I I just think that these are different type of people. And and for for YouTube, for Instagram, for example, this year, I just created, like, short, very short videos about one weinne when I talk just about this label, and I I I say what I think about this label, and that's it. And for YouTube, I create, like, more elaborated content, with more research I do cuttings. I I do a lot of work, and and I never share this content on Instagram. Maybe maybe it's not good, but this is what I do. Yes. Yes. Yes. Yes. Absolutely. My my YouTube channel is is growing much more more faster, of course. And also I think that this is related to what I said before that the longevity of every content is is unfinitive. Yes. And then also because I'm I'm also a part of a bigger project. My YouTube channel is part of a big group of, YouTube channels, about food. And actually, few years ago, I contacted them because I know the owners, and I said, hey, let's do something about wine. So also maybe because of that, sometimes, for example, when someone was to promote something, with with us, he can do that with the whole group of different channels. Okay? So, for example, we can talk about wine in our channel, and we can talk about pairing of this wine on the channel of my colleagues who talks about food. Okay? So sometimes we can do like this big promotion of region or wine or or anything else. Lately, it was, for example, soya sauce. Two quick questions. One is how often are you posting on YouTube? Mhmm. How what's the frequency? Every Wednesday at six. Precisely. Very important. Second question is you're doing short clips on Instagram. Mhmm. So the obvious question is TikTok. Is anybody doing anything interesting on TikTok in Poland? You you you you were late. It's it's okay. It's okay. But are you my point is are you doing things? No. Absolutely. K. I I'm I I think that's I I'm not for TikTok. I when we were talking about this about TikTok, before that's but the audience is younger, so the is obviously a problem under eighteen very often. And we talked about this that there is one, TikToker in Poland called a girl with a bottle of wine. She also, when she describes herself, she says that he wants to promote cheap wines from supermarket. And and she's extremely strongly on TikTok. She has over one hundred thousand views on TikTok. And she's the only one, but but with with all the respect, when I see, these these posts, it's not for me. I just maybe I maybe I'm twelve already. Yeah. Listen to the Italian wine podcast wherever you get your podcasts. We're on Sunk out Apple podcasts, Spotify, email ifm, and more. Don't forget to subscribe and rate the show. If you enjoy listening, please consider donating through Italian wine podcast dot com. Any amount helps cover equipment, production, and publication costs. Until next time. Chichi.