How is the wine industry embracing the digital world? What role do influencers play in wine marketing? What can you do to increase engagement and build deeper connections with customers? Why has the wine industry been so resistant to adapt to the digital age? In this episode of the Unreserved Wine Talk podcast, we’re chatting with Paul Mabray, a wine unicorn and digital futurist who has created and led companies that have transformed the wine industry through the strategic and visionary use of technology. Highlights Why haven’t you seen any major disruptors in the wine industry? Can you quantify the value of social media? What’s the difference between an influencer and a superfan? Where is the balance you should find between content generation and engagement? How can you bridge the disconnect between consumers and brands while building brand awareness? How has Paul brought together the wine and tech industries throughout his career? About Paul Mabray Paul Mabray is a wine unicorn and digital futurist. He has created and led companies that have transformed the wine industry through the strategic and visionary use of technology. He believes that the future of the wine industry hinges on its ability to adapt and change to meet consumer expectations, wherever they are, whether that’s online, at the winery, in the liquor store or at home. A Digital Think Tank for the Wine Industry: That’s how Paul Mabray describes his Napa-based consulting company that uses strategy and technology to solve problems in a complex category. Paul has been working in the wine and technology industries for 17 years and has been a guest lecturer at University of California’s Berkley School of Business, UC Davis that has trained winemakers around the world, as well as at many international conferences.   To learn more about the resources mentioned in this episode, visit the https://www.nataliemaclean.com/65.