XChateau is a podcast about all things wine, from vine to your glass. We tackle the business of wine and keep you up to date with new and exciting developments in the wine industry.In this episode, Robert Vernick and Peter Yeung interview Georgia Panagopoulou (Instagram: @wine.gini) about creating digital content on social media and supporting wineries in the digital marketing space. Robert and Peter discuss Georgia’s experience with the OIV Masters of Wine Management, how she built her brand and @wine.gini, and working with wineries to tell their stories as both a wine ambassador and digital marketer. Other topics covered in this episode include:Falling in love with wine in Spain - through a university exchange with the Erasmus programGetting a Masters in Chemical Engineering and how she approaches communication with an engineering mindsetMoving to Santorini, the center of wine in GreeceOIV Master of Wine Management - traveling to 30 wine-producing countries, based in France, mostly for wine entrepreneurs and executivesMoving to New Zealand - to blend the old world and new world perspectivesEngaging with wineriesSmaller wineries want her to travel to the property and work as a wine ambassador telling the storyBigger brands mostly want wine placement and building brand awarenessBrainstorms with brands on how to bring more value than just executing what they wantZonin Project - annually invite sommeliers to the property, engaged Georgia to work as a social media ambassador for the eventGreek wineries - mostly use traditional marketing techniques currentlyMeasures of successMostly brand awareness - people reached / impressionsDon’t really ask her to sell wineWine.gini audience (100k+ followers)Both wine lovers and wine professionalsTop markets: US, UK, France, Italy, Germany, Canada, & Brazil25-50 years old50/50 split male/femaleWays to grow a social followingMuch easier in 2017 (when she started) - could get 100 followers/day easily, if you posted a lot, IG would promote you, started posting pics of herself to do more storytelling and created a personal style and brandHit 40,000 followers in 1 yearToday - more difficult to build a following - do advertising, be super niche and special, or post bikini or ab photosWays to not grow a following todayFollow and unfollow peopleInteract with accounts that aren’t relevant Don’t fall into the trap of always doing what works well, vs expressing your unique styleWineries want help building the story and better communicate with consumers to get the right message outIf you loved this episode, we would love for you to subscribe, rate, and review on iTunes or wherever you get your podcasts. Until next time, cheers! Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.