The Future of Wine Scores: Modern Approaches To Scoring

There is growing evidence that scores may less influence younger consumers.

The wine industry has witnessed the emergence of a new breed of influencers in the age of social media. These influencers have amassed substantial followings and wield significant power in shaping consumer perception and industry trends ("natty" and "low-intervention" wines, to be specific).

In many ways, they represent a new response to the traditional rating systems, providing a more personalized and relatable approach to wine evaluation.

The key divergence between traditional wine reviews and the modern approach of wine influencers lies in the shift from objective evaluations of wine quality (based on rating scales). It is now a more subjective approach focused on the consumer's feelings of inclusivity and pleasure in engaging with a particular brand. Wine influencers tap into the emotional aspect of wine enjoyment, offering a more personal and relatable way of evaluating wines that speaks to consumers' experiences and desires.

Rather than telling consumers what to think or buy, wine influencers seek to connect the consumer with the wine, emphasizing the lifestyle aspects of wine and the emotional impact it can have. The informal nature of this lifestyle-based rating system is a refreshing departure from the often-elitist wine rating systems that can alienate many wine enthusiastsespecially those new to wine.

As a testament to the growing influence of wine influencers, I built and launched an influencer marketing platform for a national wine festival where I was the Executive Sommelier. I was tasked with designing the wine program for over 10,000 attendees and developing an influencer program to assist with marketing. With the abundance of wine influencers available and eager to promote our wines and events, we quickly recruited over 700 influencers nationwide. This highlights the fact that wine influencers are a powerful force in the industry and can play a significant role in promoting and shaping the perception of wine brands and events.