The world of wine, and that of social media, is already a complicated affair. Conferences such as the EWBC are a means not only to learn more about what is happening and how to take advantage of opportunities, but also to make sense of the chaos, and organise the world, if only for a few days.
At the EWBC in 2011 we chose “Storytelling” as the theme. The idea was to create a programme that would be relevant to all participants, no matter what their background or chosen communication medium.
This theme allowed us to exchange stories and experiences in a new way,and explore the relationship of new media such as video and photography to tell the stories behind wine.
At the EWBC in 2012 we hope to do the same, expanding the idea to bring together wine, communications, food, travel and culture.
The theme for EWBC 2012 will be: ‘Source‘
The choice of Turkey as the host for the conference is particularly exciting for wine lovers, as recent evidence points to areas of Turkey being the original source of domestic vine cultivation and possibly winemaking. Several countries in the region make this claim, and we hope to explore what this ancient lineage can bring to the contemporary wine conversation.
However, it is not all about grapes. When it comes to the skill and practice of wine communication, there is an important issue to address.
With the explosion of networks, channels and number of content creators, comes the need for curation of information. It is no longer enough to be adding content about wine, but it is becoming increasingly important to create source of knowledge, or intelligence, either through original research or expert analysis. Content creators will be urged to “Become a Source” not just a disseminator.
With another dedicated stream, the EWBC will also explore the intersection of wine with food and travel online, through “freshly sourced” and the “resourceful traveller”, two worlds that are intimately related to the future success of wine.
The EWBC is celebrating 5 wonderful years in 2012, and in the years since it began, the landscape of online communications has transformed itself from a tool for excited pioneers, to an essential part of everyday life for wine lovers and the wines business.
2012 seems a good opportunity to look back at the origins of wine and wine communications online, as a way to plan for the future, and the continued success of online communicators everywhere.