Session 1: Blogging and the Social Wine Brand

Moderator: Robert McIntosh

Time: 9:00 – 9:45 am

Roundtable Contributors: Evelyn Resnick (Wine Brands Blog), Philippe Hugon (Vinternet)

Theme: The Social Wine Brand and the Value Chain

Questions to be Addressed:

• what do we understand as a ‘brand’?
• what happens to a brand in the social media space?
• what roles do wineries, importers, retailers, bloggers and consumers play in this brand discussion?
• how might brand “owners” influence these processes? can they? should they?
• how can bloggers increase their influence, and what responsibilities do they have?
• is there any extra money in it (for wineries, bloggers, retailers)?
• what does the consumer get out of this?
• is this the future? is it new, or just more marketing spin?