Meet Ashley who is the curator behind Instagram’s @Smashleythegrape account. Wine influencers influence our passions and our drinks and help us make rational educated decisions when it comes to picking the right varietal.
Ashley, why did you start your Instagram account?
AL: I started this account to share our tasting experiences in the hopes that it would inspire others to explore and drink more wine. Before dedicating an account to wine, we had visited Napa Valley, attended some exclusive wine release parties, and were rapidly crossing off wineries from our list. We also traveled to historic regions in pursuit of vineyard views. Our first trip to Italy was dedicated to Tuscany – we tasted our way through Siena, Montalcino, Chianti, and Florence. We caught the old-world wine bug on this trip! A few months later we booked another trip and made the pilgrimage to Wachau Valley, Austria. We were in Vienna when the idea was clear: start a blog and share our adventures on Instagram.
What has been your most memorable wine experience thus far? and most memorable wine bottle?
AL: I’ve had a few standout experiences throughout this journey; however the most recent one happened a couple of months ago while we were on vacation in Piemonte, Italy. We had an 8:30 am tasting in Barbaresco at Bruno Rocca with the friendliest host! She and I become instant friends and started following each other on Instagram. Her name is Giulia and she’s a member of the AIS (Association of Italian Sommeliers) in Asti. She was on the planning committee for a private event happening the next day at Marchesi Alfieri which is basically a winery within a castle that overlooks the vineyard-covered hills of Asti. Not only was the location breathtaking, but the event specifically highlighted female winemakers throughout Italy. There were somewhere around 100 producers all showcasing strong, successful women in wine. I loved how authentic this experience was. It was inspiring to sip alongside Master Somms and celebrate inclusivity in Italian wine all while sipping at the most beautiful castle! Throwing out our itinerary and being spontaneous enough to attend this event, where my husband and I were the only two Americans, was well worth it!
My most memorable bottle of wine was a 2013 Reverie Cabernet Franc. This is the one that lit the flame for me. We sipped this at the winery in Calistoga and it was our first Napa trip. It was pouring rain outside and our tasting was in the coziest little room that overlooked a steep hillside covered in vines. We chatted with our host for hours and his passion for wine was contagious as he educated us on the history and philosophy of the winery. Perhaps it was the spirited conversation… or the views… or maybe I was perfectly buzzed. Either way, this bottle was elevated, and I will never forget it.
What are 3 of your top picks (wine) with at least one white, please?
AL: 2011 Opus One, Dolce Late-Harvest Wine (Sauternes), Forteto della Luja ‘Le Grive’ Monferrato Rosso DOC (Pinot Noir and Barbera blend).
If you had to pick one wine today, price not an issue, which wine would you go with and why?
AL: I must go with Chave Hermitage. There’s something so sacred about this part of the Northern Rhône. This producer is iconic and these vines atop the steep granite hillsides are basically a paradise for growing Syrah. Also, aromas of elegant florals and smoked meat are ‘it’ for me!
What advice would you give wineries or wine companies looking to use the Instagram social media platform to grow their brand’s image?
AL: They say a photo is worth a thousand words, so go for it! Don’t underestimate the power of an artistic eye coupled with a distinct voice. Each bottle of wine has a story to tell and there’s a real opportunity for brands to tell their story on Instagram. That story and how it’s told is what distinguishes you from other brands. Instagram is a vessel for your business and a chance for you to showcase the brand’s personality. Ultimately, that’s what consumers want… they want to feel connected and be inspired by your history.
What are your favorite varietals and why?
AL: Narrowing it down to 3 is tough! I’m like a seasonal menu… my top picks are always rotating. Right now, at this moment my favorites are:
Cabernet Sauvignon because of #NapaValley fangirl over here!
Nebbiolo because I love its youthful flavors, but I also love how these flavors evolve as the wine ages and fully develops.
Sauvignon Blanc because it’s incredibly versatile and reliable. Whenever I come across a complex SB, my heart sings. Turnbull Wines “Josephine” Sauvignon Blanc is the one that persuaded me to drink more white wine.
Why is it so important for wine enthusiasts to properly store their wine?
AL: Wine is temperamental and naturally wants to turn into vinegar. You must honor all the hardworking people who made it possible for you to own that bottle by respecting it, handling it with care, and storing it properly until its time to open it up.
What are your plans for the future in wine?
AL: The artistry and tradition of wine suits my nature. I like variation, tried and true methods, structure, and flare. I honestly love studying anatomy vines and winemaking. I also love finding creative and witty ways to educate. That said, my short-term goal is to continue studying and earn a WSET Diploma within the next two years. In the more distant future, my ambition is to become a Master of Wine. This process is in motion and I have no intentions of slowing down. I’m aspiring to launch a small wine tasting business – my first event is coming up! I love connecting people with wine and connecting with people over wine. The ultimate dream and goals are to travel, taste, and write about wine while continuing to capture moments and share inspiring stories.
We absolutely love your photos on Instagram. Do you have a tip for other influencers when it comes to photography for their gram or their blogs?
AL: The best thing you can do is be yourself and be natural. Capture the things that inspire you and that’s how you will stand out. You had enough faith in yourself to start this process, so believe in your style and unique ability to capture a moment while telling a story.
What do you think is the most important quality for the influencer to possess?
AL: Confidence! There will be people out there who are negative and unsupportive but remember that you are strong and brave for putting yourself out there. It’s also important to engage with other accounts in your space and be friendly. Collaboration over competition is what it’s all about. Lastly, patience. Trust the growth process and find joy in the journey. The infamous algorithm is impossible to get ahead of, so try not to let numbers define you. Remember what inspired you to do this and hang onto that feeling.
Anything else you’d like to share with us?
AL: To quote my favorite TV character Leslie Knope, “No one does anything alone.” I’m grateful for my supportive, encouraging, wine-loving husband. He’s by my side every step of the way and behind the camera owning his alter ego as an “Instagram husband” with a smile on his face and never complains. He’s the best and I wouldn’t want to live this wine life with anyone else. Friendship is also important to me and I feel lucky to have a close-knit group of friends to count on every day. At the end of the day, the best bottles of wine are those we share with loved ones.
