As the age of social media picks up steam, one of the most important things for wine brands is to be noticed by wine influencers. Influencers, in general, have a lot of pull within a variety of industries. This is because people trust them, and their opinions – and the wine industry is no different. We sat down and spoke to Kimberlee or as she is known on Instagram “That Blonde Wino”. Feel free to give her a follow after this interview.
Kimberlee please tell us about yourself. How did you get immersed in the world of wine?
K: A millennial “wino” originally from Orange County, California who moved across the country to New York City to fulfill my dream of living in my favorite city. After college graduation with no job lined up or any kind of plan, I headed to NYC with a bit of money saved up and determination to make it work. And fortunately, almost 4 years later, I am still calling myself a “New Yorker.”
I started “That Blonde Wino” one year ago when I noticed a lot of my friends and millennial aged individuals did not know that much about wine. They would choose bottles based solely on labels or only go with ones they were familiar with. I wanted to create a page that shared useful wine information in an approachable manner that reaches the “everyday” wine drinker.
I have my mom to credit for getting me introduced and interested into wine. She has always been big into wine and through our travels we would try wine from all over the world. She appreciates a good bottle and I have her to thank for a lot of what I know.
What has been your most memorable wine experience thus far? and most memorable wine bottle?
K: I love to travel and something my mom and I try to do as often as we can are mother/daughter trips. When I was in college, we took a trip to Paris- where my love for wine really grew. I distinctly remember a picnic we had where we picked up delicious French bread, cheese, etc. and a red blend from Bordeaux. Enjoying this bottle, eating this amazing food all with a view of the Eiffel tower. That was truly a highlight moment where I realized wine is not just a beverage- it is so much more and can evoke emotion.
For my most memorable bottle, I recently had the opportunity to try a Spanish Rioja from my birth year, Senorio de Rondan Gran Reserva 1995. It was amazing to taste a wine as old as myself and see how it aged over the past 25 years.
If you had to pick one wine today, price not an issue, which wine would you go with and why?
K: Being a big California Cab fan, I would choose a bottle of Caymus Cabernet Sauvignon. With Caymus being one of California’s most consistent producers of great Cabernet, it is always a treat and an enjoyable experience when I get to enjoy a bottle.
What advice would you give wineries or wine companies looking to use the Instagram social media platform to grow their brands image?
K: Do not underestimate the power of social media, it is such an effective tool for these brands to gain exposure. For the more traditional brands that may not have a social media presence yet, you are missing out.
My advice would be to post content that stays true to the brand’s image- you are ultimately storytelling through photos and captions to allow you to connect with consumers. Giving your brand an online voice.
Also, the importance of utilizing influencer marketing. By partnering with influencers who have a more established and loyal following, you can quickly and effectively get the word out about your brand. Reaching an audience, you ultimately may not have been able to reach on your own, improving brand recognition.
There are a lot of amateurs out there that are terrified of the wine world with so many selections available. For the very beginners, how do they get started learning about wine, and really enjoying their journey?
K: Wine can be intimidating… especially for young adults. Which was one of the main reasons I started my page, to offer a relatable approach to reach the millennial generation and get them better introduced to the amazing world of wine.
My best advice for someone who is just starting out and getting more familiar with wine would be to keep drinking it! A great way to learn about wine is through taste, try wines you are unfamiliar with. Everyone is different and through trying different wines you can learn which varietals you enjoy, which not as much.
For me, when I have a bottle, I really enjoy, I am looking at the vintage and region, who is the winemaker, etc.- I’m learning more with every bottle.
What are your favorite varietals and why?
K: I may be slightly biased being from California- but to me nothing beats a good Napa Valley Cab. Pair with a delicious meal, maybe a steak… mhmm honestly my mouth is watering thinking about this.
In the warmer months, I often reach for sauvignon blanc. I love the crisp and refreshing nature of it.
How important is health, fitness and living that healthy lifestyle to you?
K: Health should always be a priority- I make a point to make sure I get up and do something active at least once a day. Sometimes on busier days- that just means getting out of my apartment and going on a quick walk to get my body moving and get some fresh air.
You are what you eat, what are you?
K: & after I just answered a question on health and fitness… I answer this question with “I’d be a bowl of Pasta”. Balance is important but I am such a carboholic, the Italians know good food. Living in New York City right now where there is such delicious Italian food, I probably indulge a little more often than I should.
If your best friend could tell us anything about you, what would it be?
K: I am the first person to show up at their door with wine when they are having a bad day and I eat charcuterie for dinner a little too much.
The greatest lesson you have learned in this business is….
K: The importance of community and connecting with others, I am so thankful to the wine community for where “That Blonde Wino” has taken me in the past year. Opportunities have come from this that I only ever dreamed about. I have created friendships, been introduced to delicious wine and winemakers from all over the world and even been featured on a Time Square billboard in a wine advertisement for Love Wines. Wine brings people together.
On a personal note, what are some of the most important things in your life?
K: My family and friends will always be most important; I would not be where I am today without the support from my loved ones. Also, a shout out to my “Instagram boyfriend” Ryan is necessary for always believing in me and constantly being my #1 supporter.
Anything else you would like to share with us?
K: For those “beginners” who are not too familiar with wine yet, do not be discouraged!
