People these days scroll through Instagram, look at their favourite wine influencers, and tend to go grab a bottle of what influencers are drinking. With social media touching the sky in this day and age, one of the most important things for wine brands and suppliers is to be noticed by wine influencers. In this episode, we speak with Amanda the co-owner of AJA Vineyard about creating content on social media and telling the stories behind the wines.
Amanda, let’s kick things off with you telling us about yourself and what was your first experience with wine.
AG: I was 14 years old when my dad took us to France for Bastille Day. It was my first time in Europe. The evening of Bastille Day, there are fireworks aligning the Parisian skyline and all around the Eiffel Tower to celebrate French independence from the Monarchy. We were at a restaurant on a rooftop in Paris watching these fireworks. A gentleman in a full suit, blonde hair and a shiny pin came up to my father and asked him if he’d like to see the wine list, to which of course, my father answered yes. As the man turned around to go get the wine list, my father looked at me and said “You see that man, his job is to help us select a wine. He knows everything there is to know about wine. His job title is called a Sommelier.” I was in awe and was excited to hear more about what he knew and what he would recommend for us. From that day, I was hooked.
Where have been the most magical places for the best food and wine, or just a breathtaking view with a nice bottle of wine?
AG: I’ve been fortunate enough to enjoy wine all over the world, on six continents! I couldn’t pick just one. But one of the most incredible places in the world I’ve been able to visit is Stellenbosch, South Africa. South Africa is unlike anywhere I’ve ever been, and they have such unique wines. Their wine country is gorgeous and sitting by the lake, in the vineyards or in their gorgeous tasting rooms are truly one-of-a-kind experiences.
What advice would you give wineries or spirit companies looking to use the Instagram social media platform to grow their brands image?
AG: I would say it’s important to constantly ask yourself, what would YOU as the consumer want to see, and to ask those around you that they would want to see as well. You must be adaptable and be willing to push yourself and your team to truly understand what’s going on behind the screen of a consumer.
Tell us about your blog Sommthingrad.com – what can we expect to find when we visit?
AG: Wine recs, cocktail recipes, wine, and beer educational information and more! You can also purchase my book, Rad Cocktails which is perfect for any coffee table (experienced or inexperienced behind the bar!) I think it’s a great taste of what I’m passionate about. Look and find out! It also links over to my winery AJA Vineyards & my favorite business project, the Millennial Competition!
Your parents own AJA Vineyards. Being around the industry from such a young age, what’s the greatest lesson you’ve learned in this business…
AG: Well, my parents AND I own AJA Vineyards. I had to fight for my ownership and work hard for it. Being in the industry for 10 years, I still know so little. I think the biggest thing I’ve learned is that you must be flexible and willing to learn. There are so many people who are so much more knowledgeable than me. Finding ways to meet with them, even for just a cup of coffee, a glass of wine, or lunch to chat can be extremely beneficial. You learn something new every day. So don’t come into the industry close minded or thinking you know a lot. I guarantee, you don’t.
2020 has brought a lot of misery to the world. But what do you think personally the year has taught you and with those lessons what do you plan to do differently in the years to come?
AG: 2020 was the year of adaption. We had to work hard to find ways to make money and to help build our brand. Branding is one of the hardest things to do as a company. And not being able to sell our wines in restaurants, where we get the most “marketing” and not being able to attend pouring events was difficult. But understanding that there are tons of opportunities out there online and making our business model compatible with an online presence was special and taught me so much. In the upcoming years, we hope to have our tasting room up and running, but also have a smooth process for online orders and shipping. I mean, online is the future! I’ve got a lot of ideas underway, so stay tuned!
What are some of your favorite varietals?
AG: I appreciate that you didn’t just ask me for one favorite because I can’t choose one. My favorites change with the weather. Right now, I’m super big on Cinsault, Riesling and anything Greek. Cinsault is awesome when properly made for Rosé or a chilled red. Riesling is always a favorite for its versatility and complexity. Greek varietals I’m loving right now are Assyrtiko and Robola (both white and zesty!). I see Zinfandel in my fall lineup though.
In your view, what are the 3 essential characteristics of a good influencer?
AG: A good influencer is engaging, honest and knowledgeable in their field. If you wish to become an influencer, it’s simple: use your knowledge and honest opinions to engage friends and family to influence their decisions on products, lifestyle habits, or in whichever fields you’re knowledgeable etc.
Is there anyone who inspires you in this industry?
AG: I have a lot of role models who I look up to in the industry. I hope one day I can be as great at reviewing wines and spirits as Robert Parker. I hope to make wines as incredible as Delia Viader and Heidi Barrett. But there are also a lot of people in the Wine Influencer game who I look up to as well.
Most memorable bottle you’ve had as of late?
AG: Never forgetting, ever the 2001 Chateau Ducru Beaucaillou I enjoyed in Tokyo with my family at Don’s De La Nature. Still, to this day, the best steak I’ve ever had, and a truly iconic bottle of wine to pair. I think I cried a little when they brought it out.
Are there any projects in the next couple of years we should be on the lookout for from you?
AG: Follow me on social media and through AJA Vineyards & The Millennial Competition. Something big is coming out of this all. Most notably, my tasting room which I hope to open in July of 2022.
Anything else you’d like to share with our readers?
AG: If you’re reading this, thanks so much! I really appreciate it. I’m always available and love to chat so reach out to me via @SOMMthing.Rad in my DMs! Let’s get a conversation going.
