Moderated by Angie Bradbury, Chair of the Wine Communicators of Australia, a panel selected by Wine Australia focused on the role that social media and traditional communication plays in the development of wine as a beverage of choice and the Australian category in particular.

The session considered how social media can be used to engage different audiences, whether they are supply chain participants, trade, customers or consumers, and how to engage successfully with various audiences.
Kristen Boschma, General Manager, The Social Hatch explored the role of both social media and traditional media in engaging customers and consumers. Kristen was joined by Ray Isle, Executive Wine Editor, Food and Wine Magazine; Robert Joseph, Editor-at-Large, Meininger Verlag; Dave McIntyre, Wine Columnist, The Washington Post and Leslie Sbrocco from USA's Today Show, who provided insights on the appropriate media channels to improve a brand’s dialogue within various target audiences and to help change brand perceptions, particularly in mature markets and channels.

The panel also discussed the transition from traditional media to modern media and explore how the story of premium Australian wine can be told using social media channels, while also navigating the difficulties of communicating complexity and nuanced brand stories in a fast-paced 24-hour ‘blink and you’ll miss it’ global news cycle.

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