“From the Cluster to the Reel: The Power of Social Media in Wine”, Bárbara Martínez Blanco (@barbireando)

INTRODUCTION (1–2 min)
Hi, I’m Bárbara Martínez — but many of you know me as @barbireando.
And yes, I spend my days between vineyards, wine glasses… and reels.
I’m a wine communicator, content creator, and above all, passionate about the stories hidden behind every label.

Today I want to talk to you about something that’s changed everything:
the power of social media to give wine a voice.
Because yes, there’s a whole world between a grape cluster in the vineyard… and a reel on Instagram.
And that’s where the magic lies.

1. Emotion lies in the story (3 min)
Social media doesn’t sell wine.
Social media connects with the people who drink wine.

People don’t want technical data. They want to know:
Who’s stomping those grapes?
Who wakes up at 6 a.m. to prune with frozen hands?
What does that winemaker feel when she opens a bottle she raised like a child?

Real example:
Once, I posted a simple reel: me in a car, telling how a wine reminded me of my first kiss.
What happened?
It became one of my most viral reels.
Why?
Because people didn’t share a wine — they shared an emotion.

2. Content isn’t for experts — it’s for the curious (2 min)
Many wine projects communicate as if we were all oenologists. But most of our followers just want to learn, enjoy, feel something, and share.

Social media isn’t a catalog — it’s a showcase of emotions, landscapes, and people.

✅ Tips I apply at Barbireando:

  • Speak simply.

  • Be natural (no fake posing).

  • Be consistent, not perfect.

  • And above all… invite people to engage.

3. What can this bring to a small winery? (3 min)
Today, a 3-person winery can have more digital impact than a multinational.
Because social media isn’t about budget — it’s about authenticity.

🔍 What users are looking for:

  • Wineries with soul.

  • People who speak clearly.

  • Experiences they can dream of living.

I’ve worked with family-run, rural wineries with no ad budget…
And through reels, carousels and valuable content, they’ve gained visits, distributors, collaborations.

The key: don’t think about selling — think about sharing.

4. Wine needs to hit the streets (2 min)
We have to take wine out of the barrel… and bring it to TikTok, Instagram, and Stories.
Many young people don’t feel part of the wine world. It seems elitist, closed-off.

What do I do at Barbireando?

  • I put myself in their shoes.

  • I use humor, memes, and friendly invitations.

  • I make wine accessible — without losing respect for it.

And it works. Because when you bring wine into everyday life,
you raise it to what it really is: shared culture.

5. From the Cluster to the Reel: how to start (2 min)
You don’t need a drone or a film crew.
You just need three things:
✅ A genuine story.
✅ An image that sparks emotion.
✅ And a clear intention: to share, not to impress.

Formats that work:

  • 30-second reels.

  • Always use subtitles.

  • Hooks: a question, a confession, an emotional comparison.

CLOSING – Call to action (1–2 min)
Today I want to invite you to do something:
Use your social media not to show what you do,
but to share why you do it.

Show the hands that harvest, the laughter in the winery, the doubts and the wins.
Because behind every glass, there’s a story.
And if you don’t tell it, someone else will tell it for you.

From the cluster to the reel, everything communicates.
And on that journey, wine has everything to gain.

Thank you.