The wine world has recently started paying closer attention to the industry's internal dynamics, as the steady growth wave it had been accustomed to for years has slowed down, and there has even been a relative decline. In 2023, the contraction of both production and consumption sparked conversations about change, and this was further compounded by reports that wine might be announced as a harmful beverage to health, creating a sense of anxious anticipation for the future. Amidst this negative atmosphere in the industry, more critical self-reflection on the increasingly difficult topic of wine marketing has started to emerge. The greatest benefit of this period will be the industry's self-assessment and, based on these findings, diagnosing its problems and discussing possible solutions.

In our country, the wine industry faces different challenges beyond the general global downturn. Some of the most prominent issues include administrative and financial conditions created by government policies, the weakening of purchasing power due to the country's erratic economic program, and the perception that the industry is responsible for selling wine at exorbitant prices. Moreover, strict advertising bans prevent small producers from having a marketing budget, leaving them voiceless. Where does the 'influencer' activity mentioned in our title fit into all this? The wine industry is experiencing a bottleneck in marketing. The emergence of social media has given us a space of freedom we didn’t have before. Moreover, it’s not only a free space but also an unpaid one. The allure and influence of this space are so great that journalists following this topic report that even a one-week Instagram ban caused a sense of "void" for many users. Strong centers of influence have emerged on these free social media platforms, whose words are valued. Some have millions of followers. Those who have gained a place in these centers of influence also have significant power in new marketing activities. We call those who hold this position influencers. Their power is measured by their number of followers. We often hear about collaborations between influencers and both big and small brands. We can only learn about the measurable outcomes of these collaborations if they are shared, but we don’t have any concrete results on this. However, given the continuity of these collaborations, it seems they yield successful results.

At WAYANA, we value the power of influencers. In our micro-structure, our greatest strength is our guests. Because our guests work as WAYANA’s voluntary influencers, we experience slow but strong growth. Everyone who comes to us and reads these lines acts as an influencer by bringing a friend or mentioning us, doing this sincerely and without any expectations. The online version of the 'word of mouth' channel, which we express in our language with concepts like ‘whisper network’ or ‘word of mouth,’ is actually the influencer channel. However, when you enter this channel, the nature of the game changes, and you face an ecosystem that is no longer limited to voluntary and sincere actions. This space appears professional, operating on a 'give and take' basis. Here, it's possible to see very different approaches side by side.

All influencers who prioritize their prestige in this position benefit the wine industry. Compared to more developed and larger markets, we believe that those who speak in the field of wine in our country still provide a lifeline for producers who otherwise have no voice. Considering the advertising ban on alcoholic products is strictly enforced, their objective evaluations shed light on products and producers.

While there may be influencer publications driven solely by financial relationships in the Turkish wine sector, we are not yet aware of them. In summary, influencers have a positive impact on Turkey’s small wine industry. We hope this structure does not change, and that wine lovers can continue to follow what’s happening in the wine industry through influencers whose words they value.