Arto Koskelo Wine Blogs - a revolution that never took

Arto Koskelo - what wine means more blogs?

Wine Blogs may not be what you set, but managed to change the way we talk, and to communicate about wine, said Koskelo

It was definitely a type of summer love think no cheering crowds, hands, sing Kumbaya and get on LSD, but the management of Riedel glasses are silly dancing and drunk on red wine.

We ship all over the world to the European Wine Bloggers Conference for the first time, but we have two things in common: we were crazy, fermented grape juice and realized the changing meaning of the Web gaming. The atmosphere at the conference was a mixture of rumors and joy, with a climax in the early hours of the night. We felt the Internet just turned the world upside down and all were still to grasp the enormity.

In our minds, we consider not only the pulse of the present but also the future of the hut. We were ready to revolutionize. We felt special.

Before I tell you what finally happened, I'll tell you in motion. Counter-culture of the 60s when the hippie movement is known, wanted to make the world a better place. For us, the lack of marketing and the independence of blogging is was a guarantee of honesty, authenticity and transparency, the things that we felt were missing from the world of wine. We wanted to democratize, so that everyone has a voice. As the flower children, we are the same; there was no "fat", just wine lovers.

Unfortunately this was not to last. Only a few years later, the word "blogger" does not exist on behalf of the conference. Today, digital communication is wine conference; For good reason, we are about to find out.

You see, only to fail.

We will not fail, because the world was not ready to change how the story usually goes. We fail because the world was ready to jump. Faster than we thought changed. Ultimately, the revolution did not change for our battle cries, he was alone long the world.

Wine bloggers have begun to be professionals or experts have become bloggers is not important. It has happened. Today, it is difficult not to find a wine communicator, a blogger, be it on Twitter or other platforms. The Masters of Wine selfies post.

The two worlds of wine together. Now blogging is simply a tool, but it is still hot to call themselves a blogger. The irony is that I personally am not a blogger on the phone of a user. Yes, that is appropriate for the label, but it printed on my business cards do not want. The medium is not the message, if it ever was.

As most conservative parents hippies developed early adopters are part of creation. Many organized trips for bloggers to follow conventional (but with Wi-Fi) scenario. Other things have been already. We used to complain that journalists are too focused on Bordeaux face and ignore the consumer. But what do you know, today, many of the blog a similar conversation with other people who blog; just change the first growths of natural wines, Lafite and Lapierre.

So if generations share some of the same mistakes, not the movement of the wine blogs in order to achieve something?

Yes, it did. Although culture of technological change fits with a significant delay, we are experiencing a paradigm shift. Wine culture is still largely connected with the men in their crumpled suits, has been open to new interpretations. It has become more diverse, young, fun and easy. New generations of winemakers and communicators, speak directly to each other without a gatekeeper. The old school authorities are no longer required, this wine is or should be about to define.

Instead of a single culture of wine, with a recognizable hierarchy (Bordeaux and Burgundy at the top, then Champagne, Barolo and Napa and so on), new limits. The natural movement of wine, is driven primarily by the tools of blogs, has an aggressive tone when speaking of expensive wines critics traditionally close. For some, this may increase the counterculture seem chaotic; but for me it is a paradoxical sign of maturation. The world of wine has reached the age of majority in supporting the many truths instead of one.

Are in the new culture and communicator producers on the same side of the fence, because everyone is primarily a wine lover. This makes informal and friendly relations, but also provides content relevance. Blogs have been able to provide a dose of reality unrealistic images meet unprecedented fashion magazines. This trend has been started, distributed outside the sphere and can be seen as a future development of the communication of wine.

Probably the biggest contribution to the blogging community always wine culture is obvious pleasure. Wine bloggers are consumed not shy about the number of glasses of wine with dinner made fun of wine communication. "Wine should be fun!" Would have the official motto. Thanks for the change, not a wine expert and says that his work is stressful or serious illness in nature.

This is important if we want to attract new crowds in wine; is best described as a pleasure, not terrible to see. Moreover, the most common reason why people are attracted to the wine trade, it is because they like to drink wine.

The hippies have failed; we still have war. They will, however, change the culture. I think wine bloggers have done exactly the same.

* Arto Koskelo is at the event this year is the implementation DWCC Montreux from October 31 to November 2, 2014 you can follow on Twitter at Arto