Photo by Jamie Street on Unsplash.
Recently, the US Open Tennis Championships encountered a challenge with some of the 100 influencers and content creators it offered accreditation to for its 2026 tournament. In one instance, some of these invited creators staged a photo shoot during a live match, using a portable light ring that sent glare onto the court, in particular during tennis star Naomi Osaka’s serve. Opinions on the matter are divided, with some players welcoming a chance to bring tennis to a new audience, and some claiming such acts are disrespectful, suggesting content creators may be attending for the wrong reasons.
But it seems the damage is done, and even before the US Open wrapped up, Wimbledon organisers were already issuing a statement declaring that influencers would not be offered accreditation at the iconic Summer 2027 event. The Press Association reported on 7 September that the All England Club would be taking steps to reduce distractions, including eliminating the accreditation category for influencers and prohibiting items such as ring lights inside the grounds.
While wine influencers – often called vinfluencers – are surely not as disruptive, and creating content at a vineyard does not pose a risk to operations, site safety, or the performance of the wine itself, there is a growing problem of regular guests struggling to find a table, long queues for prime photo spots, and crowded tasting rooms where paying customers are often asked to move out of the shot or wait patiently while a reel or TikTok is made. What has been increasing in the restaurant world and at other “foodie” destinations such as Borough Market is making its way to the vineyard. Tom Canavan’s UK Wine Forum includes stories of content creators turning up to wineries without bookings, requesting tours and tables, often at no cost in exchange for being featured on their “channel.” One anecdote refers to a winery that is routinely “besieged” by influencers wanting free wine.
A scathing, albeit heavy-handed, 2021 critique by James Lawrence in Wine Searcher referred to influencers as an “incurable plague” on the industry, who sell the lifestyle but not the wine. Tom Wark’s rebuttal acknowledges the utility of content creators but admits the culture is mostly transactional and suggests influencers are “advertising vehicles and not much else.” There are problems with this view as well; dehumanising human creators is reductionist and dangerous and, in an age of AI, sets a concerning precedent for what we value in an industry always trying to balance authenticity with automation. It should be noted that, before there were vinfluencers, there were wine writers who were also fodder for sceptics. David Shaw’s 1987 piece for the LA Times is an apt example, where he describes a wine writer as simply looking to see their own “name in print,” get a “free lunch,” and “write off the wine cellar.”
On the other hand, working thoughtfully and responsibly with content creators has important perks. While consumption of alcohol by millennials is still decreasing, influencers can reach this demographic with alternative no- and low-alcohol wines, as well as encourage quality over quantity. For many, there is a genuine love and passion for wine, and a desire to communicate the important stories around the wine industry, including drawing public attention to some of the pressing social, environmental, and fiscal issues facing UK vineyards. Indeed, there are influencers that will focus on vineyard promotion over self-promotion and who will build a relationship before expecting payment or product.
At UK Fizz, we believe there is a balance, and seek to work with content creators who value authenticity, human creativity, and genuine wine knowledge. If you’re looking to leverage the power of influencers in a meaningful and sustainable way, you might find this quick quality test useful in assessing your content creator relationships:
Ultimately, influencers can and will continue to be part of the marketing strategy of any vineyard. They speak to a lucrative potential audience and invest time and effort in creating top-tier content. Your marketing team or agency can work with influencers to achieve your goals, and vet them to ensure they reflect your values. But such “influence” cannot go unquestioned: are content creators building your brand? Or their own?
*This blog was written entirely by humans
UKFizz is an independent discovery platform connecting people with the vineyards, producers, places and bottles shaping Britain’s wine story.
