When, where and why did you begin blogging?

I decided to start blogging during October 2007 while, at the same time, starting my PhD thesis which on wine marketing. Therefore, I started to read intensely and to examine the new ways of media communication and I felt truly interested about blogs and its possibilities. Given this, it all started as a timid experiment, and a form of expressing wine and music, and almost without realizing that I was capture by the subject, I increasingly started to dedicate more and more time to my blog.

In a few short sentences, summarize your intention with your wine blog.

I always loved to write as a way of expressing my viewpoints and arguments. In fact, I write for some music magazines; however, what I actually wanted was to have my own space to comment and share without any restriction my ideas about wine, music and a lifestyle linked to both. Therefore, in my blog I like to recommend the wines for which I am passionate; in this sense, each post is dedicated to what I consider a wine ‘pop’ or, what is the same, a wine that’s worth it.

How would you describe your readers?

I believe my readers are mostly young people (also friends) who care about wine and music. Also people who need a specific recommendation about a wine for a particular event.

Is blogging a professional endeavour for you or more of a personal outlet?

My blog is an absolutely personal task. What I most enjoy about blogging is the possibility to share my own thoughts without filters or intermediaries. Given my professional background and knowing what is to write for others, I strongly appreciate this personal channel… and it’s free! Moreover, I suppose that is what the people are looking for when they decide to read a blog and a non-conventional media. At least until now, we know that into blogs we can find sincere ideas; in my case, sincere comments and suggestions about wines, which are not based on commercial interests.

What tools or resources have you found to be successful in marketing your blog?

Honestly, I have never tried to marketing my blog, as it was born as an experiment and I have always seen it as a fun tool to share ideas with friends. Although I am conscious that there are a lot of internet resources which I use that can contribute to expand the name of my blog, for example: myspace, facebook or other blogs. In fact, recently I have created another blog, which is exclusively dedicated to gastronomy and wine, with the idea to create something more professional and less personal than vinospop.

How would you describe wine blogging to be different than print media?

As a regular reader of wine media, both blogs and print media, I am aware of what I’m looking for when I choose to read one or another. I consider blogs are still in an embrionary phase to be capable to offer the professional services that some magazines or webs offer. However, the strength of blogs is their credibility; nothing can be compared with the freedom of expression of a page where you have the possibility to discuss out of a commercial ambient. This is what blogs offer. Too many times we have heard that blogs are a conversation and this is what makes the difference.

Do you believe wine blogs have made any marked impact on the wine industry or wine culture?

Maybe not yet, but what is for sure is that companies are increasingly concerned about what is said about them in the blogosphere; and the wine industry is not and exception.

Where do you see wine blogging in 10 years?

Generally speaking, I believe blogs will have a bigger relevance as a social media and this fact will have a strong repercussion in the industry; especially in terms of consumers’ attitude and buying decisions. Wine blogging will not be an exception. I suppose we will live the professional development of many blogs, but I am quite sure that there will always exist this type of personal blogs, where we will find sincere arguments and where we will be able to have a good discussion.

What do you hope to gain from this conference?

When I heard for the first time this idea it made me feel excited and it have increased the illusion to boost my blog. I consider quite visionary to create a meeting to talk about how the on-line conversation is shifting in nearly every industrial sector, including the wine one. From this conference, I expect to meet people who share with me their interest for wine lifestyle and culture; therefore, I hope we can live an incredible experience in a region so long-attached to wine as La Rioja.