In this WIN Insider Series interview, George speaks with Raquel Royers, the influential voice behind “Watch Me Sip” and a wine industry marketing professional making wine culture accessible to younger audiences. Raquel shares her unconventional path from crime reporter to digital wine marketer, discussing her passion for authentic storytelling and breaking down the intimidation factor of traditional wine culture.
The conversation explores how spirits brands are outpacing wine with bold marketing strategies, the evolving digital and social media landscape, and why memorable experiences matter more than ever for consumer engagement. Raquel offers candid insights on current challenges facing wine marketers—from pricing pressures to connecting with modern consumers—and reveals what the wine industry can learn from the innovation happening in spirits. Essential viewing for anyone in wine marketing or looking to understand how to reach the next generation of wine drinkers.
Looking ahead, she is set to speak at the North Coast Wine Industry Expo (WIN Expo) on December 4th, focusing on how wineries can connect with modern consumers through influence, identity, and occasion.
Follow Raquel Royers on Instagram: www.instagram.com/watchmesip
Need help from a Social Media expert? Check out: https://creativesipmarketing.com/
Learn More About the North Coast Wine Industry Expo: https://wineindustryexpo.com/
Register today with code: RAQUEL2025 for $30 off!
