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Pasqua Wines: The importance of influencers

Can you explain the approach that Pasqua takes to influencer marketing?

Over the past few years, Pasqua’s approach has evolved alongside our communication strategy and our identity as the House of the Unconventional. We have gradually shifted our focus from collaborations primarily aimed at amplifying our message through the reach of an established community to working with content creators who play an active role in shaping how our stories are told.

The distinction, for us, lies in the role they play within the creative process. While influencer collaborations can be particularly valuable in connecting brands with established communities, our focus today is on involving creators for their ability to develop original content, bringing their own artistic vision, aesthetic sensitivity and distinctive storytelling languages to our projects.

As creativity, art and contemporary culture have become increasingly central to our brand narrative, this approach has allowed us to explore new ways of communicating our wines and projects, in line with our unconventional spirit.

We look for creators whose values and creative sensibility resonate with ours, building collaborations based on a shared vision and creative exchange. Our ambition is not only to increase visibility, but also to enrich our storytelling and create meaningful connections with different audiences.

How important is your use of influencers compared to more traditional marketing campaigns?

Traditional media, digital communication and content creator collaborations play complementary roles — and for us, the balance between them has evolved significantly.

Traditional media remain essential for credibility and authority. A review in a respected wine publication carries a weight that no Instagram post can fully replicate, and the tone is primarily informative and educational. Digital communication works differently: on social media, education happens through entertainment. The relationship with our audience is living and ongoing rather than a series of one-directional messages, and the tone of voice reflects that.

Instagram is our primary digital channel — not as a promotional showcase but as an editorial space where our identity as the House of the Unconventional is expressed consistently and visually. TikTok, through The Italian Marvel, extends this into lifestyle and cultural conversations with a younger audience.

Our collaboration with the creative studio Vacades illustrates what content creator partnerships mean for us in practice. Using AI-generated imagery and animation, Vacades embeds our bottles into surreal architectural worlds — our wines become part of an imagined landscape, something entirely new and unexpected. The result is content that introduces Pasqua to Vacades’ audience while remaining completely within our creative vision. We are not handing the brand to an opinion leader: we are co-creating something that neither of us could have made alone. That is the difference between an endorsement and a genuine creative collaboration.

Has this kind of collaboration brought with it any challenges?

As with any creative collaboration, one of the key challenges is finding the right balance between the creator’s individual vision and the identity of the brand. For us, authenticity and creative alignment are essential. We believe the most effective collaborations are built on a shared understanding of the project, allowing creators the freedom to express their own perspectives while remaining connected to our values.

Another important aspect is the complexity of wine itself. Wine carries a rich cultural heritage, deeply connected to people, territories, craftsmanship and traditions. Translating this richness into contemporary digital content requires sensitivity and a thoughtful editorial approach. The challenge is to make wine accessible and engaging without oversimplifying its identity. We see this process as an opportunity for creative exchange, where different perspectives can enrich the storytelling and contribute to a more authentic and distinctive brand narrative.

More generally, what would you say are the most significant impacts the rise of influencers have had on the drinks trade?

The rise of influencers and content creators has broadened the way wine is discovered, experienced and discussed — and crucially, it has opened the conversation to a far more diverse audience, well beyond specialists and experts.

Alongside traditional wine communication, digital creators have introduced new perspectives and storytelling languages, connecting wine with broader cultural conversations around art, design, gastronomy and lifestyle. One of the most interesting developments is the growing importance of authenticity and trust. Audiences increasingly value content that feels relevant, credible and consistent with the identity of the person sharing it.

This evolution is encouraging brands to look beyond individual activations and consider how creative collaborations can contribute to building meaningful relationships over time. For the wine industry, this represents an opportunity to engage with new adult audiences and make wine culture more accessible and contemporary, while preserving the knowledge, authenticity and heritage that define it.

Could the trade do more to engage with content creators, to its own benefit?

We believe there is significant potential for the wine industry to further develop its relationships with influencers and content creators, recognising the different contributions they can bring to brand communication.

Beyond individual activations, the opportunity lies in building meaningful creative partnerships that reflect a brand’s identity and contribute to a consistent, long-term narrative. At Pasqua, this philosophy is reflected in our approach to digital communication, which combines a distinctive editorial vision with the creative contribution of content creators.

Instagram plays a central role as a space for education and inspiration, where high-quality, visually impactful content brings our wines, projects and identity as the House of the Unconventional to life. At the same time, through The Italian Marvel on TikTok, we explore new storytelling languages, contemporary aesthetics and lifestyle-driven narratives to connect with new audiences.

Combining strong editorial strategies with genuine creative collaborations can help the wine industry go beyond immediate visibility — inspiring curiosity, encouraging discovery and building meaningful, lasting connections with wine culture.



A look at the impact of influencers on the trade will be published in the upcoming (November) issue of Harpers.

• Social Media
• marketing
• influencers
• Pasqua Vigneti e Cantine
• Riccardo Pasqua
• Pasqua