Description of their identity
Sommlife is a tribe integrated by a group of profiles whose interest is in gastronomy, particularly the one that refers to wine and the articulated consumption experience around it. Most of the profiles work as sommeliers or present themselves as wine lovers, which implicitly positions them as connoisseurs of the subject.
Their central identity axis involves constructing an expert figure regarding wine tasting, tasting or selection. Its members enunciate this issue from the taste of grapes, their relationship with gourmet food, and the flashy spaces accompanying the consumption experience. In other words, it is about positioning themselves as connoisseurs who build exclusive experiences focused on the palate.
Conversation Topics
Wines; vineyards; tastings; gourmet dishes; travel; visits to exclusive restaurants; sights; personal appearance.
Gender
38% Women; 62% Men
The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.
Brands who they follow/interact with (Mexico)
Food & Travel; Cultura Colectiva; Mexico Destinos; Mercado Roma; 100 Vinos Mexicanos; Finca Las Moras; L.A. Cetto Wines; Bazar FUSION; La Europea.
Brands who they follow/interact with (Global)
Concha y Toro; Penfolds; Moet & Chandon; Harlan Estate; Château Lafite Rothschild; Screaming Eagle.
Related Hashtags
#winesoftheworld #winesoftheworld #winecatadevino #blindtasting #cataaciegas #vinotinto #somm #sommelier
What hurts or causes them conflict
The tribe's pain is shaped by its constitution as empirical experts (from their experience). For its members, being experts is not only about living gourmet experiences but constantly discovering others, either by traveling or combining different wines with premium foods. They are hunters of exclusive cultural and gastronomic experiences that accompany wine consumption.
Kind of Stories consumed by the tribe
The kind of stories consumed by the tribe is those that present people in bohemian contexts surrounded by luxury items and aesthetic architectural spaces. For them, wine consumption must be accompanied by an artisanal atmosphere, gourmet food and luxury items that give an exclusive charge to the moment, tasting or interpersonal meeting.
Related Google Ads Keywords
"white wine", "Lambrusco red whine", "wine and liquors", "Mexican gastronomy", "rosé wine", "vineyard routes".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| •Food and drink - Alcoholic beverages: Wine / Restaurants | •Travel: Frequent travelers | |
| •Hobbies and activities - Travel: Tourism, Vacation | •Consumer classification: People who prefer high values | |
| •Other interests: Club Des Sommeliers, Vineyard, Vineyard vines, Concha y Toro, Luxury travel, Gastronomy, Food & Wine |
What social media accounts do they follow?
What podcasts do they listen to?
Sommlife Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe
Red Dot
