Sally Scarborough: “You’ve got to be active.” Picture: Ryan OslandWINE, food and social media. A match made in heaven?
Sally Scarborough of Scarborough Wine in Pokolbin thinks enough of the potential to mix the three elements that she has engineered the first “Instameet” at a Hunter winery on Sunday at her family’s Gillards Road cellar door.
An “instameet” is a group of instagrammers gathering a pre-organised location to take photos and videos together. It is a product of the Instagram phenomenon, a free mobile phone app for taking photos and posting them to fellow users that has more than 400 million followers worldwide and 5 million registered users in .
“We see it as just another medium to share what we do at Scarborough,” Sally says. “It’s such a beautiful location, that translates well. The natural beauty works very well on the platform.”
The format for the event calls for visitors to meet at 10.30am at the cellar door (Scarborough has a separate cellar door at its Hermitage Road winery, but Gillards Road is the company’s original site and still operates as a cellar door). From there attendees will tour the adjacent Scarborough vineyards and enjoy tasting of the possible components of the winemaker’s 2015 vintage of The Obsessive chardonnay in varying oak barrels. Lunch ($40) from noon to 1.30pm will be provided on site by The Cellar restaurant.
Experienced instagrammers will be on hand during the day to provide advice.
Sally Scarborough certainly sees the event as a two-way event, with visitors and the winery gaining a greater understanding about each other.
“We know the best connection we have is definitely when people come to the cellar door. They search instagram, or Trip Advisor, and see what is said. They might have an idea that they would enjoy it, but it isn’t until they come to the cellar door, and understand what it is all about, that we connect.”
The winery has close ties with its members and customers through Facebook, and hopes Instagram will be an extension of this relationship.