Vivino: A Beautiful Wine App In An Era of Exposure
It's certainly clear to me and it ought to be clear to anyone else considering the issue that human beings are positively inclined to share the details of their lives as broadly and widely as possible.
Interestingly, we didn't know this until very recently. Or, at least we didn't have solid evidence it was true. The ease with which social media tools, mobile broadcast platforms and simple publishing platforms allow us all, individually, to broadcast what we think, what we do, what we love and hate, what we observe and, yes, what we drink has surely been the catalyst for unleashing what has always been a pre-dispositon to expose ourselves to friends, family and strangers.
I couldn't help thinking about this obvious little revelation as I sat with Heini Zachariassen, founder of VIVINO, a mobile app that allows wine lovers and wine drinkers to easily snap photos of the wines they are drinking, buying and cellaring and automatically retrieve, store and broadcast information about them.
VinTank, a wine industry digital marketing firm, is very high on VIVINO. There are upwards of 600 different wine related mobile apps. VinTank has looked at, evaluated and reported on a number of them. To-date, VIVINO is VinTank's most highly rated wine app.
The VIVINO App is certainly convenient to use, well designed, possesses an intuitive user experience and has the potential to be be the go-to mobile app for those wanting to keep track of and SHARE their wine drinking experiences.
This is all good and all consequential. But it's also a product indicative of the very swift and game-changing exposure of the truth that wine drinkers, like consumers of most other products, want to tell others—as many others as possible—what they are consuming.
It's important to note that this compulsion to broadcast one's tastes in and experience with wine went unfulfilled just 20 years. At that moment in time and prior, if one wished to expose their wine drinking habits to others, it was necessary to look them in the face or write a letter (or an early email) or undertake the fairly herculean task of publishing a newsletter that would probably be mailed or faxed, which was a very expensive proposition. In other words, the desire to tell as many other people as possible what we think and do—including what wines we drink and keep—is, I believe, an inherent part of the human condition that only recently has been exposed and given the means to be undertaken by anyone, anywhere.
Facebook, Twitter, Linked-in, Blogging Platforms, Pinterest, Mass Email platforms, Mobile Phones with their Social Apps, and, yes, VIVINO, have given us the means to fulfill our desire to show off the most mundane and intimate details of our habits, desires, whims and thoughts.
Wine is truly a social-oriented product. More so than most others. We aren't likely to share a soap with a gathering of friends. We are unlikely to reach into our collection of pasta in the pantry and bring it to a dinner party. Though I've not checked, it seems unlikely that many technology developers have created upwards of 600 apps concerned with providing an education about, a means to communicate about and platform for recording our interactions with plastic bags.
Wine-related apps like VIVINO remind us that this inherent compulsion to share the details of our lives with as many people as possible tends to find its greatest expression around topics that we believe define us as individuals. Some products and some subject matters serve as the self-created garb and masks that announce we belong within various social tribes and particular communities of believers, and mark the spot where we have built personal walls around and placed open doors into self created identities.
Like the wines we choose, its the places we visit, people we associate with, the process of adorning our habitat, the celebrities we whom we identify, the technology tools we use, and the political groups we both despise and appreciate that are among the more likely subject matters we use to define ourselves and that are now broadcast to others far and wide.
VIVINO and other wine-related apps have enormous utilitarian potential. VIVINO is extraordinarily convenient for those who wish to track what they drink, find more of it and find others that do the same. But it is also another in a long line of new tools that give wine lovers another means to express themselves in ways they've always wanted to but, until recently, were only able to do so in very intimate settings.
Social Media and new broadcast tools are continuing and quickening the pace at which intimate communications are giving way to full exposure.