For the 2025 Paso Wine Fest, the Paso Robles Wine Country Alliance explored a fresh approach to influencer marketing—partnering with creators outside the traditional wine space. The goal: introduce the Paso Robles wine lifestyle to new audiences.

This year, lifestyle influencers Francesca (@frankvinyl) and Misha (@mish_critiques) joined us to experience Paso Wine Fest firsthand. With limited wine backgrounds, they were the ideal ambassadors to showcase how approachable, welcoming, and diverse Paso Robles wine country is. Their content highlighted everything from wine tastings and festival moments to dining, scenic views, and the other Paso Wine Fest activities like the Wine Folly Paso 101 seminar, winemaker dinners, Paired Paso, and Sparkling Paso. What they captured offered a fresh and fun perspective for first-time wine country visitors.

The campaign delivered strong results with 42 pieces of content shared across Stories, Posts, and Reels, earning more than 62,000 impressions and 1,100+ engagements.

This effort marked a strategic shift from 2024, when the PRWCA collaborated with four wine-centric influencers to strengthen ties within their existing wine focused following. In 2025, the focus expanded to connect with untapped audiences—people who may not yet have Paso Robles on their radar but are open to new travel and lifestyle experiences.

While the long-term impact of partnering with non-wine influencers is still unfolding, this campaign reflects our continued commitment to new audience growth that can drive DTC sales through creative outreach.