News / Trends / 27 July, 2015

By: André Deco Rossi

I am constantly being asked in classes, lectures, tastings and informal chats what the best Social Wine Network is for storing, evaluating and sharing experiences. And my answer is always the same: It depends on what you´re looking for with this network, because, in my opinion, they have yet to design an app that is perfect and complete for everyone or at least for the vast majority of Brazilian oenophiles.

There are many networks out there but none with as much scope in Brazil as Vivino, and that’s why I’m going to focus there. Vivino is the App which comes closest to the needs of consumers. And this is because it works very well, storing the wines, giving the user the possibility to classify them with “stars” according to one´s taste and also to leave comments for others to see. Furthermore, the platform of Vivino allows for the correction of information such as vintage or type of grape. However, there are 2 things about Vivino with which I have my doubts and which “social-oenophiles” should be vigilant:

First and foremost is the price. Unfortunately, Vivino still hasn’t found a way to standardize prices by region. So, say a user buys a wine in Paris for 10 Euros, and posts that they paid 10 Euros, we know that in Brazil the price of wines is different from other countries, and in the vast majority of cases much more expensive. And so, a Brazilian user who buys the same wine in San Pablo, puts that they paid 100 Reals. What do we do? How do we work out the average price? With a simple calculation of – 100 Reals + 35 Reals (10 Euros with an exchange rate of 3.5 Reals) = 135 Reals, which gives us an incorrect average of R$ 67.50, which makes no sense in either currency. So, much care and attention is needed with the base prices, as they seem to vary greatly and are often not exact.

Another problem that needs our attention is the evaluations system. Ultimately, anyone, with any level of knowledge can assess wines, from the most basic to the most expert. So these assessments, like the prices, vary way too much. But the main thing in relation to evaluations is not variation, but personal taste. So if a wine on Vivino is given a maximum evaluation (5 Stars), that doesn’t necessarily mean that everyone will like it, because wine is very personal, and everyone likes a different type of wine! So my suggestion is, that if you’re going to look for a wine on Vivino, or any other social network of wines, make sure you use the filter option to choose people to follow and see those who are more trustworthy and who have similar tastes to yours. Thus, the possibility of wildly varying opinions and evaluations, is minimized.

So, my tips for getting the most out of Vivino and consequently other wine networks or applications are:
-As a tool for registering, remembering and commenting on wines you’ve enjoyed, Vivino is perfect!
-Pay attention to the price of wines, especially if the application has users from several countries.
-Pay attention to the evaluations. Anyone can evaluate and say whatever they want.
-Use a filter to choose those who you follow in order to have better parameters.

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André Deco Rossi
Graduado en el instituto inglés Wine & Spirits Education Trust (WSET) en los niveles 1 - Foundation, 2 - Intermediate e 3 - Advanced, cursados en Nueva York. Actualmente está cursando el cuarto y último nivel del WSET, el “Diploma”, curso que tiene una duración de 3 años y es preparación obligatoria para el reconocido Instituto Master of Wine. Es uno de los únicos 5 brasileros residentes en el país que ha sido acreditado como Profesor de este mismo WSET, habiendo sido aprobado por el WSet Educator Training Program 2011, en Nueva York. Es también profesor da Fundação Getúlio Vargas (FGV), en el curso “Negocios del Vino”. Editor e Idealizador del Blog EnoDeco, que es hoy el blog oficial de vinos del portal R7 – Record ( ), uno de los blogs de vino más visitados de Brasil, y que ya fue indicado por la Guia 4 Rodas como uno de los 10 mejores “enoblogs” de Brasil. Vencedor del concurso “Meu Vinho com Susana Balbo”, donde 30 blogueros y periodistas del vino participaron y armaron un corte, en el cuál la propia Susana, la más influyente enóloga Argentina de la actualidad, elegiría al mejor. Con el corte elegido, Déco tiene un vino elaborado y firmado en conjunto con Susana: Dominio del Plata Essential Limited Edition 2011. Columnista del Portal de Contenido BICOFINO ( ) y editor de vinos de la 4ª. Edición del Flavour Guide ( ), proyecto anual del crítico gastronómico Josimar Melo. Desde 2012 es PR en Brasil de Wines of Argentina, asociación que promueve la imagen y la marca de los vinos argentinos en el mundo. Responsable de toda la comunicación, eventos y RP en Brasil.” [:en]Graduated from the English Wine & Spirits Education Trust (WSET), New York, in levels 1 - Foundation 2 - Intermediate and 3 - Advanced. He is currently completing the fourth and final level of WSET, the "Diploma" course that lasts for 3 years and is mandatory preparation for the recognised Master of Wine Institute. He is one of only five Brazilians living in the country that has been appointed as a Professor of WSET, having been approved by the WSET Educator Training Program 2011, in New York. He is also a professor of Fundação Getúlio Vargas (FGV), in the course "Business of Wine". Editor and creator of the blog EnoDeco, which is today the official wine blog of portal R7 - Record (, one of the most popular wine blogs in Brazil, which was already indicated by Guia 4 Rodas as one of the 10 best “Enoblogs” in Brazil . Winner of the contest "Meu Vinho with Susana Balbo" where 30 wine bloggers and journalists participated and put together a blend, in which Susana, the most influential winemaker in Argentina today, choose the best. With the chosen blend, Deco has a wine made and signed together with Susana: Dominio del Plata Essential Limited Edition 2011. Columnist for the Content Portal BICOFINO ( and wine editor of the 4th Flavour Edition Guide (, annual food critic project Josimar Melo. Since 2012 he has been the PR in Brazil for Wines of Argentina, the association which promotes the image and brand of Argentine wines in the world. Responsible for all communications, events and PR in Brazil. [:en]

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