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In the wine market, aficionados, as very regular consumers and soon-to-be experts, are important targets for influence marketing. Investing judiciously in the judgment devices where their oenophile learning takes place is therefore crucial. This article aims to understand the criteria that shape the hierarchy of judgment devices among wine aficionados. Based on a participant observation, a netnography, and projective interviews, this research reveals aficionados’ distrust of vertical devices and their valorization of devices promoting autonomy and participation, and advocates a strengthening of offline and online networks.