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Can TikTok help future proof the wine trade?

Servers and sommeliers can help ease the confusion that often arises with trying to read a wine menu, but now a number of TikTokers are using the platform to educate users on how to pick a grape.

Can TikTok help future proof the wine trade?

With 83% of Gen Z saying they have purchased food or drink after seeing it on social media, according to data from CGA by NIQ, the influence of TikTok in dictating a growing number of consumer tastes is indisputable.

Speaking to the Wine Enthusiast, California-based winemaker Maggie Kruse said: “We often see millennial and Gen Z consumers make purchasing decisions based on the creators they follow and the experiences or products they recommend.”

Not all recommendations are welcome, however. In Paris, a wine bar went so far as to hire security after going viral on TikTok, with crowds staving off regulars and complaints from neighbours being some of the downsides that can come with creators promoting their favourite spots.

Speaking to Business Insider, Robert Compagnon, co-owner of the Paris wine bar Folderol, said measures were necessary to cut down on customers “sitting outside eating a scoop of olive oil ice cream and a glass of orange wine not even taking any pleasure in it”.

But not all influencers are stirring up unwelcome hype or encouraging flocks of crowds to descend on hidden gems. Some are simply offering alternatives to supermarket wines or breaking down tricky terms.

Ultimately more people understanding wine and what they do or don’t like is a good thing for the industry, so here’s a look at some of our favourite TikTokers demystifying the world of wine one bottle at a time:

1. @lukeflunder


Hope this helps – E – newsletter via link in bio 🙂 #lukeflunder #ttwg #recommendation #supermarket #grapejuicetok #advice #france #aldi #tesco #uk

♬ original sound – Luke Flunder | TikTok Wine Guy

Seeking to spread ‘positivity and wine knowledge like whipped butter’, Luke’s TikTok helps followers understand different terms such as classico, complexity and aeging associated with wines from different regions, from Italy to France and Portugal. He also recommends wines available each season in UK supermarkets like Aldi.

2. @legallywined


I encountered all 3 when I worked at a wine bar, ESPECIALLY the last one (dry red wine). But it’s super helpful to know the difference so you can find what you like #winetok #winetiktok #lawyertok #commonmistake #commonmisconception

♬ Aesthetic – Tollan Kim

Over in the US, Michelle from @legallywined is on a mission to make wine unpretentious, explaining everything from wine etiquette when it comes to ordering at restaurants, how to pair wine with food and how to properly taste the difference between acidic and tannic wines.

3. @tom_vinetribe


Never fear the wine aisle again. Be more like Tom #drinkstok #winetok #sainsburyswine #tescowine #aldiwine #winefinds #whitewine #redwine

♬ original sound – Tom Tryon | Wine Finder

Providing alternatives to already popular or familiar favourites, Tom encourages followers to expand their tastes and stop hiding in fear of the supermarket wine aisle.

4. @confidenceuncorked


Replying to @mimiki84 if you pour this out I will personally come for you #sediment #diamonds #wine101 #sommelier #somm #winetok #redwine #veganwine #wineeducation #residue

♬ Blinding Lights – Instrumental – The Weeknd

A self-described ‘snob-free sommelier’, Warner has a series on busting common wine myths, from breaking down the legs on a wine to debating whether or not sulfites an give you headaches, and sediments aren’t a bad thing.

5. Andre Mack on @bonappetitmag


When we talk about wine and “a great vintage,” what does that mean exactly?

♬ original sound – Bon Appétit Magazine

From decanting wine to spotting authentic bottles, owner of Brooklyn-based & Sons, Andre Mack is delivering wine content to the masses as part of Bon Appetit’s series.

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