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You can have a happy hour wherever you are with WineTok, a drink-and-dining trend that is taking TikTok by storm. This trendy hashtag has revolutionized how audiences discover, learn about, and purchase wine, transforming casual wine drinkers into a community of like-minded wine enthusiasts.
What is WineTok, and why should brands and creators alike pay attention? Get your wine glasses and corkscrews ready, because we’re going to break down everything you need to know about this delicious TikTok trend. Let’s go!
What is WineTok?
Wine has a reputation for being a confusing, inaccessible, or just plain intimidating part of drinking and dining. After all, there are thousands of different kinds of grapes and wines to choose from, and the differences between them all can be overwhelming for those not in the know.
With WineTok, learning about wine has gotten much, much easier. Creators drink, review, and even make wine for thousands—if not millions—of viewers.
There’s no judgment for inexperience or ignorance about the world of wine in this corner of the internet. Audiences learn about wine through short, engaging videos, and many are encouraged to try out what wines speak to them. Ever tried boxed wine? How about an off-dry German Riesling, paired with hot honey-whipped feta? Everything from tasting tips to pairing recommendations and wine-centered memes has a place on WineTok, and everyone wants a taste.
For anyone under 21 or for those who do not drink alcohol, the spirit of WineTok extends to other nonalcoholic beverages. The community trends include professional sommeliers analyzing the notes in energy drinks or other popular beverages, while other creators demonstrate every possible alternative to the traditional corkscrew for opening a wine bottle. On WineTok, the goal is to be fun, informative, and inclusive.
With content from and for everyone, from lifelong connoisseurs to total wine newbies, Winetok is truly the ‘happy hour corner’ of the internet.
Curious about other creator communities? Check out our guide to Creators and Their Creator Networks: Platforming Smaller Creators.
Why WineTok Matters
WineTok isn’t just for the sommeliers and oenophiles out there. WineTok breaks down the elitism in wine culture and creates approachable, inclusive content. In doing so, it is creating a new generation of wine drinkers, particularly in younger Gen Z and Millennial audiences.
The popularity of WineTok is great news for wine and food brands as well as influencers in the drinking and dining spaces, as there are large, young audiences keen to consume. Wine brands can go viral when WineTok videos take off, making the community valuable to approach for creators and brands.
There are more than just wine brands jumping on the WineTok trend. Wine pairings are all the rage on WineTok, and cheese, bread, cracker, and fruit brands have begun to partner with WineTok creators to promote their products.
WineTok is a blooming ecosystem coming together to promote, educate, and celebrate the drinks they love.
To learn more about online marketing campaigns, take a look at The Best Memorial Day Marketing Campaigns.
Winetok Creators to Watch
Has WineTok got your palate piqued for more wine-related content? From professional sommeliers and chefs to low-key wine enthusiasts, here are some of the creators to watch in the WineTok community.
@ehk.vin
@ehk.vin My wallet 🤝 quality cheap wines #winetok #cheapwine #sommelier #recommendations ♬ Rainy Day – aAp Vision
TikTok user @ehk.vin is a sommelier-in-training based in New York City who is all about sharing her expertise and perspective on the wide world of wine drinking.
On this channel, you can follow this creator’s journey to becoming a sommelier, getting glimpses into all the best wine spots in the city. She combines lifestyle videos with an in-depth knowledge of wine and dining, and her videos are beloved for their modern aesthetic and soft-spoken, intelligent host.
If you want to know what it takes to be a wine expert, join @ehk.vin’s journey!
@stephthesommalier
@stephthesommelier ✨Wine & Dip Episode 4: Easy Boursin™ Dip✨ I’m obsessed with both Boursin™ and Heluva Dip™ and this lil’ creation is a perfect delicious marriage of the two! Serve it with your favourite Sauvignon Blanc and a bag of Miss Vickie’s original chips and don’t be surprised if you eat the whole thing in one sitting! I paired this with the Domaine de La Villaudière Menetou-Salon (an insanely delicious Sauvignon Blanc from the Loire Valley in France) Recipe: *measurements are estimated, because I can’t measure to save my life. Ingredients: – 4oz soft cream cheese – 4oz full fat sour cream – 1 package of Chive and Shallot Boursin™ – 1/4 cup chopped green onions – 1-2 cloves of garlic, pressed – 1-2 tsp grainy dijon mustard – Fresh black pepper Directions: Mix all ingredients together, top with green onions, and serve with Miss Vickie’s original chips! 🌟Why the pairing works🌟 ✔️ Herbal wine + herbal dip = 👌🏼 ✔️The creamy, mouth coating dip is washed away between bites with each zesty, acidic sip of wine 🥂 Follow for more wine & dip pairings! #boursin #boursincheese #sauvignonblanc #frenchwine #wineandfood #wineanddip #winepairing #winetips #wineeducation #winetock #dip ♬ I Can’t Believe That You’re In Love With Me – Artie Shaw & His Orchestra
What’s better than wine? Wine and cheese, of course!
TikTok creator @stephthesommalier pairs her wine recommendations with easy (and cheesy!) recipes anyone can try at home. Her viral ‘Wine and Dip’ series covers popular dishes you can make at home. Steph’s other videos review and rank wines from easy-to-access brands like Kirkland Signature.
This WineTok channel is all about making good wine and good food easy and accessible for everyone. If you’re new to WineTok or want some easy recipes to try on your own, this is a great place to start.
@confidenceuncorked
@confidenceuncorked If you never have leftover wine, this life hack isn’t for you 🙂 Don’t knock it till ya try it! #winehack #lifehack #winetip #winetasting #sommelier #somm #masonjar #storage #wine101 #cork #lifechanging #gamechanger ♬ Blue Blood – Heinz Kiessling
Ever wonder what to do with that half-drunk wine bottle you opened? WineTok superstar @confidenceuncorked has all the wine-related life hacks you need to make the most out of your wine cabinet.
With millions of views across its most popular videos, this channel wants to help you feel more confident about wine. This “snob-free” sommelier walks viewers through everything from the correct steps for tasting wine to debunking common wine myths. You’ll impress your friends or family during your next big meal with all you can learn from @confidenceuncorked.
@themillinialsomm
@themillennialsomm Mrs. Suzanne vs Screwtops #winetok #cheers #fyp ♬ original sound – themillennialsomm
Who says learning about wine can’t be fun? TikTok user @themillinialsomm takes wine education—and skit videos—to the next level. These WineTok gems are fashionable, fun, and educational.
Learn about everything from the benefits of screwtop bottles to the right wine glasses for the occasion, or get recommendations for the top American wineries from which to buy your next bottle. These stylish WineTok videos can make wine experts even out of the least experienced wine drinkers in no time. It’s no surprise that this channel is a staple in the WineTok community.
Final Thoughts
With funny, witty, educational, and inclusive content, WineTok is just one branch of the larger food influencer community on TikTok. It’s building an engaged audience of new and passionate wine drinkers and has a real impact on the wine industry at large. With all the different styles of content to choose from, WineTok has the right vintage of content for everyone.
