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. 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
This Article was originally published on The Drink Business - Wine
