Is "WineTok" hurting the wine industry?

A semi-provocative rant for your Tuesday

Last week, I started a TikTok account for one of my winery clients. Though I’ve used TikTok as a consumer before, I’ve never used it as a marketing tool for one of my clients, so I’ve been scrolling through posts about wine on TikTok to get a feel for what’s popular there. What I’ve discovered has been a real big “yikes.’’

Here’s what I discovered during my deep dive into WineTok and why I think it’s time for the wine industry to sit up, pay attention, and actively work to change the narratives there:

The Top Categories of WineTok Content

From my hours of scrolling, here are the top categories of content that perform well on WineTok:

1. "Lol, alcoholism is funny!"
   One of the more disturbing categories involves making light of alcoholism and using excessive drinking as humor.
   For example, some posts depict wine tasting as a "classy" way to get drunk. In one popular video, a group of women at a wine-tasting lip-sync to an audio clip of someone saying, "Can I make a confession right now? I am tipsy," while another of them is double-fisting two glasses of wine. The punchline, of course, is that getting drunk is hilarious.
   This leads directly into another subcategory—drunk mommy content—which could honestly be a genre of its own. In these videos, the joke is that mothers "need" wine to cope with the stresses of parenthood. One video, for instance, shows a child (off-screen) asking their mom if she would die without wine, to which the mom responds, "I wouldn’t die if I didn’t have wine..." and then mumbles into her glass, "But you might."
   Yet another concerning subcategory is the sexualization of wine. In these videos, wine is often linked to suggestive or overtly sexual behavior. In one clip, a woman with a glass of wine in hand lip-syncs to the audio, “If a woman has two glasses of wine a day, it increases the chances of a stroke. If she has the whole bottle, she might suck it too.” This type of content plays on crude humor and reduces wine to nothing more than a tool for excess and innuendo rather than a beverage to be appreciated and enjoyed in moderation.
   

2. "Wine is the devil!"
   Another dominant category on WineTok comes from the health-conscious corner of the app—what some call HealthTok—where wine is demonized for its ingredients or how it's made.
   Many of these videos claim that wine, especially American wine, should be avoided because it is filled with sulfites, pesticides, or high calories. Some of these creators also claim that only European wines are "safe" because they allegedly don’t contain sulfites, which is misinformation.
   To add to the confusion, many of these videos inexplicably recommend drinking gin or vodka as healthier alternatives because they are "lower in calories" but then proceed to mix those spirits with sugary mixers, completely undermining the health argument.
   Perhaps the most common myth perpetuated in this category is the claim that sulfites in wine are the main cause of headaches, bloating, and other health issues. These videos assert that sulfites are ruining your life, and you should avoid wine at all costs because of them.
   This narrative is frustratingly misleading, especially considering that dried fruit contains five times the amount of sulfites found in a bottle of wine yet doesn’t get nearly the same backlash.
   

3. Snobby Sommelier Content
   The "guy in a suit" mansplaining wine is a classic trope on WineTok that perpetuates the idea of wine being an elitist, inaccessible pursuit. This type of content features self-proclaimed experts—often somms or those trying to imitate them—lecturing viewers on the "right" way to taste, drink, or appreciate wine.
   Their condescending tone suggests that most people are doing it wrong and that only those with expert-level knowledge truly belong in the wine world. Instead of welcoming people to explore and enjoy wine, this content creates an unnecessary barrier, making the experience feel intimidating and exclusive.
   For the average wine drinker or for folks just exploring wine for the first time, this type of video can be a huge turn-off, further reinforcing the stereotype that wine is only for pretentious people.
   

4. "Lol Wine is for snobs!"
   This type of content basically takes everything about the Snobby Sommelier Content and makes fun of it. It often mocks people who enjoy wine, portraying them as pretentious or out-of-touch. Wine lovers are frequently depicted as old, boring, and lacking excitement, reinforcing the stereotype that wine is an elitist hobby reserved for snobby or unrelatable individuals. Rather than celebrating wine culture, these posts make it seem outdated and unappealing, further alienating younger audiences who might otherwise be curious about exploring the world of wine.
   

5. Wine Hacks and Gadgets

   Finally, another popular category of WineTok content revolves around wine hacks and gadgets.
   Videos featuring products like sulfite wands or unconventional hacks like putting wine in a blender are frequently presented as life-changing solutions for wine lovers. The idea behind these hacks is that you can improve a bad or cheap bottle of wine using these "quick fixes," whether by removing sulfites or aerating the wine through odd methods.
   While some gadgets like Coravins and decanters have genuine utility, many of the more extreme hacks can border on the ridiculous, and they often imply that you can skip buying quality wine in favor of these "improvements." The result is content that feels gimmicky, occasionally dipping into the realm of snobbery as it implies you need these tricks to truly enjoy wine.

And that’s the type of content that’s winning on WineTok. It’s either mocking wine, treating it like a joke, or pushing fear-based misinformation. And that’s a real bummer.

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My Takeaways from WineTok

Here’s why these trends bother me and why I think are a problem for the wine industry:

The content that tends to go viral on social media platforms, including TikTok, is often polarizing or extreme. So, of course, you’ll see a post joking about how drinking wine is an acceptable form of alcoholism because it’s “classy,” followed by a fear-mongering post about how wine is going to kill you (but for some reason, gin is okay?)

What bothers me is the lack of nuance. There’s no middle ground. According to the content that gets the most engagement, wine, one of the most complex and culturally rich products in the world, is either a joke, elitist, or dangerous. And this narrative is hurting the wine industry’s ability to attract new consumers—especially younger generations.

How can we expect people to want to drink wine if the narratives being served in popular media are always at odds with one another?

The broader cultural conversation about wine is littered with two extreme portrayals:

1. Wine as a punchline: "Wine is for sloppy drunks, haha!"

2. Wine as an elitist, inaccessible thing: "Only a snob could appreciate this!"

The message people—especially the newbs—get from this media is that if you like wine, you’re either a pretentious douchbag or an annoying, lush, And no one, especially the youngin’s who are new to drinking wine, wants to claim either of those as their identity.

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The Call Is Coming from Inside the House

What really chaps my ass about this is that these problematic narratives often come from within the wine industry itself:

• Drunk Mommy Narratives: Some wine brands lean into the "drunk mommy" content with labels and marketing campaigns that make light of overconsumption, particularly for moms. There’s actually been articles written about this phenomenon and how the “mommy juice culture" can lead to drinking problems.”

• Making Fun of Dry January: Every January, we see wine writers and influencers mock the concept of "Dry January" as if taking a break from alcohol is ridiculous (“I’ll be drinking dry wine this January” *insert guffaw here*. There's even a whole campaign called "Come Over for October," which, for the record, I think is a fun idea. However, I don’t love that it originated as a response to Dry January and Sober October, as it can come across as dismissive of the sober-curious movement. While I know it’s not the organizers’ intention, it risks alienating people who can’t drink or choose not to, which can be counterproductive in making wine culture more inclusive.

• Snobby Somm Trends: And, as we’ve seen, even wine professionals participate in TikTok trends that make the industry look elitist and exclusive.

So, no wonder Gen Z and younger Millennials aren’t drinking as much wine as their parents did. From their perspective, this content being served up by the very industry that claims to want them to buy more wine is making them feel excluded, silly, or stupid.  They’re damned if they do and damned if they don’t.

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So, What Can We Do About It?

The wine industry needs to change its approach if it wants to connect with a new generation of drinkers. Here’s what I believe wine brands and marketers can do to reclaim the narrative:

1. Embrace Inclusivity:

   Wine is for everyone, not just experts. Content should celebrate exploration, learning, and enjoyment—without judgment. Understand that the people your content is reaching might be at different stages of their wine journey, from beginners just discovering the basics to seasoned enthusiasts.
   
   It’s important to create a variety of content that speaks to all levels, offering something educational for the novice without alienating those with more experience.
   
   This means balancing approachable content, like tasting tips or wine pairings, with deeper dives into winemaking processes or vineyard history, so everyone feels welcomed and engaged. The goal should always be to inspire curiosity and enjoyment, making wine feel accessible to all.
   

2. Tell Honest, Engaging Stories:

   Lean into the rich history, culture, and craft of winemaking. Share stories about the land, the people, and the traditions that make each bottle unique. But tell these stories in a way that’s approachable, not intimidating.
   
   Avoid industry jargon or overly technical explanations that might alienate those unfamiliar with winemaking. Instead, focus on making complex topics understandable by using relatable analogies and explaining the "why" behind the processes.
   
   Highlight the passion and dedication that goes into each bottle, and remind your audience that wine is meant to be enjoyed by everyone, regardless of their level of knowledge. Whether you’re talking about the terroir, fermentation, or the history of your vineyard, keep the tone inviting and inclusive, fostering a sense of community and shared discovery.
   

3. Celebrate Moderation:

   It’s okay to make wine a part of a balanced lifestyle. We don’t need to make light of overconsumption to make wine relatable or to create humor around it. We can tease ourselves and find lighthearted ways to celebrate wine culture without glorifying excess.
   
   Humor can come from the joy of discovering new wines, the occasional awkwardness of a wine tasting, or the learning curve of understanding wine pairings—not from reinforcing unhealthy habits.
   
   By focusing on the pleasure and enjoyment that comes with wine while still promoting moderation, we can keep the conversation fun, inclusive, and responsible.
   

4. Educate on Topics That Are Often Misrepresented or Feared:

   I see a lot of wineries doing this already by responding to videos about sulfites with more education, and it’s a great start. By addressing misinformation directly, they’re not only dispelling myths but also positioning themselves as trusted sources of knowledge. These responses can help clarify common misconceptions, such as the role of sulfites in wine, and offer factual information that empowers consumers to make more informed choices.
   
   The key is to continue this approach by expanding education on other commonly feared or misunderstood topics, like organic practices, pesticides, or other additives, and doing so in a calm, clear, and non-judgmental way. It’s about guiding the conversation with facts and transparency rather than feeding into fear-based narratives.
   

5. Engage with Younger Audiences Authentically:

   Understand that younger generations value authenticity, transparency, and inclusivity in the brands they support. They want to feel connected to genuine stories, see behind-the-scenes moments, and know that the companies they engage with have strong values.
   
   Create content that aligns with those principles by showcasing the real people behind your winery, being open about your production methods, and addressing social and environmental issues that matter to your audience.
   
   Move away from outdated tropes that portray wine as elitist, exclusive, or overly polished and instead embrace a more relatable, down-to-earth approach. Focus on building a sense of community and fostering meaningful connections, making sure everyone feels welcome, no matter where they are on their wine journey.

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I’m excited to explore the wild world of WineTok more and be a part of changing the narratives there. Who knows, maybe we can shift the conversation from exclusion and stereotypes to one that celebrates wine's diversity, accessibility, and fun without losing its depth. And hey, if you’re on TikTok—who are your favorite wine-related accounts to follow there?