![]() It wasn’t until the end of last year that a few of her videos went viral. She initially hesitated to add TikTok to the mix, but decided to experiment with the app last summer. Helena, first built a following on other services, like Instagram and YouTube. Like several other influencers on what’s become known as WineTok, McCrossin, the former wine director at Press restaurant in St. What’s more, unlike with many Instagram posts, their TikTok content isn’t sponsored by wineries, further legitimizing these creators’ recommendations. They are generally industry insiders - a mix of sommeliers, educators and other industry workers - compared to the amateur enthusiasts more commonly seen on Instagram. Unlike their counterparts on Instagram, whom the industry has met with criticism and skepticism, TikTok influencers tend to focus on educational videos over hyper-stylized content. Influencers have had to get creative in finding ways around that rule. The effectiveness of TikTok as a device for wine sales has been surprising not only because of the wine world’s notorious technological lag, but also because TikTok bans the sale or solicitation of alcohol on its service. McCrossin, who goes by somm_vivant, and Duhig represent an emerging trend in the premium wine sector: the rise of wine influencers on TikTok and their potential to boost sales for an industry desperately seeking a younger customer base. McCrossin and others have shown there is potential for premium wine brands to reach younger demographics, such as Millennials, with TikTok. ![]() Helena, wine influencer Amanda McCrossin makes a TikTok video, reviewing the winery’s tasting experience (top photo and above left) and location (above right). Photos by Samantha Laurey/The Chronicle At Frog’s Leap Winery in St. ![]() ![]() ![]()
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