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TikTok for wine lovers

Richard Hemming MW headshot
Richard Hemming MW
Monday 20 February 2023
Venn Diagram of logos for TikTok and Jancis Robinson dot com

To what extent has wine invaded this popular video-sharing terrain?

The Venn diagram intersection of people who are members of both TikTok and JancisRobinson.com is likely to be small indeed. Surely those demographics are incompatible: on one hand you have obsessive nerds searching for some sort of validation; on the other, you have members of TikTok.

I mean that with utmost fondness, of course – hey, I’m an obsessive nerd too! But why would the sort of wine lover that reads this website browse TikTok for wine advice? As someone who had never used TikTok before, I logged on to find out...