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Building on Chapter 3 of The 2025 Guide to Wine Club Growth
Someone just discovered your winery—not by visiting your tasting room, seeing an ad, or hearing about you from a friend.
They found you while scrolling through TikTok.
One moment, they were watching a cooking video. Then suddenly, they were learning which wines pair best with truffle fries, laughing at a winemaker explain what “barnyard” means, and watching a group of wine club members pop open their shipment like it was Christmas morning.
That’s the power of TikTok. It’s not just a platform for dance trends—it’s a discovery engine.
Wineries that embrace TikTok aren’t just attracting new followers—they’re reaching a new generation of wine lovers who want to engage, learn, and most importantly, buy.
Why TikTok Works for Wine Clubs
| Advantage | Why It Matters |
|---|---|
| 45% of wine drinkers 21–35 use TikTok | This is the next generation of wine club members. |
| WineTok is booming | Millions of users are actively engaging with wine content every day. |
| Discovery-first algorithm | Unlike Instagram or Facebook, TikTok pushes content to users who have never heard of you. |
| Short-form video dominance | Quick, entertaining clips keep attention and perform better than long-form content. |
Key Insight: TikTok doesn't wait for people to look for your brand—it puts you in front of them when they're most open to discovering something new.
Step 1: Make Your Winery the Main Character
TikTok isn’t about brands—it’s about people. The more human, casual, and personality-driven your content feels, the better it performs.
Who to Feature in Your Videos
| Role | Why They Work |
|---|---|
| Winemaker | Natural storyteller? Great—let them shine. |
| Tasting Room Staff | Funny, warm, or passionate staff can bring your winery’s energy to life. |
| Wine Club Members | Featuring real people builds trust and relatability. |
| Winery Pets | Your vineyard dog might just be your most lovable TikTok asset. |
Content that works: Behind-the-scenes, daily life at the winery, funny moments, and authentic personalities.
Step 2: Teach Something Without Sounding Like a Textbook
TikTok is an incredible platform for education, but only when it’s fun, surprising, or practical.
| Bad Example | Better TikTok Version |
|---|---|
| “This wine has notes of vanilla...” | “Ever wonder why some wines smell like vanilla? It’s not the grapes—it’s the barrels. Here’s why...” |
Educational Content Ideas
- Blind taste tests with your team
- Wine myths debunked
- Unexpected food pairings explained
- Quick wine facts people can show off at dinner parties
Key Insight: TikTok is where people go to learn something cool they can casually bring up later. Make your content dinner-convo worthy.
Step 3: Ride the Trends (But Make Them About Wine)
TikTok’s culture moves fast—but when a winery hops on a trend the right way, the results can be massive.
| Trend Type | Wine Club Adaptation Example |
|---|---|
| Viral sounds | Use trending audio with behind-the-scenes footage or reactions to wine tastings. |
| Challenge formats | “Tell me you love wine without telling me…” and show dramatic swirling and sniffing. |
| Stitch/Duet content | Stitch a recipe video with “Here’s the wine that goes perfectly with that.” |
Reminder: Don’t force trends. Pick ones that feel aligned with your winery’s tone and personality.
Step 4: Show Wine Club Perks Without Hard Selling
People don’t want ads on TikTok, but they love content that makes them feel like insiders. Let your wine club sell itself by showing it in action.
Wine Club Content That Works
| Content Type | Example |
|---|---|
| Unboxing videos | Film members opening their club shipments with genuine excitement. |
| Event recaps | Show highlights from exclusive club dinners or tastings. |
| Member testimonials | Share videos of members talking about why they love the club. |
| Behind-the-scenes access | Preview a new wine release or bottling day before it hits the website. |
Key Insight: Instead of saying, “Join our wine club,” show viewers what they’re missing out on.
Step 5: Engage Like a Real Person
The best brands on TikTok aren’t just creating content—they’re having conversations.
Ways to Build Relationships on TikTok
| Engagement Strategy | Example |
|---|---|
| Reply to comments with video | Someone asks, “How do I join?” → record a short video explaining club benefits. |
| Encourage user content | Ask followers to tag your winery when they open shipments or visit. |
| Stitch and Duet creators | Pair wine suggestions with trending food recipes or foodie creators’ posts. |
Key Takeaway: TikTok favors active accounts that engage authentically with the community. Be a human, not a logo.
Final Thoughts: Why TikTok Should Be Part of Your Wine Club Strategy
Wineries that embrace TikTok are gaining visibility with the next generation of wine lovers—and building loyal club membership in the process.
Why It Works:
- TikTok’s discovery-based algorithm pushes your content to new people, every single post
- Storytelling, humor, and casual education win over polished, salesy content
- It’s the best platform to showcase wine club experiences without hard selling
If your winery isn’t on TikTok yet, now is the time to start. The brands that lean into authenticity, personality, and fun are the ones winning the next generation of wine lovers—and growing their clubs in the process.
Want More Wine Club Growth Strategies?
This blog expands on concepts covered in The 2025 Guide to Wine Club Growth. If you haven’t read the book yet, grab your copy here to dive deeper into social media acquisition strategies.