The challenges for the wine business after that TikTok Wine Ads Are Legal

Right after reading the article of WineBusiness Monthly "Now That TikTok Wine Ads Are Legal, Marketers Are Bullish on the Platform's Potential to Reach New Audiences" written by Pam Strayer realized I have been a chilean-texan tik toker becuase when I was a Digital Nomad traveling in Texas and Mexico, got a video viralized with over 500.9K and rapidly, got positioned in the North American segment in the Texan Wine Country.

The video was featuring a sales girl at a Mexican Supermarket and asked about if they had #ChileanPisco and for sure, they did not have, neither Peruvian. https://www.tiktok.com/@amixtech_andeswines/video/7034596669471689990?lang=en )

Later on, in Guadalajara Mexico, AndesWines got a second video viralized asking about if they had Chilean or Peruvian #Pisco and the response was the same: https://www.tiktok.com/@amixtech_andeswines/video/7036629651996839174?lang=en

Bridge Texas - Mexico Chile

I visited Texas Wine Country before because I was an exchange student in Texas in 1991 and returned many times to visit family, south of Austin, but also, Fredericksburg, where my local american family used to own a property with wine producing potential.

So, i think matters that the article says: "Could wine ads on TikTok be a game changer for flagging wine sales? Social marketers at agencies and big brands are optimistic about the new rules allowing them to advertise on the platform–a social media giant with 170 million U.S. users, many of whom are wine lovers with money to spend."

?“The people who are on TikTok are an ideal audience for wine brands to introduce themselves to new consumers,” said Michael Wangbickler , president of the independent northern California agency, Léo Balzac - Agence de Communication Culturelle and Marketing.

"A recent 2024 WINE MARKET COUNCIL study that found that 40 percent of wine drinkers already use TikTok more than once a week."

Max Morales Agricultural Engineer and CEO of AndesWines worked as Wine Specialist of National Geographic Expedition Ship in Patagonia organizing wine tastings for high end clients and wine consumers, very similar to other cruiseship Silver Cloud, where they organized the #CulinaryTour at Silversea Cruises and no one used Tik Tok, but most of them had an Instagram account and Facebook.

Back in Chile, after traveling one year in Mexico AndesWines.com launched the ?Climate Change Wine Tour of #AncientVineyards” as part of a local strategy to rescue the DNA of several vinestocks found in over 4.900 kilometers in the chilean territory brought by immigrants (French, Spanish, Argentineans and Religous Congregations) in different periods of the history of Chile since 1551.

So far, few other videos got viralized in TikTok and we use the platform to promote wine destinations but most of clients, confirm the information at Instagram or Facebook. But mainly, tourists that come to Chile they even use Linkedin to validate the experience to visit wineries with Old Vineyards.

In fact, the WineBusiness Monthly article explains that "Moving on up, a search for “Opus One” brings you to @mister.lewis (1.6 million followers) who samples the most expensive thing across multiple categories. Only the most expensive things. In a casino, when his server uncorks the bottle he’s ordered, Lewis asks why it’s so expensive ($600 at the casino)."

Information About the Climate Change Wine Tour of Ancient Vineyards

This tour is a tailor made wine explorations for national and foreign wine lovers that want to know more about old vineyards and amazing local wines that are not being exported. This is a work of 5 years consolidating the tracks and places by AndesWines’s founder that worked as Wine Specialist of National Geographic Explorer Expedition Ship, navigating the coast of Chilean Fjords, where he saw the great opportunity to show these places to visitors from all over the world.

The areas of Cochamo at the Puelo Valley, Osorno and Chiloe are part of the Wine Exploration that is conducted by the Agricultural Engineer, Max Morales, starting by visiting the? 70+ year old vine of Bonarda in northern Patagonia and also, a hidden vine that is over 100 years old that was also discovered by local tour guides that work with AndesWines.

For those visitors that can not travel to Patagonia, can stay in Santiago to taste wines from independent winemakers and small/medium size wineries, wine tasting conducted by Max Morales too, considering that these tailored made wine tours are very specific for wine lovers, but will be open to any person.

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Francesca Bridgewater FCIM - Chartered Marketer