TikTok emerges as a key marketing tool for wineries targeting younger consumers

As the holiday season approaches and marketing budgets for 2025 are being finalised, businesses are looking towards innovative platforms to engage with consumers. One avenue gaining attention is TikTok, which recently introduced changes to allow wine advertising, presenting a new opportunity for wineries to target younger, enthusiastic, and legal drinking age consumers.

TikTok, with a staggering 1.1 billion active users worldwide, is increasingly becoming a central tool in marketing strategies. Notably, the platform has a diverse age demographic, with 60% of its users aged 16 to 24 and 40% over the age of 30. This provides a broad audience for wine brands, including Millennials who contribute to 42% of the wine market consumption. Chris Kastenholz, cofounder and CEO of Pulse Advertising, points out that Millennials often find wine intimidating, a challenge that TikTok’s engaging format can help overcome. Through short, captivating video content, TikTok can demystify wine and make it more accessible, potentially boosting sales in the process.

Liz Thach, MW, president of The Wine Market Council, highlights the potential of TikTok as a platform for wineries to connect more effectively with consumers. The Wine Market Council’s Benchmark Segmentation Study 2023/2024 reveals that 40% of U.S. wine consumers engage with TikTok more than once a week, underscoring its importance in reaching this demographic.

While many wine brands have already employed TikTok influencers to extend their reach and engage audiences, direct advertising on TikTok offers distinct advantages. Influencer marketing is valued for its perceived trust and credibility, with 49% of consumers trusting influencer recommendations compared to 33% trusting traditional advertisements. However, TikTok’s paid ads facilitate precision targeting, ensuring that specific demographics are reached more effectively than through influencers alone. According to Kastenholz, TikTok ads boast an impressive 8.5% engagement rate, surpassing that of other social media platforms.

Kristen Reitzell, senior VP of communications and digital marketing at Jackson Family Wines, emphasises that TikTok is a valuable tool in their digital marketing strategy, especially for engaging a younger demographic. She advises wine brands to develop content tailored to TikTok’s unique environment—short, engaging videos rather than static images or lengthy footage. Using TikTok’s native tools for video creation can enhance a brand’s visibility on the platform due to the algorithm’s preferences.

Brands engaging in TikTok advertising must navigate the platform’s strict alcohol advertising guidelines. Advertisements must target individuals aged 21 and above and avoid messaging or visuals that encourage irresponsible drinking. Legal reviews of ads are essential to ensure compliance. Furthermore, TikTok’s advertising guidelines prohibit promotions directly encouraging alcohol sales, consumption, or related incentives, requiring creative calls to action that comply with these standards.

Brian Feener, founder of BFX Commerce, underscores the importance of staying attuned to trending themes and audio on TikTok to maximise campaign effectiveness. Moreover, maintaining authenticity and consistency in the brand’s storytelling is key to capturing and retaining the audience’s interest.

In conclusion, while the integration of TikTok into marketing strategies presents new opportunities, it also demands careful and strategic planning. As businesses adapt to this evolving digital landscape, TikTok’s rapidly growing user base and unique format make it an essential platform for wineries aiming to expand their reach and engage with a diverse consumer base.

Source: Noah Wire Services