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Wine Enthusiast Podcast: TikTok Is Having a Major Impact on the Wine World

As TikTok’s popularity soars, the wine community has taken notice. Winemakers, influencers and experts have become regular creators on the short-video platform. So, this week, we’re delving into the platform.

What is TikTok? How does it work? And why is the wine community successfully jumping on the bandwagon? Editor Jacy Topps chats with Amanda McCrossin to find out. McCrossin is a certified sommelier, former wine director and Wine Enthusiast Wine Star nominee, and she has amassed nearly 200,000 followers on the platform in a short amount of time.

Here, Topps and McCrossin discuss why those in the wine business need a strong social media presence, how TikTok could be beneficial for wine producers and just what kind of videos do well.

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Episode Transcript

Transcripts are generated using a combination of speech recognition software and human transcribers and may contain errors. Please check the corresponding audio before quoting.

Speakers: Amanda McCrossin, Jacy Topps

Jacy Topps  00:09 Hello, and welcome to the Wine Enthusiast podcast. You’re serving drinks culture, and the people who drive it. I’m Jacy Topps, editor here at Wine Enthusiast. This week we’re delving into the world of TikTok. So just what is TikTok? How does it work? And why is the wine community successfully jumping on the bandwagon? I sat down with Amanda McCrosson to find out. Amanda is an a certified sommelier, a former wine director, and Wine Enthusiast wine star nominee, and she has amassed nearly 200,000 followers on the platform in a short amount of time. So listen on as we discuss why those in the wine biz need a strong social media presence, how TikTok could be beneficial for wine producers. And just what kind of videos do well on the short video platform.  Every glass of wine tells a story. These stories reveal a hidden histories, flavors and passions. And sometimes they unravel our darkest desires. And Wine Enthusiast newest podcast, the infamous journalist Ashley Smith dissects the underbelly of the wine world. We hear from the people who know what it means when the products of love and care become the source of greed, arson, and even murder. Each episode takes listeners into the mysterious and historic world of winemaking and the crimes that have since become the infamous. This podcast pairs well with wine lovers, history nerds and crime junkies alike. So grab a glass of your favorite wine and follow the podcast to join us as we delve into the twists and turns behind the all time most shocking wine crimes. Follow their infamous on Apple, Spotify, or wherever you listen and be sure to follow the show, so you never miss a scandal. New episodes drop every other Wednesday.  Hi, I’m Jacy Topps assistant editor here at Wine Enthusiast and today we’re discussing wine and TikTok. My guest is Amanda McCrossin. And with over 175,000 followers, Amanda is someone in wine who is doing Tiktok really, really well. A certified som, Amanda has worked both in New York City and California, perhaps most notably at press restaurant and Napa Valley, where she was the wine director. Amanda was also one of our Wine Enthusiast wine star nominees. And now she’s taking over wine social media. Welcome, Amanda. I’m so happy you can join us today.

Amanda McCrossin  02:55 Oh, I’m thrilled to be here. Jacy Topps thanks so much for having me.

Jacy Topps  02:57 So your resume in wine is quite impressive. But let’s back up. So I want to know how long you’ve been in wine and where your wine journey started. Yeah, so

Amanda McCrossin  03:11 I’ve been in wine, uh, gosh, I guess a little over a decade now. And I started in New York City. I think like a lot of us in the wine industry. I didn’t start in the wine industry actually started in entertainment. So my degree is in musical theater. I worked professionally on stage for about a decade before that I was I was a child actor. And then I went to school for musical theater, as I said, and then went to New York and did my thing there. But I kind of caught the wind bug while I was working at my side job, which was at a private club in Manhattan, and really just was taken by the whole lifestyle of a culture. I loved the academic aspect of it. I loved diving down a rabbit hole of information and just finding that there was endless amounts of things to be curious about. So it’s been an interesting journey since and as you mentioned, I went from New York to California and did a couple of things out there as well.

Jacy Topps  03:58 Awesome. So you said that you worked at a private club was like a like a, like a like a country club?

Amanda McCrossin  04:04 Kind of Yeah. So you know, it’s interesting, you asked that because I’ve moved from outside of Philadelphia, where like things like this didn’t exist. But I worked at this place called the Core Club, which is essentially like a country club in the city, right. But there’s no tennis or golf or anything like that. It’s just a social club. So it’s for the Manhattan elite. It’s very expensive to join. But it was a really interesting place to work because there’s obviously a lot of money and so there’s obviously big money being spent on wine. And so when you’re first learning out and you get a taste, you know, the best there is in the wine industry. It’s a pretty good place to start.

Jacy Topps  04:37 Okay, awesome. Yeah, I worked at a country club as a bartender a long, long time ago.

Amanda McCrossin  04:43 It’s a vibe.

Jacy Topps  04:45 Definitely a vibe. So social media, it’s it’s huge. You know, like it started just to connect with our friends. Yeah. And then businesses started, you know, utilizing it and I don’t No, like, it doesn’t come natural for some, does it come natural for you?

Amanda McCrossin  05:05 I think it comes natural for me, not necessarily in this social aspect of it, but in the creation aspect of it. Like, I think I probably consider myself a creative or an artist first. And for me, being on social media and, and allowing, and having the ability to create content and share that with others, like, that’s the social aspect of it that I really love. So it does come natural for me in that way I am, I think most people would describe me if they you know, or I guess my close friends would describe me as very shy and not super outgoing. I loved being onstage, but I, you know, I loved I’m a little bit of an introvert. So for me, social media is a really good way to access the social parts of myself that I typically have a little bit more anxiety about. Okay,

Jacy Topps  05:52 That’s a great answer. I’m just the opposite, as well. But I kind of use social media just socially. So it’s kind of, it’s kind of awkward for me to like, do that humblebrag of like, Oh, here’s this article that I edited, or here’s an article. So it’s, it’s kind of just it’s not natural. For me.

Amanda McCrossin  06:11 I think a lot of people feel that way. Yeah, yeah, I think a lot of people have a little bit of anxiety around that, and not wanting to put themselves out there in that way. And I still feel that too. You know, I think even when I’m trying to talk about my own things that I’m doing, I still I think I find it easier to like talk about someone else’s thing versus my own thing. That yeah, you know, the social aspect is an interesting part of all of this. And it’s, I’ve really loved it because to me, it’s it’s a way to scale what I was doing on the floor at the restaurant as a psalm, you know, you talk go from table to table to talk to people about wine and their interest in what they want to drink and what they’re eating. And so for me, it was a way to sort of scale that and to do that at large with lots of different people and answer lots of different questions and talk to lots of different people about those things on a more regular basis.

Jacy Topps  06:58 Okay, I know, I’ve heard some people say, well, it’s not really you know, necessary for business. And I kind of disagree. I feel like social media is vital. Like is a vital resource for folks and wine. Do you agree with that? Not necessarily tick tock. But like any type of social media, I think,

Amanda McCrossin  07:15 yeah, I think you know, at this point, no, there’s there’s no escaping it. If you’re in business, I mean, there’s very few businesses who have abstained, just for the sheer access, right, like you could really hone in on who your clientele is, and build a strong community. And I think, I think there is definitely a social aspect of it, for sure. But there’s also, there’s also sort of this like tribal element for businesses, you know, really showcasing and if we’re talking about wine brands, like showcasing who you are outside of the actual bottle, right, like a lot of these when I look at Napa Valley, right? It’s a place filled with amazing wine, amazing Cabernet. But you know, what’s, what’s the difference between this Cabernet from tokulan vineyard and the other Cabernet from Chokolate. And vineyard? Well, it’s often the people it’s often their interests and what motivates them. And so you sort of I think, for me, what I’ve seen work really well is sort of building this community around who the actual people behind the brand are and showcasing what that bottle signifies beyond just grapes, and juice, you know, are these people into hunting? Are they into fishing? Are they into theater? Are they into the arts, and I think when people pick up that bottle, those are the kinds of things that really resonate with them beyond just what the wine tastes like, and how it’s pairing with their foods. So social media, I think, has become really important as, as we see more and more brands emerge as the wine culture continues to expand as more regions start to enter the fold, both from production and then from importation. And so I think the more that we have the ability to hear some of these more personal stories behind the actual labels, the better it is for wine at large.

Jacy Topps  08:54 Yeah, that’s a great perspective. I agree. I mean, I interviewed some wine directors here in New York City on on podcast, and a few of them basically said they learn about new wines and new producers through social media, because you know, people are so busy, they don’t have time to get out to a lot of the festivals and the trade shows anymore. So I think a lot of producers need to really understand don’t just give us a picture of, of your wine label that’s mighty beautiful.

Amanda McCrossin  09:26 And only handle so many drone shots, you know? Exactly,

Jacy Topps  09:29 Exactly. So, tick tock now, I didn’t even hear about tick tock until the pandemic and maybe because it wasn’t I haven’t even no idea when it started. Could you explain what TOC is?

Amanda McCrossin  09:44 Yeah, so TikTok is actually it’s it’s an evolved business like as it actually started as an app called Music musical Lee. It’s music al dot L y. And then that was that was purchased and there’s actually been a few different iterations of it, but ultimately, you know, I think you actually have like a head start on me on the tick tock thing because I, I didn’t utilize tick tock until about a year and a half ago when I started on it. But tick tock is really just a it’s an interesting platform, and that I think it sort of is a hybrid between Instagram and YouTube. And then it has a little bit more of the social interactions that you would see on Instagram, but it’s definitely more video focused like YouTube. But it is a global platform. That is, as I said, video based and now you can upload videos up to three minutes long, within the app, 10 minutes if you’re creating outside of the app, and it is a fascinating world, it is a world I never thought that I would enter I was YouTube and Instagram focus for years, I had no interest in getting into Tik Tok because, as you might remember, from the pandemic Tiktok was really a place where like, you did lip synching to videos and choreographed dances, right? Like it is for kids. It was really the kids when and you know, I’m 36 years old, like, I’m not a kid anymore. But you know, I would hear about these, like 14 and 15 year olds doing their thing to fun dances and I thought that was really cool. But like, I just didn’t see any any place for me in that world, initially, at least.

Jacy Topps  11:13 So what made you decide to try it?

Amanda McCrossin  11:16 A friend who is in the comedy world, was looking at some of the reels that I was creating on Instagram. And she said, You know, I think you should really look at tick tock. I was like, I don’t know, like, if tick tock for kids, like, is anyone even on Tiktok, like over the age of 21. And she’s like, actually, it’s a wider demographic than you think. And you can upload longer videos now. And I think you’d have some great success with it. So I said, Alright, so I started kind of messing around with it, that this was like June of 2021. And initially, I thought, you know, again, I was still kind of thinking like, this is gonna be a younger demographic, you know, a generation that probably doesn’t have a ton of expendable income that isn’t super wind savvy or even interested in wine. So we’ve got to keep it, you know, bottles that are like 10 to $15 things that are available at grocery stores. And I did that for a few months. And I realized that I was dead wrong. I had gotten this app completely wrong. And it evolved way more than I had realized. The demographic was way broader than I had anticipated. And people were actually really interested in more expensive wine and were a lot more wine savvy and more more wine curious than I had realized. And it wasn’t until it took me like six months to kind of realize this, but it wasn’t until December of that same year in 2021. I uploaded like a video. It was just it was something with an original sound. And I got so many questions from that video that were like, what do you do at a restaurant when the wine is presented? And what are some of your favorite champagnes? And like if I’m celebrate, like all these questions around wine, and I was like, Oh, this is really interesting. And on Tik Tok, they had just unveiled this basically feature where you could reply with a video and so I started replying to some of these comments with different videos. And they took off and it like almost immediately, like people talk about overnight success on Tik Tok, like, it was quiet for six months. And then in those few weeks, my account grew from about 250 followers to like 30,000. Like, wow, days, like this is a short amount of time and I’m getting hundreds of 1000s of use questions from people. I’m looking at my demographics, they’re showing me 75% female, it’s between the ages of like 25 and 55, with a large percentage of that over the age of 30. And they are interested in wines that are you know, 30 to $50. Like, these are not inexpensive wines. I mean, they’re not crazy, expensive wines. And we can talk about, you know that later, but it blew my mind how curious people were and it signified to me that as an industry I don’t I just don’t think that we have been maybe talking about the right things and doing a great job of of education because ultimately that’s what the content creation was it was just wine education, contextualize it for people doing situational things. And, you know, I think I have to give credit where it’s due because there are some great creators, like the millennials, some ISIS, Daniel, David Chang was on there. Jamie Griff, like these guys were doing great content and really started paving the way and I looked at that and I was like, you know, I think together we can really brought in this this wine talk community that exists on Tiktok

Jacy Topps  14:28 Wow, that’s amazing. Yeah, I think a lot of it is just that social media goes so fast. It’s just it’s just like the second you get to hang the hang of Instagram and then the stories and then there’s something else. And then you know, produce like wine producers and media companies. It’s like, oh my god, what, what’s it like that’s why there’s like, you know, whole departments that like, basically research this stuff and then kind of create this for companies because it’s so much so fast. fast.

Amanda McCrossin  15:01 Yeah, it does evolve very quickly. I mean, even daily, weekly, especially tick tock, I mean, it is a very, very fast platform that you can create a piece of content. And in a week, that will be irrelevant, especially if it’s using like an original sound. And to your point, yeah, I mean, there are there are entire teams, there are people that are dedicated to just doing social media. Which if you look five years ago, that was not a thing in the wine industry. Now in other industries, for sure, right. Yeah, look at fashion, beauty. You know, lots of different industries were weren’t had full social media team. But wine has always been a little bit slow to adopt social media. And so I think it’s a it’s a great step in the right direction to see some of the marketing departments bring in people to specialize just in social media and have that be their entire job. Because you’re right, it is a full time job. And anyone in marketing who thinks that they can just, you know, give this to someone as like a side project, and hope that’ll be successful, I think is, is going to be really surprised that they’re not going to make a lot of movement on there without having a more full time or even, you know, part two full time dedication to this. It’s a lot.

Jacy Topps  16:05 Wow, I’m so fascinated.

Amanda McCrossin  16:09 It is a fascinating world. I mean, I

Jacy Topps  16:11 Wish this was like a video, you can see my eyes. It’s like both. Yeah. So you said the actual videos were like, it was like 10 seconds to like, 10 minutes? Or how does that work?

Amanda McCrossin  16:26 Yeah, so it’s all video, although I think you can, you can post a video, or you can post photos in a slideshow format now, but for the purposes of this conversation, you can post a video that’s up to three minutes long. So you can create the entire video and app which is what I do. Most of the time, I do all of my filming, and all of my editing inside the actual tick tock app. And if you do that, you can record up to three minutes. If you do it outside the app, which I will do from time to time, then you can upload a video that’s 10 minutes, but most of the content that you’re seeing on tick tock because it is very fast. And if you’ve never been on tick tock, I’ll just sort of paint a picture for you. So you open up the app, and it’s basically a screen. And you’ve got two columns. One is the following column. And the other is the for you the for you page is all suggested videos very infrequently Are you going on there and actually doing are searching out content. All of that is more of a thing now, but essentially, it’s just suggesting videos, that the algorithm is suggesting videos to you that they think that you’ll like based on interests and other things that you’ve liked. And they start to kind of create an avatar for you or profile for you. I mean, you don’t know that this is all happening. But you’ll start seeing content come up on your page, and you keep scrolling and scrolling and scrolling and scrolling. And that’s called the for you page. And that’s ultimately as a creator where you want to end up because that’s where you’re going to have the most discovery. But it’s fascinating. From the standpoint of like, you know, this discovery is very powerful. And if if you can create content and get discovered on that platform, and have the algorithm figure out exactly where that content needs to be distributed. It’s a very powerful thing that no other app has been able to do thus far.

Jacy Topps  18:06 So basically, how long does it take you, for instance, to create a video?

Amanda McCrossin  18:12 I mean, it depends on the video, but it can take me anywhere from about an hour to six hours. I mean, like I said, most of I think I’d started answering this and most of the content that you’re seeing there, even though you can upload up to three minutes. Most of the stuff you’re seeing is between 30 seconds and a minute and a half, my content tends to be longer because wine tends to be more complicated subjects. So I tend to take between two and three minutes for that. So the more in depth videos take a long time. Usually they’ll they’ll take me anywhere between six and eight hours, especially you know, if it’s a more complicated subject, like you know, breaking down the differences between champagne and Prosecco, I’ll take time, and I’ll scrub that out, I’ll make sure that every single thing that is coming out of my mouth is intentional. And you get it down to just the salient points, which is very difficult. And I think as a writer, you can probably appreciate that, right? Like you’re really just trying to figure out like, what can I like how much of this can I remove without losing the point of what I’m saying. And that is what I’m trying to do on tick tock because like I said, scroll super fast, people’s attention spans are way shorter, and you need to capture their attention within the first three seconds and then hold it. So some of the things that I do that you’ll notice in the videos is I change the angle of my video a lot of times even like mid sentence and that kind of tricks your brain into thinking that you’re watching something new. So So yeah, it’ll take me about six to eight hours because of all these things that I do to retain attention to make sure that the content is as specific as I can possibly be without having any sort of fluff and then also to just make sure that I keep it relevant. So you know why does someone care about the DLC Geez of Italy? Well, because ultimately that relates to quality right? So if you see do CG on a label that can often mean quality and I think if you can relate that back to things that people already know about then That’s, you know, that contextualize is that that makes them interested in learning further about what a do CG is,

Jacy Topps  20:07 Wow, that takes a lot of creativity, a lot of our a lot of understanding, obviously, the wine industry, which you do, and then understanding the app, understanding the whole software.

Amanda McCrossin  20:20 It’s, it’s, it’s been a journey, but it’s been fun. You know, I think the, the one thing that I have going for me is, you know, I’m very, very curious. But there’s a lot of information out there, right. And there’s so many great creators, even beyond the wine space that are doing amazing things. And so I look at what they’re doing, you know, I try to take notes, and I try to see what some of the, how they’re utilizing the app, how they’re engaging with their audience, and what they’re doing to not only get those views, but you know, to communicate with their audience and make sure that they are helping them because ultimately, that’s what you know, I’m there to do, I’m not there to necessarily necessarily share my story, I’m there to help. And if that’s through my own journey, and through my own stories, great, but you know, my job there is to make sure that people feel supported, and they feel like they have a voice and they don’t feel intimidated at a restaurant, when the wine that’s just presented, I didn’t grow up in a wine household, I felt all of those things, all of the insecurities that people have felt around wine, I have personally felt them and I from time to time, continue to feel them. You know, I’m a 36 year old female in the wine industry, like my boyfriend still gets the wine list handed to him. So I, you know, I know those feelings are still very fresh for me. So, you know, my goal is, you know, to obviously get people to drink more wine, but also to get them feeling comfortable in their own journey and get excited about digging deeper and diving into regions and different producers and styles. And it’s just so much fun. Because I remember the excitement that I had. And I it’s been really refreshing to hear some other people who have come back and said, you know, you’ve gotten me so excited about wine. And I never thought that was possible, because I didn’t grow up in a wine drinking household. So it’s, it’s really gratifying in that way.

Jacy Topps  22:02 Yeah, I think a lot of the things that have become so successful so quickly, are things that make wine accessible. I mean, wine has been this thing that like, you know, only a certain class where it’s been said that only a certain class is supposed to have and drink and enjoy. And I think social media definitely makes it more accessible. And I think that’s why it’s blown up so quickly. And now, a word from our sponsor, something happened when I was shopping at Total Wine and more the other day, not only did I find my favorite Cabernet, but I got it for the lowest price. There’s so many great bottles to choose from that I wanted to buy them all, I can’t wait to go back to Total Wine and get new ones to try with friends with the lowest prices for over 30 years find when you love and love what you find a total wine and more. Drink responsibly, be 21. So if a wine producer obviously doesn’t, well, some do some actually can afford to do that in house. But if they can’t afford to do it in house, they partner with the content creator like yourself, correct? Is that how that works?

Amanda McCrossin  23:16 They could we’re starting to get into, you know, the legal conversation, right. So tick tock, there are some legal things around tick tock that you can and can’t do, both legally and from a community guidelines standpoint. So within the app Tiktok has their own community guidelines that say what what you can actually do on the app in terms of posting about alcohol. And so it’s pretty clear that tick tock does not want you marketing or selling alcohol, they obviously do not want you to be doing marketing to children. That’s kind of goes without saying. And so with that in mind, you have to be very careful when you’re creating content, especially in the alcohol segment, that you are not directly marketing that wine. Now you can talk about wine, and you can educate around that wine, but you can’t say buy this wine, it’s $50. And here’s where you go to buy it. And so for that reason, it’s a little bit hard as creator to work with a brand directly. There are ways around that. And I think if you are a winery, you can you can definitely hire creators or work with creators to create content around your brand, but it’s not, you know, I think you have to, you have to be cognizant of the fact that it’s not going to be just a direct sale. Like maybe you’re creating content around an event that’s happening, maybe you’re creating content that’s more educational focused, it’s not necessarily going to be a punch to the face of like buy my wine, it’s delicious. And then on the flip side of that if you are a winery, consult with your legal team, because there are some ramifications around what you’re allowed to do versus not allowed to do and I think you know, some some winery I don’t think there’s any like or tank garages on Mary, there’s a few that are on there. But I know there’s a few winery owners and marketing people who’ve expressed to me that legally they are not able to be on Tik Tok, but they’re winemakers can be on Tik Tok. So their winemakers can create content. I think that’s really cool, right? Because you could potentially be a winemaker taking people around to the different vineyards and showing them the process of making wine and like, What songs do you listen to while you’re in the wineries, there’s like a million different things you can do. And there’s a lot of fun that you can have, like, tick tock is such a fun platform. And that’s kind of what I was getting at earlier. Like, it’s just, we have so much fun there you can be yourself can do whatever you want, like, and it changes all the time. And I know the change is scary for some people, but the change is actually it’s a good time.

Jacy Topps  25:41 So how does that translate to sales? Like if I was a wine producer, it’s like, okay, great. Like, that sounds cool. And people, you know, just the everyday person is going to talk about my wine. But how does that translate to sales?

Amanda McCrossin  25:58 I think if you were to ask a marketing person, how their social media in general translates to sales, you’re looking at, you know, the long term sale, you’re not necessarily looking at a direct conversion, you’re looking at building an audience, you’re looking at continuing to engage with community, you’re keeping people top of mind. Right. But I think that also, again, I think it goes it’s the same, it’s the same marketing principles, right? Like, you’re just trying to get people to understand what you’re doing besides just making wine. So it is a it’s a longer conversion. Of course, you know, there are some that have done really well initially. And I think if you look at like, Joe Wagner is such a great example of a winemaker who’s on tick tock that, you know, is probably sold quite a bit of wine inadvertently, just by being himself and doing crazy things. But in terms of like, you know, can I post my new release? Sure, you can, but is that going to convert to sales immediately? Maybe not, if you haven’t done the legwork. So I think it you know, tick tock is no different than any other social platform, and then you have to continuously do the work and you’re not going to necessarily have that return on investment immediately. It’s going to take time.

Jacy Topps  27:02 Okay. That totally makes sense. It’s like building relationships. Right?

Amanda McCrossin  27:06 Totally. Yeah. I mean, it’s, I think it’s just a little bit it’s not, you’re not taking out an ad and wine enthusiasts, you’re not, you know, you’re, you’re building a real a longer term relationship so that when they do see the ad, and wine enthusiasts are like, oh, yeah, maybe it’s time, you know? Yeah,

Jacy Topps  27:21 that’s makes total sense. So what kind of videos are working well, for you, like other like, How To videos? Is that instructional?

Amanda McCrossin  27:31 Some of them are instructional. Yeah. So I just I recently posted a video on how to open champagne, for example. And that did really well as it was centered around New Year’s Eve, which is very intentional. So those you’re really well people also love like, you know, I’ll traveled to different wine regions. And they love kind of going through the different wine regions and seeing different vineyards and some of the experiences that I have there. So a little bit more voyeuristic. There’s always sort of an educational component to it. Like I always try to leave, or at least give people something that has value beyond just like, isn’t this a beautiful place? And like oftentimes it is right? Like we’re so lucky to be in this industry, where these places are epically beautiful, and we are drinking amazing wine and seeing these beautiful things all the time. But I do try to add a little bit of value here and there, even if it’s just you know, a little note about like, you know, I’m in Montalcino, the main grape is center, Vaizey. And this is a producer that you should know about. So things like that, that I think are just little nuggets of information. But they’re always it’s always educational, you know, some of the things that I’ve done are more situational. So for example, I will I’ll play the plate, several different characters in a show in like a video. And I’ll be the guest. It’ll be the sob and I’ll sort of put this next year. Yeah. Right. So you’re like sitting at the restaurant and you like, that psalm gives you the wine list. And you’re like, Oh, this is, you know, this is really big, you know, what should I do? And they just kind of like walk away. And you’re like, what? And so a break, I break down like, literally how long this is organized, like really simple things in some regards, but then also like very complex things that require a little bit more explanation. And then I can do multiple parts. And you always want to leave him when something more so we always try to leave them like, I also I push, I push people, I think a little further than I thought that I could. And that’s been really fun to see. Because I think I think we’ve always assumed that people just want the basics. And they actually want a little bit more than that. They actually want a lot more than that. And so I I add in more information that I think is comfortable. Like I think living in a little bit of an uncomfortable zone, in terms of just information levels is a good place to be. People are curious, they’re smart, they want to know, they want to know things so I tried to give them as much as I can.

Jacy Topps  29:43 This has been so educational informative, like my mind is blown.

Amanda McCrossin  29:50 I’m so glad to hear that. It’s been it’s been really fun on there. I didn’t I didn’t think two years ago that I’d be the Tick Tock girl but here we are 36 years old and the TikTok girl Well,

Jacy Topps  30:00 I mean, you know, I’m Gen X. So I’m like, I’m not. I’m not older millennial. I’m Gen X. So I’m like, why? Yeah. I’m just I’m shocked. It’s crazy. It’s it’s fun, though. So when you’re not doing TED talks, and you are just enjoying yourself, what’s in your glass? Final question.

Amanda McCrossin  30:26 Let’s say my glass. Cash is always great wine open, because I’m always drinking for the videos. But am I glass? You know, I’m a bubbles girl. I love a good glass of champagne. But you know what I’ve been loving lately is Oregon sparkling? I don’t know how much of that you’ve had.

Jacy Topps  30:42 Oh, I haven’t had much of it. But it’s exciting. It’s so good. Like

Amanda McCrossin  30:47 Chardonnay. And then sparkling wine made from Chardonnay. And Oregon is so delicious. I’m having a lot of fun exploring that region as a whole. But I’ve been I’ve been loving some of the sparklings that are coming out of there. And the more I can get my hands on the better.

Jacy Topps  31:00 Yes, so amazing. Thank you so much for joining us. This has been so great.

Amanda McCrossin  31:06 The pleasure is mine. Thanks for having me.

Jacy Topps  31:13 The rate at which social media platforms are increasing can seem really overwhelming. So which ones should you actually be utilizing from entertaining ways to educating your consumers to reaching new ones? TikTok just might be the social media platform you need to check out. What are your thoughts? If you liked today’s episode, we’d love to read your views and hear what you think. And hey, why not tell your wine loving friends to check us out to remember, you can subscribe to this podcast on Apple, Google, Spotify and anywhere else you listen to podcasts. You can also go to wine mac.com backslash podcast for more episodes and transcripts. I’m Jacy Topps. Thanks for listening.