“Young people can be passionate about wine and talk about it in an accessible way” (to 300,000 followers on TikTok)

Monday February 22 2021 by Vitisphere

 “Young people can be passionate about wine and talk about it in an accessible way” explains Émile Coddens. “Young people can be passionate about wine and talk about it in an accessible way” explains Émile Coddens. - Photo credit : DR

At just 23, Émile Coddens, deputy winemaker at Domaine Plou & fils (75 ha in Touraine), has released a raft of viral videos for young people on the app of the moment. Using a combination of education and wit, the brains behind the Le.Vigneron channel reaches out to an audience primarily interested in the culture of wine.

 

How would you define TikTok for those who aren’t familiar with it?

Émile Coddens: It's a platform that is widely used by young people. It's cool, it's not about internet users looking for information, but information falling into the laps of people who wouldn't necessarily have gone looking for it. Whether you’ve got 5 or 100,000 subscribers, everyone has a chance that their video will go viral. You just need a lot of people to watch it through to the end, comment, share and subscribe... My first video that took off, with one million views, explained why you spit when you taste wine. It took me into the public space.

Where did you get the idea to popularise wine culture on TikTok using straightforward questions and easy-to-understand answers?

I work at the Plou & Fils winery (in Chargé, Indre-et-Loire), which welcomes a lot of visitors. When I did tours, especially to groups of schoolchildren who don't necessarily want to be there, I realised that I could get them to smile or take off their headphones. Like everyone in my generation, I downloaded Tik Tok during the first lockdown. As the visits had stopped, I thought I could start my own channel, and I did in September.

The wine industry is discovering TikTok as a means of communication. To reach out to a new audience, what are the dos and don’ts?

Your narrative shouldn’t get too focused or encyclopaedic. You have to hone in on a subject and explain it clearly, so that everyone can understand it easily, using as little technical jargon as possible. My advice is to be yourself and not to try and play a part – which becomes obvious.

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