Jessica Summer: Where are the women on WineTok?

ttScrolling through LinkedIn I came across a post celebrating the rise of “Winetok” influencers—those who create approachable, engaging wine content for a younger audience. The post spotlighted three male influencers: Tom Gilby, Liam from The Wine Wally, and Jonny Inglis from Winedrop. It was written by a young man, and while I’m sure there was no ill intent, it got me thinking: where are the women in this conversation?

There’s no denying that humour, comedy, and self-deprecation are powerful tools in making wine approachable—and these men excel at it. Tom Gilby dives into ice baths in his swim trunks to present wines, blending absurdity with education. Liam’s wit and relatability make wine less intimidating. But would a woman get the same reaction if she donned a swimsuit or tried similarly outrageous tactics? Or would she risk being labelled “thirsty” or “controversial”?

Gender bias in wine media

This question ties into a broader issue: gender bias in the wine industry. Curious Vines’ recent Women in Wine report highlights the systemic challenges women face:

• 78% of women surveyed said sexism and gender bias persist in the UK wine industry.
• 44% have considered leaving the industry due to these challenges.
• One in three women reported experiencing harassment, with younger women (18-34) most affected.
• Leadership roles remain male-dominated, with only 9% of women working for companies where women hold the majority of leadership positions.

These statistics paint a stark picture. Queena Wong, founder of Curious Vines, emphasised the need for systemic change: “The conclusions from the survey can now be used to kick-start conversations for real action to create a new world in wine, where we protect, retain and uplift female resources.”

Lessons from women in comedy

The challenges women face in Winetok echo those seen in comedy. Research has shown that female comedians often experience greater scrutiny than their male counterparts. A 2021 study by Dr. Sharon Lockyer at Brunel University highlighted that audiences are more likely to perceive humour from men as “natural” and “authentic”, whereas women are often judged more harshly or dismissed altogether. I feel this mirrors the wine world, where women may feel pressure to prove their expertise while walking a fine line between being approachable and being taken seriously.

Women in comedy like Ali Wong and Phoebe Waller-Bridge have shown that pushing boundaries and owning their narratives can break down barriers. Similarly, women in wine need space to experiment and connect without fear of judgment or backlash.

Power of social media

Social media has become a transformative platform for democratising industries—including wine. I know this firsthand. In 2020, I started an Instagram account, Mouse and Grape, during the pandemic. What began as a passion project has since evolved into a thriving business. Through social media, I’ve worked with paid partnerships, regions, and brands, attended press trips, and connected with a global audience.

Platforms like Instagram and TikTok allow anyone to showcase their expertise, creativity, and personality. They level the playing field—at least in theory. But as I’ve built my brand, I’ve also noticed how women often have to navigate additional hurdles to gain trust and credibility. Building an audience takes consistency, creativity, and resilience—and sometimes, it can feel like women must be twice as good to get the recognition.

It could just be the algorithm of someone in their early 30s and about to get married, but where do I see women excelling on social media? Beauty, health and wellness, fitness, mumfluencers, fashion, cooking. These are spaces where women dominate, but in wine, the same visibility hasn’t yet been achieved.

A call for balance

The absence of women from conversations about wine influencers might be symptomatic of these wider industry issues. Women like Lucy Hitchcock, who has built a fantastic wine persona, and Hannah Crosbie, wine columnist for The Guardian, are doing amazing work. So are Libby Brodie, columnist for CityAM; Jenni Davis, who has planted her own vineyard; Emma Hodges, leading efforts in accessibility and inclusivity in the wine industry; and Helena Nicklin, journalist and entrepreneur, could go on and on (and on) —there are countless women making waves in wine, but are their getting the same spotlight?

Final thoughts

This isn’t to diminish the achievements of influencers like Tom and Liam—they’re doing fantastic work— but why do men seem to have more leeway to be quirky, bold, or silly without facing judgment? And how can we ensure that female voices, creativity, and humour are given the same platform?

It has also made me question my own bias. Should I be braver and bolder on socials? Earlier this year, I won Social Media Campaign of the Year for my Cheese Fusion in a Can campaign. I’m building a business while trying to build my profile—the juggle is hard. Any influencer—female, male, or other—who makes the time to create engaging content for their audience is a hero in my eyes. As an aspiring wine communicator myself, I admire the followings that Lucy, Liam, and Tom have built. It’s not easy, and it takes grit. But if we’re serious about fostering inclusivity and innovation in the wine world, we need to celebrate and elevate all voices equally.