Marta Clot, the ‘influencer’ who dismantles the clichés of wine among the sober generation


Marta Clot, the ‘influencer’ who dismantles the clichés of wine among the sober generation

Marta Clot, the ‘influencer’ who dismantles the clichés of wine among the sober generation - 1

Marta Clot, the ‘influencer’ who dismantles the clichés of wine among the sober generation - 3

The scene is as follows: the waiter approaches the table with a bottle of wine and asks who is going to taste it. Silence takes over the table and the diners look at each other out of the corner of their eyes without daring to say anything. Finally, someone gets excited and moves the liquid in his glass in circular motions, smells it and tastes it. He has no idea if he’s good, bad or so-so but he’ll probably accept it, unless he likes the theater and asks for another one. None of his companions will have an opinion because they only know if they like wine or not. When the bill arrives, someone may comment on how much the bottle cost, but wine always seems expensive if you don’t have references to assess it.

This would not happen with another alcoholic beverage such as beer, firstly because a previous tasting is not in style and secondly because the evaluation criteria are more popular. A discussion about the best brand of beer can take place in any bar, one about the best vintage of the red from that winery cannot. Putting an end to this terrifying situation so common in restaurants is one of the objectives of the sommelier and promoter of wine culture Marta Clot. She is one of the most followed wine-related content creators in Spanish on Instagram with 135,000 followers and on TikTok with 79,500.

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A post shared by Marta Clot (@lamartaclot)

Before coming to the world of wine, this 29-year-old Catalan dedicated herself to pastry for years. It was chance that led her to the wineries, since she does not come from a family with a winemaking tradition nor had she been particularly interested in the subject, but as a pastry chef she had reached a point where she wanted to grow professionally and one day she signed up for an introductory course in wine tasting in Barcelona to try. “I really liked it. I saw it as an opportunity to link it with my pastry side to create pairings ”, she maintains. She later took a sommelier course and left sweets behind to dedicate herself completely to wine.

I talk about wine in general, in a direct, easy and casual tone, as if I were talking with my friends

He took his first steps in the Wine Palace store in Sant Cugat, where he learned about this product and also how to deal with people. Then came Vi & Companyia, the project that she undertook three years ago with Mike, her partner, to resolve the final consumer’s doubts through social networks in Catalan. Little by little, they have been expanding towards wine tourism, home tastings and collaborations with entities such as the DO Empordà Wine Route. In principle, her radius of action was limited to Catalonia, but Clot took the pleasure of putting herself in front of the camera and they decided to expand her audience by making content in Spanish by creating profiles on the networks already with the name of Marta Clot.

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A post shared by Marta Clot (@lamartaclot)

teetotal generation

Instagram and TikTok are the most powerful networks for content creators today. The first began as a platform to post photos and the second as a space to share dances and participate in viral challenges, but now both are a mixed bag where you can see everything from memes to tutorials on how to do the perfect resume. In fact, at the end of last year Prabhakar Raghavan, director of Google, revealed a fact that surprised his all-powerful company: according to internal studies, 40% of centennials They use Instagram and TikTok as a search engine.

Young people find answers to their questions in short videos with simple explanations that are easy to assimilate, more attractive than an article or a long YouTube video. For example, Marta Clot has publications of less than a minute such as “5 tips for going to a wine fair”, “how to store wine at home” or “how to look like a wine expert”, which she intersperses with sketches comedians, restaurant recommendations and even ___tail recipes such as cava sangria.

Perhaps the most curious thing in his case is that his content on wine succeeds in the most popular social networks among generation Z, who drink much less than their predecessors. In both social networks there are millions of publications of adolescents and young adults with whom hashtags related to sobriety such as #alcoholfree, #sinalcohol or #sobercurious (derived from the book sober curious that Ruby Warrington published in 2018 about “mindful” drinking) and the challenges of ‘so many days without drinking’ they are habitual.

However, his audience is not older: “On both networks (TikTok and Instagram), more than 80% of our followers are between 18 and 44 years old. Most of them are from Mexico, Spain, Argentina, Chile and Brazil and there is almost no difference in gender, one does not stand out more than the other”, Clot recounts.

For her, the reason that explains why ‘the sober generation’ is also attracted to its content is that “what we do connects with this young audience that does not necessarily –this is very important– have to be a wine consumer”. One of the main barriers to overcome is to break with the myths that make wine culture seem inaccessible to ordinary mortals who have not even seen a tasting even remotely.

“The cliché that annoys me the most is that it seems that to drink wine you have to know or take a course. Wine is scary and we have to stop with this”, says the expert. “Then others also annoy me, such as that white is for fish and red for meat or that white wine is drunk very cold. And also that the more expensive a wine is, the better”.

What we do connects with a young audience that is not necessarily a wine consumer

Marta Clot, sommelier and wine ‘influencer’

wine evangelists

She is not, of course, the only creator of content related to this topic present on Instagram or TikTok. Clot is aware of what her colleagues are doing and, according to her perception: “there are more and more promoters of wine and there is a great need, because now we are not so many”.

Since she is also a consumer and not just a creator, she has a few preferred accounts. One of them is the profile of the company La crima terrae @lacrimaterrae (105,000 followers on Instagram), dedicated to the dissemination of wine culture with courses and tastings, managed by the sisters Alba and Sofía Atienza. It also points to the work of Blanca Bretón @cavadeblanca, a Mexican sommelier and wine blogger (207,000 followers on Instagram) and the Peruvian Héctor Tuesta, known as on social media (298,000 followers on Instagram and 155,000 on TikTok). “And of course there is Winefolly @winefolly (418,000 followers on Instagram), which is the benchmark for the dissemination of wine culture in English,” says Clot. “The cool thing about wine content creators, like other sectors, is that each one has their own style and each one communicates in their own way. They all do quality things and, in the end, the numbers speak”.

It seems that to drink wine you have to know or take a course. Wine is scary and we have to cut this

A movie red

If before in the series or movies the characters served themselves strong alcohol when they got home after a hard day, in productions today it is not uncommon for them to open a bottle of red wine and have a good drink. strings like The Good Wife either Big Little Lies (the representation on television of the stereotype of the wine mom by Reese Witherspoon) are two examples of how the screen has become a wine promoter.

If Carrie Bradshaw and her friends got together cosmopolitan in and the City, now Diane Lockhart and Liz Reddick toast with (expensive) wine after winning a complicated case in The Good Fightseries whose header appears a bottle of red exploding.

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A post shared by Marta Clot (@lamartaclot)

Has wine become fashionable? Marta Clot has doubts. “Yes, it is true that right now there are many activities related to wine, whether they are tastings, fairs or training, and perhaps it has gained a little more popularity, but I don’t know if we can talk about fashion”, she says. “It is very good that famous people go out drinking wine and that they drink it in the series, but in the end the statistical data shows that we do not drink wine, we have to open more bottles. We have a lot of work left to do,” says Ella Clot.

She plans to continue training and dedicating herself to communication. She is mainly attracted to home tastings “they are amazing. The people are super nice and I really like this thing of recommending and having a good time drinking some wines and that people feel free to ask questions and that I can help them with their doubts”. In addition, she would also like to do something on the radio, a medium that she is already familiar with thanks to her collaboration in La Cullerada, the gastronomic podcast of the Time Out guide. All without stopping feeding her social networks and with a glass of good wine in hand, of course.

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Gerald Russell

a passionate mechanical engineering student at the University of Technology of Compiegne. With a thirst for knowledge and a curious mind, Gerald dives into the depths of programming, immersing himself in the world of code. As a technology enthusiast and self-proclaimed mad engineer, he revels in pushing the boundaries of what's possible. Inspired by his deep fascination with technology, Gerald ventured into the realm of entrepreneurship, founding a tech startup that aims to revolutionize the industry. Driven by his insatiable curiosity and relentless ambition, Gerald continues to shape his path, forever driven by the pursuit of innovation and the desire to make a lasting impact.