"Amari Collins is tired of wine speak, exhausted by pretense, and dedicated to comfort. She films her typical Vin Dealer post on a tar roof outside her bedroom window, dancing, often without pants. She describes qvevri, a traditional earthenware vessel used in Georgian wines, as "a big ass clay pot." The wine she's sipping, a Saperavi, "is Juicy Couture...with slightly naughty vibes." Drinking with Collins is like hanging out with your bestie, not a wine guru."
"As Vin Dealer on TikTok and Instagram and founder of wine-fueled dance parties dubbed Swirl School, she reaches 22K followers, wine lovers without traditional knowledge who feel seen and included thanks to her "you got this, gurl" vibe. You won't hear Collins describe wines as reminiscent of brioche or leather. Instead, a Chardonnay is "a beachy blonde like Gwyneth Paltrow," while Riesling evokes plastic bouncy house vibes."
"I'm from Silicon Valley; my family all worked in tech. Growing up there in the late '90s, I had a creative hippy dad. In the speech he gave at my wedding, he said we grew up together. It was true. Everything he did I wanted to do and wine was a part of that journey."
Amari Collins creates approachable wine content that rejects traditional wine-speak and pretension. She uses everyday metaphors, cultural references, and bodily descriptors to make wine relatable. Collins films informal Vin Dealer videos often from unconventional locations, incorporates dance and playful wardrobe choices, and leads wine-fueled parties called Swirl School. Her style centers comfort, inclusion, and affirmation, reaching thousands of followers who lack formal wine training but seek joyful, accessible experiences. Collins connects varietals to vivid memories and pop-culture icons rather than technical tasting notes, prioritizing enjoyment over elitism in wine.
Read at Bon Appetit
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