How Social Media Propelled the ‘Cult’ Wine World Into Absurdity

The “cult wine” of yore still prevails. Priced in quadruple digits (or higher), released in scarce quantities, and scooped up by collectors who identify as Sotheby’s regulars, these bottles are often elusive and unattainable to all but a select few. Think: crates of Screaming Eagle, Domaine de la Romanée-Conti, or Château Lafite — estates with centuries of pedigree bolstering their prestige (and their price tags). That said, these days, we’ve developed a new, parallel approach to generating collective hype. We’re no longer turning to auction houses for our cues. We’re not mining magazines for vintage reports or tasting scores. The article How Social Media Propelled the ‘Cult’ Wine World Into Absurdity appeared first on VinePair.