This is worth savoring: Amari Collins isn’t just pouring wine—she’s serving a vibe. The 22K followers of her TikTok/Instagram account Vin Dealer don’t sip wine to decode terroir; they drink it to feel seen. Collins, a wine caterer, educator, and self-proclaimed “vibe curator,” rejects the pretense of wine speak. To her, a Saperavi is “Juicy Couture with slightly naughty vibes,” and natural wine smells like “armpit”—a frank, relatable take that’s gone viral. Her approach is simple: make wine feel like a conversation, not a lecture.
Collins’ background is as unexpected as her descriptions. Growing up in Silicon Valley, she was raised by a creative hippy dad who introduced her to wine at 13. Their shared passion for tasting and dissecting bottles laid the groundwork for her career. But her path wasn’t linear. A former dancer who pivoted to film, she ended up in LA, working at The View, before stumbling into the natural wine scene. “People would beg for me to work for them,” she says. That’s when she found her niche—wine sales, then catering, then the chaotic charm of Swirl School, her dance parties where strangers groove to wine.
Her magic lies in blending wine with memory. “A Chardonnay is a beachy blonde like Gwyneth Paltrow,” she says, pairing it with tuna melts and Heated Rivalry binges. This is how she dismantles wine’s classism: by making it feel like a casual hangout, not a curated experience. “Wine should be quick and easy,” she insists. “It’s not that big of a deal.” Her authenticity—dancing on a tar roof in sweatpants, no makeup—resonates because it’s unfiltered. “People want to see the real me,” she says.
Collins is also rewriting the narrative around inclusivity in wine. As one of the few Black voices in the industry, she’s thrilled to see more brown faces in the scene. “It’s the biggest surprise of my life,” she says. For someone who once struggled with self-esteem, seeing herself reflected in the wine world is validation. “I’m not here to sell you a bottle,” she says. “I’m here to show you that wine can be a mood.”
Key points: Collins’ no-pretense style makes wine approachable, her storytelling turns bottles into memories, and her presence is reshaping wine’s inclusivity.
Key points: Collins’ no-pretense style makes wine approachable, her storytelling turns bottles into memories, and her presence is reshaping wine’s inclusivity.
What if wine could be as unapologetically real as a dance party on a rooftop? How would that change the way you pour your next glass?
Questions & Answers
What wine pairs best with Amari Collins’ vibe?
Amari Collins recommends bold reds like Cabernet Sauvignon or Pinot Noir for their rich flavors and deep aromas that match her vibrant, confident vibe.
How does Amari Collins use wine in her content?
Amari Collins uses wine to enhance her content by pairing it with mood-enhancing visuals and storytelling, creating a sensory experience that resonates with her audience.
Information sourced from industry reports and news outlets.
