Do guest ever come in and say "hey, I saw so-and-so's post on Instagram and now I want a bottle of whatchamacallit!"? If so, what are they asking for? And who are those "influencers" who are inspiring them to drink more of Brand X or region Y?
If anything, I feel folks work with wines that they see on "cool" social feeds. I'm regularly asked about wines being available that many buyers wouldn't know about except for pop ups on social media. I see more of that than of consumers searching out those wines.
Eric Crane drinks Mayacamas because of Lebron's Instagram.