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?
I think it does for more of the inexpensive bottles for the casual wine drinkers, but in a high end restaurant I have not experienced anyone ask for something on Instagram. However, I do feel that other buyers see wines from say.. Rajat Parr and other famous wine personalities and then instantly go to 750.com or reach out to their distributor and buy the wines.