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

words:Eliza Dumais

Published:June 15, 2026

illustration:Srishti Bhawal

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. Instead, we’re using the internet to seek out our next “it” bottles. And as such, the modern “viral wine” represents a different beast altogether.