Dylan Blau’s name has long been synonymous with disruption, in the best possible way. Known internationally for revolutionizing the world of dog training through viral content and transparent storytelling, Blau has turned his sights to a new, perhaps unexpected, frontier: California’s wine industry. In a bold pivot, Blau is leveraging his social media expertise and innovative strategies to breathe new life into an industry grappling with years of decline.
Through his latest venture, @CaliforniaWineList, Blau is spotlighting local vineyards across the state, many of which have remained hidden gems for far too long. Currently based in Monterey, he is working hands-on with local businesses in Carmel by the Sea all the way up to Santa Cruz. His approach is anything but traditional—an intentional move to challenge the status quo and offer wineries a solution to get the younger generation excited about drinking wine.
In a world where posting professional pictures and videos once a month have zero effect, Blau’s raw, documentary-style videos stand out allowing for organic viral moments to happen. Over the past decade, he has amassed more than a billion views and over 500,000 followers across Instagram and TikTok, under the handle @WeAreDogTraining. At the same time he has built an entire other account focusing on promoting local food and wine in California. Currently based in Monterey, he works with restaurants, wineries, coffee and tea companies as well as many other small businesses. Focusing on helping his community he has quickly built a name for himself, becoming the go to marketing agency in the area.
Blau teaches his clients how to craft viral content, speak authentically, and build thriving businesses in a digital world. His knack for recognizing what resonates online, and his commitment to standing firmly behind bold opinions has earned him both loyal supporters and, unsurprisingly, a fair share of critics. Dylan says, “Social media is about creating conversations. If you can get people to argue in the comments you have succeeded; within seconds of watching your video they need to have a strong emotional reaction that stops them from scrolling and makes them engage with your content.”.
After a decade working with restaurants and wineries Dylan believes that the number one reason the wine industry is failing to capture the attention of the younger generation is the lack of marketing on social media. While the alcohol industry spends billions a year on marketing the industry relies on brick and mortar business methods without any promoting on social media. Blau says, “this disconnect from social media has created a perfect storm where an entire industry is struggling and now they are forced to adapt quickly or close their tasting rooms and in some cases sell their winery.
Blau’s passion project, The California Wine List, brings his storytelling expertise to the wine world. “We’re not in the golden era of wine anymore, but we could be,” he says. The problem, according to Blau, isn’t quality, it’s visibility. “The alcohol industry spends billions promoting beer and spirits. Wine, on the other hand, barely invests in marketing. That has to change.”
Determined to be that change, Blau is now working directly with vineyards, restaurants, and tasting rooms across Monterey County as well as others across California, showcasing the power of social media’s reach. In a final message to anyone reading this looking to take some of Dylan’s advice he says, “Customers want a memorable experience, something that makes them take out their phone to capture the moment and share it; this content connects with people online giving them a reason to drive or fly to you so they can experience the same magical moment, this is the circle of life for any business online.”.
Blau’s ability to fuse grassroots marketing with cutting-edge social media tactics is setting a new standard. Many of the businesses he collaborates with report faster, more organic engagement than they’ve seen with traditional agencies. Part of that success, clients say, is because Dylan doesn’t just teach basic cookie cutter strategies, with billions of views personally, his unique knowledge of how viral videos work allows for on the spot creative ideas that can be quickly executed and distributed on multiple platforms.
Blau’s consulting style is best described as “Renaissance man meets restaurant rescue.” He brings an eclectic skill set, infectious enthusiasm, and a laser-sharp focus on problem-solving. Those who work with him often compare him to a young Gordon Ramsay, direct, passionate, and driven to elevate standards across the board. But beneath the intensity is a desire to empower. His mission is clear: help people and businesses recognize their own value, articulate their message, and rise above the noise to increase sales.
For Blau, the key to going viral is having a clear point of view. “Stop playing it safe. You need to stand up for what you believe, and say what needs to be said,” he advises. “If your content doesn’t make someone stop, react, or respond, what’s the point?”
In a world of recycled trends and copycat content, Blau’s commitment to originality stands out. He teaches that every piece of viral content starts with one thing: a strong question that demands a response. His content doesn’t just entertain, it provokes thought, stirs emotion, and sparks dialogue.
As Blau continues to grow @CaliforniaWineList, he’s making it his mission to turn struggling vineyards into viral sensations and give overlooked businesses a shot at real visibility. His Instagram feed now features vineyard tours, behind-the-scenes stories, interviews and engaging content that blends lifestyle, local pride, and wine appreciation, all with that signature Blau edge.
Whether it’s food and wine, dog training or experimenting with AI, Dylan Blau is a pioneer who refuses to sit still. With every venture, he’s not just following trends, he’s creating them. His message is one of empowerment, disruption, and unapologetic self-expression. If you’re a business that’s been playing it safe for too long, consider this your invitation to shake things up.
