Of course, such extravagant claims are impossible to establish, but Mr. Vaynerchuk’s audience on his Internet bulletin board certainly seems to have a higher percentage of novice wine drinkers than in the forums on either the Parker or Spectator Web sites.

Image Preparing an episode of his video blog, Wine Library TV. Credit... Richard Perry/The New York Times

While Mr. Vaynerchuk does not yet come close to Mr. Parker or the Spectator in his ability to move the wine market as a whole, his words do sell bottles. In an episode of Wine Library TV in February, Mr. Vaynerchuk raved about a Sonoma Coast pinot noir from Sojourn Cellars, a small producer.

“We took 500 e-mails and phone calls in 24 hours,” said Craig Haserot, an owner of Sojourn. “Nothing has put more people on our database and sold more wine than Wine Library TV, and it’s not even close.”

Mr. Vaynerchuk’s appeal is rooted in his undermining of the old-guard mantle of authority and detachment that wine critics of older generations like Ms. Robinson spent years trying to achieve. In many reviews, he seems to subvert the established vocabulary for describing wine.

He begins with the usual jargon, talking about nose and mid-palate, describing flavors like apricot, buttered popcorn and lilacs, as many wine writers do. But then he departs from the script, saying a wine smells like a sheep butt or that drinking it is like biting into an engine. He might improvise a dialogue with a bottle of riesling, and when he talked about another pinot noir from the Sonoma Coast, a 2006 Kanzler, he seemingly went off the deep end in describing its flavor:

“You hit a deer, you pull off to the side of the road, then you stab the deer with a knife, cut it, and bite that venison, and put a little black pepper and strawberries on it and eat it, like a mean, awful human being. That’s what this tastes like.”

Audiences love it.

“I immediately identified with his passion and enthusiasm,” said Dale Cruse, a Web designer and wine blogger who started watching early on. “But I think it’s worth noting that passion and enthusiasm isn’t going to get you very far in the wine world without some knowledge to back it up.”

Indeed, Mr. Vaynerchuk does know his Pommards from his Pomerols, and he clearly loves wine and wants his audience to love wine, too.