“Who Doesn’t Have Weird Interactions with a Somm 🤷”

Or the Snobbery Gap

Sometimes a throwaway comment on social media lodges itself in your brain like a piece of popcorn stuck in your teeth. You know it's a small thing. You know you should just move on. But you can't.

In fact, it bothered me so much I reached out to three Sommeliers I know. (The title of this post came courtesy of my text thread with the Master Somm.) So like your tongue worrying that piece of popcorn, I picked up my pen to give the matter voice.

Here's what happened.

Believe it or not, I don’t actively consume exclusively wine media, but I do enjoy staying abreast of what people are saying and consuming content from time to time.

So, as one does when doomscrolling, I came across a Somm offering commentary on 5 Common Wine Mistakes. I almost scrolled right past. But I didn’t. And I saw something I hadn’t ever seen before in my 15+ years in the wine industry. Commentary on how to open a screw-top bottle. And in a way I have never seen executed before.

So I commented exactly that. Not really thinking through the implications of what I was saying. It was something stupid and simple.

And the response I received: “You’re Welcome.”

Again, I think honestly meant. But I just got stuck on it.

So I texted those Somms. All of whom offered a take on that matter that was in keeping with what I would have said. Open it almost like you would a bottle of champagne. Secure the cap and twist the bottle off the cap, ensuring no gas or wine can escape. Now you know.

And I acknowledge the irony that this article could be taken as superior — particularly given the subject matter of this piece. Calling out snobbery can, in and of itself, be snobbery. And I really chewed on this piece all day. So much so that I sat down to write it after working a full day at an event.

But there is a lot of “mystique” around wine. Shoulds and should nots. A perceived right way and wrong way.

And if pressed, most wine content creators would say they are trying to open the doors for others. For more people to enjoy wine. Which I am all for. In my book the more people enjoying wine the better.

No, what I got stuck on was the innate snobbery in that “You’re welcome.”

No pause to think: perhaps there is a better (or simply different) way.

No reflection: What might prompt someone of that background to comment in such a way.

Just a simple: “You’re welcome.” Like the creator had done me a favor.

That was the snobbery I was tripping over.

And quite frankly, the more I thought about it the more I didn’t like the content approach.

All of us in the wine industry want the same thing: more people enjoying wine.

And there is NO wrong way to enjoy wine. It may not be how you would do it but it doesn’t make it wrong.

Hell, I’m really excited about a new client who offers wine-based cocktail recipes to help you enjoy their bottles. And I can’t wait for how much FUN I’m going to have working with this client.

But this mentality of providing education through a lens of superiority is what has given the wine industry its reputation for snobbery.

And I was so disappointed to see this from a young content creator. One who perpetuates the cycle and doesn't encourage people to enjoy wine the way they want to.

And I'm guilty of it at times too. I've winced at an ice cube in a glass. I've had opinions about stemware I probably shouldn't have shared out loud. I’ve caught myself explaining something with just a little too much authority. Moments where my 15 years of experience shows up as confidence when it probably should have shown up as curiosity instead.

Nobody in this industry is completely innocent — and I'd be lying if I said I was.

But then again, there are those wine cocktails and all that fun to be had.

As an industry, we need to do better. Embrace the fun and democratization of wine. Celebrate pure enjoyment in whatever form it takes. Be willing to think outside the traditional box.

I know I try to.

And I'll be over here enjoying my wine cocktails and celebrating every single person who finds their way to the glass — however they get there. 🍷