Nearly two decades after filming Somm, Jason Wise, Chief Creative Officer of Somm TV and Director of the Somm movies, has a deep view of wine in the media. Jason shares his perspective on what types of media moves the needle, how to get involved as a brand, the ever changing landscape of media itself.

Detailed Show Notes:

Update from the last 4 years: filming tons of food & wine content around the world, a couple theatrical releases

Somm TV: video streaming services, partners w/ wineries and wine regions, Jason founded it to not have to ask permission to film stories

A lot of people find Somm TV from YouTube

Wine industry evolution (2010-2026): a lot more grapes and too much wine; beginner wine content no longer needed; market needs to sort a few things out; tariffs had huge impact on American wineries (some wineries were 20% Canada)

Wine helps create more connection and conversation

Media filming rights have changed a lot, used to have a pay a place to film, now they are happy to be a part of it

Sideways worked because it was unexpected and was done on its own terms

Streaming wars haven’t helped media gain influence, only a few shows that have had an impact (e.g. - Game of Thrones, White Lotus); there’s so much content, it’s hard to break through, now niche is king

Niche segments sometimes just talk to their niche, don’t bring in new audiences
Documentaries tell stores people didn’t know existed
Netflix used to license shows, now they want to own everything, leads to less originality, just make what’s worked before
YouTube feeds media, creators build a following, then produce more standard media

Wine industry’s role in the media

Nobody wants to watch commercials
Hard to push media to do what you want it to do
Wine should be the drink to push in PR (e.g. - Chateau Angelus in James Bond films has had an impact)
Wine cameos in movies can build awareness

Winery engagement with media

Influencers are like “maintenance,” believes their influence is waning
Get the product in TV shows / movies
Need the “magic” in the bottle, be known for something (e.g. - Taylor Swift and Sancerre, fans figured it out)

Celebrity helps bring a platform if the product had good product-market fit (e.g. - Aveline and Cameron Diaz)

Media effectiveness goes in cycle, what works changes over time and circles back; need to try 10 things for 1 to work

Believes regional marketing is critical

Podcasts are part of people’s everyday routine and movies stick with you, TV is like the “bulk wine” of media

Wineries should put budget towards media, spread the money around

Many wineries have exited sponsorships and are losing consumer awareness

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