Pour One with Isis Daniel

The Millennial Somm dishes about her vinous journey, the evolution of social media and how we can strengthen wine culture together.

WORDS Lauren Buzzeo

Isis Daniel, affectionately known as The Millennial Somm, is a trailblazer whose journey intertwines passion, creativity and a mission to demystify wine for a new generation like none other. Rooted in a hospitality background, Isis’s profound connection to wine truly sparked with a single sip—a glass of Brunello di Montalcino shared by a friend—which sparked a lifelong fascination.

Professionally, Daniel was inspired by a mentor’s encouragement to bring greater representation to African American women in wine, which resulted in her enrollment in wine classes at Capitol Wine School in Washington, D.C., and ultimately down the Wine & Spirit Education Trust (WSET) path.

But personally, Daniel knew that there was so much more to wine than what was being taught in the books. There was vast opportunity to bring more people to the table and make the vibe around wine smart but welcoming, fun and even young.

In 2018, Isis launched The Millennial Somm, a social media platform aimed at bridging the gap between wine producers and millennial consumers. Combining education, creativity and humor, her content transforms wine into an approachable art form. From her #TastingThursday jingles to satire skits, Daniel invites audiences to explore wine with curiosity and joy, changing perceptions and building community in the process.

We check in with her about the adventure so far, how quickly things have evolved in the social landscape and where we can build more positive momentum from here.

What made you decide to launch The Millennial Somm, and what drove you to the direction and format you chose?

The concept for The Millennial Somm grew out of my experiences in hospitality and my research into the wine industry. I came across the Silicon Valley Bank Wine Report, which highlighted the industry’s struggle to connect with millennial consumers in 2017. My mom, a strong believer in the power of social media, encouraged me to explore that avenue, even though I wasn’t very active online at the time. I chose the name “The Millennial Somm” because my primary goal was to bridge the gap between millennial consumers and wine producers. The idea of demystifying wine was gaining traction, but I didn’t see many people actively putting it into practice.

So, I turned to social media, envisioning a platform where anyone could learn and evolve alongside me as I explored this beautiful, historic and, I believed, underappreciated beverage—one that was perfect for millennials. My background in the arts as a singer-songwriter and theater enthusiast naturally led me to video. Being in front of the camera felt comfortable, once I allowed myself to be imperfect. My initial approach was to educate authentically, but as I grew more confident, I started incorporating creative elements like satire skits and the #TastingThursday jingle. That period was incredibly fulfilling because it felt fresh, vibrant and unique in the wine space.

My early content was also heavily inspired by my interactions at Screwtop Wine Bar, where I worked after leaving restaurant management. I encountered a spectrum of people: the genuinely curious, the intimidated and the classic “wine snob.” I realized that often, an intimidating demeanor stems from insecurity or a lack of true understanding. My goal became to create a safe, welcoming space where everyone could learn without judgment, fostering compassion and a genuine desire to explore. The videos became a tapestry woven from my personal experiences, observations and creative impulses.

Your first video posted in 2018. You’ve posted countless more since. How have you seen wine social media change?

It’s remarkable how much wine social media has transformed. When I started, the prevailing style was quite formal. If you look at my earliest content, you’ll see me trying to fit that mold, presenting wine in a very respectful, “professional” manner because I thought that was the standard. I was essentially learning as I went, figuring out my voice. A personal turning point—a breakup—actually pushed me to be more authentically myself in my content. At that time, few others in the wine space were being as open and free.

The 2020 pandemic was a major catalyst for change. Suddenly, everyone was online. I began doing more interviews and leaning into my wine skits and character-driven content, finding more creative ways to share knowledge. This period fostered a huge sense of community. “Authenticity” and “demystifying wine” became the buzzwords. As people were confined to their homes, the creativity on social media blossomed, though the wine industry, as a whole, was still evolving at a slower pace compared to other sectors.

Post-pandemic, around 2021–2022, as people started going out again, the content shifted. It became less about at-home tastings and more about wine and lifestyle—press trips, winery visits and in-person connections with online acquaintances. This was an exciting phase; wineries were opening their doors to influencers, and the social media market in wine really started to boom.

However, after that initial surge, a certain homogeneity began to creep in. Much of the content started to look similar. I believe we’re currently at a crossroads. Is the focus on lifestyle, pure wine education or something else? TikTok has further reshaped the landscape, and with so many creators, information can become repetitive. While the evolution has been significant—the early years were wonderfully creative and fresh—there’s now a pressing need for more innovative, collaborative work and a more unified message. As a digital content professional, the lack of truly new approaches is a concern.

How did your own content shift over that time, and what do you now see as the driving mission behind TMS?

My content has matured as I have. As I mentioned, I initially aimed for a very professional persona, believing it was required. However, a difficult breakup stripped away any pretense, and I began simply being myself, sharing my learning journey. That authenticity was the core of my early content. Over time, as I’ve grown personally and professionally, my content has evolved too. The early days were characterized by a free-spirited, sometimes goofy approach, blending education with fun and, eventually, travel.

Now, I find myself wanting to engage with more complex topics. There’s a natural point in any social media journey where a rebirth is necessary. I’m more strategic about how I communicate because my perspective has deepened. I’m now discussing legislative issues, agricultural connections and the broader factors impacting the wine world. The way I approach bringing consumers into these higher-level conversations is different from when I was just starting out.

My driving mission behind The Millennial Somm is to nurture the evolution of wine culture and community. This mission dictates a different approach now. The shift in the wider wine-social-media landscape towards lifestyle and events reflects consumer demand, and the wine industry, often a late adopter, is slowly responding. My content reflects this, too. I recognize the changes, listen to my audience and adapt, but always with the imperative to remain authentic. I’d rather be silent than try to be someone I’m not.

I heard you recently speak about your feelings on the cork versus screwcap debate, and thinking of your own journey since starting in the wine industry and recognizing how your opinions on some topics have changed since your early days in the biz. What do you think have been the biggest shifts in your own feelings towards wine?

This question is insightful because it touches on personal growth within a very public career. When I first entered the wine world, my knowledge was based on WSET course materials, books and online interviews. I’ve since been incredibly fortunate to travel, experience wine intimately across the globe and engage in challenging conversations with people holding diverse opinions. My perspective has evolved from being a sponge, absorbing information and forming initial thoughts, to now having lived these experiences and developed my own informed opinions.

Take the cork versus screwcap debate. Initially, I didn’t understand the strong opinions against screwcaps. As someone who sometimes struggled with traditional corks, I found it perplexing that a screwcap would lead to a wine being considered lesser quality, especially if it tasted good to me! However, as I learned more, including a visit to a cork farm in Portugal and conversations with industry leaders like António Rios de Amorim of Amorim Cork, my understanding deepened. I learned about the environmental benefits of cork and its role as a sustainable product. While I always knew cork was preferred for aging, I gained a greater appreciation for its overall planetary and product benefits. This doesn’t mean I’m entirely against screwcaps—they serve a purpose and a consumer—but my personal appreciation for cork has grown significantly due to a more nuanced understanding.

This kind of evolution has occurred across many topics in wine, from styles to regional expressions. Perhaps one of the most significant shifts in my feelings, leaning towards the “worse,” has been the realization of how resistant to change the wine industry can be. When I started, I was optimistic, believing wine was an inherently inclusive and forward-thinking field. I’ve since learned it can be quite stubborn. It’s frustrating to witness a reluctance to embrace new ideas or take chances, even when those ideas could address pressing challenges. I’ve been advocating for certain changes for over three years, and while I’m glad to see some awakening, I’m not fully convinced the industry is ready for the profound shifts needed. There’s often a focus on individual survival rather than collective progress …

Faced with issues like the anti-­alcohol movement and declining consumption­ (which also presents opportunities,­ like embracing quality non-alcoholic options), the industry’s reluctance to adapt is a serious concern. We are, at our core, in service to people, yet too often, decisions seem driven by internal perspectives rather than by genuinely listening to and meeting consumers where they are.

Real talk—wine is struggling right now, especially with younger demographics. Why do you think the industry is failing to connect with modern consumers, and what do you think needs to change to bring more people to the table?

The core issue is twofold: We often don’t listen, and even when we do gain insight, we fail to act effectively. I often share an anecdote that encapsulates this disconnect: I was at a tasting with distributors and producers, discussing how younger consumers aren’t engaging with traditional wine magazines. I enthusiastically shared ideas about collaborating with influencers and implementing innovative social media programs. A participant interrupted, insisting, “No, we just need to get this wine into Wine Spectator.” This perfectly illustrates the problem—acknowledging a shift in consumer behavior, that young people aren’t reading certain publications, yet insisting on the same old tactics.

I had conversations in Italy last November about the necessity of working with influencers, and I know similar discussions occurred at the DTC Wine Symposium earlier this year. The industry often has the answers right in front of it, but if those answers don’t align with preconceived notions, they’re dismissed.

Consider the approach to non-alcoholic wines, Dry January or Sober October. This generation is demonstrably more health conscious. Instead of proactively addressing misinformation about alcohol or, more constructively, creating appealing, high-quality non-alcoholic options to keep consumers engaged, the industry sometimes shuns those who temporarily abstain. Other beverage sectors, like beer, have adapted more readily. There’s an unfortunate ignorance or unwillingness to understand current consumer motivations, which makes it easy to discredit viable solutions.

I genuinely wonder where we’d be if the industry had been more receptive to these conversations back in 2022. It’s crucial to acknowledge that declining alcohol consumption is a broader trend across many countries, driven by a greater interest in health and wellness—it’s not exclusive to wine. The solution lies in realistically assessing the situation and meeting consumers where they are, rather than trying to dictate what they should like or do. Millennials and Gen Z value autonomy; they resist being told what to prefer and will often do the opposite if they feel pushed. That independent spirit is a hallmark of our generation, and frankly, I admire it.