Somm Says™ – A Story Beyond the Wine Glass: Entering the New Era of Business Through Data & Customer Understanding

For decades, the wine industry has been almost mystical, evoking feelings of luxury and exclusiveness. While this secrecy might have worked in the past – with only wine experts and sommeliers let into the inner knowledge circle – the need for a new, modern-day strategy that democratizes the industry for all stakeholders is clear. After all, the industry has seen a decline for the first time in three decades, and short-term estimates remain dire.

With the belief that change is abundant in opportunities—for those willing to break the status quo and embrace novelty—Hunter Rudd conceptualized and developed Somm Says™, a tech-driven platform where wine is not merely a drink but experienced in its true complexity. Designed for customers, producers, sommeliers, retailers, bars, and restaurants, Somm Says fuses convenience, community, and expertise with the power of data. While brands can create and gamify wine tasting in just 10 minutes, their clients can share preferences, compare their palates to those of sommeliers, winemakers, and friends, and rate tried beverages.

At the heart of this synergy is Hunter’s people-centric approach to business. “It’s a fun way to learn and give feedback. Every time someone opens a bottle of your wine, they can share their feelings on Somm Says and exchange opinions with their connections. Based on their experiences and ratings, sommeliers can suggest other bottle recommendations, building their personal brand while expanding your wines’ reach,” he adds. “And the best part? The more you use Somm Says, the more accurate these recommendations are.”

As younger generations step into adulthood, their values—often defined by interpersonal connections and authenticity—are bound to keep reframing industries worldwide. Accommodating these evolving needs is, according to Hunter, the only way to stay ahead of the curve and defy the odds of a shrinking market. “For far too long, many luxury goods businesses have been speaking at people, not with them,” Somm Says’ founder stresses. “With 21st-century tech prowess, introducing new wine lines is not enough; it’s all about tailoring your approach to reach the consumers that will love your product.”

By harnessing the power of real-life data, Somm Says captures the complexity of the consumer experience, providing invaluable insights into the unique way each consumer experiences wines, what characteristics they find most prominent, and which could enhance or detract from the experience. At Somm Says, there are no right or wrong answers; it’s all about honoring every user’s unique taste buds by curating personalized recommendations and transforming a typically connoisseur-exclusive experience into an entertaining game that facilitates direct brand-consumer communication.

With time, every user’s profile transforms into a practical guide for brands. “It’s almost like the perfect Rosetta Stone, informing brands where to focus their reach for specific marketing campaigns,” Hunter adds. Additionally, consumers can be aggregated to neighborhoods, communities, or specific demographics, with Somm Says gradually revealing more precise insights to help companies navigate nuances in the consumer landscape. On the other hand, consumers gain access to an algorithm-powered feed that, just like wine, gets better with time.

Though launched in 2020, Hunter first came up with the idea in 2015. Back then, he had just gotten out of the military and was earning his MBA at Duke University as a veteran with a disability. Though combat injuries didn’t leave him with extensive mobility challenges, he quickly became familiar with the struggles of the less fortunate ones. “What I noticed is that people with disabilities often lived in more remote areas where the cost of living was lower. Commuting to urban areas was difficult for many, let alone commuting to remote, agricultural vineyard sites,” he adds. “I just thought, with what technology can do, why has no one at least tried to bring the expert taste of winemakers or sommeliers into the comfort of consumers’ homes?”

From a mission of bridging accessibility gaps, Somm Says has evolved into a fully-fledged digital wine-tasting platform that reaches into consumers’ environment while respecting their privacy and preferences. But for Hunter, it has never been only about that. Born and raised in an environment where preconceived racial and gender notions prevailed, Somm Says is his way of setting a new standard for individuals who want to steer society in a more hopeful, inclusive direction.

“It started with me accepting that not everything I thought I knew was right, learning how to break free from toxic notions and choosing to live a life more attuned to the demands of a modern society,” he shares. This philosophy extends to Hunter’s professional life, with his leadership and entrepreneurship style revolving around equal opportunities, transparency, and giving agency to every professional.

Beta tests led to early adoption by Wine Dispensary as part of its wine club and in-store experience. Since that first customer in January 2021, adoption has grown exponentially. With 600 commercial businesses represented on the platform, 2,400 users, and more than 8,000 games played, the platform remains open to partnerships and investors who share Hunter’s vision of a democratized, people-centric wine industry. Looking ahead, Somm Says will use its first-party data to offer crystal ball-like insights, including accurate market trends and consumer preferences changes.

“Somm Says was born out of a human-centric mission, out of the values I discovered throughout life,” reflects Hunter. “With technology and the right business strategy, these values can now reach consumers whenever, wherever, and with whomever they share a bottle of wine. This would truly transform how we think of the wine industry and potentially other consumable goods industries. We want to empower professionals by empowering customers, and the key to that lies in fostering streamlined, direct communication channels. That’s what the future of business is all about, and now is the time to start listening.”