The new voices changing how we talk about wine and spirits

Whether it be blind-tasting wines each mile of a marathon for TikTok, offering recommendations from the supermarket aisles via Substack, ranking Islay whiskies in an Instagram reel or buying a 159-year-old bottle of port to analyse on YouTube, it’s clear that the way we talk about wine and spirits has changed radically in recent years.

Traditional forms of commentary and critique in both categories have often been associated with stuffiness and a degree of gatekeeping but every year, a range of new voices helps to change and evolve the language around drinks and the way in which many of us learn more about them. The advent of social media has provided a platform to reach audiences that may have been largely unengaged by older, more orthodox channels and new voices in wine and spirits have capitalised on the opportunity; their content ushers in different styles of delivery, discussion and interaction, deliberately making subjects more accessible in the process.

New voices usher in different styles of delivery, discussion and interaction

Today, as this realm matures and becomes more established, opening social media accounts in the hope of gaining a following is increasingly futile without personality and purpose; quality, considered content and a strong sense of identity are the minimum requirements to make an impact. Many of the most effective communicators apply their approach across a range of media, be it articles, posts, reels, videos, infographics, columns, photography or events.

For drinkers, the result is a more entertaining, fun, useful and relatable experience of wine and spirits. Whether it be tasting guides, explainers, recommendations or recipes, a rich, welcoming, arguably more egalitarian world is created – one that brings new drinkers into markets that urgently need them. The effect goes beyond viral moments.

Cokie Ponikvar, the 2025 IWSC Emerging Talent in Wine Communication winner

The IWSC’s Emerging Talent in Wine Communication and Spirits Communication awards were established to celebrate the standout fresh voices in both industries. Cokie Ponikvar was last year’s winner in the Emerging Talent in Wine Communication category, a nominee with almost half a million Instagram followers and fame for her short video explainers, which have attracted more than 16 million views each in some cases. Her style, which aims to demystify wine subjects, modernise wine communication and make the industry more accessible to a younger generation, impressed the judging panel, and her knowledge, authenticity, ‘laudable energy’ and clarity all contributed to her win in 2025. Whether it be tackling what it means ‘if your red wine smells like chocolate’, how corks are made or how Pinot Noir should taste, Ponikvar shares her knowledge with passion in plain language.

Canadian Reece Sims was the winner of the Spirits Communication award, rewarded for an approach that champions flavour as a universal phenomenon. Her ‘Flavor Camp’ platform offers spirits lovers tasting guides, cocktail recipes and more, often with eye-catching infographics that offer a new perspective on familiar drinks, such as quadrant charts to demonstrate the range of flavours within peated whiskies or the different profiles of amari. According to judge and author of Club Oenologique’s Scotch Whisky Report, Kristiane Sherry, Sims ‘was the most relevant communicator amongst the shortlist. The relevancy of how she’s communicating is really, really special.’

How to enter the IWSC Emerging Talent awards

If you know someone who should be considered part of the new wave changing the style and substance of wine or spirits communication, someone who is beginning to shine at the start of their career, consider nominating them ahead of the deadline for the IWSC’s 2026 awards on Monday 2 March. You can enter yourself or be nominated by someone else here. Winners receive a £2,500 travel bursary.

The complete list of 2026 IWSC Emerging Talent awards are listed below and all remain open to entries until Monday’s deadline: