Millennials aren't drinking wine—a $17.6B loss for the industry over a decade. The problem: one walk-in customer equals one sale, with no way to drive repeat purchases. I built Somm Says from zero to pilot, handling research, UX/UI, and branding. QR codes on bottles unlock gamified tasting rooms; when customers share at parties, every guest becomes a potential buyer. The Denver pilot: 1,000 games played, 267 emails captured, 1 in 4 users clicked "Buy."