Boomers carry the wine industry. The assumption was millennials would pick it up once they hit a certain age—but they didn't, costing the industry $17.6B over a decade. Wine is just hard to get into. I built Somm Says from zero to pilot, handling research, UX/UI, and branding. QR codes on bottles unlock gamified tasting experiences that make wine approachable while capturing customer data. The Denver pilot showed strong engagement, with roughly 1 in 4 users clicking "Buy."