The Reluctant Somm

04/01/2026

Andrew Heinecke ( ) on the “compulsion” to look past the label. Whether it’s sprouted almonds or a single-vineyard Chenin, the job is the same: find a reason to care, or it doesn’t belong on your shelf. 🙌🏼

“Why do I care about this? How can I find the stuff that makes me interested in it?”. From investigating Canadian farro to managing a 500-slot wine set, Andrew’s approach is about doing the homework before the doors open. It’s the difference between just filling a hole in the rack and actually knowing what you’re pouring.

Be honest: How many bottles in your program do you actually care about, and how many are just there to pay the rent?

04/01/2026

📣 For four seasons, I’ve loved being the voice in your ear and building this community. But the reality is, I could never do what I do on the mic if I didn’t have an absolute force of nature running operations behind the scenes. As we close out Women’s Month, it’s time to introduce the other half of this brand.

Bianca ( )landed in San Francisco at 18 with a few hundred dollars and zero safety net. She fought her way through the trenches of this city’s dining rooms to wine bars—Bix, Foreign Cinema, Howells, BxB Hospitality. From host, to bartender, to management, to marketing. She didn’t just work hospitality; she survived it and always added her touch to it.

Over the years, I’ve had the privilege of watching her build an absolute gem of a career, despite all of the obstacles she has faced. What you haven’t seen on this podcast is that Bianca runs the entire operational engine of our small business in SF. She brokers small wine portfolios, consults for independent wine programs, and coordinates every masterclass and Somm trip we do. If you’ve ever been to one of our living room supper clubs and felt that incredible, effortless warmth—that’s Bianca pulling a roast out of the oven while keeping tabs on the whole room and making sure everyone is enjoying theirselves. It’s always been a team effort.

She has been the visionary of this brand since Day 1. I am so incredibly proud to say that starting in Season 5, she is finally moving from behind the scenes to right here beside me, behind the mic.

Bianca will be hosting her own select interviews and joining me for co-hosted debriefs. She is bringing her unfiltered, brilliant perspective to the realities of this business. We aren’t just making space for more stories; we are bringing the raw conversations we have at our own kitchen table directly to you.

Season 4 is wrapping up strong. Season 5 is where the table gets bigger.

Welcome to the mic, B. I couldn’t do this without you. 🎙️🍷

Photo Credit:
📸 .yasmin.photo
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03/26/2026

Most people come to a restaurant looking for a gap in the fence—a way to slip out of their reality for a few hours.

and I were talking about the weight guests carry when they walk in. Our job isn’t just to drop plates; it’s to help alleviate that work stress and give them a small moment of vacation.

But that escape doesn’t happen by accident. It’s a humble, often invisible kind of theater. It’s the result of being in the weeds, keeping the chaos behind the curtain, and finally reaching that moment where the room starts to move in sync.

When the service is running that smoothly, everyone gets to breathe a little easier. Especially the guest.

How much of the “sweat” do you actually want to see when you’re at the table?

03/24/2026

Small production wines & beers. Come through .sf Excited about serving for the season ⚾️

03/11/2026

“They just tell me something different when I drink them.” 🗣️🍷

On this episode—out now—we catch up with Joel Arias (.ariasquito ), who recently opened Frenchies Wine Bar( ) in SF. We’re digging into the core of his program: organic and biodynamic wines.

I tend to agree with Joel when he says that wines farmed responsibly have a certain vitality to them. I’ve heard the contrast described as the “silent vineyard” of commercial farming versus a vineyard so loud with life you could never take a phone call in it.

Tune in to hear Joel’s journey from an ice cream shop to cruise ships to fine dining. It’s a look at how we actually get to where we are.

Link in bio.
(If you’re more of a visual person,subscribing on YouTube helps us A LOT. Full video is available over there!❤️)

02/20/2026

✨ The TRS Barolo Masterclass featuring Domenico Clerico is officially at capacity in our San Francisco HQ✨

We are looking forward to hosting all of the lovely industry professionals this Monday, the 23rd. We are currently navigating logistics to unlock a few final seats. If you are in the restaurant industry and want to secure a spot on the waitlist, DM us directly. ✅

A massive thank you to our event partners!!!

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02/19/2026

We spend so much time worrying about the “right” way to present wine—the correct label, the conservative importer, the market-approved aesthetic. But sometimes, the market says “no,” and that’s the best thing that can happen. 🚫

Kayne Guzowski ( ) and I got into what happens when the polish falls off. It’s not about being provocative for the sake of it; it’s about the freedom of saying, “This is the wine. Take it or leave it.”

In an industry that often feels like it’s drowning in its own etiquette, Kayne reminds us that the best juice usually comes from the people who stopped trying to please everyone. It’s raw, it’s honest, and it’s why we’re here. 🥂✨

CTA: The full conversation with Kayne Guzowski is live. Link in bio! 🎙️👇

02/14/2026

Friday the 13th done right. 🔮🍷

We took over .sf last night for The Reluctant Somm Pop-Up: Friday, the 13th, and it was magic. We poured a special themed flight of incredible wines, dug deep with live tarot readings, and honestly, just loved catching up with all of you! And seeing familiar faces 🙏🏼

Also! Got to open up some really great bottles 😏

Huge thank you to Trevino for hosting us in such a beautiful space.

If you missed this one, don’t worry. Head to the website and sign up for our Experiences email list to get first dibs on the next event. Link in bio. 💌

NaturalWine TarotReadings WineFlight PopUp

12/10/2025

What happens when we choose to focus on genuine curiosity instead of rigid critique?

We sat down with Danny Alday (Beverage Director, Ver Jus | Left on Madeline collaborator) to unpack this philosophical shift.

In an industry that often feels defined by gatekeeping and expectations, Danny offers a masterclass in subverting that structure, making space for authentic connection and discovery in hospitality. This is less about what you drink, and more about why you’re drinking it.

Tap the link in our bio to watch the full interview on YouTube and hear Danny’s essential perspective.

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12/03/2025

11/18/2025