Meet Thatcher Baker-Briggs, the Young Los Angeles Sommelier Making Wine Cool Again

As a young Black sommelier and entrepreneur who founded Thatcher’s Wine in 2019, Thatcher Baker-Briggs identified a gap in the wine market that resonates with this generation’s cultural ethos.

Its mission is clear: to make wine cool again, bridging the gap between exclusivity and accessibility in a market traditionally seen as elitist and often intimidating.

“I think one of the challenges of the wine industry is that it doesn’t adapt,” says Baker-Briggs. Forbes“There is no single resource that allows young people to understand wine and its particularities. This is where we try to intervene: to help fill this education gap and introduce new audiences to hard-to-find “exclusive” flavors, bottles and labels.”

Baker-Briggs, 32, is one of the youngest sommeliers to be certified by the Court, at just 22. He has since built a portfolio of wine references among Hollywood’s elite. To date, his online store alone has sold 300,000 bottles of wine, priced from $20 to $20,000 each.

But Baker-Briggs is keen to make its wines accessible to a wider audience.

“Now more than ever, people have access to what’s out there through social media. They’re constantly discovering wines on their own time and can even be surprised by all the viral bottles and marketing ploys circulating on their newsfeeds,” Baker-Briggs says.

He’s taking his online success to the physical world by opening a physical store in Los Angeles in June. The new store concept aims to combine the Michelin-level hospitality of restaurants like Saison and Coi with the excitement of a trendy new restaurant opening, beautiful design and wines imported exclusively from Europe.

“The decision to open a physical store came from the feeling that it was impossible to replicate the in-person experience of buying wine through an online platform,” he explains. Forbes“And this is coming from an avid online shopper who, for the most part, would rather never set foot in a department store again. But while you don’t necessarily need a conversation to buy a pair of socks or a new shirt, I think wine is definitely one of those categories where a two-way conversation is incredibly important.”

Baker-Briggs’ background is anything but conventional for a sommelier. He comes from a family that had no interest in wine: his career was spent in the kitchen, not in the vineyards.

“I didn’t get into the wine world because I wanted to be a sommelier from a young age,” he explains. “I actually grew up in kitchens and worked really hard. Because of that experience, I was able to drink some of the best wines in the world without even knowing what I was drinking at the time.”

He says those humble beginnings give him a unique perspective that resonates with a generation of consumers who value transparency over tradition. He believes the tactile experience of selecting a bottle in person, combined with expert advice, is essential to truly understanding and appreciating wine.

“Ideally, that’s where we come in, because ultimately we’re not looking to hold wine hostage, as perhaps the previous industry was more accustomed to doing,” Baker-Briggs says. “We want to put these specific types of bottles in front of people so that anyone can buy them. And as our customer relationships grow, that opens up even more opportunities for access and personalization of the selection experience.”

Baker-Briggs also emphasises sustainability as a priority for Thatcher’s Wine, committing to working with producers who support climate initiatives and changing winemaking practices.

“At the most basic level, wine is made from grapes – a plant – and the quality of those grapes is the key element in the quality of the wine itself,” he says.

In developing its portfolio, Baker-Briggs is driven by a commitment to quality and a desire to demystify the wine buying process.

“When you focus on quality, it’s easier to sort out the really good wines and the not-so-good wines,” he says.

Baker-Briggs says he doesn’t want to follow trends or create buzz around specific bottles; instead, he aims to provide customers with wines that have a meaningful story and can be enjoyed by both novices and connoisseurs.

“Wine shouldn’t be snobby. I think it’s great to be able to have factual conversations about wine and winemakers, and help people differentiate themselves,” he says. “It’s no secret that buying and selecting wine can be an intimidating industry with high barriers to entry for newbies. But the way I seek to combat that on behalf of consumers as a curator is to focus on quality.”

Baker-Briggs sees significant changes in the wine industry, driven by shifts in consumer behaviour and the impact of climate change. He believes authenticity and quality will remain key drivers of success.

“The general trend in wine, which overrides all outside forces – whether it’s economic or political unrest – is that if the wine is amazing, it will be hugely successful,” he says.