Wine has an intimidation problem. Too many consumers — especially younger ones — feel like they need a sommelier certification just to order a bottle at dinner. The tasting notes are impenetrable, the labels are designed for insiders, and the culture around wine often feels like a gate with a very specific password.
Drink This Wine exists to tear that gate down.
Founded by Molly Baz — the former Bon Appétit food editor whose recipes and personality built her a massive, loyal audience — Drink This Wine is a collaboration with Wavy Wines, an LA-based natural wine label. The result is a brand that treats wine the way Molly treats cooking: with enthusiasm, zero pretension, and a genuine desire to make people feel welcome.
The Anti-Snob Approach
Drink This Wine doesn't talk about terroir profiles or malolactic fermentation. It talks about wine the way you'd talk about it with a friend — what it tastes like, what to eat with it, and why you'll enjoy it. The branding is playful. The copy is conversational. The whole experience is designed for people who love drinking wine but don't love the culture that often surrounds it.
This isn't dumbing wine down. It's meeting people where they are. And there's a massive, underserved audience of wine drinkers who want quality without the gatekeeping. Molly's audience — built over years of making food accessible and fun — translates perfectly to wine because the core value proposition is the same: you don't need expertise to enjoy this. You just need to show up.
Creator-Led Brands Are the Future of DTC
Drink This Wine is part of a broader trend that every winery should be paying attention to: creator-led brands. Molly Baz didn't start as a winemaker. She started as a content creator with a point of view, an audience, and the credibility to curate products her followers would trust.
This model is reshaping DTC across every category. In wine specifically, it matters because the traditional path to building a wine brand — buy land, plant vines, build a tasting room, wait a decade for reputation — isn't the only path anymore. Creators with engaged audiences can partner with established producers, build a brand that resonates immediately, and use modern ecommerce infrastructure to ship directly to consumers.
For established wineries, this isn't a threat — it's a lesson. The creator-led playbook works because it prioritizes personality, approachability, and direct connection with customers. Any winery can adopt those principles, even without a million Instagram followers.
Collaboration as Strategy
One of the smartest things about Drink This Wine is its collaborative approach. Rather than trying to do everything independently, the brand partners with producers who share its values. Their collaboration with The Marigny — an Oregon-based natural wine producer — on a Sparkling Red is a perfect example.
Collaborations like this accomplish several things at once: they create products with a genuine story behind them, they introduce each brand's audience to the other, and they build credibility through association. When Drink This Wine partners with a respected natural wine producer, it signals that the brand isn't just personality — there's real winemaking quality behind it.
For wineries thinking about their DTC strategy, collaborations are an underused growth lever. Partnering with complementary brands — whether that's another producer, a food creator, or a lifestyle brand — can unlock new audiences without the cost of traditional marketing.
The Wine Club That Gets It
Drink This Wine offers a wine club with member savings of 10 to 20 percent — but the real draw isn't the discount. It's the curation. Members trust Molly's palate and her ability to find wines they'll love without requiring them to decode a spec sheet.
This is the wine club model that resonates with younger consumers: less "exclusive access to our reserve allocation" and more "someone I trust picked this for me and I know I'll enjoy it." The trust is built on personality and track record, not on appellation prestige or critic scores.
Check Them Out
Drink This Wine is proof that wine doesn't have to be intimidating to be good. If you've ever felt overwhelmed by a wine list or wondered why wine culture feels so exclusive, this brand was made for you.
Visit Drink This Wine and discover what happens when someone finally makes wine approachable.
