Matt Horkey has uploaded over 2,000 videos to YouTube since 2015, building his brand into one of the most respectedwine channels on the platform. His tagline: "Bringing FUN back to the world of wine."

In this conversation, we talk about what it takes to build a wine YouTube channel, why lesser-known regions are more approachable than the classics, and what the traditional wine world still gets wrong.

If wine content can be fun, maybe wine can be too.

Welcome to Wine with Jon, a podcast for wine professionals thinking about the future of our industry.

I'm Jonathan Frutkin—wine educator, collector, and owner of Preface Wine Bar in Delray Beach, Florida. In this first episode, I share my journey from food enthusiast to wine obsessive, and why I believe we need to have honest conversations abouthow to make wine compelling to younger generations.

This isn't your typical wine podcast. We're not doing tasting notes or vintage reports. Instead, each week I'll sit down with sommeliers, winemakers, retailers, importers, and content creators to explore one question: How do we welcome new people into wine?

In This Episode: • My origin story: from cutting vineyard vines to opening a wine bar • The intimidation gap that keeps peopleout of wine • Why I designed Preface as both a wine store and wine bar • How technology and AI can extend (not replace) human connection • What's coming next on this podcast

If you work in wine and you're thinking about these questions, this podcast is for you. Let's figure out the future together.

Follow Wine with Jon: Instagram/TikTok/YouTube: @WineWithJon

A new podcast from @winewithjon. We explore the wine trade with industry leaders. Today we announce or new podcast series. Coming in April! Subscribe now.