Cokie Ponikvar reaches over 500,000 people with "Cokie’s World of Wine"; her videos generate millions of views. The 25-year-old Canadian explains what young people today want to know about wine.
The Canadian Cokie Ponikvar is one of the most successful wine influencers in the world. With her Instagram channel "Cokies World of Wine," founded in 2020, the Advanced Sommelier reaches almost 500,000 followers. In short videos, she explains the world of wine in simple terms. This primarily appeals to younger target groups. Her videos repeatedly achieve millions of views. For her dynamic style in wine communication, she was awarded the IWSC Emerging Talent Award in Wine Communications in 2025. With her mix of reach, expertise, and recognition, she is considered an exceptional phenomenon in the wine scene.
What sparked your passion for wine?
Cokie Ponikvar: At 17, I learned about the Master Sommelier program. I had no idea before that you could study wine at such an academically high level. It was a great discovery for me: a topic I could dive deep into and provide value to others. However, I had to wait two years until I was old enough for the courses, and then I started my studies. Recently, I passed the Advanced Sommelier exam.
What fascinates you most about wine?
Cokie Ponikvar: What inspires me the most is the passion of great winemakers. When you meet people who are among the best in their field, you immediately feel their clarity, focus, and enthusiasm. This energy is contagious. Such encounters are incredibly enriching, far beyond wine.
The people behind the wines are often the most interesting?
Cokie Ponikvar: Absolutely. When I drink, I often first think of the people I met during that experience. Wine brings people together in a unique way; it is a social catalyst. In Europe, this is taken for granted. In North America, the approach to alcohol is more extreme: either you drink, or you don’t drink at all. There, wine is often equated with unhealthy habits. In Europe, it is part of the culture and social interaction.
Wine is a social catalyst
Your videos primarily reach young people. Some have millions of views. Was that your goal?
Cokie Ponikvar: No. I originally made videos for my parents and their friends to share my studies with them. I try to explain things quickly and simply. If I use technical jargon, I briefly explain it. If I describe a wine as "dry," I add: "That means it is not sweet." I do not assume that anyone knows these terms. This primarily appeals to younger people—they simply spend more time on Instagram. For example, in one month, I had eleven million views, 90 percent of which were from people under 35. This is unusual for the wine industry.
How do you make money from this?
Cokie Ponikvar: Initially, I did almost no advertising. Now, I accept partnerships simply because it is necessary to continue my work. My community supports this as well—they want me to keep going.
You refer to wine as an art form. Should it be demystified or left mysterious?
Cokie Ponikvar: The greatest wines in the world are more than just a drink. They are complex works of art that require respect and concentration. If we could offer more young people the experience of smelling such wines, they would better understand what is so fascinating about it. At the same time, there are mass-produced wines that have nothing to do with art. Both belong to the world of wine. I find it interesting that these extremes are hardly distinguished officially, even though they are completely different.
The wine industry is currently struggling with sales, especially for red wines. Where do you see possible strategies, trends, upcoming regions, or countries?
Cokie Ponikvar: I fear that we currently do not have a real solution. The fine wine business is still doing quite well. So: Produce less, but better wine! People want to drink less, but good quality.
Is that all?
Cokie Ponikvar: There is still room for new wines. However, I do not see any specific regions that are on the rise. People are looking for individual wines that they can afford. There is still room in the market for a truly complex, fascinating wine. Wineries need to focus on making a good product. One should not first think about who to sell it to. With the internet, one can become famous overnight. But one must also use these channels. Making wine has nothing to do with trends.
Do you see potential for improvement in the communication of wineries and associations?
Cokie Ponikvar: Of course! We can all get much better at this. It is becoming increasingly important to communicate on an equal footing with consumers. I try to convey wine in a straightforward and accessible way. It should become imaginable and real.
What role will social media play in the future of the wine world?
Cokie Ponikvar: They will become increasingly important. People spend hours daily on these platforms, so wine must be present there. Many in the industry complain that less wine is being consumed. I think: Instead of complaining, one should take a cue from the best, be innovative, and set new standards. Social media offer the chance to gain enormous reach in a short time. A winemaker with a good video diary could easily have a million followers today—and thus develop enormous sales power.
I do not assume that anyone knows technical jargon
What wines do you prefer to drink privately?
Cokie Ponikvar: I like light white wines or very light reds with a maximum of 13.5% alcohol by volume. But above all, I love exciting, structured wines.
How important is the combination of wine and food to you?
Cokie Ponikvar: It is important for enjoyment, even though I personally view wine more academically. However, I have had many extraordinary food pairings while traveling that have shown me the power of this connection.
What is your opinion on de-alcoholized wine?
Cokie Ponikvar: This is an exciting field. I see potential because there are many people who cannot drink alcohol but still want to be part of wine culture. However, I have rarely been convinced by the taste of de-alcoholized wines—texture and aromas suffer greatly. I prefer it when winemakers develop creative non-alcoholic products inspired by grapes.
In the wine scene, there are many self-proclaimed experts and know-it-alls. Have you ever experienced negative or insulting reactions?
Cokie Ponikvar: Yes. Even personally at events. Since I am still very young, I feel how skeptically some people look at me. When they notice that I know what I am talking about and what I am doing, they suddenly become friendly and ask me: How can I reach young people? Then I think: Be kinder and more respectful than you were to me. Take everyone seriously. In restaurants, it can be uncomfortable when I complain about a wine. Some sommeliers deny the problem because they do not take me seriously. No wonder many—not just young—people do not dare to taste wine at events or order it in restaurants. I want to reach these people with my videos and give them confidence. Many of my followers support me against unqualified, negative comments online. That gives me security.
You are simultaneously preparing for the Master Sommelier courses and the Master of Wine. These are the most difficult exams in the wine scene. Why both?
Cokie Ponikvar: I have always taken the most difficult exams I was allowed to participate in because I am a very focused and passionate person. Now both paths are running parallel. However, the content is very different. They complement each other in part, but I have to clearly separate how I learn for each.
Where do you see yourself in five to ten years?
Cokie Ponikvar: I do not know. In any case, I want to provide value to people with what I do. They should benefit from my work by building confidence, getting their questions answered, or selling their wines better. I have never had a plan. One thing has led to another. The social media thing has fallen into my lap. But it should and will continue to develop.