One link, for people who work in wine.

What should a sommelier’s link in bio hold?

A sommelier’s link in bio should put the one thing you most want people to do at the top — book you, sign up for a class, read your newsletter, or ask about your wines — and everything else below it in order. If both trade and wine lovers follow you, give each their own clearly named button rather than one page that speaks to neither.

People who work in wine rarely have a single audience. That is what makes the link under your name harder to get right than a winery’s, and more worth the effort.

What opens now

Tap your own link as a stranger would. Often it opens a personal website last updated two jobs ago, or Instagram’s grey list with “Website”, “Contact” and a web address cut off halfway.

A restaurant owner looking to hire you for a wine list review has to scroll past course dates to find a way to reach you. A wine lover who liked your tasting note lands on a trade price list they cannot use. A buyer at a shop, looking for your portfolio, finds a podcast episode instead.

Each of them came with one question. The page answered someone else’s.

Sommeliers and wine writers

Your name and your palate are the product, so the page should feel like you: a good portrait, one honest line about what you do, and then the ways to work with you.

• Book me. Private dinners, events, cellar advice, wine list work. One button, one form or email address, and a line on what to include.
• Classes and tastings. The next date and how to sign up.
• A newsletter. For the people who want to hear from you without waiting for the feed.
• A podcast or playlist. An episode that plays on the page itself, from Spotify, Apple Music or SoundCloud.
• Recent writing. Your latest piece or two, each with a picture.

Wine educators

An educator’s follower usually has one question: when is the next course, and is it for me? Answer it at the top.

Dates go stale quickly, so change them the day a course fills or finishes. A page that shows a course from last spring suggests you have stopped teaching.

• Courses. Each with its level in plain words — for beginners, for people who want a qualification, for the trade.
• Dates. The next few sessions, written into the button so nobody has to click to find out.
• Sign-up. One press to book or join a waiting list.
• Who you are. A single line on your background, in words a beginner understands.

Importers and distributors

An importer has the clearest split of all: trade buyers who want the portfolio and prices, and wine lovers who saw a bottle and want to know where to buy it.

• The portfolio. The producers you bring in, grouped by country or region, each with a picture and a line.
• Trade enquiries. Who to contact, and what to include — the kind of business, the area, the wines of interest.
• Where to buy. For wine lovers: the shops, bars and restaurants that carry your wines, or a simple line inviting them to ask.
• Events. Trade tastings and portfolio days, with dates and how to register.

One page for trade and wine lovers

You do not need two pages. You need two clear doors on one page.

Most of the thinking in our guide to the link in bio for wineries applies here as well, and our guide to what a link in bio is covers the basics.

• Name each button for who it is for. “For the trade: portfolio and prices” and “Where to buy our wines” leave nobody unsure which to press.
• Order by who matters most this season. If you are building a restaurant list, trade goes first; before the holidays, wine lovers might.
• Keep trade prices off the page. Put them behind an email or a request, so wine lovers never see a list that is not for them.
• Write the page in plain words. Trade readers understand plain words too; wine lovers do not understand trade shorthand.
• Keep one voice. The same tone and the same photographs across both halves, so it reads as one business, not two.

Start today, and build it properly

Today, write down the one thing you most want a follower to do, and make sure your Instagram link leads there first. That alone fixes most pages.

When you want a page that holds all of it, SOMM DIGI LINK is made only for wine, by a wine studio run by an Advanced Sommelier. Pick a finished design, type your name, and the design wears it; the words, colours and order are yours. It has room for a podcast, a film, a text box about you, events and buttons that each carry a picture. You can see the designs and build the whole page before deciding anything.