Wine, YouTube, and the Hustle: A Conversation with Dr. Matthew Horkey

Send us Fan MailYouTube launched in 2005, founded by three former PayPal employees—one of whom uploaded the platform’s first video, Me at the Zoo. Just a year later, Google acquired it for $1.65 billion. Today, YouTube is the world’s largest video platform, reaching 2.5 billion users every month and shaping how we consume content.While written media still holds value, there’s been a clear shift toward digital platforms like YouTube and social media. These spaces offer creators the chance to reach millions—but they’re fiercely competitive. Only the most consistent, compelling content rises to the top, and that takes skill, grit, and a clear sense of purpose.Wine media has been slow to fully embrace this shift, but there are pioneers trying to change that—among them is today’s guest, Dr. Matthew Horkey. An American wine personality who recently pivoted to YouTube, Matthew brings the mindset of an entrepreneur chasing something meaningful.This episode is less about wine itself and more about ambition, creative risk, and building something from the ground up—though, fittingly, wine is the thread that ties it all together. I found myself opening up more than usual in this conversation, and I’m grateful to Matthew for making space for that.Support the show