March 2, 2026

LOS ANGELES, CA — Wine expert and entertainer Devin Reed, known professionally as Dev The Somm, delivered a spirited live performance of his wine-inspired track “Wine, Wine, Wine” at the Kendall-Jackson Wine Pop-Up during the NBA All-Star Weekend Crossover event. Marking the first live performance of the song, the moment brought wine culture center stage amid a high-energy weekend of sports, entertainment, and immersive fan experiences at the Los Angeles Convention Center.

Performing for a crowd packed into the Pop-Up, the moment fit the wine-themed event perfectly. “It was a wild experience, but it was a really, really cool experience and very relevant for the moment,” says Reed.

The performance also underscores the increasingly creative ways wine culture intersects with mainstream entertainment and sports events — from branded experiences to original artistic expression.

“Dev the Somm”, which is short for “Sommelier”, or wine steward, assisted hosting the wine-themed event, held in Downtown LA across from Cypto.com Arena. The four-day fan experience featured a mix of sports figures and entertainers, including NBA talents Gabe Vincent and Jaime Jaquez Jr., former stars Robert Horry, Gary Payton, and Festus Ezeli, and industry leaders such as Roc Nation’s Lenny Santiago. Additional musical acts — including Grammy-winner Ludacris and rising artist Shaboozey — performed throughout the weekend.

Written two years ago by Dev, and produced by Ahsohn the DJ, “Wine, Wine, Wine” is rare just like a fine wine from Bordeaux- it creatively references over 40 wine types, regions, or brands, weaving wine culture into a lyrical celebration of the beverage on the 3 1/2 minute track. It finishes with Dev rattling off some of his favorite wines such as popular brands like Opus One and Daou. A subsequent music video was filmed for the song, and features the likes of comedy legend Cedric the Entertainer hanging with Dev & his friends, who take the viewer on ride that feels just as fun as it does fancy.

When he’s not creating wine-related content on his Instagram, or hanging with his notable acquaintances like Los Angeles Lakers star Lebron James, who Dev says is a “deeply knowledgeable wine guy”, Dev says he’s usually attempting to make wine more palatable for everyday wine consumers through various experiences and events.

“Wine is a complex thing, but the last thing it needs to be is intimidating. I just like bringing people into the wine world without them feeling like there’s a huge barrier of entry.”

Dev worked in fine wine at Beverly Hills hotspot Wally’s before moving to different positions with companies like LVMH, where he sold brands like Moët & Chandon, Veuve Clicquot, and Hennessy. After studying wine at various different wine academies like UCLA Wine Education & Management, Court of Master Sommeliers, Society of Wine Educators, and Wine & Spirit Education Trust, Dev landed a role as the wine consultant on NBC’s wine-centric comedy series Grand Crew, which aired for 2 seasons.

When asked if Dev will ever create another song, he smiles and replies, “I’m not a rapper, but I’m starting not to rule much out these days.”

With a growing portfolio of creative projects and industry collaborations, Dev The Somm continues to redefine what it means to bring wine culture to wider audiences.

Taste Levels Magazine is the new voice in food, wine, and spirits and will be officially launching in 2026.