# Mysterious Wine Giveaways Twitter's Secret Somm CA Anonymously Gifts Wine to Diners By Michael Hines | Published 2015-02-06 | Updated 2015-02-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/secret-somm-ca References: [sfist](http://sfist.com/2015/02/04/tech_millionaire_dubbed_secret_somm.php) & [twitter](https://twitter.com/SecretSommCA) Those dining out in Northern California will want to stay on the lookout for Secret Somm CA, or @SecretSommCA as she's better known. This anonymous wine aficionado has been gifting bottles of wine to diners in California's Tri-Valley area (Amador, Livermore and San Ramon). The anonymous donor has reportedly made millions in tech and likely wanted to give back in a unique way similar to the free money treasure hunts thrown by the [Hidden Cash](https://www.trendhunter.com/trends/spritz-range) [Twitter](https://www.trendhunter.com/trends/divine). Secret Somm CA hasn't caught fire like Hidden Cash, and the project is a temporary one ending in February. Still, giving away bottles of wine for free is incredibly nice, even it does seem a little bit like a marketing tactic put on by the Livermore Valley Winegrowers Association. Regardless, free wine is free wine and lucky diners have until the end of February to be surprised by [Secret Somm CA.](https://www.trendhunter.com/trends/cadbury-dairy-milk-smash-bauble) Image Credit: Secret Somm CA ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 37% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Anonymous Gifting:** Businesses can explore anonymous gifting opportunities as a unique way to engage customers and possibly benefit from the positive publicity it generates. - **Surprise Marketing:** By taking a surprise and delight approach, businesses can turn their regular customers into brand advocates, leading to increased loyalty and word of mouth referrals. - **Hidden Rewards:** Incorporating hidden rewards or secret gift giveaways can create excitement and buzz around a brand, leading to increased customer engagement and sales. ### Who This Affects Most - **Food and Beverage:** Restaurants and bars can benefit from surprise marketing and anonymous gifting by creating unique dining experiences and building customer loyalty through surprise rewards. - **Wine Industry:** Wineries and vineyards can create buzz around their brand by incorporating hidden rewards or secret gift giveaways, leading to increased customer engagement and sales. - **Marketing:** Marketing agencies can help businesses create surprise marketing campaigns and anonymous gifting programs to engage customers and increase brand loyalty. ## Related on Trend Hunter - [Californian Wine Tasting Kits](https://www.trendhunter.com/trends/californian-wine.md) - [Serendipitous Red Wines](https://www.trendhunter.com/trends/here-by-chance.md) - [Unique Wine Club Subscriptions](https://www.trendhunter.com/trends/saldo-wine-collective.md) - [Wine Content Creator Programs](https://www.trendhunter.com/trends/winefluencer-club.md) - [Wine-Inspired Weekend Sweepstakes](https://www.trendhunter.com/trends/wineinspired-weekend.md) - [Small-Batch Handcrafted Wine Sweepstakes](https://www.trendhunter.com/trends/wine-country-quest.md) - [Rebellious Wine Clubs](https://www.trendhunter.com/trends/rebel-wine-club.md) - [Photographic Winery Experiences](https://www.trendhunter.com/trends/winery-experience.md) - [Lifetime Wine Subscriptions](https://www.trendhunter.com/trends/obvious-wines.md)