Rethinking the Wine Industry

Craftsmanship and Quality Won’t Sell Wine—But Ego Might Kill It The wine industry has a pride problem. Too many winemakers and brands believe that because their wines are SO GOOD, consumers should naturally come to them. The thinking goes: Our craftsmanship speaks for itself. Our quality is undeniable. If people don’t recognize it, that’s their loss. But here’s the brutal reality—craftsmanship and quality alone don’t sell wine. And arrogance disguised as confidence? That drives consumers away. ??♀? Quality is not a unique selling point; it’s an expectation. In a world where exceptional wines are everywhere, simply being well-made is not enough. Yet, many in the industry act as though their expertise entitles them to attention, as if consumers should educate themselves and earn the right to appreciate their wines. That’s a losing strategy. The best brands don’t wait for consumers to come to them—they go to the consumer, understand their desires, and sell them something bigger than just what’s inside the bottle. Look at the most successful brands in the world. Nike doesn’t expect people to care about the precision of its shoe design—it makes them feel like athletes. Apple doesn’t assume people will appreciate its cutting-edge engineering—it makes them feel like visionaries. These brands don’t rest on their technical superiority; they create powerful identities that consumers want to be part of. Wine must do the same. The brands that thrive aren’t those that demand admiration but those that invite consumers to see themselves in the story. A wine can be a statement of luxury, a symbol of sustainability, a rebellious challenge to tradition, or an open invitation to join a modern movement. But if the only narrative is, ‘We are the best—best quality, best vineyards, best winemaker, best of the show, best of the competition, best of the best… and if you don’t get it, that’s your problem,’ then the brand isn’t building connection—it’s building irrelevance. Ego doesn’t sell wine. Identity does. Because at the end of the day, people don’t buy wine to appreciate you—they buy it to say something about themselves. Be part of the change: www.rethinking.wine #rethinkingthewineindustry #wineindustry #winebusiness #futureofwine

The way we communicate about wine is changing—fast. For decades, wine professionals relied on scores, critics, and technical language to shape the conversation. But today, AI, digital platforms, and shifting consumer behaviours are rewriting the rules. The real question isn’t whether we should adapt, but how to stay ahead. AI is transforming wine communication, but are we thinking critically about its impact? ? AI can generate content in seconds. ? Consumers trust communities and peer recommendations more than traditional experts. ? The way we talk about wine is evolving—complexity doesn’t always mean connection. So what’s next for wine professionals? If we keep communicating about wine the way we did 20 years ago, we’ll lose the very people we’re trying to engage. It’s time to rethink our approach. Join me and Elizabeth Schéré for a thought-provoking webinar where we’ll challenge the status quo: ?? What AI can and can’t do for wine communication. ?? Why critical thinking and adaptability are the most valuable skills in this shift. ?? The real risks of AI—misinformation, generic content, and the erosion of expertise. ?? How to navigate this transformation ?? Date & Time: This Friday, March 21st, at 9:30 PM (Adelaide Time) ?? Register now by clicking the image below. The wine industry is changing. Are we leading the conversation, or just reacting to it? Let’s discuss.?

I’m Often Asked?Why and How Did I Change my Perspective on the Wine Industry? At first, I struggled to put it into words because this shift was gradual, not sudden. But if I had to pinpoint a turning point, it was my time at Dan Murphy's. I would come home feeling?shocked, frustrated, and rethinking everything I thought I knew about wine consumers.?It wasn’t that I hadn’t worked with consumers before—I had spent over a decade in wine tourism, working in tasting rooms across?different countries.?I had already seen first-hand how people engage with wine, but what I hadn’t seen was?the full picture. For a long time, I believed that most wine drinkers were at least somewhat curious about wine—that they wanted to learn, explore, and understand what was in their glass. But when I really started paying attention, I realized that wasn’t always the case. Many visitors weren’t necessarily there to deepen their knowledge. Some were, but many just wanted a fun experience, a day out with friends, or to enjoy a beautiful setting. Studies on wine tourism support this—a large portion of visitors prioritize the social and sensory experience over education.?They come for the atmosphere, the hospitality, and the enjoyment of the moment rather than for structured learning. And?even those?visitors represent only a?small fraction?of the actual wine market. Working in retail exposed me to?the full spectrum of consumers.?Most people coming into a wine store weren’t looking for an education or an exploration of terroir at all. They just wanted something that fit their budget, something they knew they liked, or something for a specific occasion. Some customers were incredibly loyal to a single brand. Others picked wines purely based on price. Many weren’t sure what they were looking for at all. When you sell wines that range from?AUD $3.99 to over $2,000,?you start to see patterns. You see which wines people buy again and again. You see how?price sensitivity influences purchasing decisions far more than the industry often acknowledges.?And you begin to realize that?the way the wine industry talks about wine often has very little to do with how most people actually buy and drink it. That was my wake-up call. It made me question everything: ?Why does the industry focus so much on education when most consumers don’t want to be educated—they just want to enjoy their wine? ?Why do we glorify complexity when the majority of wine drinkers value simplicity and convenience? ?Why do we act as though wine is an exclusive club when it should be something that brings people together? That shift in perspective didn’t just change the way I see the industry.?It changed the way I work, the way I communicate about wine, and the way I help others understand it.?Because in the end, wine is not about the industry. It’s about the people who drink it. Be part of the change: www.rethinking.wine #rethinkingthewineindustry #winebusiness #wineinnovation #winecommunication

So many words of wisdom in this post. “Boldness” is something that passionate wine leaders understand well enough, but having a bold approach without methodical business acumen is a recipe for disaster and ultimate business failure. As a “hired gun”, I’ve observed many successful attitudes that translated into successful business practices and ongoing business successes. I’ve also observed several failing attitudes by business owners who attempt to muscle their own theories about how to ‘manhandle’ the market, push a product or style that few are embracing, or believe that they can continue to manage in the same style that has failed them in the past. Understanding what the market is looking for is such a critical element of succeeding forward but is not always easy to interpret. Trends don’t lie but managers beware not to place all eggs into single baskets when looking to build new foundations in a changing marketplace & consumer sentiment. I love your statement Matthew Deller MW regarding: “The Middle of the Road is a Dangerous Place” as it speaks to: A. Taking unnecessary risks; B. Lack of commitment to an exacting strategy, and; C. A poor understanding of what is defined as “True Excellence”. I have a brand that was distributed into BevMo! called “Distinction” which is the philosophy contained in the original post here. This is CRITICALLY important as there as a multitude of #copycats, imitators, and counterfeits with graveyards worth of ‘good wine’. Excellence comes in many forms and it is clear when we find it. Thank you Matthew for clarifying the difference between the thought process of excellence and that of mediocrity. #techtalk4wine #winmakersforum #branddevelopment #trademarks #copywrites #winemakerslife Priscilla Hennekam Joe Wozniak - CWE Joe Fattorini Robert Joseph

THE VANISHING ACT: WHAT HAPPENED TO AUSTRALIAN WINE IN THE USA? Right now, Australian wine is facing a full-blown crisis in the U.S. market, and it’s time we confront it head-on. What’s happening? Where are we heading? The collapse of the Chinese market has already hit hard, but that’s just the beginning. As other global competitors, like South Africa, adapt with forward-thinking strategies, Australia risks falling behind. To make matters worse, many are already cutting prices in a desperate bid to move product, creating a dangerous race to the bottom. But this approach isn’t the answer. The stakes are high, and action is needed—now. We can no longer afford to wait for external factors to change or for a miraculous fix. There’s no superhero coming to save us. We, as an industry, must take control of our own fate. It’s time to move beyond price slashing and focus on what’s sustainable and impactful: strong brand-building, strategic marketing, and innovative thinking that aligns with global consumer demand. The moment to act is now, or risk losing what we’ve worked so hard to build. Thank you, Thomas Massey, for standing up and sparking these vital conversations—your voice is exactly what we need to shift the direction and spark the change our industry desperately needs. #RethinkingtheWineIndustry #wineindustry #wine #winebusiness #FutureOfWine #Innovation #WineInnovation #WineExport #AustralianWines #WineAustralia

What sommelier courses taught me about wine: - Wine is a very serious thing.? - Small nuances are critical and should be debated for hours.? - The more you know about wine, the longer you should speak.? - It’s okay to dismiss people who are wine beginners. What the restaurant industry taught me about wine: - Wine is nice, but once it’s in the glass few people give it much thought.? - Most wines within a given category are interchangeable.? - Less description is always more.? - It’s critical you respect wine beginners and welcome them. Wine education is great, but don't let your ego get out of hand: Wine is something you drink.? Not something you worship.?

Hello my friends!?? Today, instead of sharing a long text, I’m eager to hear your experiences, opinions, and perceptions about alcohol. I’d love to learn about the drinking habits in your country, city, or town, and especially how people view wine. I’m trying to understand why many countries seem to demonize alcohol so much. It’s hard for me to understand this because, even though I’m Gen Z and value health and fitness, alcohol in Spain is socially integrated and encourages moderation. We enjoy wine with meals or as an aperitif, and even on nights out when we drink spirits, the main focus is on socializing and dancing. Alcohol is just one component, not the main event. For me, it’s always been about socializing, connection, balance and moderation. I’d love to hear how alcohol is perceived in your country. Why is it that in some places, alcohol is so heavily punished or avoided completely? I’m looking forward to your insights!

Is your world changing fast? Whose isn’t! Over the last 16 months, I focused my attention on a project that bore much fruit, establishing a large chain presence brand launch with 3 brands as well as purchasing an historic 50-Year iconic brand, and licensing 22 new state markets distributing to 100’s of store locations. Providing start-up “gun for hire” services has always been a passion and forte of mine and comes with many rewards and possesses many potential pitfalls as well. Pulling a new book off the airport shelf this last week helped me to realize the importance of working with people that you can trust, which is difficult in the best of situations, especially in the tumultuous business environment we live in today. If your company (or the one you work for/with) is still struggling from being nearly decimated by the impacts of 2021-2022, here’s a few tips that continue to guide me as I carefully thread the labyrinth of difficulties and distractions still haunting many sectors of business, and specially my own in wine. #1) Be careful to not jump too quickly into business relationships offering ‘collaboration’ between your business or services and the “company” . It’s easy to get caught up in new roles where promises of equity or partnership lure time away from your ultimate goals; #2) If and when you do, do so carefully with written language prior to sacrificing valuable time or work; #3) Do not be tempted by verbal offers and intermittent ’addaboy’ rewards while waiting for a written agreement; #4) Always be interviewing or soliciting your services while waiting or negotiating an agreement as agreements do not always finish the way you anticipated them; #5) Unless you fully understand Intellectual Property rights and understand what you are signing, do not fall into the trap of signing employment contracts, especially with language of “work for hire” if you are contributing graphic art design or other highly valuable intellectual property; #6) If you are unclear about your rights as an employee or contractor, it is always advisable to seek the counsel of an attorney firm that specializes in the topic matter of your work. #techtalk4wine #pivotordie #winemakersforum #intellectualpropery #branddevelopment #winemakerslife

The Rise of Wine-Themed Activities?????? Lately, I’ve noticed a rise in creative events that incorporate wine! From erotic wine tastings to painting workshops with wine, these type of activities are thriving in Spain. Mostly hosted by wine bars and shops, they attract a 20–40 year-old audience and are becoming an exciting new way to enjoy wine in everyday social life. This trend is growing fast, and platforms like Enolovers (https://lnkd.in/d6WpweJz) are now promoting wine-related events through their apps. Given that Gen Z uses apps for everything, wineries and wine bars should start listing their events on apps like Fever, Groupon, and other experience-based apps. Here are some great examples of these type of wine-theme activities happening in Spain: ?? Bodega Serapio (Albacete) – Erotic Wine Tasting: A sensory experience led by a sexologist, exploring the connection between erotic aromas and wine aromas. https://lnkd.in/dfn3ma8F ?? La Contraria Wine Shop (Requena, Valencia) – Taller ArteRaiz: Design your own tote bag with natural pigments while enjoying a wine tasting. https://lnkd.in/dWfhHeeB ?? Wine Gogh (Valencia) – Neon painting & wine tasting: Create a glowing masterpiece while sipping wine. https://lnkd.in/dhEA9GTm ???? Som Vins (Valencia & Surrounding Areas) – Unique tastings featuring wines from Valtellina, Italy, led by my friend Alba, who shares her firsthand experience of living and working in vineyards there. https://lnkd.in/deVm4KgB ?? Bliss Ruzafa (Valencia) – Paint your own canvas while drinking natural wines. https://lnkd.in/dtyZYbRS These are just a few examples, but one thing is clear: wine is becoming an integral part of millennial and Gen Z social culture. What is it like in your country? Are these kind of events happening? What others wine-theme activities do you know? #wine #wineindustry #rethinkingthewineindustry #vino

Is Wine Overproduced? No, It’s Not. If wine were truly overproduced, why do so many consumers feel like there’s nothing for them? Studies show that only 20–30% of adults in major markets are regular wine drinkers, while the majority either consume it rarely or not at all. Not because they do not wish to drink wine, but because wine does not wish to know them. The industry, obsessed with impressing itself, and the same 20% of engaged drinkers, ignores everyone else. Meanwhile, alternatives flourish. Seltzers, ready-to-drink cocktails, craft beer—none existed to challenge wine, yet all succeed where wine refuses to go. The message is clear: people want to drink, but they do not wish to be told how to drink. Tell me, what determines the value of a wine? Is it the winemaker, who follows the traditions of those before him? The critic, who assigns a score as if measuring beauty with a ruler? The sommelier, who deems it worthy of a place on a list? Or is it the drinker, the one who experiences it, whose pleasure alone gives it meaning? For decades, the wine industry has answered this question the same way: good wine is what a small, self-reinforcing group deems acceptable. A handful of gatekeepers have shaped the definition of quality, setting rules for taste, structure, and style. But does wine exist solely for the few who judge it—or for the many who drink it? And if people do not think the same, feel the same, or taste the same, why must wine be made the same way to be considered “quality”? What is harmony to one is discord to another. What is elegance to some is emptiness to others. If beauty is subjective, why does the wine industry insist that taste must be objective? Other industries have faced this reckoning. Music was once controlled by record labels, dictating what the world should hear. Then came streaming, and the listener was freed. Fashion once followed rigid trends, dictated by the elite. Then came direct-to-consumer brands, and the individual was empowered. Now, AI-driven personalization is making customization not a luxury, but an expectation. Wine remains one of the last industries unwilling to surrender control. But change does not ask for permission. It arrives regardless. The proof is in the brands that have broken the mould—XXL, 19 Crimes, and others, mocked by the industry yet embraced by consumers. They understand something fundamental: people do not want to be told what to drink—they want to discover what they love. Competition will always exist, but the greatest threats do not come from within the walls of tradition. The real disruption comes from those who ignore the rules entirely. While the industry debates the “right” way to make wine, new players rewrite the game. As Jeff Bezos once said, “What’s dangerous is not to evolve.” So the question is not whether wine will survive—it is whether those who refuse to change will survive with it. #rethinkingthewineindustry #winebusiness #change #wineinnovation