Rethinking the Wine Industry

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 ???? Amie wine studio - London, UK: It’s a cool wine bar that hosts themed tastings and unique workshops. The atmosphere is youthful and beautifully curated, making it the perfect spot to enjoy great wine in a stylish setting. https://lnkd.in/desKDKsD ???? 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

“Eu estou dizendo N?O para o pensamento de que o vinho deve ser consumido somente em ocasi?es especiais.” Recentemente, tive a honra de conversar com minha amiga Priscilla Hennekam sobre o consumo de vinhos no Brasil. Durante a live, falei sobre a importancia de simplificar o conteúdo e tornar o vinho mais acessível—n?o apenas pelo pre?o, mas também pela forma como comunicamos esse universo. Um comentário em especial me chamou a aten??o: "Se estou presenteando alguém especial, essa pessoa n?o merece que eu invista em um vinho de maior valor?" Confesso que adorei essa abordagem! Foi exatamente o que faltava para conectar minha ideia principal. Sou totalmente a favor dos vinhos premium e acredito que investir em uma garrafa especial para um presente ou uma ocasi?o memorável faz todo sentido. Mas por que esperar por momentos especiais? Por que n?o tornar o vinho parte do nosso dia a dia? N?o há problema algum em abrir um rótulo mais acessível durante a semana. Claro, eu adoraria beber um Barolo todos os dias, mas essa n?o é minha realidade—e sei que também n?o é a de muitos. Por isso, n?o sou contra vinhos caros. O que me incomoda é a ideia de que vinho é apenas para momentos especiais. Esse pensamento acaba afastando muitas pessoas desse universo e o torna ainda mais elitizado. N?o espere ocasi?es especiais, transforme seu momento com uma ta?a de vinho!

In the UK, Gen Z doesn’t drink wine... yet. ?? I keep seeing posts about this topic popping up on my feed. At first, I read them all with great interest—until I stopped. Why so much negativity, I wondered? Let’s break it down. The two real issues with this generation (are they even issues?): - They’re still young!?Give them time to finish their studies, kiss their parents goodbye, and start living their lives. - They haven’t built enough wealth yet.?With the cost of living (and wine!) rising, it’s no surprise their budgets are going elsewhere (if you don't believe me, look at the bar chart attached). Now, let’s talk optimism. I pulled the graph below from Statista, titled: “Population of the United Kingdom from 1990 to 2023, by generation.” It paints a brighter picture when we focus not just on Gen Z, but also Millennials and Gen X. - In 2023, Gen Z and Millennials combined represented?27.9M people -that’s?41% of the UK population?(and if you add Gen X, it jumps to 61%). - Millennials officially overtook Baby Boomers in numbers, and Gen Z is about to take the second spot very soon. Here’s the kicker: In 2023, there were 14M Gen X and 14.6M Millennials - 28.6M adults, most of them working, and many of whom have been working long enough to build wealth. Our industry needs to: 1?? Give Gen Z the time and space to grow. 2?? Stop trying to force them to drink wine. We just need to be ready with open arms (and bottles) when they’re ready to explore the world of wine. ?? Is that a fair assessment Matt Tilbury from Clarity and Priscilla Hennekam from Rethinking the Wine Industry? (They're my go to people on the subject??) #wine #WineIndustry #WineBusiness #Sociology #GenerationZ #WineBuyer #Ecommerce #Marketplace #OnlineRetail #WineMarketing #Marketing #Strategy #DataLovesYouToo

Watching Maggie Beer Holdings’ journey feels a bit like seeing a beloved family recipe lose its magic. Once the gold standard of premium Australian food, the brand now faces a complex mix of challenges that threaten its legacy. A connection at dinner over the weekend a mate who knew of my connections with King Island Dairy, asked what’s going on and together the 4 of us messed around on the paper table covering. Here's our quick summary ? ★ The Rise: How Maggie Beer Became a Household Name Maggie Beer’s brand wasn’t just about food; it was a story. A story of passion, authenticity, and a genuine connection to Australia’s food culture. The early success came from: ◆ Maggie’s charisma: Her warmth and credibility made the brand feel personal, like a trusted friend. ◆ Premium positioning: The products weren’t cheap, but they were worth it. Quality justified the price. ◆ Perfect timing: As Australia’s food scene exploded, Maggie Beer was right there, riding the wave of the gourmet revolution. ◆ Thoughtful growth: Early expansion was slow and steady, keeping the brand’s essence intact. ? ★ The Challenges: Where the Recipe Went Wrong Fast forward to today, and the cracks are hard to ignore. A $ 4.4 million loss, leadership instability, and a brand that feels increasingly distant from its roots. Here’s what’s not working: ◆ The Paris Creek Farms headache: Acquiring the dairy business seemed like a smart move, but it’s become a financial sinkhole. Cutting product lines hasn’t fixed the margins. ◆ CEO shuffle: Operating without a permanent leader for months doesn’t exactly inspire confidence. It’s hard to steer the ship when the captain’s seat is empty. ◆Profit vs. growth: Sales are up 5.8%, but EBITDA is down nearly 17%. That’s a red flag, something’s fundamentally off with the business. ◆ Identity drift: Has the brand lost its soul? When core customers start questioning if it’s still the Maggie Beer they fell in love with, it’s a big problem. ? ★ The Turnaround: Can They Reclaim the Magic? New chairman Mark Lindh is taking the classic cost-cutting approach, targeting $ 4 million in annual savings through simpler operations and better margins. But here’s the catch, can you slash costs without sacrificing the quality that made you special? The brand seems stuck between two worlds, its gourmet heritage and the harsh realities of commercial pressures. It’s a tough balancing act, and history shows many food brands fail to pull it off. ? ★ The Bigger Picture: What’s at Stake? Maggie Beer Holdings isn’t just a company; it’s a piece of Australia’s culinary identity. Its struggles highlight the risks of straying away from what made it unique. Can the brand rediscover its essence and reconnect with its customers to a sustainable path forward? ? In the end we all agreed what's happened is a stark reminder that even the most iconic brands need to stay true to who they really are .. or risk losing everything that made them great in the first place.

?? ?? As we wrap up and reflect on 2025 #InternationalWomensDay in #Australia, University of Newcastle Associate Professor Julie McIntyre's article sheds light on the often overlooked role of women in our wine industry from the 1960's to 1990's https://lnkd.in/gNemYpVX. While the wine sector remained heavily male-dominated, particularly in rural areas, oral histories reveal women who, through family farming, demonstrated resilience and determination as decision-makers. Despite facing sexism and the burden of domestic responsibilities, these women carved out their place, offering a nuanced perspective on gender dynamics in a historically male-dominated field. ?? This study underscores the importance of recognising women's contributions and the challenges they overcame. ? Cultivating a culture where male allies champion women's leadership is critical, despite the positive progress, to overcoming the lingering challenges of gender inequity in this traditionally male-dominated sector. #wine #wineindustry #maleallies #women #womeninwine #changemanagement #leadership #genderequity #genderpaygap #womenssafety #respectforwomen #viticulture #DEI #history #farming #agriculture Australian Women in Wine Australian Women in Agriculture (AWiA) Ltd. Wine Communicators of Australia Inc Rethinking the Wine Industry The Australian Wine Research Institute

?? ?? Today, I explored the art and science of wine communication by critiquing a beautifully curated wine list from South Australia's Clare Valley. I’ve proposed five ways to make the list more engaging, inclusive, and memorable for diverse audiences that you might find useful. From simplifying navigation to celebrating cultural and sensory storytelling, these ideas are about crafting a wine list that speaks to everyone. ??? What makes a wine list truly resonate with you? Share your thoughts below! #wine #winelist #communication #crosscultural #marketing #hospitality #ESP #linguistics #drinksbusiness #ClareValley Warrick Duthy #Watervale South Australian Tourism Commission Australian Women in Wine Wine Communicators of Australia Inc Wine Australia #AWRI Rethinking the Wine Industry

Happy International Women’s Day! ???? Today, we raise a glass to the incredible women shaping the wine industry—from the vineyard to the boardroom, from the cellar to the sales floor. To the winemakers, vineyard workers, sommeliers, educators, marketers, and leaders who continue to challenge the status quo and redefine the industry—your passion, resilience, and vision are paving the way for a more inclusive and innovative future. Let’s not just celebrate today—let’s keep supporting, mentoring, and empowering women in wine every day. Who are the women in wine that inspire you? Tag them and share their stories! #InternationalWomensDay #WomenInWine #BreakingBarriers #CheersToWomen #rethinkingthewineindustry Jane Thomson OAM

That’s how I started drinking wine—not in a Riedel glass, and certainly not the highest-rated wines. In fact, I didn’t even know wine ratings were a thing. I drank wine mixed with condensed milk, in whatever "glass" was available. If I had started drinking wine the “proper” way, would I have fallen in love with it? Would I still be a wine drinker today? Maybe. Maybe not. But if I hadn’t started that way, would I have become interested in wine at all? I don’t know. What I do know is that this is my story. For a long time, I never told this story. Nobody wants to feel judged, and I was no exception. Drinking wine with condensed milk? Loving sweet wine? That wasn’t the kind of wine story the industry wanted to hear. So I kept quiet. But looking back, I’m grateful. In Brazil, there wasn’t a rigid wine culture telling me what to drink or how to drink it. No one told me my palate had to “evolve.” No one made me feel like I was doing it wrong. I was free to explore, to follow my own curiosity. And that is why I kept going. Not because someone lectured me on “serious” wine, but because no one stood in my way. Five years ago, Priscilla would have hidden this picture and never shown it to anyone—she would have been so embarrassed. But why? Why do we, in this industry, treat the beginning of someone's wine journey as something to be ashamed of? Today, Priscilla looks back at these photos with a deep sense of nostalgia, longing for the moments that helped shape her into the person she is today. Because the fear of judgment is real. And that fear doesn’t just silence stories like mine—it stops people from even starting their journey with wine. And that’s the real problem. We claim to want more people to enjoy wine, yet we make them feel like they have to start at the “right” level. But wine doesn’t need gatekeepers. It needs explorers. Maybe it’s time we stop looking down on where people begin and start appreciating the fact that they began at all. (Please, if anyone else started from very humble beginnings, please share your own story in the comments) www.rethinking.wine #rethinkingthewineindustry #wineindustry #winebusiness