Wine Democracy: a little book that tackles the big issues

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As anyone who is following events in America knows, 2024 is a massive year for global democracy.

Time Magazine has dubbed 2024 the Ultimate Election Year. Globally, more voters than ever before will head to the polls as at least 64 countries (as well as the European Union) will hold general elections.

In 2022 we published Wine Democracy, an innovative little book that explores some of the big issues facing the wine world today:

“It’s a little book and it looks light-hearted thanks to the cover, graphics and layout. But don’t be deceived. It’s moving, it’s inspiring, it’s uplifting and thought-provoking. You’ll get to meet some amazing personalities. Every wine company should be giving a copy of this book to the people on their teams, senior management included (or maybe especially).” [Jancis Robinson Review]

The book draws on a series of in-depth conversations conducted on the Italian Wine Podcast which are packed full of real-world experiences from those who live and breathe wine, including those who come from communities and backgrounds that might previously have been excluded from the conversation.

These conversations explore the barriers faced accessing the world of wine and, more importantly, how they might be overcome. What they have in common is a theme that we came to know as wine democracy. Of course, wine democracy means different things to different people, but at its heart is the idea that wine should be accessible to all, regardless of income, status, background or ethnicity.

The concept of wine democracy touches on education and recruitment, marketing and regulation, language, custom, practice and habit. In an industry not exactly renowned for its inclusivity, it is also concerned with equity and diversity.

The democratization of wine means empowering those who have been excluded – either as consumers or in a professional capacity – and encouraging wider participation in the industry.

We must acknowledge, however, that for many consumers, the exclusivity of wine is part of its appeal – the elegance of the bottle, the mystique of the label, the pomposity of the tasting notes, the elaborate theatre of popping the cork, the elevated price tag. In an age of instant gratification, wine is a product to savor. In a world of instant depreciation, it is a rare example of a commodity that gains value with maturity.

“These are big, sometimes controversial, always nuanced and complex subjects. Few editors would have the nerve to compile them into one publication. Yet, somehow, this teeny little book, barely bigger than my hand, not only fits these issues in, not only presents them frankly in their slightly messy and tangled reality, but welcomes them to a platform of compassion, curiosity and compunction. The conversations in the book offer gentle but powerful lessons and insights in leadership, personal courage, humanity and resilience. They show what is possible, how, and by doing so open the way up for others.” [Jancis Robinson Review]

More than a year has now passed since the publication of Wine Democracy, but the issues it addresses remain live. Wine Democracy is an issue, and a book, for the ages.