In this episode of the Vino Visionaries Podcast, I speak with Adam Casto from the 'What’s the Problem?' Podcast, about something much deeper than marketing, premiumisation, or tradition.

Adam is also the winemaker at Ehlers Estate, and since launching his podcast, he has become one of the standout voices in our industry.

What makes his perspective so interesting is that he is not speaking from the outside. He is inside the system, making wine, living the day-to-day reality of the business, and at the same time stepping back far enough to ask the harder questions many people avoid.

What are we actually selling, and what are people really buying?

After reflecting on 62 conversations across the wine world, this episode explores how the industry may have become disconnected from the meaning of wine itself.

Together, we discuss the multiple realities that coexist in the wine world, and why the future of wine depends on rethinking the way we think.

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👥Connect with Adam Casto: https://www.linkedin.com/in/adam-casto-700ab929/#Adamcasto #winepodcast #vinovisionaries #rethinkingwine #rethinkingthewineindustry #wineindustry #winebusiness

This conversation is about the wine industry’s blind spot: the Base of the Pyramid.

Wine doesn’t survive by only selling premium. It survives because people can enter the category easily, and then some move up over time.

But if we keep shaming value wines, we don’t just lose volume.

We lose the on-ramp.

John puts it bluntly:

• “We’ve told consumers anything under $20 - under $10 - is poor quality.”

• “In US retail, 79% of volume is at $13 and below.”

• "Wines above $13 (USD) need to grow by 28%to offset the fall in wines below $13."

• “The industry needs these products for the long-term health and vitality of the category.”

So here’s the big question we explore: If today’s 20-year-olds don’t find wine as a normal, accessible part of life… will they ever ‘trade up’?

#RethinkingWine #WineIndustry #Moderation #GenZ #Community #WineMarketing #FutureOfWine #vinovisionaries #JohnSutton

📲 Follow us on Instagram: www.instagram.com/vino_visionaries_podcast

▶️ Explore more episodes on our YouTube channel: @vino_visionaries

🌐 Visit our website:https://launch.rethinkingwine.app/

⁠⁠⁠👥Connect with John Sutton: https://www.linkedin.com/in/john-sutton-92367726/

If the wine industry thinks “drink in moderation” is the answer, we are missing the real question.In this episode, we unpack why moderation is not a one-size-fits-all message, why younger drinkers are opting out before they even begin, and why the future of wine depends on something we’ve avoided for too long - preventive education, peer education, and community-led conversations that help people understand themselves, not just the product.Because the consequences of drinking are different now.A single moment can be photographed, shared, remembered, and for many people, that changes everything.We also talk about the opportunity for wineries and brands to speak directly to the real concerns people have today, with more honesty, more context, and more humanity.If this conversation resonates, share it with someone in wine who still thinks the old message will work.Subscribe for more conversations rethinking wine, culture, and the future of our industry.This episode is for discussion only and is not medical advice.#RethinkingWine #WineIndustry #Moderation #GenZ #Community #WineMarketing #FutureOfWine #vinovisionaries #rafaelruiz #andrewmeans📲 Follow us on Instagram: www.instagram.com/vino_visionaries_podcast▶️ Explore more episodes on our YouTube channel: @vino_visionaries🌐 Visit our website: ⁠⁠⁠https://www.rethinkingwine.app/⁠⁠⁠👥Connect with Andrew Means and ⁠Rafael Ruiz⁠