I’ve been waiting to share this episode with you. Because this one is personal.In 2021, I joined a wine marketing course at UC Davis.I was in Australia, pregnant (without knowing it yet), staying up through the night to join the lessons. And there he was, Paul Wagner, challenging everything I thought I knew.At one point, he said something I couldn’t agree with:“Tasting rooms don’t need someone with deep wine knowledge. Most of the time, they bore the customers.”I remember literally raising my hand to disagree.I was proud of my knowledge. I wanted to be taken seriously.And to be honest? I felt offended.But, that comment stuck with me. It lit a fire.Not because it was comfortable, but because it made me question.Why do we assume the customer wants a mini WSET lecture?Why do we act like knowledge alone makes us worthy of being listened to?Why did I feel I had to perform this “serious wine professional” role… even if it felt robotic?Looking back now, I realise that moment changed everything for me.I started watching people differently.Noticing how they react when we talk about “production trivia”, how quickly their eyes glaze over, how often we lose the joy, the actual magic, in an effort to sound credible.And a few years later… here I am, saying Paul’s words loudly on social media, laughing at myself for once resisting them.Paul Wagner helped change me. And for that, I’ll be forever grateful.Because sometimes, the people who challenge you the most are the ones who help you find your real voice.Listen to our Vino Visionaries chat on Spotify:Or watch the full episode of Vino Visionaries on YouTube.Let me know what you think. Because the wine world won’t change just because we talk about it. It changes when we start asking better questions.📲 Follow us on Instagram: www.instagram.com/vino_visionaries_podcast▶️ Explore more episodes on our YouTube channel: @vino_visionaries🌐 Visit our website: www.rethinking.wine👥Connect with Paul Wagner: https://www.paulwagnerwine.com/#VinoVisionaries #RethinkingWine #YouAreNotTheMarket #WineMarketing #SocraticThinking #WineWithHeart #PaulWagner #HospitalityNotHierarchy

Sometimes it feels like if you’re not in a fine dining restaurant, reading from a thick wine list, then you’re not “allowed” to enjoy good wine.

But what if that mindset is the real barrier?

In this episode of Vino Visionaries, we explore what happens when wine is reimagined, not as a product for special occasions, but as a part of everyday life.

Not limited to rituals and rules, but open to real people, real places, and real emotions.

We talk about creating wines that feel fresh, consistent, and inclusive. Wines you can share with friends on the beach, at the park, or after a long day, without needing a script or permission.

The deeper reflection is this: Are we building the wine world we wish existed, or simply repeating what we were taught?

This isn’t about lowering standards. It’s about raising our awareness of who we’re really making wine for and who we might be leaving out.

The future of wine doesn’t need more gatekeepers.It needs more connection.

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

▶️ Explore more episodes on our YouTube channel: @vino_visionaries

🌐 Visit our website: www.rethinking.wine

👥Connect with Los Cuernos: https://loscuernos.com

#rethinkingwine #vinovisionaries #winewithoutwalls #everydayluxury #emotionoverritual #wineforpeople #loscuernos

We talk a lot about sustainability in the wine industry—organic vineyards, biodynamic rituals, carbon offsetting—but there's one elephant in the room no one wants to touch...The glass bottle.In our latest episode with Melissa Saunders MW, founder of Wine Queen, we peel back the label on everything we assume about packaging, quality, and tradition.Why bag-in-box has the lowest carbon footprint of all wine packaging. Why glass is not the symbol of quality we think it is. Why “recyclable” doesn’t always mean sustainable.Why tradition might be holding us back more than helping us grow. And why courage—not packaging—is the real issue.As Melissa says:“Initiating any kind of change can be scary… but if we stay afraid, then there’s stagnation. And that’s not exciting at all.”What do you think: Is the wine industry ready to #rethink the glass bottle? Can premium wine really come in a box? Or are we still too attached to traditional appearances?The latest new Vino Visionaries episode now live.

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🌐 Visit our website: www.rethinking.wine

👥Connect with Melissa: https://www.linkedin.com/in/melissa-monti-saunders-master-of-wine-22a9375/

#rethinkingthewineindustry #MelissaSaunders #MW #vinovisionaries #PriscillaHennekam #podcast #winepodcast #wineinnovation#RethinkingTheWineIndustry #Sustainability #PackagingMatters #WineInnovation #BagInBox

Breaking Wine’s Biggest Myth: Taste Is Not Objective

For centuries, the wine industry has operated under an unspoken rule: taste is universal. Winemakers, critics, and marketers have built an entire system around the idea that a wine can be defined by a set of fixed descriptors—flavours and aromas that every trained palate should perceive the same way. But what if that’s not true?

Katerina Axelsson, founder of Tastry, didn’t just create another product based on subjective tasting notes. Instead, she broke the very foundation of how wine is evaluated, marketed, and understood. Her work challenges the rigid belief that everyone should experience wine the same way.

The reality? Wine is not an objective product. Human perception is shaped by biology, culture, and experience, meaning no two people taste the same wine in the same way.

Yet, for decades, the industry has forced a narrow, standardized language onto consumers, making wine feel exclusive and intimidating. Axelsson’s breakthrough approach—combining chemistry, AI, and machine learning—proves that wine can be understood beyond traditional tasting notes.

By analysing the chemical makeup of wine and matching it with individual consumer preferences, she has shattered the notion that wine appreciation must conform to expert opinions.

This isn’t just a technological innovation; it’s a rebellion against the status quo. The industry has long catered to a small percentage of consumers while ignoring the 80% who don’t fit within the traditional tasting framework. By rejecting the one-size-fits-all model, Axelsson is proving that wine should be as diverse as the people who drink it.

So, if wine isn’t objective, why does the industry still act like it is? And if taste is personal, why is the industry so afraid to embrace individuality?

This conversation isn’t just about technology. It’s about dismantling outdated rules and giving wine back to the people.

It’s time to #rethink everything.

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👥Connect with Katerina: https://www.linkedin.com/in/katerina-axelsson-a3888078/

#rethinkingthewineindustry #KaterinaAxelsson#vinovisionaries #PriscillaHennekam #podcast #winepodcast #wineinnovation

I am so glad, I had the incredible opportunity to interview Jane Thomson OAM, a true champion for gender equality in the wine sector and the founder of Australian Women in Wine. In our conversation for Vino Visionaries, Jane Thomson OAM spoke candidly about the challenges women face in the industry and the need for more action from leaders to change the status quo. She pointed out a disturbing truth—there is a glaring lack of research and financial support for the women who are shaping the future of wine.Jane’s insights were invaluable, especially since she is not only an influential wine professional but also a psychologist with expertise in language and behaviour. We dove deep into the communication issues plaguing the wine industry, and she offered advice on how to build and deliver a message that resonates with everyone—something that is critical in an industry often steeped in tradition and outdated practices.Her work is a reminder of the immense power and potential that women bring to every corner of the wine industry. Their contributions shouldn’t be overlooked, but celebrated and supported. As we move forward, it’s essential that we recognize the importance of women, not just as contributors, but as leaders, innovators, and change-makers in this vibrant sector.Thank you, Jane Thomson OAM, for your tireless work in advancing gender equality and for taking the time to share your wisdom with us. The wine industry is better for it.📲 Follow us on Instagram: www.instagram.com/vino_visionaries_podcast▶️ Explore more episodes on our YouTube channel: @vino_visionaries🌐 Visit our website: www.rethinking.wine👥Connect with Jane: https://www.linkedin.com/in/thomsonjane/#rethinkingthewineindustry #janethomson #vinovisionaries #priscillahennekam #podcast #winepodcast

Today’s guests, Joe Fattorini, is a voracious reader, but in fact reads surprisingly little about wine. Talking to Joe reminds me of the famous Charlie Munger quote:

“We both [Charlie Munger and Warren Buffett] insist on a lot of time being available almost every day to just sit and think. That is very uncommon in American business. We read and think.” – Charlie Munger

I envision Joe spending his days, sipping hot chocolates on his balcony in Sweden, reading, thinking and writing. And it shows – Joe’s Substack is full of wisdom, and I learn something (usually many things) everytime he posts.

This podcast covers so much ground, and has lessons for everyone. Thank you Joe for your time, and for sharing this conversation with our community. If you like the episode, be sure to check out Joe’s Substack – I’ll post the link in the podcast comments. Now let’s all go out and become “Bulmore-famous” (Joe talks about this in the podcast, for those who do not know what that means).

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

Explore more episodes on our YouTube channel: @vino_visionaries

Visit our website: www.rethinking.wine

Connect with Joe:https://www.linkedin.com/in/joe-fattorini-5370a94/

#rethinkingthewineindustry #joefattorini #vinovisionaries #priscillahennekam #podcast #winepodcast

With social media and the internet, it seems everyone has advice on what we should or should not be doing when we market wine. We should highlight the terroir. We shouldn’t mention terroir. We should tell a story. No, not that story. We need to focus on Boomers, because they’re the people who drink wine now. We need to attract Gen Z, because they will drive sales in the future. The future doesn’t matter if we can’t survive the next year. We don’t even need marketing. And for some, I need marketing, but can’t afford it.

With so much noise out there, we decided to get some answers. Trustworthy, reliable answers from a career marketing specialist who has worked for Fortune 500 companies, and some of the biggest names you know – both inside and outside the wine industry – including Coca-Cola, Danone & Gallo.

Introducing Courtney O’Brien, founder of The Outlier Initiative, a growth consultancy for ambitious challenger brands. Listen in to hear her take on what is going right, and what is going wrong, with wine marketing in the twenty-first century.

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

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🌐 Visit our website: www.hennekamwines.com

👥 Connect with Courtney: https://www.linkedin.com/in/courtney-obrien/

I often say that tradition is holding the wine industry back, and that we need to learn from other industries. From the responses I receive, I know that it causes a lot of discomfort for many wine professionals. So when Knock Knock reached out and told me their story, I knew I had to share it.

This 125-year-old company completely reinvented themselves, then looked to the spirits industry to grow their new brand. Keep listening to find out what they discovered!

— 📲 Follow us on Instagram: www.instagram.com/vino_visionaries_podcast ▶️ Explore more episodes on our YouTube channel: @vino_visionaries 🌐 Visit our website: www.hennekamwines.com 👥 Meet Knock Knock Wines: https://www.knockknockwines.com