Lucina Sinclair went from Soho House — one of the world’s best membership organizations — to 67 Pall Mall, one of the world’s best wine clubs. She did it without a traditional wine background. When she joined, she immediately started her WSET certification — learning wine while running membership at a world-class club.Before wine, she worked in the music industry, including with Pete Tong. She knows how to make people feel like they belong. That’s a skill the wine world desperately needs more of.In this conversation, we talk about what membership really means, how to make wine feel welcoming instead of intimidating, and what the traditional wine world could learn from places like Soho House.Topics covered:• Going from Soho House to 67 Pall Mall• Learning wine while running a world-class wine club• How to make people feel like they belong• What the wine industry gets wrong about welcoming new people• What Soho House can teach the wine world• Breaking down the intimidation barrier in wineWineWithJon is a podcast exploring how we make wine interesting and compelling for the next generation. New episodes every Tuesday at 5:30 AM.—Guest: Lucina Sinclair — Head of Membership, 67 Pall MallWebsite: 67pallmall.comConnect:Instagram: @winewithjonEmail: jon@winewithjon.com

Matt Horkey has uploaded over 2,000 videos to YouTube since 2015, building his brand into one of the most respectedwine channels on the platform. His tagline: "Bringing FUN back to the world of wine."

In this conversation, we talk about what it takes to build a wine YouTube channel, why lesser-known regions are more approachable than the classics, and what the traditional wine world still gets wrong.

If wine content can be fun, maybe wine can be too.

Welcome to Wine with Jon, a podcast for wine professionals thinking about the future of our industry.

I'm Jonathan Frutkin—wine educator, collector, and owner of Preface Wine Bar in Delray Beach, Florida. In this first episode, I share my journey from food enthusiast to wine obsessive, and why I believe we need to have honest conversations abouthow to make wine compelling to younger generations.

This isn't your typical wine podcast. We're not doing tasting notes or vintage reports. Instead, each week I'll sit down with sommeliers, winemakers, retailers, importers, and content creators to explore one question: How do we welcome new people into wine?

In This Episode: • My origin story: from cutting vineyard vines to opening a wine bar • The intimidation gap that keeps peopleout of wine • Why I designed Preface as both a wine store and wine bar • How technology and AI can extend (not replace) human connection • What's coming next on this podcast

If you work in wine and you're thinking about these questions, this podcast is for you. Let's figure out the future together.

Follow Wine with Jon: Instagram/TikTok/YouTube: @WineWithJon