Are we ready to unlearn wine?

In this episode of Vino Visionaries, created together with Rethinking Wine and Ladies in Wine, we explore one of the biggest challenges facing the wine sector today:

Not learning more but unlearning what no longer helps us connect.

For decades, wine has built authority through expertise, technical language, hierarchy, and tradition. But today’s consumer is not looking for more performance, more intimidation, or more insider language.

They are looking for relevance.

For trust.

For meaning.

For connection.

This debate brings together voices from five countries and diverse fields - from science and markets and innovation - to ask some difficult but necessary questions:

Has wine become too focused on educating instead of connecting?

Are we still speaking more to insiders than to real people?

If trust is moving from authority to networks and communities, what does that mean for wine?

What do we need to unlearn if we want to reconnect with consumers?

Listen now and join the conversation with Sophie Liu from China, Isabelle Leschaeve from USA, Virginie Bellocq from France, Nathalie Malbran from Chile, and Priscilla Hennekam from Australia/ Brazil.
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