Lorenzo Biscontin
The wine business if facing an increasingly difficult situation because of a general, decrease in consumption.
This is the results of a change in alcoholic beverages consumption habits coming from several reasons. The main can be summarized as: increased consciousness about health harm from alcohol consumption, decrease of consumption by baby boomers as they age older, lack of wine appeal towards younger consumers under 40 y.o.
Most of these problems are not new, but only recently they become so big to cause a net decrease in wine consumption worldwide. Effects are as strong that uprooting programs have started in France and South Africa and are under discussion in Germany, U.S.A. and Australia.
This is the reason why discussions about the need for a change in the way the wine industry operates have increased sharply and, most important, are getting more attention than in the past.
Among the new voices calling for innovation, that of Priscilla Hennekam stands out for clarity and ability to get people involved with her food for thought content and initiatives.
She started to publish on Linkedin using the “Rethinking the Wine Industry” motto last February, and by today that idea become a newsletter, a Whatsapp community and a podcast.
I met Priscilla digitally last February 9th, at the very beginning of her “crusade”, and then in person in March at ProWein.
Having seen all that she come along with in this months, I wanted to interview her to understand where she is and where she is headed.
Hi Priscilla, who you are and what do you do?
I’m a Brazilian woman living in Australia, and my passion for wine blossomed during a university class on beverages. Enamoured with the world of wine, I envisioned a career in the industry, despite my friends and family thinking I was a bit crazy and urging me to pursue something else. Undeterred, I decided to embrace my dream and spent four years in Argentina, where I studied and worked in the wine field.
In 2016, I made my way to Australia, continuing my journey in the wine industry for the past 13 years. I’ve had the opportunity to work on a global scale, dedicating myself to helping our industry adapt to the future. It’s a challenging mission, but one that is incredibly rewarding.
What is Rethinking the Wine Industry?
Rethinking the Wine Industry is one of the largest and most dynamic communities within the wine sector, dedicated to fostering collaboration and innovation. Our mission is to support each other in navigating the complexities of the industry, encouraging the exchange of groundbreaking ideas and fresh approaches.
In a world where change is constant, we recognize the importance of adapting to new challenges and opportunities. This community brings together wine professionals, enthusiasts, and thought leaders who are passionate about reimagining the future of wine. Through shared knowledge, resources, and experiences, we aim to inspire growth and creativity, empowering each member to thrive.
How did you come to RtWI?
Rethinking the Wine Industry began as a personal journey of self-expression. As my perspective on the world evolved, I noticed a similar shift happening globally. Yet, the wine industry often clings to its traditions and past, overlooking the potential of a bright future. To create a meaningful impact in an industry rich in tradition, we must unite to assemble this intricate puzzle and wholeheartedly embrace change.
How many people is involved in the community today?
Our community is growing rapidly! We launched in February and have already gained over 8,500 subscribers to our newsletter. Additionally, our WhatsApp group, which began at the end of May, has around 700 members. I’ve also created the Vino Visionaries Podcast and my LinkedIn profile, which has over 17,000 followers, to serve as a forum for discussing ideas. These platforms enable us to learn from one another and cultivate critical thinking skills. Together, we are making meaningful progress and fostering a culture of collaboration.
What is the background of people in the community?
Our community is truly global, bringing together passionate individuals from a wide array of countries. We have members joining us from Italy, Spain, France, Sweden, Portugal, the USA, Australia, the UK, Israel, and many more. This diverse representation enriches our discussions and fosters a vibrant exchange of ideas, perspectives, and experiences. It’s inspiring to see how people from different corners of the world come together, united by a shared love for wine and a commitment to innovation in the industry. Together, we’re building a rich tapestry of knowledge that transcends borders.
How is the community organized?
Our community is vibrant and multifaceted, with several dynamic subgroups that foster collaboration and knowledge sharing.
Vino Visionaries Podcast: This platform highlights members of our community, showcasing their work while providing valuable insights and inspiration to our listeners. We aim to promote innovative voices within the wine industry.
WhatsApp Group: We have different topics of interest. This allows members to engage in meaningful discussions and share ideas in a more intimate setting.
Newsletter: Our newsletter serves as a “TED Talks” for the wine industry. I share my own articles, as well as contributions from those with valuable expertise, to help educate and inspire our readers.
Personal LinkedIn Profile: I often use my LinkedIn profile as a forum for discussion, encouraging members to learn from one another and practice critical thinking skills.
Together, we form a large collective of thinkers, united by our passion for innovation and growth within the wine industry
How does RtWI integrate with the other things that you do in the wine business?
This platform has provided me with the incredible opportunity to connect with a diverse range of individuals from various backgrounds and expertise. It has created a space for us to not only share our knowledge but also to support and collaborate with one another. Through these connections, we can leverage our collective strengths, foster meaningful relationships, and inspire one another to grow both personally and professionally. Together, we are building a community where cooperation and mutual support are at the forefront, allowing us to tackle challenges and explore new possibilities in the wine industry.
Which ideas came up from RtWI that you think are the most inspiring?
As this initiative continues to grow, I find myself engaging in conversations with an increasing number of people, delving into a wide array of ideas, and conducting extensive research. With each interaction, it becomes increasingly clear that the wine industry is in urgent need of a shift in its mindset and an adaptation to the modern, evolving world around us.
Despite the challenges we face, I am heartened by the numerous voices emerging in this space, each contributing innovative ideas and fresh perspectives. This collective momentum is inspiring, and I truly believe we are approaching a tipping point where transformation is not just possible but inevitable. The enthusiasm and creativity I see in our community give me hope that we can redefine our industry, embrace change, and build a brighter future together. 😊
If you also want to see how the wine sector is changing, all you have to do is follow Priscilla and her initiatives on Linkedin.
