Know-it-all Men Gave Wine a Bad Rep, A New Wave of Winemakers are Redefining it
Courtesy of Frama
Know-it-all Men Gave Wine a Bad Rep, A New Wave of Winemakers are Redefining it
With Michèle Ouellet, Cat Chen and Rebecca Perry
By HURS Team
Known for its deep history and celebration of tradition, the world of wine has largely remained the same. But the forces of climate change, globalization and digitization are leaving its mark on this ancient craft. As the world increasingly disregards what used to be for what’s to come, the industry has no choice but to evolve. While wine remains one of the most popular alcoholic beverages worldwide, the $340.8 billion global wine industry has seen a slow down in overall wine consumption over the past two years. Especially younger generations are steering away from the alcoholic beverage, 35% of 21–29-year-old consumers drink alcohol, but not wine. The lack of storytelling and wines that align with the values of these younger generations, might be part of the problem. Additionally, the gender divide in wine still lives on. While the majority of wine consumers are women, only few hold senior positions in the industry.
Luckily, over the past few years a new wave of winemakers has grabbed the opportunity to redefine the playing field, ready to shake things up. Unbound by the existing rules of winemaking, this new community of wine enthusiasts are breaking new ground and pushing where the wine industry goes next. From more women entering the winemaking craft and pushing for more inclusivity in the wider echelons of the industry to winemakers redefining and developing sustainable and regenerative farming practices.
MICHÈLE OUELLET
Michèle Ouellet is a model and co-founder of Lorenza Wine. Growing up in Napa Valley and traveling around the world modeling has inspired her love for all things food and wine. She has appeared in magazines such as Vogue, Grazia and Schön, and been featured in campaigns for brands including J. Crew, Levi’s and Bianca Chandon. Ouellet and her mother have been producing Mediterranean style wines from old vines in Lodi, CA since 2008. After living in New York for over a decade, she now lives in Venice, CA.
CAT CHEN
Cat Chen is the founder behind Dulan Wine, named after a Taiwanese village on the Southeastern shore. Chen was first introduced to wine by her father through spending time at the family’s vineyard in Paso Robles, California. But before Chen launched a wine of her own, she was the VP of Brand and Marketing for Amber Interiors. After spending years developing a wine of her own, Chen launched Dulan Wine this summer with a Chenin Blanc made from over 60 year old dry-farmed vines and is currently offering 2016 and 2018 vintages.
REBECCA PERRY
Rebecca Perry of Emile Wines is a London-based, female-founded wine importer, distributor and retailer on a mission to demystify the traditionally male dominated world of fine wine. Perry has worked in the space for over 15 years, building relationships globally. Emile Wines represents one of the finest portfolios in the country, selling to some of the most renowned names of the London dining scene including Noble Rot, Spring, NoMad, St. Bart's, and Clove Club, as well as through their online bottle shop, directly to members of the wine-loving public.
As the historic industry slowly advances, we asked three experts in the field how the wine industry has changed, what the new age wine bro is and how women are spearheading the industry.