Thoughts on the wine industry . . .
In response to the question of what needs to happen in order for the wine and spirits industry (in north america) to become more equitable and inclusive.
I believe the wine and spirits industry must first acknowledge that its deeply ingrained eurocentric ideology restricts its growth and inclusivity. While European wines and traditions deserve recognition for their rich history, the narrative that elevates Old World wines above all others limits the diversity of voices, stories, and styles in the industry. In North America, this has led to an elitist reputation where wine is often perceived as inaccessible—a luxury only for collectors or those fluent in its “secret language.”
This reputation has created barriers, making wine intimidating for casual drinkers and alienating for people from diverse cultural and socioeconomic backgrounds. Unlike other beverages, wine often carries an air of pretentiousness. There's an unspoken rule that one must dress up to drink it or decode a complex lexicon to enjoy it. While geeking out about wine is one of its joys, it should also be acceptable to enjoy a glass of wine on the couch in your pajamas without needing a history lesson.
To foster a more equitable and inclusive industry, there must be a shift in how wine history is taught and shared. For example, recognizing North American wine history—including Indigenous contributions to grape farming and native varieties—could open doors to a broader understanding of wine’s role in different cultures. The industry must also embrace a narrative that honors diverse traditions, such as incorporating non-grape fruits into blends, and celebrates innovations like adopting lighter-weight bottles for sustainability, without treating these practices as secondary to European benchmarks.
At an individual level, professionals across the industry such as retailers, winemakers, hiring managers, and educators can embrace new terminology, adopt more inclusive practices, and foster connections beyond traditional boundaries. Sensory analysis, for instance, could move beyond Old World standards to include a wider range of flavors and cultural perspectives. Retailers can create more inviting spaces for casual and first-time buyers, while winemakers can explore and celebrate local varieties that reflect the unique identity of North American terroirs.
Equity and inclusion require intention at every level, from industry-wide initiatives to individual actions. The wine and spirits world has the potential to be a welcoming space for everyone, whether they’re collectors, connoisseurs, or people enjoying a simple glass of wine with friends. By broadening its mindset and challenging outdated traditions, I believe the industry can grow stronger and more inclusive for future generations.
