‘This 2023 iteration has become especially important and meaningful as the industry finds itself at interesting crossroads. This time the threats are not external but also intrinsic and could have long-lasting impact on the way wine is traded and consumed’, says Pancho Campo, CEO of Chrand Events, organizers of Wine Future and the Green Wine Future. Various Panels have been formed to address different sets of issues, giving the delegates an opportunity to learn the qualified views of Global experts. For instance:

The first keynote of Wine Future by Max Trejo, Secretary General for the International Youth Organization of the UN will address the importance of promoting moderation by changing attitudes and implementing programs that tackle under-age and binge drinking.

Nobel Laureate and renowned economist Sir Christopher Pissarides will conduct the keynote: “The wine industry, world economy and work in the age of artificial intelligence (AI)”. He will explore the future of the world economy and the impact of technology, especially AI, on labour markets, particularly with respect to the wine industry.

Panel 1 will analyze the opportunity and role that influencers and new social media channels have in engaging new consumers, especially Gen Z and Millennials. A very active group of wine influencers and marketers will analyze these issues by the panels to be moderated by Cristina Mercuri.

The industry relies on the ability of wine communicators to promote their wine to the potential consumers. However, today’s wine lexicon is perceived to be too intimidating and snobbish by most novices and younger consumers. Most marketing campaigns are designed with poor or no storytelling and complex technical jargon does not help make wine more accessible either. Panel 2 will show new and more effective ways of communication with Mike Wangbickler moderating this group of experts. It will interest the Indian delegates that our own Indian Master of Wine, Sonal Holland will be a part of this panel.

The world of wine has hitherto been limited in its scope and appeal to heterosexual males. However, with constant changes, Wine Future brings together a fascinating panel to discuss the understanding and embracing of diversity, equity and inclusion not only socially but also for business.  While the panel does not claim representing any other group except themselves, chaired by entrepreneur, educator and chair of the Institute of Masters of Wine’s Diversity and Inclusion panel, Stephen Wong MW will discuss how to handle the changing norms.

Iron Maiden´s lead singer, pilot and entrepreneur, Bruce Dickinson will address how the challenges of operating in the seemingly disparate fields of rock music and commercial aviation reflect the same challenges the business world faces every day. He shares how teamwork, communication, forward planning, and inevitable setbacks give an opportunity to learn and adapt.

Rob McMillan, one of the top wine-business analysts in the United States and author of Silicon Valley Bank’s highly regarded annual State of the Wine Industry will head the panel that will talk of wineries and regions dependent on wine tourism which has changed, especially after Covid-19. The Panel will explore how to adapt to the new reality, whether through virtual tours or actual physical tasting rooms far from the estates themselves.

With soaring inflation, reduced interest by younger generations and competition from alternative beverages, promotion and sale of entry- and mid-level wines has become a challenge for restaurants, retailers, hotels, and supermarkets. A panel led by Liz Thach MW will impart new and innovative strategies to improve sales.

While there are several options to choose from alcoholic beverages, scientists claim wine alone leads to a healthier lifestyle. Drinking spirits regularly, supposedly, increases the risk of cardiovascular and other health issues. Dr. Laura Catena will analyze the pros and the cons of alcohol consumption and why wine is a better option.

New potential consumers are constantly embracing new technologies. The wine industry must also adopt new and innovative packaging and labeling systems, AI as well as internet resources, digital marketing, Big Data and advanced market research technologies. This panel led by David Allen MW will discuss topics such as data-driven marketing, virtual engagement, and digital brand strategy amongst other technology-driven marketing topics.

Today’s consumer is more value-driven than past generations, supporting brands that align with their own priorities and so expect more transparency and authenticity. With concerns about global climate change and the safety of what they put in or on their bodies, sustainability and responsible business practices are extremely important to them. Moderated by Anne Burchett, this Panel will discuss sincere communication about sustainability in wine.

Wine Future 2023 will take place in the beautiful city of Coimbra, situated in the middle of Lisbon and Porto, giving an opportunity to the delegates to visit both the cities as well, preferably, one before the Conference and the other after 7-9 November.  The venue at Convento de Sao Francisco and the conference features panels, keynotes, masterclasses and tastings, a Trade Fair Area and numerous hospitality events, making it a not-to-be missed event on any wine connoisseurs’ calendar. For a complete list of Speakers and Registration which is open now, click www.winefuture.org.

Subhash Arora