The world of wine—and the businesses that support it—is complex, global, and dynamic. One question that occupies much of my thinking is how the fine wine category will remain vibrant and relevant for future generations of consumers.
Wine has historically been discovered through culture, travel, and shared meals. Today, however, younger consumers are exploring a broader range of beverage and lifestyle choices, and many are encountering fine wine later in life than previous generations. As Millennials move into their peak earning years and Gen Z begins to shape new consumer habits, the wine community has an important opportunity to reimagine how wine is discovered, understood, and enjoyed.
“My goal, as both a technology executive and a member of the global fine wine community, is to build tools and experiences that make wine more accessible, engaging, and relevant for modern consumers—while enhancing hospitality and inspiring discovery.”
One of the initiatives I am currently working on applies technology and expert knowledge to help restaurant guests explore wines that pair beautifully with their meals. Early feedback suggests that younger diners especially appreciate guidance that makes wine feel less intimidating and more experiential.
Below you will find more about how I think about topics such as attracting younger consumers to fine wine, the evolving relationship between wine and hospitality, advising wine businesses, and contributing to boards within the wine industry. I also answer one of the questions I am most frequently asked:
What is a Master of Wine?
The Future of Fine Wine.
Fine wine has always been part of culture, conversation, and shared experiences around the table. For centuries it has evolved alongside the societies that produce and enjoy it. Today, the industry finds itself at another moment of change.
Younger consumers are approaching wine differently than previous generations. Many are curious but often encounter wine as complex, intimidating, or difficult to navigate. At the same time, the number of beverage choices available to consumers has expanded dramatically. For wine, this presents both a challenge and an opportunity.
I believe the future of fine wine will be shaped by how successfully the industry makes wine more discoverable, more experiential, and more connected to the moments where people naturally gather—restaurants, hospitality venues, travel, and shared meals.
Technology also has an important role to play. Thoughtfully designed tools can help remove barriers to discovery, making it easier for people to explore wines that match their tastes, their meals, and their curiosity. When technology is used well, it enhances—not replaces—the human stories, craftsmanship, and culture that make wine special.
For me, the most exciting work happening in wine today sits at the intersection of hospitality, consumer experience, and technology. Helping more people discover great wines in memorable settings ultimately strengthens the entire ecosystem—from growers and producers to restaurants and collectors.
Fine wine has thrived for centuries because it adapts while remaining rooted in tradition. I am optimistic about its future and excited to contribute to the ideas, experiences, and innovations that will introduce the next generation of wine lovers to its richness and diversity.
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Enticing Millennials To Fine Wine
In the 7000-year history of wine, only the spread of the Islamic faith’s rejection of wine posed a greater threat to wine culture and consumption than Millennials. Join me in a discussion on what the Wine Industry could do to entice Millennials to embrace fine wine.
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What is a Master of Wine? And Why is it so Difficult to Attain?
I hear this question often. Earning the Master of Wine is a lot more than merely passing the World’s Hardest Exam.
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How Does an MW Add Value On A Board?
If it’s a wine business, ensuring that the business is meeting the needs of its consumers and driving product/technical innovation are both paramount. Of course, the same is true for all businesses.
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Enjoying Wine & Food Together Makes Both Better
From wine pairing classics, to food and wine entertaining, and a video of the simplest, yet most exciting pairing experience imaginable
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Advising Iconic Organisations About Wine
There is rarely a dull moment in the business of wine
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Blind Tasting: Use It or Lose It?
Do wine blind tasting skills atrophy if you don’t regularly blind taste wine?
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Wine Products, Places & Services That I Love
From personalized Lego, to wine authorities and gadgets. Here is my list of wine products, places, resources, and services that I love and that help me in the wine business.
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What Being a Lifelong Learner Looks like in the Wine Business
If you tried a new wine made from a different grape variety every single day, it would take you more than 27 years to cover off all of the known grape varieties in the world.
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Happenings for Baron Philippe de Rothschild Around the World
Find the latest news and information here.
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Join Me at Master of Wine Events Around the World
Through the Institute of Masters of Wine, I engage with a global calendar of exceptional events…
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What am I drinking? What am I not drinking?
Every Master of Wine gets at least one phone call or text a week from a friend seeking wine drinking or buying advice. Here are some ideas and tools to help. But, please, keep calling!
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Wine Judging and Special Invitations
Sometimes, I am invited to be a judge at a prestigious wine competition. While it’s a fabulous invitation and honour, it takes more than stamina and a disciplined approach to start sipping wine professionally at 9 am on back-to-back days.
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Recent Wine Travel
Travel continues to shape how I think about hospitality, design, and consumer experience across global markets.
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How Technology is Changing Much About Wine
Technology is reshaping the wine industry—enhancing vineyard management, working alongside science to address counterfeiting, and driving meaningful innovation in hospitality. I recently co-founded Thirsty Logic to apply my experience across wine and technology to help restaurants thrive. There is much more to come.