Thought Leaders in the Wine Scene

By Geoffrey Cain

As an author, sommelier, and former journalist, I’ve carved out an unusual niche in the world of wine: I turn my fellow sommeliers and winemakers into thought leaders.

Books, articles, social media, video channels—all these are our bread and butter at Alembic Partners, our thought leadership agency where we act as strategists and ghostwriters for Fortune 500 CEOs, founders, and executives.

How did I land on this niche in the wine and spirits industry? Two years ago, I got my start at the Wine School of Philadelphia, where I came under the tutelage of the prolific sommeliers Keith Wallace and Alana Zerbe.

With intensive coursework reviewing wines and being graded on pairings, I realized that tasting and understanding wine was only part of the equation. Mastery also came from the ability to grab your audience—the wine lovers who want to learn from your craft—with engaging, approachable storytelling.

You can know everything about the exotic grapes of Sicily or the viticulture of Willamette Valley, Oregon. The depths of wine expertise are endlessly fascinating. But you’ll only build an audience if you can give them emotional satisfaction.

At the Wine School of Philadelphia, I decided to focus not only on my tasting skills but also on my communications craft—a skill that I now help others develop through my work with Alembic Partners.

You can read more of my personal story here: From War Correspondent to Wine Thought Leader

How Can Wine Leaders Become Thought Leaders?

Your public presence is the source of your credibility. A strong, well-crafted thought leadership strategy will grow your business, open doors, and elevate your professional network.

The wine industry is highly competitive and rapidly changing. To stay relevant, wine professionals must showcase their knowledge and thought leadership on a host of mediums: books, social media, newsletters, podcasts, video.

For wine professionals, the path to thought leadership is years in the making and best done with the help of ghostwriters and communications teams. The leaders of every industry turn to pros to build their public image—and wine is no different.

Successful Thought Leaders in Wine

Several wine professionals have successfully leveraged thought leadership to elevate their careers and influence the industry. Here are a few inspiring examples:

Jancis Robinson, MW: A renowned wine critic and journalist, Robinson has used her knowledge to author influential books and build an authoritative online presence. Her website, JancisRobinson.com, is a leading resource for wine lovers and professionals.

Gary Vaynerchuk: Though initially known for his family’s wine business, Vaynerchuk became a thought leader by embracing digital media. Through his energetic video content and innovative marketing strategies, he introduced wine to a new generation.

Karen MacNeil: Author of The Wine Bible, MacNeil is a sought-after educator and speaker. Her thought leadership makes wine education accessible and engaging for a broad audience.

Tips for Aspiring Wine Thought Leaders

If you’re ready to establish yourself as a thought leader in the wine industry, here are a few tips to get started:

1. Define Your Niche: Focus on a specific area of expertise—whether it’s organic winemaking, wine tourism, or food pairings—and own it.
2. Stay Authentic: Thought leadership is built on trust, so always stay true to your voice and values.
3. Share Your Knowledge: Write blog posts, contribute to industry publications, and create educational content to showcase your expertise.
4. Leverage Social Media: Engage with the wine community on platforms like Instagram, LinkedIn, and YouTube to build your brand.
5. Network: Attend wine events, participate in panels, and collaborate with other experts to expand your influence.

Shaping the Future of Wine Leadership

Behind every influential voice in the wine world is a strategy—one that combines expertise with effective communication. Many of today’s leading wine professionals work with skilled writers, editors, and media strategists to refine their message and reach a broader audience.

At Alembic Partners, we’ve seen firsthand how thought leadership can transform careers. Whether through books, articles, or digital platforms, a well-crafted public presence helps wine professionals establish authority, connect with their audience, and contribute to the larger conversation shaping the industry.

The wine world is evolving rapidly, and those who can translate their knowledge into compelling narratives will be the ones leading the way. Whether through storytelling, education, or media engagement, there are more opportunities than ever for wine professionals to shape the discourse—and to ensure their expertise doesn’t just stay in the cellar.