Self-described Wine World Disruptor, Joao Pedro Montes of Portugal’s Wine With Spirit hosts a private one-on-one Wine Marketing masterclass in a hot Trinity Bellwoods Park last summer.
Last summer I was invited to a Winemaker’s dinner at Toronto’s Ilhas de Bruma restaurant, and it was there I was introduced to Joao Pedro Montes, the charismatic and engaging gentleman behind the overarching concept that is Wine With Spirit.
Taking traditional wine marketing and turning it upon its head is what Wine With Spirit is all about, and it was with a certain impish charm that Joao explained the thinking behind the company’s business model to the assembled diners.
From crowd-sourced winemaking decisions, to a unique system of wine distribution, Joao has many ideas and practices that had my fellow winewriters scratching their beards in bemusement, so far were they removed from the wine world as they have experienced it.
I was so impressed with Joao’s take on the democratisation of wine that I asked him for a video interview a couple of days later, and he did not disappoint, with a veritable Wine Marketing 101 that I have split up into two easily digestible parts.
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Edinburgh-born/Toronto-based Sommelier, consultant, writer, judge, and educator Jamie Drummond is the Director of Programs/Editor of Good Food Revolution… And he found this concept absolutely fascinating.
