[Robert Joseph] Are we thinking about wine the wrong way?

What do you do when more than 20 years into your career you realise that the path you are on is not what you thought, and is not going to lead you to the life you want to live?

A visionary from the start, respected wine journalist and critic Robert Joseph co-founded Wine International magazine and launched the International Wine Challenge, now one of the world’s leading wine competitions, in 1984.

Twenty years later, when they were sold, he realised that none of his well-educated friends knew anything about what he had been writing and he questioned who he had even been writing for? With free wine blogs already starting to emerge, he saw the writing on the wall and made the decision to dramatically alter the course of his career, and life.

Robert is now a wine producer and consultant, with very different views on how we should view wine, our customers, and how we should interact with them. In this episode he shares his current views, including comparisons with classical music, fashion, and how the wine industry confuses interested curiosity for a desire for detailed education.

This episode is for anyone who wants to open their eyes and gain new perspectives. My favourite quote from the episode?

“How do we buy shoes? We find the ones we like, we try them on, and we find the ones we like and we buy them. Nobody says you have to go to the Shoe Education Trust and learn about leather and learn about how they make shoes, how they make soles. Why can’t we treat wine the way we treat clothes?”

Let me know what you took from this episode in the comments, and don’t forget to subscribe so our content will reach you first.

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