Reimagining Wine Travel: Adaptation is the Name of the Game
Guest Contributor: Maryam Ahmed
Like so many things over the past two years, the way we travel has changed immensely. Whether you choose not to travel for some time, you are reentering travel mode, or you never stopped, we are in a continual state of adaptation.
Julia Coney, wine writer, consultant, and founder of Black Wine Professionals, often says “wine is a liquid passport,” highlighting a wine’s ability to transport us to another place with a single swirl. This is especially true for many of us studying for exams or for those that need to learn a place without visiting it. Education comes in many forms in our industry, and we each learn differently. Beyond certifications, immersive experiences can be paramount to wine students, educators, writers, and many others. For an inherently global profession, how can we ensure that we are more consciously connecting with and learning from the places we hope to explore?
Over the past two years, a lot of us have reevaluated our priorities. For me, it became clear that “too many priorities” was in fact synonymous with “no priorities at all.” I had to rediscover what was most important to me: connection and purpose. With immovable resolution, these priorities now inform everything else, including what I create and how I engage with people and places.
Personal itineraries aren’t the only way the wine industry can engage in mindful travel. A survey from Booking.com’s 2021 Sustainable Travel Report found that 61% of respondents said that the pandemic has made them want to travel more sustainably, in the future and 83% of respondents said that global travelers think that sustainable travel is vital. This is an important indicator for regions and wineries.
But beyond being aware of the shift toward purpose-driven travel, how will this information influence internal action at wineries and among regional organizations?
For a long time, regions have relied on media trips and “FAM” (familiarization) trips to raise awareness. While effective and important, the trips have not consistently offered access for diverse attendees or those making a marked difference in a region.
Media and regional organizations can play a big part when it comes to cultivating access to inclusive wine travel. Scholarship programs and travel stipends help make it possible for underrepresented wine professionals to visit and support regions. And while new communities are being welcomed into a region, representation of those contributing to the region's growth and innovation should expand beyond those who are traditionally handed the microphone.
Of course, the concept of supporting local communities and being cognizant of your impact on the environment while traveling has been around for a while. Putting it into practice, though, is choosing to center community over our own convenience. This means asking more questions and sometimes shifting priorities to discover stories that will create lasting connections in a new era of wine travel.
In 2021 I began the planning process for Field Blends, an immersive food and wine travel experience focused on bridging a gap between industry and consumer knowledge as well as opening up conversations about wine, food, land, labor, and agriculture.
My goal is to bring conscious consumers closer to the critical discourse we have as an industry, through conversations that explore multiple narratives and perspectives that can empower individual action.
Much of my consulting work takes place behind the scenes, with the ultimate reward being the celebration of individuals and organizations that are doing incredible work in the wine world. So, what better way to spotlight their work than connecting them to folks with similar convictions and curiosity, whether that be industry members or wine lovers. I thought, all this will take is some exploration, a lot of transparency, and support from a community I already know exists.
Much of our impact on wine travel can come from the planning process. Whether you’re a spreadsheet superhero, review reviewer, or a one-reservation-per-day traveler, you can build a trip around education beyond what is poured in your glass.
Field Blends explores how wine intersects with so many things beyond the bottle. In order to create something of such intention, I had to ask a LOT of questions: who is focused on fair labor practices? Who is doing something innovative in the vineyard? Who is focused on inclusivity? What story do people miss out on hearing when they’re here? What are the challenges being faced and who is boldly pursuing solutions?
Everyone readily answered my questions and without fail, I was introduced to changemaker after changemaker. Effectively, the door was opened for deeper conversation and impact because of the goals I have for Field Blends. By simply asking the questions and sharing a commitment to support those doing the work to uplift a region, we could create our personal wine travel itineraries in the same way.
Wine Country attracts professionals, aficionados, and lovers the world over. Destinations offer creative experiences that welcome as many as possible, hoping to make an impact that will garner a return visit.
But what will our impact be, in return?
Whether organizing wine travel for a group of friends or building an immersive industry trip, push beyond “the usual” to more deeply connect with a wine region.
Lean on local resources to learn about wineries committed to sustainable practices
Include at least one winery owned by diverse professionals in your itinerary (more if you’re planning an industry immersion)
Visit a local farm to understand the range of agriculture that makes up the region. They say “what grows together, goes together!”
Leave room for the local story: ask any of the above where they would spend time within their region in order to support those committed to positive change.
These intentional choices lead to a shift in the needle, pointing demand and education toward wines that are distinctly delicious and impactful.
Field Blends: Walla Walla takes place June 7-10, 2022, with Field Blends: Finger Lakes to follow in June of 2023. All are welcome.
About Maryam:
Maryam Ahmed is the owner of Napa, CA based Maryam + Company and the co-founder of the Diversity in Wine Leadership Forum. She works at the intersection of sommeliers, chefs, activists, sustainability experts, media, and organizations focused on diversity and sustainability to design impactful educational programs and execute strategic projects. In 2022, Maryam + Company launched Field Blends, is a cast member on SOMM TV and a partner at PLAYTE Kitchen. You can connect with Maryam on her Website and Instagram: maryamandcompany and goodfriendsgoodfood
What We're Reading:
Here's what has piqued our interest this week in the world of wine and mindfulness.
If You Care About What's in Your Wine, It's Time to Pay Attention to the Workers Who Make It – Kathleen Willcox for VinePair.com
Many wineries are investing in their workers’ quality of life, with creative, thought-provoking solutions being deployed.
The Healthy Kind of Self-Doubt — Ten Percent Happier
Jay Michaelson writes that meditation teaches “a healthy kind of self-doubt” — the skepticism of the stuff our minds constantly tell us about ourselves, others, and the world around us.
Your Anxiety Might Be Coming From Your Body - Greater Good
Diet, sleep, and inflammation can all contribute to anxiety—but taking care of your body could help alleviate some of it.
Overcoming Self-Doubt in the Face of a Big Promotion - Harvard Business Review
How to move past people-pleasing, perfectionism, and other mental traps.
A Microsoft survey finds employees are putting wellness over work – FastCompany.com
Microsoft is already incorporating the findings into its own workplace culture and remote policies.
Meet the Community:
Here we meet some of the talented folks who make our profession so dynamic.
Mary Woodka, U.S. Commercial Director for Bodega Luigi Bosca (Denver CO, USA)
Years in the industry:
I have been in the industry ~22 years, with a minor detour into tech for 3 years and craft beer for 5. I started my career right out of undergrad with E&J Gallo Winery’s “Management Development Program,” where I learned the true meaning of “paying your dues” in this industry. As the low woman on the totem pole at a wholesaler in Richmond, VA, I spent every morning at the receiving dock of a Walmart at 5:00 a.m. to help our delivery driver unload the truck, merchandise the shelves, and build displays in Walmart’s coveted “power alley.” While rough at times, this foundation was vital to understanding the commercial aspects of the wine industry in the U.S.
From there, I moved all over the country in various Sales, Marketing, Finance and Operations roles. The numerous disciplines and geographic locales provided a perfect roadmap to becoming a GM in the U.S. for Argentine producer, Bodega Luigi Bosca, and understanding not just the romantic love stories behind wine, but the also the less glamorous business components.
My Top Three Challenges to Wellness:
I went through an intense, late-stage battle with breast cancer four years ago, while working full-time, so this hits home. Despite my best efforts, there are still challenges to wellness in this industry:
Late night wine dinners followed by early morning meetings, which impede sleep and precious workouts.
Lack of healthy food choices at meetings / trade shows / hotels; does anyone else struggle with finding something green and from mother earth when on the road?!?!
The passion we feel in this industry can be sneaky; while we may have a love affair with our winery, it can easily lead to becoming overly consumed by the work we do
How I Keep it Together to Stay Well:
I learned a hard lesson after my breast cancer: my body can no longer endure the “abuse” I put it through on the road and not ever stopping to rest or take a vacation. After 2 years of brutal treatment, I am not as resilient or strong as I once was, so my approach:
My running shoes come with me everywhere! Fresh air and moving my body are my antidotes to a packed schedule, stuffy hotel rooms, or long flight delays. My morning runs also help me reset and prioritize my day. It sounds so simple…then your alarm goes off at 5:00 a.m.!
I discover the green juice bars in every city! If I can sneak in a few healthy juices and meals (the aforementioned green I am constantly in search of!) I can enjoy the delicious asados (Argentinian barbecue), cheeses and desserts that inevitably find their way to my plate.
Connection. We have all struggled with the lack of “together-ness” the last two years. I find my purest joy and feel my absolute strongest when surrounded by friends and colleagues I respect and love. The connection over a meal and a bottle of wine is my happiest of places and recharges the wellness batteries (even if I know I have a pair of running shoes staring me in the face the next morning!)
A Quote I Love:
“Do what you love and the money will come”.
This quote comes from my dad, who modeled for me a relentless work ethic and fueled my inspiration to always follow my passion. I may never get financially rich doing what I love, but I am in rich in the relationships I have made, the experiences of incredible wineries visited, and the delicious wine I consume on a regular basis!
You can connect with Mary at LinkedIn https://www.linkedin.com/in/marywoodka/ or Instagram: @sip_sister
