Mauricio de Chiaro
May 7, 2026
There is a paradox happening in the wine world today.
Never before have wine lovers had access to so much information, so many critics, online stores, and social media channels. Yet at the same time, many buyers still drink within their comfort zones.
That realization was one of the main reasons why I created The Wine Partners.
I have always been passionate about wine. Over the years, I traveled extensively, visited producers, attended tastings, and immersed myself in different wine regions. But even with all that exposure, I noticed something about my own buying behavior: like most consumers, I still gravitated toward the “safe choices” — the familiar labels, the established regions, the wines everybody already knew.
And there is absolutely nothing wrong with that.
In many ways, wine behaves like the investment world. Most investors buy stocks with strong track record and broad market confidence. They buy into what in Portuguese we call the “efeito manada” — the herd effect — the collective comfort of choosing what everybody else already validates.
Wine often follows the same logic.
For years, many consumers relied heavily on scores, critics, and consolidated narratives. The so-called “Parker wines” represented an era where concentration, power, and a specific style dominated the conversation.
But the market is changing, finally.
Today, authenticity matters more. Native grapes matter more. Territory matters more. Consumers are increasingly curious about wines with identity, freshness, and cultural roots. Great winemaking is also more accessible than ever before. Across Italy and many other regions, small family-run wineries — often led by younger generations, highly educated professionals, and many talented women — are producing extraordinary wines with remarkable precision and personality.
The challenge is no longer quality.
The challenge is discovery.
Most buyers simply do not have the time, access, or technical knowledge necessary to navigate this rapidly evolving universe. Even highly hyped regions can still remain surprisingly unknown to the broader market.
Etna is a perfect example.
Today, Etna wines are among the most discussed wines in the world. Sommeliers, importers, and journalists constantly talk about the volcanic soils, old vines, altitude, and unique expressions of Nerello Mascalese and Carricante. I myself was in Etna 3 times in the last year in immersive discovery trips.
Yet when we organized Etna on Tour — a series of outbound events — we realized something important: most final buyers still knew very little about these wines. Not any buyer, but HNW individuals who are heavy buyers and even collect wines.
That is precisely why outbound events matter.
Trade fairs and industry tastings are essential, but wine ultimately needs human connection. Buyers need to sit at the table, hear the stories, meet the people behind the bottles, and most importantly, taste the wines in the proper context.
At The Wine Partners, we strongly believe wine must be experienced before it is purchased. Tasting is the true test.
Our events are designed as journeys. Wine and food are paired carefully to enhance not only the flavors, but also the understanding of place and culture. We want our Members to discover wines emotionally, not only intellectually.
Etna on Tour became the first major case study of this vision in action.
And this journey is only beginning.
The goal remains the same: discover authenticity, identify talent, and create direct bridges between producers and passionate consumers. Every semester we propose a new theme and invite Members to challenge themselves and leave their comfort zone.
Establishing myself in Italy was a fundamental part of this process. I genuinely believe Italy is uniquely positioned for this new phase of the wine market. The country combines extraordinary biodiversity, deep cultural heritage, native grape varieties, family traditions, and a new generation of technically prepared producers.
I was also incredibly fortunate to be welcomed by the community of the Vinitaly International Academy(VIA), an inspiring vision nurtured by Stevie Kim and her outstanding team. VIA embodies something rare: an active ecosystem of wine professionals genuinely focused on sharing knowledge, supporting one another, and promoting the universe of Italian wine internationally.
I was warmly embraced by this community and deeply impressed by its technical level — human capital at its best.
In 2024, I became certified by VIA as an Italian Wine Ambassador in New York, and since then I have proudly remained an enthusiastic member of this vibrant community, deeply inspired by the legacies of professors Sarah Heller MW and Attilio Scienza.
A special thank you to Juliana Colangelo, MBA for introducing me to this world 🙂
Today, The Wine Partners continues to grow organically. What started as a personal search for meaningful wines evolved into a direct-to-consumer buyers club built around discovery, education, and connection.
Alongside our original chapters in São Paulo, Miami, Orlando, New York / Connecticut, and Lisbon, we are now expanding into Frankfurt and Rome.
And with our new headquarters in Alto Piemonte, we will also be able to host experiences for the local community — creating yet another bridge between producers, professionals, and wine lovers.
The work has just begun. And of course I couldn’t do it alone; big thanks to my consultants Matteo Altare and Francesco Altare Altare, all the Chapter leaders and the support of the Members in 3 continents ! Deep respect for you all.
