J.C. Viens

Summary

Bridging Italian Wine & Global Markets Empowering wine professionals to transcend technical knowledge and become cultural storytellers, strategic communicators, and international ambassadors of Italian excellence. I build bridges between meaning and markets—helping professionals, regions, and brands express their deepest value with clarity, strategy, and emotional resonance. My journey began in international trade in Hong Kong, where I built a multi-million-euro export business from the ground up—coordinating production across 98 Chinese factories and distributing to 24 countries. That experience sharpened my skills in global markets, strategic scaling, and cross-cultural communication—the expertise I now bring to the world of Italian wine. For the past 15 years, I’ve worked at the intersection of education, communication, and strategy, helping wineries, Consorzi, and professionals navigate international markets. How I Make an Impact ✔ Educator & Advocate – As a WSET Approved Program Provider since 2010, I’ve trained over 1,000 professionals across Asia and Europe. My formative years included six years of study in the Master of Wine program and completion of the AWRI’s Advanced Wine Assessment Course, giving me a deep foundation in critical tasting and structured wine analysis. I am Wine Judge at Decanter Wine Awards. ✔ Market Strategist – I helped expand the Order of the Knights of the Truffle and Wines of Alba into 15 countries, growing membership to 700+ ambassadors who champion Italian wines globally. ✔ Brand Development Lead – I supported the Consorzio of Franciacorta in defining its brand strategy in China, creating the Chinese name (馥奇达) and securing trademark registration. ✔ Storyteller & Communicator – From serving as Managing Editor of Spirito di Vino Asia to advising Vinitaly International and speaking at global wine events and on radio, I help shape how Italian wines are perceived abroad. ✔ Event Creator – I developed initiatives like Vino Condiviso and the Italian Wine Celebration in Hong Kong, connecting thousands of consumers and producers with market leaders. ✔ Connector & Advocate – I’ve built a global network of professionals, distributors, and influencers to open new opportunities for Italian wine. Awarded Cavaliere dell’Ordine della Stella d’Italia for advancing Italian wines in Greater China. Now based in Verona, I continue to explore new ways to elevate wine as a cultural expression—through education, consulting, and Grande Passione devoted to wine, meaning, and connection.