I’m Amaia.
I work with wine, people, and strategy.

The Way We Wine Now is a project focused on supporting key decision-making for wineries, Denominations of Origin, and other wine-related projects. I work alongside teams to bring clarity and structure to questions around product, portfolio, and narrative. Helping them understand what they really have on their hands, what they may be communicating unintentionally, and where time, focus, or resources are being lost.

I don’t work as an agency, nor do I replace one. I work before or alongside agencies, bringing clarity and perspective, and often act as a bridge between teams to sharpen focus, clarify priorities and briefs, and improve the work on both sides.

Originally from the Basque Country, I’ve lived and worked in Spain, China, and South America. Moving between different cultural contexts comes naturally to me and strongly shapes how I approach projects. With over 15 years of experience in marketing, sales, and commercial management, including hands-on work within wineries, I understand both the importance of storytelling and the realities of the market.

I bring together a combination that is still quite rare in the wine sector:

• In-depth wine knowledge, backed by advanced training (WSET Level 4 Diploma in Wines & Spirits).
• First-hand experience within wineries, across different departments, particularly marketing and sales.
• International experience, having lived and worked in countries such as China and Colombia, and collaborated on projects targeting diverse markets, including channels like SAQ, LCBO, and Systembolaget.
• Extensive experience in product development, from vineyard to shelf: portfolio thinking, range definition, naming, and packaging.
• Close and ongoing collaboration with designers, illustrators, and creative teams, providing direction and coherence without stepping on their toes.
• Experience in institutional environments and publicly funded projects, including work with European subsidies (OCM) and business development organisations, which allows me to navigate frameworks, timelines, and expectations with realism.

Through The Way We Wine Now, I work with wineries, institutions, and wine projects that want to better understand what makes them unique, take decisions with greater clarity, and build for the long term, without losing the pleasure along the way.

Because, in the end, wine is exactly that: a product of the land, deeply human, with the power to bring us together and move us.