We caught up with the brilliant and insightful Chiara Shannon a few weeks ago and have shared our conversation below.

Hi Chiara, thanks for joining us today. When you were first starting out, did you join a firm or start your own?

Forging the path of conscious leadership in the wine industry….

When you were first starting out, did you join a firm or start your own?

My career in wine has been a long and winding path that continues to evolve. When I first started in the industry two decades ago, I knew very little about wine—mainly just that I liked it! I was living San Francisco and had recently graduated college. After a few trips to Napa Valley, I became enchanted by the art and practice of wine tasting. Despite lacking a formal education in wine, I was intrigued by potential career paths in the industry. However, resources for aspiring women in wine were scarce at the time, so I had to begin the old-fashioned way: at the bottom, with an entry-level position at a winery office, and work my way up from there.

In the ensuing years, I would go on to work for two other firms as I navigated my route towards becoming a sommelier and eventually founding my own expert consulting business, Mindful Wine. Transitioning from office work in Napa Valley to fine wine retail, I spent fifteen years at two esteemed retail firms: K&L Wine Merchants in the SF Bay Area and Mission Wines in Los Angeles. These experiences not only broadened my palate but also afforded me invaluable opportunities to connect with industry peers and customers while pursuing my advanced sommelier certifications. It was an essential period of development, during which I held many roles, from wine sales, wine buyer and store manager to wine writer, content editor and Head Sommelier. I have tasted thousands of wines and visited many wine regions around the world, becoming ever more inspired by the richness, depth and diversity of the wine industry.

Along the way, I discovered the practices of yoga and mindfulness. This broadened my perspective as I acquired new awareness tools and gained insights into the connections between wine and conscious living. About ten years ago, I began creating wine and wellness experiences for fun, as a way to share this passion with others. Some of my early offerings were considered very unconventional when I started—I definitely had to chart my own course! However, attitudes and trends have shifted, and I began to gain recognition as a wine expert with a niche specialty in holistic concepts. It was through this fusion of passion and profession that Mindful Wine was born.

Why did you make the choice you did?

Like many people, the COVID-19 pandemic motivated me to re-evaluate my role within the wine industry and how I could be of highest service going forward. Driven by a desire to contribute meaningfully and make a positive impact, I decided to venture out on my own in late 2021. Despite initial uncertainties, the decision was an alignment of my true calling. Mindful Wine provides holistic solutions for wine industry clients to help them navigate the nuanced challenges of the industry so they can grow, adapt, and thrive. We specialize in businesses that share our core values of sustainability, innovation, and excellence. I absolutely love my clients and the work is both challenging and deeply fulfilling.

Looking back, do you think it was the right choice?

As I reflect on my journey, I am filled with gratitude for the unconventional path that led me to where I am today. The global wine industry stands at a pivotal juncture, demanding innovative solutions and conscious leadership to ensure its sustainability for future generations. My role in guiding clients towards success while fostering a culture of conscious wine education and mentorship feels not only timely but essential. Every twist and turn in my career has prepared me for this moment, empowering me to deliver value to my clients and contribute meaningfully to the evolution of the wine industry.

Chiara, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Chiara Shannon and Mindful Wine™ is my wine consulting business. I am an advanced sommelier, wine educator, and industry expert based in Los Angeles, CA. I have been featured in Forbes, The Wall Street Journal, and noted wine press for my innovative work as a conscious leader in the wine industry.

Mindful Wine born out of a fusion of passion and profession in my commitment to offering high touch, holistic wine industry solutions for conscious companies. We specialize in businesses that share our core values of sustainability, innovation, and excellence in order to create the success stories of tomorrow.
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My sommelier credentials, sensory training expertise, decades of industry experience, and a deep professional network form the foundation to Mindful Wine’s success in delivering high value results for my clients. Whether you are a new wine brand or an established legacy business, we can help you think beyond the realm of perceived limitations in order to make your wildest wine dreams come true.

Our services are customized to suit each client and may include:

Business Development: Vision, Mission and Brand Strategy
Farming/Sourcing: Vineyard Planning, Project Advisement, Grape/Wine Sourcing
Production: Product Development, Quality Control, Sensory Evaluation
Sales & Distribution: Route-to-Market and Brand Innovation, Experiential Marketing
Education, Training and Expert Speakerships
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Due to our unique blend of expertise and conscious professionalism, Mindful Wine appeals to leaders and brands seeking to break the status quo and embark on a purpose-driven journey. We also collaborate with organizations and thought leaders across industries to provide wine expertise and experiences for niche audiences.

I am most proud to witness how our clientele has grown in the past few years to include CEOS, industry innovators, top educators, and conscious creators–all of whom share in our mission to positively impact the industry and contribute towards a brighter and more sustainable future.

What do you think helped you build your reputation within your market?

The wine industry is slow to adapt to changing trends. When I began integrating concepts such as yoga, mindfulness and wellness in my approach to wine, it was certainly perceived as fringe! Fast forward to today, and holistic health is a major trend impacting many industries. The wine industry specifically is facing major challenges as it contends with shifting generational trends in consumption habits. The now dominant consumer group–Millennials and Gen Z–have very different attitudes about wine and health compared to their Boomer counterparts. Integrating wellness and holistic health concepts into the wine conversation before anyone else was talking about that helped establish my reputation as a leader in the conscious wine movement and placed me ahead of a major trend.

What’s been the most effective strategy for growing your clientele?

Wine is an industry rooted in relationships. As I launched and continue to expand my business, the best strategy I have found for growing clientele is by cultivating relationships. Meeting face-to-face, taking time to support other’s work, and continuing to learn and grow with colleagues and friends through new and shared experiences are all part of cultivating a healthy and rewarding professional network. You never know when a connection may spark a new business opportunity.

Contact Info:

• Website: https://www.mindfulwine.co/
• Instagram: https://www.instagram.com/mindfulwine.co/
• Linkedin: https://www.linkedin.com/in/chiara-rose-shannon/
• Other: I am also on Instagram as The Yogi Sommelier: https://www.instagram.com/theyogisommelier/