Ep. 1839 McKenna Cassidy interviews Julyana Fiorin | The Next Generation

The Italian wine podcast is the community driven platform for Italian winegeeks around the world. Support the show by donating at italian wine podcast dot com. Donate five or more Euros, and we'll send you a copy of our latest book, my Italian Great Geek journal. Absolutely free. To get your free copy of my Italian GreatGeek journal, click support us at italian wine podcast dot com, or wherever you get your pots. Welcome to the Italian wine podcast. This is the next generation with me, your host, Mckenna Cassidy. For the next thirty minutes, I invite you to explore with me what young adults are up to in the Italian wine scene. Today, let's feast on our discussion of Italian wine, travel, food, and culture. Thank you for being here. Grab a glass with us. Chinchin. Hello, everyone. Good morning and welcome. I'm here with Juliana Fjoreen, and we are going to be talking about Italian wine and its connection with the media and with Brazil and with Friuly and all of those interesting things. Welcome Juliana. Thank you. Well, thank you, Montana, for inviting me. Thank you for having me on the broadcast. I'm so excited that you're here and it's gonna be a real treat. So just for everyone's context. I'll introduce Juliana, and then we'll get into our discussion today. So Juliana is a law graduate. She began working with, like, the importation of construction products in twenty seventeen, and then in twenty twenty, her family founded Venoz, which is an e commerce and wine importation business. And in twenty twenty, the same year, she was selected for the Origini Italia program, which is with the Italian trade agency and Priolivinatia Julia. To promote the business of the Freoli region, and she is a link for them in Brazil, which is so, so cool. In twenty twenty one, she did the Italian Samalia exam, and she has been sharing her passion for wine and her journey is a somalia and social media. So Juliana, we would call you an influencer. He has six thousand followers on Instagram and a hundred and fifty thousand on TikTok. So it's cool because we'll get to talk about the next generation, which is why we're here. So welcome, Juliana. Amazing. Thank you. You're welcome. So would you just share with our listeners kind of where you're calling in from today? And what you're up to these days. And how old you are if you're willing to disclose? Of course. So I am twenty nine years old. Right now, I'm actually in Venezuela escaping from the Italian code of the season. Yes. A little bit of cutting, but doesn't do bad for no one. Right? So I'm here. And, yeah, so those days, it's kind of slower in the wine business to the sense that we are not importing as much on this season. So it's just kind of more chill, but the content never stopped. Right? So we're just, like, producing a lot more. And, yeah, I would just focus on this right now. That's awesome. Cool. Thanks for sharing. So your job is a mixture of posting on social media and importation for your family's company. And does it involve any other details too? Yeah. So I actually I am kind of a wine hunter. So I go around. I travel all around trying wine and trying to find the next amazing wine to bring to Brazil. And then I do also because I have this background as a lawyer, all the documentation to enter Brazil, which is kind of very bureaucratic. And then after that, I just started sharing a lot of my experiences online, I guess. It it's kind of a different life, you know. It's just like you don't see a lot of people my age doing what I do. So I just started sharing and it started to grow, like, very fast. I wasn't even expecting for it. And then became, like, a huge part of my job as well. So Yeah. Did you meet wine when your family started importing wine, or did you meet wine when you were younger? Like, how did your relationship with wine begin? So my dad's family, they are all Italians. They were, like, from a Italian colony in Brazil. I know that I used to put, like, wine on my dad's, like, sipica. Yeah. With water and sugar. So wine has always been around. It was always something Like, there was a round in my family. We had this very close contact group wine with a very young age, of course, responsibly, but and it was always around. And, of course, when you get older and you get to experiment, and even though when you move through Italy becomes like, way bigger because you can enjoy this culture that is very strong online. And it's impossible not to fall in love with mine. Did you go to Italy growing up, or was there, like, first time you went that you remember it or you went when you were younger because your family's from there? No. I wasn't actually that young. I think it was sixteen, seventeen, something like that. And I went to Rome the first time, nothing to do with my family, but it's just like a super experienced Italy is just magical. There's a code of someone saying, like, you can have the whole world if I can have Italy. Yeah. I agree. Everything when we have Italy. Yeah. Oh, that's beautiful. Thanks for sharing that. So when you started on the social media, like, how did that begin? And I'm wondering, like, the timeline of law school, did you start being on social media? Like, after you became a lawyer or during, how did that work? Well, so the the social media part is very, very recent, I would say. I graduated from law school on twenty sixteen. So that was some years ago. And then I started sharing more when I entered the ISomodia course in Italy because I found it, like, so incredible. And I didn't have a lot of people to share it with because you, like, in my little world, I didn't have that many friends my age that would talk about wine, you know, like, that would spend hours talking about, I don't know, fermentation and these details. So it's kind of like a learner on it. And I just thought, like, but this is so interesting. I'm sure there's a lot of people that would like to see that and would like to understand the insides of the wine world. And then I started sharing, like, March this year. So it's very recent. Uh-huh. I was studying for my final test on the Sumería course of Ice, in Italy. And then I just started posting, and then it kinda blew up because one video went, like, super viral. Oh, wow. Yeah. In TikTok. And then I woke up one day, and the thing was just, like, blown up on Instagram. So I just kinda pick up got to pick it from that and just, like, kept going. You know? Okay. So I sadly only know obrigada in Portuguese and to to to to Duvein, my friends. Everything as well. But could you explain to us what that TikTok was? Like, was it a hot cake and what wine? Like, why was it busy? I cannot explain to you why because these things are, like, it's funny, but I took one of the most sold wines in Brazil, and I did, like, review of the wine as a summary. Like, pointing, like, what it felt to drink that wine? And it was like a very, very low quality wine. And what happened is my main objective on this was to explain to people why those very low cost wine costs that low is because it's a different type of grape, and everything. So I wanted to introduce people to the world of fine wine kind of setting apart what is this type of wine that they are usually drinking to fine wine. Uh-huh. And I felt like it just got like to curiosity and as well because it came from someone that was so young to the sense that you don't see a lot of influencers at least in Brazil that are my age talking about wine this way in a very modern way. So I think it was a mixture of these different things, like, something that was very known with a different phase saying it and just like in a curious way where people didn't know about it. So I think it was like a mixture of those things, but I cannot tell you exactly why, you know. Are you enjoying this podcast? Don't forget to visit our YouTube channel, mama jumbo shrimp for fascinating videos covering Stevie Kim and her travels across Italy and beyond. Meeting winemakers, eating local food, and taking in the scenery. Now back to the show. I think it's so cool because obviously that wine is something the taste of it. The accessibility is so familiar. Like, everyone knows what it is, but when you contribute new information about that very familiar thing, it kind of, like, creates a sudden conversation and everyone's very interested. It would be like if new information came out about a celebrity or if new information came out about the way certain produce has grown that we're also familiar with, then people, like, gravitate towards that. And all of a sudden, start chatting very quickly together. Yeah. I'm sure that this part of like being something new and something that people were not used to seeing it's kinda grabbing, you know, it's just kinda it makes us more curious, I guess. I think it's kinda just, like, peek behind the curtain as well because all of a sudden, oh, they know some insider information or something like that. I think that kind of exposure makes wine very attractive to a younger generation as well. Like, people, they wanna know. Yeah. Yeah. Yeah. I think, like, exposure and, like, vulnerability make them wine, like, very attractive in a way or the discussion that they Yeah. I totally agree. And I feel like the younger drinkers, they long for authentic experiences rather than just like paid publicity as well. Like, they are kind of tired this type of advertisement of line in the sense that it's like very traditional. They wanna know the the inside parts. They wanna feel like they are getting something more. You know? Totally. And then I think it helps too when one of their peers is explaining that authenticity to them. Like, with all due respect to everyone who's older than me, I know that I can sell a certain wine much more quickly to someone who's my age. Perhaps that they can because you're there's like a level of friendship between people of the same age. So I think having people who are not selling, but you know what I mean? Like, explaining wine to the younger generation who are also young, like, that. That seems to have a really big pull. Yeah. I I feel like they connect more to the sense that, oh, this is not just a beverage from, like, old people to drink. Yeah. But something that is also cool. And if you touch that with a little bit of storytelling from the behind the curtains Mhmm. And from this like Dolce Rita lifestyle that is very appealing. Yeah. I feel like young people really connect with that. That's awesome. Juliana, do you remember your kind of like a wine or wine in your studies that made you really realize maybe something different than your family's wine growing up or that really caught your attention? I would say the sauvignon blanc from Frulli because Frulli is not a region that you hear a lot about outside of Italy. Italy is already, like, they don't talk that much about theory, but what got me very deeply with this type of line is that it felt so different from the other white wines that kind of opened a new world for me where I felt like, wow, if there's this region here in Italy that I've never heard about, that make this extraordinary wine. Mhmm. How many other wine regions that I don't know that I could fall in love with that could bring me my next favorite wine So I think it was the sauvignon brand from Frulli that did this for me. Oh, that's so wonderful. Was it made by any particular producer or just one that you came across? Yeah. It was made by Vila Ruces. Okay. They're very big on it. And they are like a very classical winery from the region. And I had the pleasure to work with them for a little bit for my project. Yes. In the origini Talia Course. So I was leaving in the vineyards actually three months more or less. It was a great experience in general, but I feel like this line opened a lot of doors for imagination, you know. Would you be willing to kinda describe what their vineyards are like or the land that the wineries on for those of us who haven't been there? Oh, it's so beautiful. So we're very close to Slovenia. The company that I was talking about there, like, more or less six kilometer kilometers from Slovakia. And you have a lot of slopes and, like, the daylight there is just amazing. And I don't know. There's this kind of a lure to the scene where it's just like different from other places in Italy. So particular, you have a very big mixture of different influences from Slovenia, Austria, all at the same place. So it's very particular, but it's so pretty. So pretty. It's amazing. And you stayed on the property. What was your project there? So I did their plan of exportation. Okay. Just kinda there to help them explore their products. Okay. And to market their products outside Italy, especially targeting the Brazilian market. Okay. And, yeah, how to sell their wines abroad. That's wonderful. Yeah. Villa uses a highly awarded winery, and it's all is it all Calio doc? Yeah. Yeah. Okay. Cool. And then what other wines were they making besides, like, the sauvignon blanc? Oh, they they do a lot of wines. Oh, still wines. So they do Mavazia, they do Ribolajala. Mhmm. They do Mirlo. The Merlo is very famous there. Cabernes Avignon as well. And the peanut refill probably too. Yes. Oh, of course. Yeah. Yeah. Beautiful. Cool. Thanks for sharing that. I was curious. Do you feel like for the young people that you're talking to in wine? Do you think that an experience in the vineyard is or of the vineyard at least knowing what a vineyard looks like is important or critical for understanding wine, or do you think that's not necessary for becoming a new friend of one? I think it's if you have the opportunity, you have to do it. Mhmm. I mean, I feel like you can understand wine way better when you go to the vineyard because you understand the process, you feel the land, you feel the tehwar, You have the opportunity to have people that work in the wine, describe you that wine. And I feel like people when they go to the vineyard, they become kind of ambassadors for that wine, you know, because that's an experience that imprints you with joy and with knowledge of the process that is making wine. So I feel like that's a great way to engage people. And you know that in talking about, like, younger generations and visiting vineyards, they have actually, I think this is all across Italy. They have this event called Continue curtain Okay. Where you can grab a glass of wine and you go go around so many vineyards tasting wine and doing like little express tours, and you can go to as many as you want in a day. That's wonderful. Yeah. It's a very, very fun activity. And I feel like if a tourist is there around this time, That's the thing you you wanna do. That sounds like anyone who was in that area would wanna do that. That's a great moment. So it's like an do you have to drive yourself around or as long as you get to every winery, you have your glass. You can taste. Yeah. Yeah. As long as you can get to every winery, you can taste. You usually need a friend that doesn't drink or drink, like, very little. Like, Usually, the sommeliers are, like, used to actually splitting the wine and not actually drink it. So maybe get grab your civilian friend to to drive around, but Yeah. You go to all the wineries that are included in the in the program there, and that's an amazing activity. That's awesome. And then you get to see the different sets, like, types of hospitality. It's kind of like when you go to a concert, and then you're a massive fan of that music after the concert, or you go you've been shopping online for a brand forever, but you finally go into the store and the sales consultant. You have, like, a really good experience there. And they're like making a connection with the wine by where it comes from if you have the freedom to do that is really special. Yeah. You feel included and you feel like you have this insider insights that we talked about before. Juliana, I know all the listeners today are, like, pretty excited to hear your perspective on young people and wine, like, we've been talking about. I was wondering what are some of the hottest takes that you've had about wine that you felt like have been really fruitful for making new friends of wine. Maybe that first TikTok, but also, like, I'm sure that other videos where people have been like, whoa, hot take, but then you also saw a lot of interest afterwards. So I feel that they get very engaged as well on the how to approach line. So they are very curious on the temperature on which glass you put on. So on this how to that is not actually super well known if you're not, like, in the wine community. I feel that they get very curious because, okay, maybe I haven't had the super close approach to wine until now. Mhmm. But if I'm going to do it, I wanna do the right way. So they get very curious on this things about, like, pairing on the glass, on the temperature, on which wine to choose. I think this is a big thing as well because they sometimes they don't have enough money to spend a lot on one single bottle of wine, but they wanna choose very well since they have to make a choice. I get questions sometimes when people are like, well, what do I order? And it's probably you answering this question. Do you ever feel like you have to pair it to Brazilian food for them. I was curious because Brazilian food is different than Italian food. I feel like pairing with Brazilian food is a little bit harder because we use a lot of spices and a lot of There's, like, a an outstanding amount of different flavors and one dish. And I think this is a little bit harder to pair when you compare to the Italian cuisine, which is amazing because the ingredients are super fresh, super local, but you don't have, like, this fight of flavors going on. So you can do, like, more assertive wine pairings comparing to Brazilian food. Do you think that friuli wines have the opportunity to pay her very well with Brazilian Foods since you're involved in that invitation? I think. Yeah. You can use, like, Flulano, for example, which is a very dense wine, durable ajala as well. Like, When you have those wines that are very potent, you can pair them very well with, like, this very flavorful dishes. That's fabulous. What's your favorite Brazilian food? Right now, since I've been living immediately, I just kind of long so much for a should ask of a girl just wants her meet, you know. Yes. So, yeah, I feel like this is the food that I miss the most, let's say. Okay. That's good. And when you're drinking wine, what wine? It doesn't have to be Italian wine. What wine do you drink with Cholasco? I love to play with brittanelles in a potino. Oh. And I feel like it's an outstanding beer. Especially because you have, like, all these fatty parts of the meat with the structure of the meat on the grill, you know, so I feel like it's an outstanding bearing. That's wonderful. Even like a reserva with that would be awesome. Yeah. Yeah. Yeah. Last week, I was in Montalchino for the Benvenuto Bruno, on premiere release of the twenty nineteen Brunellos. And I can just picture how nice that would go together. I went to an event last week as well that they had the preview of the twenty nineteen and they are super excited because it was a great vintage and I I just can't feel the outstanding future and with all the pairings that we can do. Just like just think about Chaska's amazing. And I think, like, our continued excitement about wine will really help the younger generation or our peers get excited about wine as well. Because if we were a lukewarm about it, then they wouldn't have any excitement about it. But if we are providing a perspective of enthusiasm, and joy and creativity, specifically through videos like TikTok and Instagram, I think that's a great way to just reach people. Yeah. Yeah. For sure. And I feel like it's We live in a time where I feel like the younger generation is kind of more questioning of things, just like not accepting things as they come. So when you provide them, like, this shared experiences online about, like, the joy of savoring wine and life at the same time. They just kind of feel the overwhelming excitement that we have and Yes. They just, like, wanna get on board with it as well. Yes. I noticed some people too, they you're right. They do question everything, but they don't voice their questions. So it's like you you either have to assume what questions they're asking or they'll questions, but only privately so that there's no opportunity for embarrassment. So it's kind of like as an influencer or a consultant anticipating what questions they might have, that's, like, also our job. Yeah. And also because sometimes we have, like, disclosed vision about the inside. And sometimes we have to open up ourselves to think as an outsider. Like, if I knew nothing, what I would be more curious about. Like, what I would like to know. And then when you think about those questions that sometimes they make, but they don't wanna verbalize it. Yeah. You you kinda connect to them because this is easier too. Yeah. I agree with you. What kind of style of wines do you see our peers or the younger generation enjoying most or maybe misunderstanding most? Like, dry, still whites or sparkling wines, like which style of wine are they most excited about? I feel like the younger generation let's say immediately, for example, they will always go, like, regional that we food with wine with everything. It's just like a part of their culture, but I feel like in general, they like drinkability. Like, they don't like to think a lot about, like, preparing you know, the camping or just, like, figuring out, oh, is this wine ready to open right now, or do I have to wait a few years? No. I feel like they want something that is very drinkable, very easy to approach. I feel like prosecco opened the doors of the sparkling again, you know, and it's it's very easy to go. You can do a lot of drinks with it as well. So because it's intended to be so fresh. And so just crisp and also relatively reasonable in price. That's a great example. Yeah. I feel like this is very approachable, so it's very easy. And as well they they like like, steel lines that are fresher. Like, when you think about it also, as you think about something easygoing, like, more food forward. And sometimes they like to explore things that are more matured and more a little bit more complicated, but I feel like on a day to day basis on things that they would drink a lot more, it would be, like, more of this drinkable, easygoing style. Yeah. I agree. I think when you're doing an introduction of big, bold rich wines like, and age, like, a brunello or Alianca, or even if you're introducing someone to Barolo for the first time, you can't just pour them a glass. There's kind of a more, like, Hi. Let's sit down and kind of discuss what this is, but you could easily pour them a glass of ferocity Montalchino or Nebula and be like, here, try this and they'd be like, oh, nice. Because it's that younger expression. Yeah. Yeah. Sometimes, like, it can be a little you can kinda introduce them. Like, you can put the barolo, but some you introduce it first with other wines and just, like, for them to get used with the tenants and everything and just like, get around it, and then you put it on. Because if you start with it, it's just like, wait, I don't understand this. This is too much. I don't like it, you know. Totally. Or if they're at a wine dinner and the meal pairs with it, then you can kinda roll with that. But it was kind of like some gateway that needs to take place. So what excites you, Juliana, about kind of the next year twenty twenty four? What are your travel plans? What are you hoping to post about? That type of thing? So I wanna do, like, a little bit take a little bit on the educational route. You know, I just wanna enjoy the fact that I've been creating this community that wants to know a little bit more about wine. To kinda give them what they have been asking me to do. Just like, oh, I wanna know the basics of wine, so I wanna do this. Kinda like a wine course. I plan on studying more wine. Hopefully, I can do via as well. And keep growing and producing content on social media and hopefully helping other companies to achieve younger drinkers as well as getting on this new way of marketing wine as well. Yeah. That new way of marketing wine is so so new. Like, so we've seen it kind of more and more recently. When I was at the wine to wine conference in verona, everyone was asking me about the next generation, and what is next generation? And then we had dinner at San Polo in Montalcino, which is one of Mara Lisa Alagini's properties. In Tuscany, and the vineyard manager of Antinori, Pian de Navigna, was asking me, you know, what's going on with the young people. Everyone seems very concerned about the future of wine, and I I don't feel concerned about the future of wine. I think that it's just the conversation and the style of conversation is shifting, but wine is timeless, and we're all aware of that. So it's just the way we're telling it story. Yeah. Yeah. And I feel like this younger generation is a little bit more concerned about alcohol consumption, and they are just a little bit more aware, let's say. So that's why I believe that putting all the information behind and all the spectacular things that come behind the wine you drink is a way of just like making this lifestyle work be reasonable and exciting and amazing at the same time as being something that is not bad for you, you know? It's just like, why is life? And we understand. But in moderation is key, and sometimes have as much as you'd like. But, yeah, I hear you. Yeah. And I and I feel like it comes in goals because we had, like, a period of time where the consumption was just, like, out of control, you know, just like people weren't talking about the, the complications of it. And then it came on time where, like, people are more worried about it. And I feel like we're coming from a generation that we'll be able to find balance on it. You know? Great point. That is a good hope. We just have a few minutes left, Julian. Is there anything else you'd like to share about what's on your mind with the youngest generation and how our Italian wine producers can continue to share their wines with those? So I would say that the Italian wine producers should, in my opinion, invest a little bit more in the storytelling behind their companies as well as making this video format. Because a lot of companies in Italy are very resistant to do content in video. They like pictures, they like brochures, they like, you know, I think that if you can translate it, into a great storytelling to tell their story. I think this is a great way of opening the gates of the new generation because social media is where they are. Another thing is investing a lot on events and experiences that are shareable, let's say. So if you have, I don't know, some events at the vineyard where you target young people and you do, like, this kind of root of wine inside the vineyard where they can take pictures, they can share, and it can kinda live in the moment and soak all the terror and all the great things around them. I feel like this is a great way to communicate wine to the young generation. So I would invest in this two things. You heard it, everyone. Video engagement experience. There was a time in university, Julian, and when I worked on a team of people who were marketing the university, and the team was called storytelling and engagement. And I think that experience in marketing through experiences is what captivates new friends of wine. And it's so cool that your story has testified to that. Great. I'm happy. Well, I personally am very excited to follow you and continue to follow your travels in the coming year. And I'm, please, I'm excited for your path in Italian wine, and I just thank you so much for sharing your perspective today. It's been really illuminating and encouraging and exciting for me. Thank you. I had so much fun. I know we'll talk again soon. And so to everyone listening, go engage online. It'll help wine survive. Tante grazier for joining me today. Remember to catch our episodes weekly on the Italian wine podcast. Available everywhere you get your pods. Salute.