Daria became an expert in Online Marketing, Digital Transformation and Business Management. She holds a Bachelor of Arts (B.A.) degree in Economy and Business Psychology from Leuphana University Lüneburg and a Master of Business Administration (MBA) in International Business and Brand Management from London School of Business and Finance (LSBF).
In this exclusive interview, I have the pleasure of sitting down with Vince Anter, the dynamic and passionate founder of the acclaimed "V is for Vino" show. Vince, a wine lover and storyteller at heart, has created a unique platform that goes beyond the glass, inviting viewers from every corner of the globe to explore the rich and intricate world of wine. With "V is for Vino," Vince takes his audience on unforgettable journeys to some of the most renowned vineyards, introduces to the artisans behind the bottles, and educates on the nuances of wine tasting, all while weaving engaging stories that capture the essence of each region's culture and traditions. Through his captivating episodes available on YouTube and the detailed explorations featured on his website, Vince has not only demystified the world of wine but has also fostered a community of wine enthusiasts eager to learn and share their passion. Join me as I uncork the story behind "V is for Vino," discovering the inspirations, challenges, and aspirations of its visionary founder, Vince Anter.
Daria Chernysheva (DC): What initially drew you into the world of wine, and how did you begin your career as a sommelier?
Vince Anter (VA): Yes, good question. I was always around wine because my parents enjoyed it. When I was quite young, my family owned "Anter Bros," a company that specialized in importing wine, candy, and other goods from Italy. So, we had wines around the house.
I developed an interest in wine during my college years. Like many in American cities, I was funding my education by working in bars and restaurants. Europeans might not relate to this since their college education is often funded. In the U.S., numerous students take on part-time jobs to manage their tuition fees – that was my path. I discovered my lack of wine knowledge was a barrier to securing the serving positions I aspired to in certain restaurants. I would be asked about wine and found myself unable to answer, which I found frustrating. Later, while trying to pursue a career in music in Los Angeles and still working part-time in bars and restaurants, I landed a job at a hotel. It was here that I was given the opportunity to take the sommelier exam, thanks to their sponsorship.
I undertook the sommelier exam through The Court of Master Sommeliers. However, I found the entire process to be heavily skewed towards those already within the trade or industry. Not only was it costly and demanding, requiring a year of study, flashcards, and formal classes, but it also seemed inaccessible for two main reasons. Firstly, for someone not in the trade, someone who might simply be a curious consumer wishing to learn more about wine, this formal and intensive route seemed impractical. Secondly, the cost was prohibitive. The only reason I could manage was that the hotel I worked for covered the expense. Without their support, it would have been unaffordable for me.
This experience led me to conceptualize a video education course. Initially, the idea wasn't to launch what it has now become - a TV show. The original concept involved selling wines, including miniature bottles, which I planned to ship along with video content that educated buyers about wine. However, I quickly realized the complexities involved in shipping wine across the U.S. Despite these challenges, after filming the first season and releasing it, we received overwhelmingly positive feedback. This success prompted a shift solely towards producing the show, which has now amassed over 20 episodes and is thriving. Does this sufficiently answer your question?
DC: It answered the question, thank you. Basically, you wanted to create an educational content, or what was the inspirational moment that led to the idea of creating “V is for Vino”?
VA: Yes, I wanted people to be able to learn about wine simply and easily. In terms and in a presentation manner that was just fun and casual, instead of formal. That was really what it came down to. I wanted it to be accessible, both, in terms of content and financially. I wanted to make accessible wine knowledge.
DC: In developing "V is for Vino," what were your primary objectives, and how have they evolved since the show’s inception?
VA: The foundational principles of my mission remain the same. My goal is to make wine knowledge accessible to anyone with an interest in seeking it out. Although not a secret, my underlying ambition is to inspire people to explore the world, whether vicariously through watching the show and exploring a bottle of wine that introduces them to different cultures, or by actually boarding a plane to visit these destinations in person.
I'm a passionate advocate for the value of travel and its ability to broaden one's horizons and shift perspectives.
DC: What are some challenges you face in conveying detailed wine knowledge in a format that's accessible for your audience?
VA: This is an insightful question and touches on one of the more difficult aspects of what I do. For instance, I'll be traveling to Burgundy, France, this summer, a region known for its complex and rich history.
The intricacies involved, including the various sub-regions, wine classifications, and classes, can be overwhelming. This challenge was similar to my experience in Bordeaux, another historically significant region with a wealth of information. Alternatively, I find myself exploring lesser-known regions like Valle de Guadalupe in Mexico, where the local wine is unfamiliar to most. My main challenge lies in distilling this extensive and detailed knowledge into digestible, relevant information that appeals to and educates both the average consumer and those new to the trade.
My goal is to present information in a non-intimidating, engaging, and enjoyable manner. As you might have noticed on the show, I extensively utilize animations, maps, and graphics— tools that greatly assist me as a visual learner and enhance the learning experience for my audience. I aim to keep things lively and comprehendible through the questions I pose during interviews, reinforcing the key information.
While speaking directly to the camera, I lay the groundwork with visually rich content. Then, during interviews, I engage with winemakers to offer their perspectives, effectively echoing and emphasizing the points I've made. Each episode is crafted with a focus on three or four essential messages. Amidst the wealth of content in an hour-long episode, my aim is to distill it to the most important takeaways—what are the vital nuggets of knowledge I want viewers to remember? Let's ensure I repeat those key points multiple times throughout the episode, so the audience grasps them. If viewers are interested in delving deeper, if they're keen to truly comprehend all the maps and details, they can rewatch the episode multiple times. They also have the option to explore books for more information.
DC: A lot of your fans and followers appreciate the educational content about wine. What do you think is the most misunderstood thing about wine by the general public?
VA: It's widely recognized these days that great wine doesn't necessarily come with a hefty price tag. One of the biggest misconceptions, which perhaps Europeans grasp more intuitively, is the significance of the region over the grape variety. I frequently champion the mantra of 'place over grape.' In America, and in many new world wine regions, people often choose wines based on grape variety, which is a habit deeply ingrained, especially in the older generation who have always done so. The discrepancy between, for example, a Chardonnay from Northern California and one from Chablis, France, is astounding. Despite being the same type of grape, their characteristics can be so distinct that they hardly seem related when compared side by side.
The challenge lies in conveying to the average consumer the crucial role of the wine's origin— not only because it dramatically alters the wine's profile, but because, as our show illustrates, the essence of a wine is inextricably linked to its surroundings. That's why our focus isn't on showcasing various wineries within a single episode; instead, we delve into a different wine region each time. While it would be feasible to cover multiple wineries in a place like Napa within several episodes, what truly enriches the wine experience is everything that encompasses it—the region itself.
By exploring these regions, viewers gain insight into the local wine, as well as the geography, terroir, the philosophy of local winemakers, and the culture, including the food with which the wine is paired. After all, wine is so often enjoyed in concert with food, which is an integral aspect of the wine experience. For anyone new to the world of wine, grasping the impact of 'place' is possibly the most critical yet underappreciated concept to understand.
DC: How do you stay abreast of the latest trends in wine, and how do these influence your selection for the show?
VA: I don't actively pursue the latest trends. Being part of the industry, I naturally encounter a variety of experiences, especially through my visits to different restaurants. I'm passionate about dining out and make it a point to check out the newest or most popular places. This habit allows me to immerse myself in the current dynamics of the restaurant world. Restaurants, in my opinion, serve as the primary channels through which trends emerge, particularly evident in their wine selections. Quite often, our followers will alert me to things I'm unaware of.
I don't claim to be the world's most knowledgeable sommelier. There are many out there with far more expertise and current knowledge than me. I depend on the insights from individuals I interview and the updates our fans share with me about new developments. It's not unusual for someone to reach out, inviting me to explore the wine scene in places I hadn't considered, like Malta, or even receiving a surprising message about wine production in Minnesota. I look to our audience for guidance and learning as well because the wine world is vast and infinitely deep. There are countless regions producing wine, offering a never-ending journey of discovery where one can always find something new to learn.
DC: That's true. I told you the other day about the wine in Ukraine. It's not so popular yet, but hopefully it will become.
VA: Exploring lesser-known wine regions is what truly excites me, like with our upcoming Lebanon episode. I believe that Lebanese wine is still a mystery to many. I had only minimal knowledge before my visit. In each episode, I aim to take the viewers on an exploratory journey alongside me. I approach each show with an open mind, pretending to be a blank slate. I converse with wine makers as though I'm completely uninformed. This approach not only keeps me humble but also ensures that our audience can engage with the content and gain the knowledge they seek. By assuming that the viewer is starting from scratch, the discussions in the interviews become more informative and enriching for everyone involved.
DC: What can you tell us about the process of producing "V is for Vino"? Any behind- the-scenes stories that stand out? Maybe something funny or maybe something sad? What can you share with us?
VA: What often surprises people the most is the size of our production crew. Despite producing a polished show that the crew and I feel could easily fit into the lineup on Netflix, we operate with a remarkably lean team. Typically, we range from a four to five-person crew during shoots, which includes two cameramen, a possible third acting as an assistant, maybe a producer, and myself. I'm deeply involved in every stage, from pre-production, where the planning and research happen—all done by me without a research team—to writing episodes and the intensive process of post-production. Initially, I handled all the editing myself, though now I manage about half, alongside overseeing distribution.
The behind-the-scenes moments highlight our adaptability and the camaraderie of our close- knit team. An amusing incident occurred during a shoot in Europe, involving the pay-to-use public toilets. My wife and I found ourselves with just one coin for entry. We strategized for her to use the restroom first and leave the door ajar for me. Unbeknownst to us, an automatic cleaning cycle sprayed me with cleaning solution when I entered, a surprising feature aimed at ensuring cleanliness between uses.
Our journey has also seen its fair share of challenges. Despite securing permissions for private venues like wineries and restaurants, we face hurdles in public spaces due to varied filming regulations, occasionally resulting in us being asked to leave. Once, a team member nearly choked on a peanut butter-filled pretzel during a setup, saved only by the timely intervention of a former police officer with a life-saving Heimlich maneuver.
Despite these trials, the heart of our adventure lies in the incredible bond within our team. We operate with two main crews: one in the U.S. and another in Italy, both of which are not just colleagues but great friends. This camaraderie and the shared experiences, both good and challenging, make our journey all the more rewarding. I am truly fortunate to work alongside such dedicated individuals.
DC: That's interesting. Let's talk about the brand. "V is for Vino" has successfully created a niche within the crowded online content space. Can you talk about the challenges and successes of building the brand?
VA: Certainly, in the initial five years of "V is for Vino," I balanced my roles as a sommelier and bartender. Diving into entrepreneurship, I was green; my expertise lay in wine and presenting—thanks to my musician days—not in business management. Seeking clarity, I invested what was then a significant sum for me, approximately $500, into consulting with a business coach. I was seeking a roadmap to profitability for my idea. The outcome, however, was disheartening; he admitted to having no clear answers. This experience, though initially painful, was enlightening. It debunked the myth of a one-size-fits-all solution to success in business.
I've since iterated my business model and approach to monetization numerous times and anticipate continued evolution. For fellow entrepreneurs, my advice is straightforward: start now. You'll navigate and learn as you progress. Planning is crucial, but so is resilience and patience. My additional counsel would be to stay the course without expecting rapid success. It took five years before "V is for Vino" began generating consistent revenue and became my full occupation, all the while I maintained a day job.
The value of chasing one's entrepreneurial dreams cannot be overstated, in my view. Life is fleeting, and spending it in an unfulfilling job is a disservice to oneself. If you're harboring a business idea, my encouragement is to launch into action and dedicate yourself fully to the journey. Solutions and success will unfold with time and hard work.
DC: What kept you motivated during these five years?
VA: I adhere to a philosophy that essentially states: good will be good. This idea manifested distinctly through my experiences. Initially, I spent around five years attempting to carve a path as a singer-songwriter in Los Angeles. Despite my efforts, attracting audiences to my shows and sparking engagement with my music was perpetually challenging. It just didn't connect with people the way I had hoped, leading me to recognize it might not be my calling.
In contrast, when I ventured into creating "V is for Vino," the scenario shifted. Although financial success was not immediate, the positive feedback I received from early on was a clear indicator that I was onto something valuable. Viewers would express how much they learned from a single episode, more than years of direct experience, underscoring the impact and potential demand for what I had started.
This journey taught me the importance of self-awareness and the courage to pivot. Your instinct will often signal whether a concept holds merit, advising persistence and patience to budding entrepreneurs, particularly in the wine and digital content realms. Success requires more than immediate gratification; it's about dedication and sustained effort over time.
Most overnight success stories are years in the making. Therefore, embracing a long-term commitment and being open to evolution based on your audience's feedback is crucial. Rather than trying to enforce your ideas upon the audience, learning from them and adapting to meet their needs fosters a dynamic, reciprocal relationship. This approach is not only sustainable but also grounds for genuine connection and growth in any field.
DC: What future trends in the wine industry are you most excited about, and how do you plan to integrate these into your work with "V is for Vino"?
VA: Indeed, that's an insightful inquiry. To revisit what I mentioned earlier, my approach to trends isn't deliberate. Rather, I find myself guided by the ebb and flow of the industry, leaning on winemakers—who are deeply attuned to trends out of necessity—to navigate these waters. Their connection with consumer preferences is crucial for their trade. My journeys across various wine regions introduce me to what's capturing audiences' interest. A notable observation has been the growing emphasis on transparency within the industry. This includes a push for clear labeling practices, something already being legislated in parts of Europe. The idea is not to dictate winemaking processes but to advocate for transparency about what goes into a bottle of wine. This call for clarity is part of a larger trend towards transparency, with movements like natural wine serving more as indicators of consumer desire for openness rather than complete solutions.
Another significant trend I've observed is the focus on environmental sustainability and regenerative practices among winemakers. They're not just winemakers; they're farmers who see the impacts of climate change and soil degradation firsthand. There's a shift towards adopting practices that view the vineyard as an integral ecosystem, aiming for not just sustainability but also the regeneration of land.
As for how these trends influence the content of my episodes, it's more about discovery than deliberate choice. I don’t set out with a thematic agenda but rather let the stories and experiences of the winemakers shine through. It's not my place to preach or sway; I present their narratives as they are. Whether viewers align with these perspectives or not, the essence is in sharing these authentic experiences and storytelling. In essence, the trends come to me, and my role is to relay them to you in the most genuine way possible.
DC: One extra question, do you plan to make more educational content about other types of alcohol?
VA: Embarking on episodes dedicated to vodka, bourbon, and sake has been a longstanding aspiration of mine. Despite the rich tapestry of wine regions, I still intend to explore, which has delayed this dream, the idea remains close to my heart. While there are no immediate plans in place, I'm confident that these episodes will materialize in time, with an episode on sake being particularly appealing to me.
After visiting Japan last year and experiencing its wonders firsthand, I'm eager for audiences to witness its captivating beauty and unique culture through a sake-focused episode. Sake, in my view, is often misunderstood, and I’m passionate about demystifying such beverages. This aligns with my enthusiasm for spotlighting misunderstood drinks, similar to my efforts with sherry and port, aiming to clear the fog surrounding their reputation and educating viewers. Ultimately, unveiling the intricacies of these beverages and shedding light on their true essence is what excites me the most.
Daria Chernysheva, Chief Executive Officer, Business Owner
Daria Chernysheva was born in Odessa, Ukraine and moved with her family to Hamburg, Germany when she was 9 years old. After her graduation, Daria became an expert in Online Marketing, Digital Transformation and Business Management. She holds a Bachelor of Arts (B.A.) degree in Economy and Business Psychology from Leuphana University Lüneburg and a Master of Business Administration (MBA) in International Business and Brand Management from London School of Business and Finance (LSBF). Over the course of 15 years of working experience, she worked for different large international IT and Consulting companies in diverse countries, such as Italy and Ireland. Daria knows several European languages.
