Wine Scholar Guild (WSG) is delighted to announce that Christopher Martin MW has joined the team as Director of Education. As one of the very most recent individuals to achieve the Master of Wine certification in February 2024, Christopher has a strong background in education, with over 18 years of teaching a range of students from primary schools to graduate-level courses. 

This article explores themes connected to the panel discussion led by WSG at Wine Paris on February 9, 2026. Wine is one of the most culturally rich, emotionally resonant traditions in the world. It connects people and place like few earthly things can. Yet the wine industry finds itself on the edge of a precipice. Declining consumption, shifting demographics, climate chaos and fierce competition from spirits and non-alcoholic alternatives all call wine's future into question. External forces aren't the only culprits. Within the industry, wine education itself has unwittingly become part of the problem—actively contributing to the disconnect between wine and the people who might love it.