Tell us about the initiative you are running for this year’s International Women’s Day?
Sophia Longhi: Our #RaiseYourGlassHigher campaign speaks out against harassment in the wine industry. It follows on from the Curious Vines UK Women in Wine Survey 2023 where the biggest issue faced was sexism, harassment and gender bias. We are encouraging people from across the industry to stand with women and call for real change when it comes to harmful behaviours and attitudes.
Effi Tsournava: This year’s IWD theme is Accelerate Action which is a powerful message. We couldn’t help but notice how incredibly relevant it is to the wine industry. Our campaign aims to show the unity among members of the trade across a selection of different backgrounds in their quest to end harassment and create safer spaces in wine.
Why did you want to run this initiative this year and focus it around IWD?
Sophia Longhi is calling on real action to be taken in the wine industry to help make women feel safer in working environments
SL: IWD is a celebration of the achievements and contributions of women. We have so much to be proud of in the wine industry and, while we do celebrate that, we can’t deny that in many ways there’s still a long way to go before everyone in wine feels included, valued and safe.
Accelerate Action asks us to push further. We’re all aware that harassment is an issue in wine, so we should be asking ourselves what action can we actually take in order to truly make it a thing of the past.
ET: The World Economic Forum released the following data: At the current rate of progress, it will take until 2158 to reach gender parity, which is roughly five generations from now.
Following the important results of the Curious Vines survey, it is evident that raising awareness is an integral part of a campaign strategy, but it’s equally important to make our colleagues aware of specific actionable choices they have in order to support those who are on the recipient end of harassment.
What is it you are hoping to achieve?
ET: First of all, we want to show the power of unity. Coming together under the #RaiseYourGlassHigher campaign sends a strong message that now is the time to actively support each other, further educate ourselves and prevent harassment when it’s performed in front of us. It is therefore indisputable that we need to nurture strong allyships in order to expand the efficiency of this campaign goals.
SL: This campaign goes beyond raising awareness. We want to encourage real action from industry individuals and businesses to provide safe spaces and allyship for everyone working in wine.
Both women and men should feel welcome to join us and add their voices to the campaign, as this issue calls for unity and collaboration from all sectors of the industry, regardless of gender.
You are specifically looking to promote two charities - what are they and what do they do?
SL: The Suzy Lampugh Trust is an organisation that aims to reduce the risk of violence and aggression through campaigning, education and support. In partnership with L'Oréal Paris and Right To Be, they have rolled out free anti-harassment training, with a focus on what to do as a bystander if you witness harassment.
The White Ribbon charity works to engage men and boys to end violence against women and girls. Allyship is a central message of the White Ribbon; it represents men taking responsibility to challenge this issue and be allies to women, so that everyone can play a part in providing safer spaces.
You’ve worked alongside Queena Wong of Curious Vines on this campaign. What work does Curious Vines do and how can people support it?
Queena Wong has helped give women the platform and a networking community to come togeher through her Curious Vines initiative
SL: Curious Vines has been working to make the wine industry a more accessible and welcoming place for all through events, discussion spaces and career development opportunities. The community newsletter connects hundreds of women across the industry in a way that hasn’t happened previously.
It also organises funded education programmes, with the aim of nurturing and retaining female talent in wine. This all requires support. People can reach out to Queena through her website if they wish to become a supporter.
What steps would you like to see individuals and businesses take to get behind your initiative?
ET: We have realised that posting online across all platforms is a powerful first step, which highlights the unity across individuals and business who wish to accelerate action to end harassment. Spreading awareness digitally sends a meaningful message and allows the campaign to reach a significantly wide audience.
The second step is to share information about what we can all do to change things for the better.
SL: There are still many, many more men than women in leadership roles in wine, so it would be great to see them be more vocal on these issues and lead from the front on allyship.
What can the wine industry be doing more to promote the issues of women’s safety and allyship?
Effi Tsournava wants to see more businesses take the necessary steps in their workplace to provide a safe working environment
ET: Fostering safe spaces in wine for all should be at the forefront of the wine industry. Particularly in those environments where power dynamics and late night working conditions may create vulnerabilities. It is important to those receiving harassment to feel heard and reassured that there will be actions towards building a safer environment for them.
If we look ahead to 2026 and IWD what changes would you like to have seen in the wine industry?
ET: Clearer policies and accountability. More businesses could implement and publicise robust policies on harassment, discrimination, and workplace safety.
Industry-wide training. Mandatory education on bystander intervention, allyship, and gender inclusivity should be standard across trade events and workplaces.
Safer wine events. Trade tastings and wine events need better awareness around drinking in moderation, harassment, and ensuring safe travel home for staff and attendees at late hours. It is important for all attending to know that harassment towards both staff, exhibitors and guests won’t be tolerated.
SL: A shift in culture is necessary and it is already happening; perhaps things will be even more visible next year. You already see many more women at trade tastings, for example, than before. Maybe a 50:50 split will be the norm soon, though it seems the fine wine world has further to go with regard to this.
The attendance and visibility of women is important because it means that women feel welcome, valued and confident enough to be there. It also is the key to changing behaviours and attitudes; derogatory remarks and worse are more likely to be called out if there is a balance of women in the room - better still, the entitlement that breeds those behaviours isn’t likely to survive in an environment with more women.
Male allies will also feel more empowered to speak up against toxic attitudes.
ET: We are fortunate to say that in 2025 we have come far, but there is still work to be done. Raising awareness is a key part of this campaign, but so is Accelerating Action to speed up the rate of progress.
- If you would like to get involved in the #RaiseYourGlassHigher then you can contact Sophia or Effi directly on sophia@skinandpulp.com and @effidrinkswine@gmail.com.
- To find out more about International Women’s Day - on March 8 - and how you can get involved click here.
- The Drinks Trust currently provides support to those in need of in-the-moment counselling, which can be accessed by calling 0800 9154610 or by WhatsApp by messaging +353 873690010
