The quiet power of wine in business

In business, the loudest messages are often delivered in silence. Be it a well-timed nod, a hand gesture or even a bottle of wine. But not just any wine. The right wine has the power to say: I understand who you are and what matters to you. If your business gifts still come from a catalogue, it may be time to rethink what you’re actually saying.

In today’s increasingly transactional corporate landscape, where gifts are often off-the-shelf and devoid of real meaning, wine, if selected with care, can still make someone pause. It carries weight, tells a story and shows intention.

The wine you gift says everything

As AI and automation saturate the business landscape, authentic gestures, like the right bottle of wine, become more valuable, not less. I’ve come to realise that among seasoned executives, superyacht owners, and high-net-worth individuals, wine is never just wine. It’s an identity. A quiet but deliberate signal of taste, discernment, and values.

When someone chooses to gift a Grand Cru Burgundy or a cult Syrah from a tiny, off-the-radar domaine, it’s not about showing off, it’s often strategic. It says: I thought about your gift and we speak the same language, even when it’s unspoken.

The wine you choose is key and that bottle of wine you received in last year’s Christmas hamper is probably the wrong choice. What you need should be specially curated. And when the right bottle meets the right recipient at the right moment, the effect is exponential.

One of our clients recently gifted an ultra-rare bottle of Burgundy to his business partner to commemorate a pivotal business milestone. The reaction was emotional, not just gratitude, but a moment of shared respect. It wasn’t merely a gift; it was recognition, wrapped in glass. Another client, whose company champions sustainability and craftsmanship, commissioned several cases of premium biodynamic wine to distribute to key clients throughout the year. Each bottle was chosen not only for its quality, but for the story it carried. The work of regenerative farming, minimal intervention, and purity of place. In both cases, the wine became a medium. A way to articulate values, deepen relationships, and leave an impression that couldn’t be replicated by generic gifts. These weren’t just bottles. They were brand extensions – tangible, thoughtful, and be enjoyed at the right moment.

What separates a bottle from a gesture is context

We often suggest including a short note about the wine itself. Not the standard “Thanks for your business”, but a line that ties back to the quality for the wine, the vintage, the winemaker’s story, or even a shared philosophy. Something that says: This reminded me of you.

In a corporate context, the wines you serve at a business dinner speak louder than you think. They don’t just complement the meal – they signal the tone, the standards, the care taken in preparation. Choose well, and your guests feel seen, or even quietly impressed. Choose poorly, and while it may not break the deal, it can dull the room. I’ve seen it firsthand.

One client used to host monthly networking dinners that had all the right ingredients – great venue, strong guest list, clear purpose. But the wine? A bland, mass-produced red that didn’t quite belong. It wasn’t a disaster, just off-key. Over time, it became an inside joke among regulars – not malicious, just quietly noted.

Then, by chance, the store next door closed, and they had to find a new supplier. That’s when clients finally felt comfortable enough to share the joke. What followed was a small change with a big impact. The moment they started serving better wine, something shifted. People stayed longer. Conversations deepened. The events felt more considered, more premium.

It’s amazing how one overlooked detail, something as simple as the wine, can shape the entire tone of a gathering.

The change came with little fanfare, but the results were immediate. A switch to thoughtfully selected, conversation-worthy bottles changed the dynamic entirely. Guests lingered longer, asked about the wine, remembered the evenings more fondly. That subtle shift turned the wine from background noise into a talking point. It elevated the atmosphere, and the host’s reputation.

That’s what a good wine does. It doesn’t shout. It aligns. It underlines everything else you’ve worked to build.

From gesture to experience

Wine’s potential doesn’t end with the gift. Its quiet power is most palpable when it’s shared and it becomes the backdrop to meaningful conversations.

I’ve seen firsthand how the right wines, in the right setting, can elevate conversation – not in the clink of glasses, but in the way people begin to engage more openly, more thoughtfully, and with fewer inhibitions.

At a recent high-level dinner meeting, we were entrusted with curating a short wine selection to accompany a meal prepared by a private chef. The brief was clear: This wasn’t to be a formal tasting, but a subtle introduction with just enough to frame the evening’s tone. I gave a short, two-minute overview of the wines, tying each one loosely to broader themes the business leaders were grappling with: resilience, transformation, bold decision-making.

Initially, the atmosphere was stiff. Conversation followed a structured pattern, with each guest taking their turn to speak in a way that felt rehearsed. But once the wine was poured and introduced, something shifted. The mood relaxed. Glasses were lifted, questions were asked and guests looked relieved. Suddenly, the table came alive.

The wine became a catalyst. Not for idle chatter, but for deeper, more personal reflection. Discussions were more flowing and less about structure. The dynamic changed. What had started as a formal, stressful dinner became a flowing conversation, marked by candour, insight, and even vulnerability. The energy in the room felt renewed, as though the shared experience had quietly recalibrated the group.

That’s the beauty of wine, when thoughtfully introduced. It doesn’t dominate the evening – it shapes it. Not with fanfare, but with intention.

Sometimes, the most valuable insights in business don’t emerge from boardroom presentations, but over a glass, shared with purpose.

(And yes, the feedback we received from both organiser and guests afterwards was fantastic – warm, sincere, and in some cases, unexpectedly emotional.)

Premium wine isn’t just a gift or a business dinner staple. It’s a message. Done well, it can signal alignment, intention, and shared values, without ever raising its voice. And in a business environment where everyone is vying to be heard, perhaps the most powerful gesture is the quiet one that truly speaks.