Forget consumers – we need to change the way we talk to the trade
Sarah Neish for The Drinks Business This feels like a particularly good example of what the School of Cool is meant to do – not simply deliver ideas, but provoke conversations that keep unfolding long after the session ends. Véronique Rivest’s keynote challenged the wine trade to reconsider the language it uses with consumers. Writing […]
The grape speaks volumes. Canadian chardonnay takes centre stage in Niagara
By John McTavish for The Standard Chardonnay may be one of the world’s most familiar grapes, but in Canada, it has something distinctive to say. Writing in the St. Catharines Standard, John McTavish looks at what this year’s i4C revealed about Chardonnay’s ability to express place – and at the growing confidence behind Canadian examples from […]
More than chardonnay: Véronique Rivest’s vision for Canadian wine
by Carmelo Giardina for VineRoutes “I don’t think consumers are rejecting wine. I think they’re rejecting bullshit.” Véronique Rivest did not ease gently into the 2026 School of Cool. Her keynote confronted the pressures facing wine and hospitality, then turned the conversation toward a more promising future built on authenticity, better storytelling and genuine human […]
i4C School of Cool 2026: Three Sessions, One Emerging Story
By John Szabo, MS for Wine Align Whether you joined us for the School of Cool or couldn’t be there in person, Master Sommelier John Szabo‘s reflections are well worth your time. Drawing on all three sessions, John goes beyond a recap to identify the bigger themes that emerged over the course of the day. […]
Thank you to the i4C 2026 Presenting & Grand Cru Sponsors
