winehero is a marketing consultancy directed by Paul Henry, one of the leading figures in the promotion of Australian wine. After directing the international marketing for Wine Australia where he established programs such as the Landmark Australia Tutorial, Regional Heroes campaign and the A+ Australian Wine School, he continues to provide strategies and promote Australia’s regionally distinct and fine wines in Asia. Paul is located in Adelaide, South Australia.
A love for words, language and conversation do not make wine an obvious career choice, but a two year ‘distraction’ at Juveniles and Willi’s in Paris, and an unconventional apprenticeship as a van driver/kitchen porter/waiter, struck a life course that has seldom strayed from great wine and food enterprises, and the people that run them. Without doubt, a chance opportunity to travel to Australia – for a then fledgling Australian Wine Bureau – began a relationship with a country that now dominates my guiding passion: the people, places and stories of Australian wine, and developing strategies that further their reach and appreciation.