What Fuels Josh Edelman's Decade-Long Passion for Wine

A two-day wine course sparked a curiosity that led Josh Edelman to work in different roles across the wine industry in Chile, Australia, and the United Kingdom. Now, he brings his 13-year-long experience in the wine business to Iberian Aesthetics in Spain. 

Please join us to learn about the challenges and lessons he's learned along the way, his approach to finding wines, what excites him about Spanish wines, and more. Throughout our conversation, Josh shares pinches of wisdom and gripping admiration for wine, the land, and the people who make it. Plus, there's a very sweet joke at the end!

Could you introduce your background and what got you into wine?

It all started with the Wine and Spirits Educational Trust Level 2 training. Though it was a brief two-day course, it opened my eyes to the vast world of wine. I recall learning about Pinot Noir and being astounded by the concept of lighter-bodied red wines. This was a revelation to me, having grown up in a family that favored heavy Australian reds.

I went to the supermarket straight away to buy Pinot Noir. I don't think it was a very good one. I don't think I even liked it very much, but it still blew my mind that this is what reds can be. It showcased the incredible diversity of wine, a quality that has continued to inspire me for over 13 years in this industry. 

After university, many of my peers pursued careers in finance or consulting, but for me, it seemed a bit boring. I craved a career where I could engage directly with the product - to touch, smell, and taste it. 

This led me to Santiago, Chile, where I worked as an export manager for the second-largest Chilean wine producer. I had the unique privilege of participating in blending sessions with winemakers and a Master of Wine consultant. I got to see wine from such a detailed and technical perspective, which was my second epiphany. It really makes you think about wine in a very, very deep way. Watching people at the top of their game doing the blending was quite amazing.

Later, I moved to Australia, shifting to smaller wineries and focusing on distribution. Working in this sector brought me into contact with trade accounts, shops, restaurants, and sommeliers, presenting a new set of challenges but also valuable learning experiences.

What was challenging about it? 

Initially, my employer didn't provide me with any accounts, believing they wouldn't need to pay me if they could manage the accounts themselves. This philosophy forced me to start from scratch, relying solely on cold calling without any established relationships. I had to build my client list in a city I didn't know and work with wines that were new to me. 

One key lesson I learned was understanding the customer's needs. It's not enough to present any wine I like. If you don't have the wine for them, then it's best not to go there. 

I remember walking into this amazing restaurant and talking with their sommelier. At the time, I didn't realize I just didn't have the right portfolio to sell to them. I was told to get out (or words to that effect!)—and not just that one time. However, I learned a lot, and consider the following success one of my biggest achievements.

After moving back to London, I spent a year at Armit Wines, a luxury merchant focusing on super-premium wines from Italy, France, and Spain. I served high-net-worth individuals, who sought rare and investment-grade wines, which was a new aspect of the industry for me. Working with wines of that caliber and tasting these types of wines, which I'd never be able to buy, was really valuable. It doesn't necessarily mean you'll like the expensive wines just because of their price point, but being able to taste them was incredible.

After a year in this role, I decided to move on. My primary job is with Iberian Aesthetics, but I'm also involved in a few side projects with Australian and Chilean wineries.

Is this another learning curve? Getting to know Spanish wines specifically?

Not as much as in previous roles since I've already worked with Spanish wines. I drink Spanish wines a lot, which is a good way to get to know them. I've visited many wineries in Spain, exploring various regions and spending time there. So, I have some background knowledge, but I'm eager to dig deeper.

Yeah, I've read that there are over 4,000 wineries in Spain which to me sounds crazy to comprehend that scene.

Absolutely, it's a huge number. This is where Iberian Aesthetics plays a crucial role. With so many wineries, it's challenging for importers, especially those who don't visit Spain, to truly grasp the market. I'm looking forward to diving deeper into this vast landscape. Of course, it's not about knowing all 4,000 wineries but focusing on those prioritizing quality. And not just from the traditional regions like Rioja or Ribera del Duero but also lesser-known areas that produce incredible wines. 

Are there any wine trends, especially in Spain, that excite you, like specific regions or winemaking practices?

Yeah! There's this movement called New Spain or "Nueva España," which is really interesting for me. It's a shift towards focusing on single vineyards and microsites, emphasizing the wine's sense of place and terroir rather than just winemaking techniques. 

Traditionally, Spain has produced high-quality wines, but they were often large blends from multiple vineyards, leaving you unsure of their exact origins. Rioja is a classic example of this—you might get top-end Riojas, but it's unclear where the vineyards are.

This new focus on single-site production and terroir is something I'm really drawn to. I think Spain is in a sweet spot where many small new producers are focusing on that kind of winemaking and grape growing. 

What's particularly exciting is Spain's wealth of indigenous grape varieties. We often talk about international varieties, mainly French, like Cabernet Sauvignon and Pinot Noir. But Spain's most intriguing offerings are lesser-known varieties that evolved over hundreds of years and maybe thousands of years in Spain to be perfect for the climate and the characteristics of the vineyards here. Some of these were nearly extinct but have now been revived.

As temperatures rise and conditions become drier due to climate change, these varieties, like Garnacha, Monastrell, Bobal, are positioned to continue producing quality wines. I think there's going to be more emphasis on those within Spain, but also globally as well. The way these varieties are adapting to changing climates could have a significant impact on the future of winemaking.

One region that has recently impressed me is northwest Spain, particularly Galicia. You get wines that have lots of vibrancy, acidity, and elegance, which people don't think of as a style that Spain can produce. Influenced by the cool Atlantic climate, these wines can appeal to enthusiasts of traditional wines like Burgundy or those from cooler climates. Being able to present clients with something unexpected and seeing their realization that Spain produces wines their customers love and that fit their portfolio is quite interesting and fun. This applies to private individuals as well as those in the trade. 

Yeah, the importers who make the decisions are just people with their unique experiences and expectations, too.

Exactly. Even many Spaniards have a certain perception of their own wines, and many might not be aware of the diversity and quality coming from different regions.

I remember being in Madrid about a year and a half ago. I was at a bar—not specifically a wine bar—and asked about their wine selection. They had Rioja, Ribera del Duero, Albariño, and maybe one other. When I inquired about other options, the bartender said that was all Spain produced. Of course, he wasn't a wine expert, and that's okay, but it highlighted a common perception. I believe it will change as people get to try wines from these diverse Spanish regions.

Is the focus on terroir something unique to Spain, or is it part of a wider global trend?

It's definitely a global movement, but it's happening at different levels in each country. In some French regions, like Burgundy, they've focused on terroir and single-site production for hundreds of years. They're really the masters of this practice, and 'terroir' is a French concept representing the unique characteristics of a wine from a specific place.

Spain, however, is very exciting because there's so much yet to discover. Spain went through a period, especially during the Franco dictatorship when the focus wasn't on producing high-quality wine. But recently, there's been a recovery and shift towards producing more quality-focused and interesting wines.

This trend is also prevalent in New World countries like Australia, New Zealand, Argentina, and Chile. But in Spain, you've got these amazing new producers and a history of winemaking dating back thousands of years, which the New World producers don't. In terms of pricing, high-end Spanish wines are still quite reasonable compared to other premium regions in, say, France and Italy. 

Is there a big misconception around Spanish wine that it's just cheap and not good quality? Or is there something more you'd like to add about this?

​The misconception isn't so much about Spanish wines being cheap because there are quite a few traditional wines in Spain that aren't cheap, especially from regions like Rioja and Ribera del Duero. Some producers there have been crafting top-end wines with relatively high price tags for some time.

However, I think the common perception is that Spanish wines are typically heavy reds with a lot of alcohol, not from specific sites, and characterized by a sweet oak flavor. It is partly because Spain has historically used American oak, influenced by its ties with America, and because it is cheaper than French oak.

This view of Spanish wines as big, robust reds with sweet oak notes is still valid for some wines, and there's a market that loves this style. I'm not suggesting we abandon this tradition, but Spanish winemaking offers much more nowadays. The exciting part is the diversity and innovation happening now. 

How do you manage to stay informed about all the developments in the wine industry? It seems like you know much more than any course could teach. 

I believe the best approach is to visit wine regions and wineries and to get to know the wine producers personally. They're the ones on the ground, witnessing and experiencing the changes firsthand. They're living it. I try to visit whenever possible, but if not, at least speak with winemakers. 

Also, I regularly read a few online wine publications. One of my favorites is Vinous, which was started by Antonio Galloni, who previously wrote for Robert Parker. It's an excellent resource with insightful writing and deep wine knowledge. Another publication I follow is Decanter, a UK-based magazine that's great for wine news. I used to read The Drinks Business, but I found it a bit dry, to be honest. I think Decanter covers most of the essential news, and Vinous has really reliable wine reviews and articles.

You mentioned earlier that not every wine suits every occasion or client. When a client asks for a Spanish wine, what factors do you consider to recommend the best product?

The first thing I do is look at what they already buy. For instance, if they primarily purchase cool climate wines, I wouldn't recommend a wine from a warmer region like La Mancha, which has a completely different profile. So I'd like to bring them something a little bit familiar in terms of style.

I also consider the types of producers they favor. If they lean towards big, famous brands, I try to suggest something similar, or perhaps a wine that has the potential to become well-known. If they prefer more obscure, small-scale producers, I match that with my recommendations.

The best thing to do, however, is to just taste with them. That way, I can quickly understand their preferences and level of wine knowledge. My goal is to learn what they seek from a wine, their philosophy, and, importantly, what their customers desire. It's a bit like being a detective, piecing together the puzzle of what the person in front of me represents and how I can match that with a suitable wine.

Lastly, the client's personality influences my approach. While it might not change the wine I show them, it certainly affects how I present it. Some clients prefer me to lead the tasting and seek my advice, while others might already have all the knowledge. 

Would you say that the average buyer is a wine expert but may need more specific knowledge about certain regions, like Spain?

There are different types of buyers. Some are knowledgeable about wine in general but may not visit or taste Spanish wines often, so they lack specific knowledge about the Spanish market. This is where we come in and provide value.

On the other hand, there are buyers who are experts in Spain, visit regularly, and taste extensively every year. They're quite familiar with what's happening in the Spanish wine scene, and our services aren't quite as relevant to them on a larger scale. Nevertheless, they may occasionally look to us as a kind of "shortcut" to the newest producers, as this could give them an advantage over the competition and is essentially a free service.

Then, there's another category, particularly in non-traditional wine-drinking countries, where importers might not have a deep understanding of wine in general, let alone detailed knowledge about specific countries like Spain. They can benefit from our insights into the Spanish market, connections with producers, and general wine education.

And then there's also the challenge of navigating through the vast landscape of over four thousand wineries in Spain. How do you determine which wineries to work with? How do you distinguish what's good and what's bad?

It's quite tricky because there are so many different factors, but I'd say for me one of the most important things is if they have a strong connection to the land they work on. If a winemaker emphasizes their winemaking prowess without much mention of where the grapes come from, it raises a red flag about their connection to terroir. 

I also look for minimal use of sprays and chemicals. I favor wineries that are certified biodynamic or follow the principles. I appreciate when the philosophy is about letting the wine and grapes speak for themselves, regardless of the specific winemaking techniques they employ.

Some people don't care as much about things like biodynamics, and that's fine. Many wineries mass-produce wines in a certain style that appeals to many people, and I wouldn't criticize that. It's not what I would personally recommend, but I wouldn't say it's bad or tell others not to buy it. I think variety is important in the industry.

The only situation where I'd be strongly against a winery is if their practices are environmentally unfriendly or socially irresponsible. That would be a definite red flag for me, but it's more about their environmental and social impact than the wine itself.

Assessing and finding out about a winery's sustainability practices must be challenging.

I mean, you can get a feeling for it. For instance, if a winery is certified biodynamic, it's a good indication they're not harming the land. 

There's also a significant certification I've come across, which is a good indicator of sustainable practices. It's the B Corp certification, and it's not limited to wineries but applicable to all types of businesses. B Corp is an excellent marker for any business, indicating a strong commitment to environmental and social responsibility. You can't get it without really caring and really doing the right thing. I tend to favor products or businesses that are B Corp certified, like the bank I use, which is one of the few that holds this certification.

But you're right; it's not always straightforward, especially when you're just picking a wine off a shelf in a shop. Without deeper research or knowledge, it can be tricky to know a winery's sustainability practices.

Thank you, Josh, for this insightful conversation. I believe professionals and non-professionals will have an equally interesting time reading this.

As a final question, could you share your favorite joke about wine or the industry?

I was looking forward to this question! A saying goes: "The only way to become a millionaire in the wine industry is to start as a billionaire." I find this quite amusing and somewhat true. People don't typically enter the wine industry to make a fortune. 

Sure, you can earn a decent living if you do well, but it's not a field you enter with the expectation of becoming rich. People work in wine because they genuinely love it. This is quite unique compared to many other industries where people might not have the same level of passion for what they are selling or working with. That's something I really value about being a part of the wine world.

If you'd like to speak with Josh, email him at josh@iberian-aesthetics.com. Alternatively, get in touch with us by using this form or tapping the Whatsapp button.