In this episode of Wine Behind the Scenes, Laurel Simmons chats with Joel Droogh, whose path to the wine industry started on a dairy farm outside Ottawa. From chasing cows as a kid to crafting low-alcohol wines in Niagara, Joel shares how his hands-on background and entrepreneurial drive led him to a life among the vines.
Joel opens up about his transition from brewing to winemaking, why Canadian wineries are facing big challenges (and big opportunities), and how younger drinkers are reshaping the industry. They talk branding, climate change, community engagement, and what it will take for Canadian wines to shine on the global stage.
This episode is a behind-the-label look at the future of wine through the eyes of someone who’s living and shaping it.
What You’ll Learn:
- How Joel went from beer to wine (and why)
- What Canadian wineries are doing to stand out
- Why low and no-alcohol wines are gaining traction
- The role of branding and storytelling in wine
- How younger generations are changing wine culture
- Joel’s big-picture vision for Canadian wine on the world stage
Joel Droogh grew up on a working dairy farm just outside Ottawa, where he learned the value of hard work, grit, and community. A graduate of Niagara College’s Brewmaster, Winery and Viticulture Technology program, Joel has worked in brewing, greenhouses, wine labs, and vineyards. He’s also a natural communicator and business-minded innovator, now focusing on wine marketing, sales, and global outreach. As part of the next generation, Joel brings a fresh energy to Canadian wine.
Follow Joel on Instagram at @joeldroogh or connect with him on LinkedIn: www.linkedin.com/in/joel-droogh
Want to hear what’s next for Canadian wine? Listen now at www.winebehindthescenes.com
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