On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
“Sometimes you see a role and know that it’s perfect for you. That was this role, for me,” says Ruth Harris, who was appointed Executive Officer for Wine Communicators of Australia (WCA) in April.
For the past 20 years the public relations expert has dedicated her career to wine communications – shaping the stories of both small and major wine brands, and contributing her expertise to a regional body and the WCA State Chapter. Before that, Harris was also the general manager of pioneering RTD brand Two Dogs, and holds a Bachelor of Commerce in Economics.
“This role needed someone who was financially literate, hands-on (as we are a small team), and understood the needs of the members whom we serve: that is, the wine communicators of Australia. It was a perfect fit,” she told The Shout.
With a clear focus on the organisations purpose and priorities, Harris is driven to build on its strengths.
“Wine Communicators is an incredible organisation that supports and connects the people who talk and write about wine for a living. I’m going to be looking for better ways to do that over the coming 12 months, but I’m not looking to change the wheel for the sake of it,” she continued.
Meaningful communication
Bringing over 25 years’ experience in wine communication, Harris reflects on the foundations of strong storytelling in wine. She tells The Shout that authenticity is key – she believes credibility and honesty are the basis for good communication.
“You can shape a story about your brand to fit an intended narrative, but it needs to be rooted in truth. I once flippantly answered ‘yes’ to Adelaide seafood magnate Michael Angelakis’ question about whether I liked oysters – which I didn’t – thinking it was what he would want to hear. I then spent the next two years having to do oyster Bloody Mary shots with him at the bar of the Astor Hotel each time he visited the Two Dogs office,” Harris recalls.
“I learned to like oysters. And I learned to always speak the truth. It’s stood me in good stead when communicating about wine. Not every vintage is the best ever, but every vintage has unique characteristics, and by drawing these out and giving them life is how credibility can be built as a wine communicator.”
With honesty at the forefront of her approach, Harris says one communicator that is really resonating with her at the moment is Matt Deller MW.
“He recently reflected on the profound connection that’s created when people sit down and share a glass of wine, more than any other beverage. It’s a truth that’s endured for over 7,000 years and is still relevant today. This is a powerful message to carry to the consumer.”
This message truly resonates with Harris, and it urges her to remind the industry that the real opportunity in wine communication lies in the emotional impact of wine – how it brings people together and creates moments of genuine connection.
“That’s a message that transcends age and trend. Collectively, all wine communicators need to tap into the timeless value that wine offers: the chance to connect, to share, and to belong,” Harris explains.
“Many wine brands are scrambling to ‘stay relevant’ but relevance isn’t about chasing trends or reshaping wine to suit the latest demographic. It’s about uncovering what makes your brand genuinely resonate with your audience, and sharing that message with confidence, clarity, and authenticity. There’s still a place for traditional Shiraz enjoyed by traditional wine drinkers. Just as there is a place for contemporary offerings like collagen-infused wine.”
Taking a deep dive
Since stepping into the role in May, Harris describes the first two months as “crazy busy, but in a good way”. June brought major milestones, including the launch of the 2025 Wine Industry Mentor Program and the opening of submissions for the annual WCA Awards submissions, including two new categories.
“Meanwhile I’ve invested hundreds of hours digging into every part of the organisation because I like to understand things in detail.
“My immediate focus has been on our key partnerships, because these are absolutely critical to our success. And I admit I’ve also spent an unhealthy amount of time in Xero getting a grip on the numbers too. Like any new management role, you need to understand what you have first,” Harris added.
Looking ahead, one event already on Harris’ radar is a highlight in the industry calendar, and that’s the announcement of the WCA Award winners in November. “It’s a moment to celebrate the success of the best communicators in Australia. Lots of work to do before that, though,” she says, sharing plans that will guarantee WCA stays relevant and valuable to the next generation of wine communicators.
“At WCA, we actively harness and share the knowledge within our membership to elevate how we all communicate about wine. Through our national summits, local events, webinars, and the highly regarded Wine Industry Mentor Program, we’re already creating impactful opportunities for learning and connection.
“Looking ahead, we’re committed to expanding these efforts – fostering even stronger networks, meaningful conversations, and more shared moments over a glass of wine. By championing collaboration and continuous learning, we’ll ensure WCA remains a vital resource for the next generation of wine professionals.”