The Juice® Voices

Amaia Soto

DipWSET | Founder of The Way We Wine Now | Wine Strategist, Educator & Storyteller

Amaia Soto is a wine strategist, content creator, and educator based in Spain. With over 15 years of experience in marketing and sales across Europe, China, and South America, she blends strategic thinking with a passion for storytelling and wine culture.

A WSET Level 4 Diploma holder and Certified Sherry Educator, Amaia leads The Way We Wine Now, a consultancy dedicated to helping wine brands and institutions build identity through branding, storytelling, and product development. Her work connects global expertise with a distinctly human approach—bridging education, creativity, and communication.

She collaborates with leading wineries, institutions, and agencies to craft narratives that resonate with both trade and consumers, from digital strategy and branded content to international campaigns. Through her platform The Way We Wine Now, Amaia shares insights, stories, and learning experiences designed to inspire and educate both wine lovers and professionals alike — encouraging a deeper, more authentic connection with wine, beyond trends or pretension.

http://thewaywewinenow.com/
http://instagram.com/thewaywewinenow
http://linkedin.com/in/amaiasoto