For Gerardo Di Iorio and Joanne Heggie, the founders of DiVino, wine is the “glue” that binds people together. Their business isn’t just a subscription service; it’s a living bridge between the rustic traditions of Europe and the curious palates of Australia.
A Heritage of “Sufferance” and Celebration
Gerardo’s connection to wine is ancestral. Born on the island of Ischia, off the Amalfi Coast, he grew up in a world where winemaking was a “village moment”. He remembers running into mountain caves as a child to splash and stomp on grapes with his cousins.
His grandmother, Concetta, taught him that “the vine needs to suffer” to produce great wine, making him bite the bitter stems to understand tannins long before he knew the word for them. However, his true “Ratatouille moment” happened years later in Switzerland, when a glass of Burgundy triggered a sensory flashback to the smell of earth and wet leaves on Mt Vezzi after a rain.
The Marketing Visionary
While Gerardo brings the heritage, Joanne Heggie brings the strategic spark. With 20 years in high-end marketing for the fashion and beauty industries—including stints at GHD in London and Spain—Joanne lived in Europe for nine years, absorbing the Mediterranean way of life.
The two met in Sydney in a way that felt like fate: after Joanne survived a massive earthquake in Japan, she decided life was too short and went on a first date with Gerardo. That night lasted two bottles of wine and ended with Gerardo, the ultimate gentleman, opening her Uber door—a tradition he had practiced by opening doors for random strangers at the restaurant for 20 minutes while waiting for her.
The DiVino Experience: Sabres and socialising.
DiVino truly comes to life during their wine-tasting evenings. Unlike stuffy, silent tastings, Joanne and Gerardo curate these nights to be “festive” and communal, intentionally arranging large tables to force guests to gather together, announcing upfront that they will be forming new friendships.
These events are a masterclass in shared experience, often featuring:
- The Art of Sabrage: The dramatic, celebratory practice of opening a bottle with a sabre, which perfectly matches their “vibrant and bubbly” personalities.
- Curiosity-Led Discovery: Guests are guided through exotic European wines that they won’t find in a standard bottle shop.
- Real-Time Connection: The founders use these nights to talk to every guest, building a community where people now share stories of their own European travels or heritage.
The “Grand Tour”: A Personal Sommelier
During a five-week research road trip across Australia (affectionately called “The Grape Escape”), the pair realised that, while Australians love wine, they often choose it solely based on the grape variety. In Europe, wine is about the region, the food, and the season.
To bridge this gap, they launched The Grand Tour subscription:
- The “Tastes Like” Leaflet: Each box includes a guide that compares a European bottle (like a Côte du Rhône) to a familiar Australian style (like a GSM) to give customers a “hook” of understanding.
- Gastronomic Pairing: Because European wines are “made to be drunk while you eat”, every box includes regional recipes—ranging from simple Italian classics to complex French dishes.
- Integrity in Sourcing: Gerardo spends hours hand-selecting wines from small producers, refusing to sell anything that doesn’t meet his high standards, even if it offers a better profit margin.
A Future of Human Connection
Today, DiVino has grown into a thriving community where Gerardo often receives text messages from customers on dates, asking for help navigating a restaurant’s wine list. Looking forward, they are expanding into physical tours of Italy and France, taking guests into the very vineyards where these stories began.
As Joanne puts it, “I don’t feel like we sell wine. I feel like we sell Europe and human connection.”
Resources: https://www.divino.com.au/
