Moving much of my life online over the past year presented many challenges but also one great opportunity. I am a Denver-based, B2B digital marketer and copywriter in the tech industry, who has been looking and preparing for the past four years to transition into wine world. I had long been eager to participate in Bâtonnage, but the challenge of finding the time and money to fly out to California to be there in person was daunting. When I heard the program pivoted to a virtual format in January 2021, I jumped at the chance to participate. And it paid off in spades, as I describe below.

While I participate in an awesome Women in Wine association here in Colorado, the opportunities for networking with wine professionals are much fewer and far between here than in the heart of wine country. Through Bâtonnage, I met mentors and mentees from across the United States and even as far as Australia. I was surprised by how much warmth and energy could be shared over Zoom, and the digital format expanded the number of participants at a fraction of the cost, time, and carbon footprint.

As a Level One mentee, I benefited from the program in three big ways. The first was a welcoming network of incredibly talented women in the wine industry. Talented and generous. When you participate in the program, you choose one of five tracks and suggest which mentors you would like to work with – sort of “speed dating” without the stress.

I chose the sales and marketing track and was assigned several of the mentors I had pre-selected as well as other mentors the program chose for me. Each mentor I had was amazing. They shared their journeys of how they got to their current positions, hosted guest speakers, answered our questions, and provided invaluable advice and real-world perspectives on the industry. I sat in on 14 sessions, some of which lasted more than an hour.

The fact that these women, who are working full (if not over) time, interrupted their packed days to share their knowledge, advice, and support impressed upon me even more that this was a community I wanted to be part of. I also had the joy of meeting other mentees, who shared a passion for wine and a desire to break into the industry.

The Bâtonnage network had its own multiplier effect. I made connections through my mentors’ connections. Through Martina Mirandola Mullen, I met Forbes wine writer Cathy Huyghe. Cathy challenged me to find my voice as a writer and my unique value proposition – something I had created for companies but had never applied to myself! Cathy then met with me separately and asked me lots of questions about where I wanted to go, offering advice and possible routes, and even connecting me with a recruiter. Through Sarah Bray, I met Katie Canfield and Ella Winje at O’Donnell Lane. Katie met with me to ask about my goals and ambitions. I got the chance to work with Katie and Ella, suggesting several recommendations for the Bâtonnage website (and hopefully give back a little to a program that gave me so much).

The second benefit I received from Bâtonnage was concrete, practical advice. I not only learned about which publications I should be reading and the critical parts of the business I need to understand, but I also heard how important it was to demonstrate the mindset, “What can I do for you?” and “I’ll figure it out” in the face of ambiguity. We were advised to be confident, never feel too small. We were encouraged to reach out to everyone and seize every opportunity – but not to accept just any job and to think about where you really want to work.

The combination of this warm, embracing network and direct, tactical tips imparted a third benefit: confidence. After listening to panels of speakers, sharing a glass of wine with various groups, and having one-on-one sessions with mentors – I developed renewed energy and confidence to keep looking for the right position with the right company.

I’m thrilled to share that I was recently offered a copywriting/digital marketing specialist position with Jackson Family Wines! I credit Bâtonnage with helping instill me in the confidence to go for it. I also know I’ll have a network of women to ask for help when I might need it. I hope that I can return the favor someday and serve as a mentor in kind.

If you are like me, an outsider looking to get into the wine industry, or perhaps you are an insider looking to switch to a different role with the wine industry, the network and advice you receive through Bâtonnage is unlike anything I’ve experienced before. I can’t recommend this program enough.

Be sure to watch out for 2022 applications, which open this fall 2021!

-Karen Magner