Success, Self-Love, and Happiness: A Conversation with Priscilla Hennekam

Priscilla is a digital wine marketing specialist with a focus on Australian wines, driven by a keen passion for integrating science and technology into the wine industry. Additionally, she operates her own Wine Consulting business under the name Hennekam Wine Consultancy. In her leisure time, Priscilla actively seeks out new projects, collaborating with different partners to progress several innovative ideas.

Embarking on the journey of migration is undeniably a significant and bold decision, and for Priscilla, it was a choice fueled by a deep-seated motivation to explore the beauty of Australia.

However, every migration comes with its share of challenges and adjustments, and for Priscilla, the most significant cultural difference was the English language. Overcoming this linguistic barrier proved to be a formidable task, considering her earlier struggles with language acquisition. Despite the initial doubts, Priscilla’s determination prevailed, allowing her to navigate the challenges and establish herself in her new Australian home.

Beyond the language hurdle, Priscilla discovered intriguing similarities between Brazilian and Australian cultures, offering her a sense of familiarity in the midst of the transition. This cultural connection became a foundation for building a life and career in Australia.

In this interview exclusive, Priscilla unveils her motivations, cultural transitions, and the innovative journey she navigated through the intricate landscape of the wine industry. Join us as we uncover the inspiring narrative of a passionate wine enthusiast, exploring the distinctive path that propelled her to success in the heart of Australia’s renowned Barossa Valley.

Priscilla, what inspired you to venture into the wine business and establish Hennekam Wine Consultancy?

In my university Tourism degree, we had a course on enogastronomy that sparked my journey, and since then, I’ve never looked back. Taking the leap to work independently stemmed from a combination of feeling constrained by conventional expectations in the wine industry and aligning with my creative personality.

I have always been inherently creative, reveling in doing things differently, fostering innovation, continuous learning, and encouraging others to embrace change and explore new possibilities.

Amidst the challenges of the COVID era, finding myself without work prompted significant reflection on myself, my career, and the industry at large. It became apparent that the wine industry was not innovating fast enough, if at all, and that rapid change was imperative. This realization led to the establishment of Hennekam Wine Consultancy, with a mission to prepare the wine industry for the forthcoming waves of change and innovation.

What is the most valuable lesson you’ve learned from your experience in the wine industry?

I don’t think it’s necessarily related to the wine industry, but one of the most important things I’ve learned through my career is to love yourself first, and not let your happiness be determined by anybody else. Take your power back. Think of what makes you happy. Never think you cannot do something, you can do everything you want.

How do you stay updated on the latest trends and developments in the world of wine?

The wine world is dynamic, with numerous developments constantly unfolding, requiring a deliberate effort to stay informed. Personally, I stay on top of things by actively connecting with people, reading articles and books, and participating in events like webinars and workshops.

Your website has details about various courses for beginners, advanced level enthusiasts and even coaching programmes. This is first of its kind for the wine industry. Absolutely innovative. Could you describe the process of creating and launching it? What kind of feedback or success stories have you received from students who’ve completed your wine course?

I established that website with some ambitious goals, successfully launching the first online course in the Portuguese language focusing on Australian wines. However, I didn’t release everything I initially planned, largely because my perspective on wine education underwent significant changes since the inception of the website.

Currently, I’m in the process of revamping my website, aiming for it to be live as you read this. What I’m doing now is more innovative; it involves personal coaching and a concentrated focus on the business aspect of the wine industry, an often overlooked facet. Additionally, alongside my husband, we’re creating an eCommerce site dedicated to selling wine-related art.

As Robert Mondavi aptly put it, “Wine is art. It’s culture. It’s the essence of civilization and the art of living.”

In the long term, do you envision expanding your wine consultancy and educational services beyond Australia’s borders?

I am currently expanding my business, with clients expressing interest in our services from various parts of the world, including Brazil, Australia, New Zealand, the USA, and India.

Wow! That’s awesome, Priscilla. Are there any specific challenges you anticipate in achieving your long-term goals, and how do you plan to overcome them?

To grow we need more people to help, the right people with good soft skills are not so easy to find.

Priscilla, a prevalent sentiment shared by migrants is the question of their identity, a universal experience for anyone relocating to any corner of the world. It raises the fundamental question of where they truly belong, whether it’s in their new country or their country of origin. How do you perceive this aspect, and what are your thoughts on this matter?

Certainly, that’s one of the reasons we have many clients from Brazil. It helps alleviate homesickness, being close to family and conversing in my mother tongue. I’ve also actively participated in the Brazilian community in Australia, and these connections have been instrumental in overcoming my homesickness.

As a female entrepreneur in a traditionally male-dominated industry, what advice do you have for women looking to break into the wine business or any other male-dominated field?

In the wine trade, women constitute a significantly small minority within a deeply traditional industry, predominantly characterized by a male, conservative, and elitist presence. Reflecting on my 12 years in the field, I encountered various unsettling situations. I’ve had older winery owners making inappropriate comments about South American women, customers proposing marriage, and colleagues engaging in unwarranted scrutiny.

Despite these challenges, I’ve chosen not to internalize these experiences. Instead, I respond with humor, often deflecting inappropriate comments with a lighthearted joke about the challenges of being with someone with a large family and many pets. Internally, I remind myself that such behavior is more a reflection of the other person than a commentary on me personally. This mindset empowers me to navigate an industry where male dominance is prevalent.

My advice to others facing similar challenges is to shift focus, emphasizing the positive and rejecting negative thoughts. By concentrating on one’s strengths and maintaining a positive mindset, it becomes possible to navigate and overcome obstacles in a male-dominated industry.

It’s inspiring to see how you’ve overcome these obstacles, Priscilla. So who or what has been your greatest source of inspiration throughout your career and personal journey?

I have so many inspirations, but I think one of the turning points for me was hearing Simon Sinek’s “Start with Why” speech. Lately I’m getting a lot of inspiration from Steven Bartlett and Naval Ravikant.

Can you share a piece of advice or a mantra that has guided you in your entrepreneurial endeavours?

My whole life I have been very organised with money. This has allowed me to take risks more easily than most people and I believe has sped up the growth in my career.

How do you think the wine industry, and entrepreneurship in general, can be more inclusive and diverse?

I think entrepreneurship is a barrier in and of itself. That will throw more difficulties at you than you can imagine, and after overcoming those, trust me, you won’t be worried about inclusion or diversity.

For the wine industry, I think it needs to stop thinking in the past. Adapt to change, and especially regarding flexibility in work. As a young mum and a foreigner, it was harder to complete some jobs because of people’s mindset.

Are there any specific initiatives or steps you’ve taken to promote diversity within your own business and the wine industry, Priscilla?

Our culture can be described with just a few words: Flexibility, communication, guidance and mental health.

How do you unwind and find relaxation in the midst of a busy entrepreneurial life?

Quality time with family, plus drinking wine with friends.

Priscilla, we have come to the end of the interview. One last question: as someone who successfully migrated and established a thriving business in Australia, what advice do you have for fellow migrants who are looking to seize opportunities in the country?

Starting a business in this country is fantastic; the culture of mutual support and collaboration is truly remarkable.