In this episode of Uncorked, Polly Hammond sits down with Jono Le Feuvre—journalist, wine writer, and founder of the Han Drinks Solo wine community. Known for blending pop culture with deep wine knowledge, Jono has developed a storytelling style that resonates with younger, less traditional audiences. Together, Polly and Jono unpack the myth that wine writing is dead, the importance of empathy in communication, and what it takes to build credibility without leaning on titles like MW or WSET.
The Journalist-Turned-Wine Writer with a Pop Culture Twist
Jono’s entry into the world of wine wasn’t a straight line. With a background in journalism and lifestyle magazines (think whisky and cigars), he came to wine through the consumer app Vivino, where his colorful, humorous reviews caught the industry’s attention. “I’d say things like, ‘This wine ages better than Raquel Welch’ or ‘Mickey Rourke in a bottle,’” he laughs, explaining how he used cultural shorthand to make wine more accessible and memorable.
His brand, Han Drinks Solo (named by 5forests!), was built on this idea of communicating wine with joy, irreverence, and a big helping of geekiness. “Wine isn’t just for collectors or critics,” he says. “It should be part of your everyday life, woven into dinner conversations, just like music or movies.”
From Wine Geek to Community Builder
A key part of Jono’s success is his ability to tailor his voice to different audiences. When writing for traditional platforms like Tim Atkin MW, he takes a more serious tone. But his personal blog, wine reviews, and YouTube channel stay true to his signature style—think comic book visuals, film references, and QR-coded wine bottles that link to video content.
At the heart of this strategy is segmentation: using different platforms to reach people at different stages of their wine journey. Whether he’s talking to hardcore collectors or newcomers at a dinner party, Jono believes in “triggering conversation, not reciting facts.”
Lessons from Coffee, Film, and a Stock Photo Gone Rogue
Before wine, Jono ran a specialty coffee roastery in South Africa. There, he honed his storytelling and branding skills—skills that have translated directly into how he approaches wine communication. He tells the hilarious story of how a stock photo from a brand shoot ended up on the back of buses in New Zealand and featured on conservativeamerican.com. “It taught me a lot about the power and perils of visual branding,” he says.
More importantly, his experience in coffee helped him learn how to connect niche products to wider cultural narratives. “You have to step back from the geek storm,” he says, “and remember what it’s like to not know anything.”
Consulting, Empathy, and the Long Game of Brand Voice
Jono now consults for wine brands, but not everyone is ready for the kind of storytelling he offers. “They say, ‘We want what you’re doing!’ but then I have to tell them, ‘Your brand isn’t Han Drinks Solo.’” Instead, he works to uncover the emotional core of a brand—what he calls “getting to know someone well enough to give the best man speech at their wedding”—so he can build a voice that’s authentic, not derivative.
The real lesson? Marketing is relationship-building, not a quick fix. And if you want to communicate well, you have to do the hard yards of listening and learning first.
What South African Wine Can Teach the World
During the pandemic, Jono became one of the most visible international voices advocating for South African wine. Lockdowns and alcohol bans devastated the industry, but campaigns like #SaveSAWine brought global support and media attention. Today, South Africa’s fine wines are finally getting the respect they deserve.
He sees this as a case study in what collective communication can do. “Fine wine has always been here,” he says, “but it took focused storytelling to get people to see that.”
Key Takeaways from Polly and Jono’s Conversation
- Wine writing isn’t dead—it’s evolving: Writers who combine knowledge with empathy, creativity, and a touch of pop culture are creating meaningful impact, especially with younger audiences.
- Empathy drives effective communication: Jono tailors his tone based on audience, platform, and purpose, a skill rooted in listening and experience, not just credentials.
- Brands must find their own voice, not copy someone else’s: Good marketing is like friendship—it takes time, trust, and shared values.
- South Africa’s rise shows the power of storytelling: By rallying around authenticity and quality, the country’s wine industry has started to rewrite its international narrative.
As Polly puts it, Jono’s voice is proof that wine communication can be smart, heartfelt, and funny all at once. And in a world where people are hungry for connection, that might be exactly what wine needs next.
