The Ireland Portugal Business Network (IPBN) is delighted to introduce the panelists for Panel 4: Innovation & Adaptation in the Wine Industry at our 4th Annual Tourism Conference, taking place on October 22 from 09:00 to 13:00 at TUMO Lisboa (Unicorn Factory).

In keeping with this year’s theme — “Searching for Authentic Experience: Responding to a More Environmentally Conscious and Discerning Audience” — this panel will highlight how the wine industry is innovating while staying true to authenticity. The conversation will be followed by a wine tasting experience led by IPBN member Petra Bakker of Vidavinho.

João Claro, Founder and Gerente of BREW! & GLU Glu Wine Festivals Coimbra

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João Claro is one of the driving forces behind the Glu Glu Wine Festival in Coimbra, a new annual event that brings together producers, enthusiasts, and families for an inspiring celebration of Portuguese wine. The festival blends masterclasses, street food, and music to create a relaxed atmosphere where discovery and enjoyment go hand-in-hand. With his background in event curation and collaboration with partners across design, gastronomy, and media, João is helping to shape innovative ways to bring wine to broader audiences and embed it in authentic cultural experiences.

Jörg Lewerenz, Project Manager & Investor of Quinta da Corrieira

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After two decades in banking, Jörg Lewerenz and his family set out on a bold new journey: reviving the nearly forgotten Vinho de Carcavelos, a fortified wine with centuries of history. At Quinta da Corrieira, they are not only producing wines but also offering guided tours and tastings that tell the story of this cultural treasure. As Jörg puts it, “It’s like drinking history.” With tastings set against the backdrop of Sintra, Cascais, and Lisbon, Jörg’s mission is to preserve tradition while building new pathways for Portuguese wine on the global stage.

Petra Bakker, Founder of Vidavinho

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Founder of Vidavinho, Petra Bakker has built a career around helping international audiences discover the richness of Portuguese wine. A certified Vinologist and wine educator, Petra designs tasting experiences and workshops in Cascais and Lisbon that balance education with enjoyment. She also runs the Cascais Wine Club and consults with restaurants and wineries on wine lists, staff training, and marketing. “I love how authentic Portuguese wines are, how close the winemakers are to their products and with how much pride and passion they work,” she says. Petra will bring this passion directly to the conference with a guided tasting to conclude the morning’s discussions.

John Paul Prior, Moderator, Chair of the IPBN Porto

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Moderating the discussion will be John Paul Prior, IPBN Board Member and Chair of the IPBN Porto. As General Manager of Musicmaker in Dublin and Co-Founder & Strategy Director of Farmony Europe, John Paul brings deep expertise in customer experience, creative industries, and innovation. A recognized marketer and advocate for small enterprises, he will guide the conversation to showcase how innovation and adaptation in the wine industry can serve as a model for authentic, sustainable tourism.

This panel is part of a rich morning program featuring academic insights, hospitality case studies, and real-world examples of how tourism is evolving in Ireland and Portugal. Taking place on Wednesday, October 22 at TUMO Lisboa (Unicorn Factory) from 09:00 to 13:00 and followed by a networking lunch and wine tasting, the event promises to be an inspiring morning of discussion, exchange, and authentic experience. We invite both members and non-members of the IPBN to register here and join us.