Ep 86. Marc Checkley - The Story Before the Sip
From Taste of Place by World Food Travel Association, Erik Wolf
March 10, 2026 · 43 min · Episode 86
About this episode
Marc Checkley discusses the importance of storytelling in creating memorable wine tourism experiences.
The best wine tourism experiences are not always about the wine! In this episode of the Taste of Place Podcast, Erik Wolf speaks with storyteller, wine educator, and experience designer Marc Checkley about what truly makes food and wine experiences memorable. Originally from New Zealand, Marc began his career in film, television, and broadcast journalism before moving across Asia and eventually settling in Switzerland. Today he designs immersive wine tourism experiences in regions such as Lavaux, Champagne, and Barolo, blending storytelling, culture, and human connection. Marc explains why the bottle is often the least important part of a great wine experience, how storytelling transforms simple tastings into unforgettable moments, and why the future of culinary tourism will depend on authenticity, sustainability, and meaningful human connection. From pandemic-era virtual tastings that attracted thousands of viewers to intimate vineyard walks accompanied by unexpected moments—like a winemaker playing saxophone in the cellar—Marc demonstrates how stories turn places into experiences. If you believe travel should connect people with culture, land, and each other, this episode…
People in this episode
Host: Erik Wolf
Guest: Marc Checkley
Topics covered
- wine tourism
- storytelling
- culinary tourism
- human connection
- sustainability
- authenticity
Keywords
- wine tourism
- storytelling
- culinary tourism
- authenticity
- sustainability
- human connection
- immersive experiences
- virtual tastings
- vineyard walks
Mentioned in this episode
Places: New Zealand, Switzerland, Lavaux, Champagne, Barolo
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