{"id":36474,"date":"2023-12-22T10:32:53","date_gmt":"2023-12-22T07:32:53","guid":{"rendered":"https:\/\/norex.fi\/seduced-by-the-vines-when-passion-becomes-a-career\/"},"modified":"2026-08-04T13:34:51","modified_gmt":"2026-08-04T10:34:51","slug":"seduced-by-the-vines-when-passion-becomes-a-career","status":"publish","type":"post","link":"https:\/\/norex.fi\/en\/seduced-by-the-vines-when-passion-becomes-a-career\/","title":{"rendered":"Seduced by the vines – when passion becomes a career"},"content":{"rendered":"\n

\u201cA passion for wine was passed down to me with my mother’s milk,\u201d laughs Suvi Sinivirta<\/strong>, Sales Director at Norex. In the company of parents who are passionate about wine and food, she has been touring European wineries since she was a little girl. <\/p>\n\n

Having grown into a wine enthusiast following in her parents’ footsteps, Suvi did not originally seek work in the industry. \u201cI have a Master\u2019s degree in Education. However, after graduating, I didn’t immediately find a job that matched my education. I thought about what else I was good at and realized that I at least knew something about wine, so I decided to apply for jobs in that field. It was supposed to be a temporary solution, but the industry swept me away,\u201d she smiles. <\/p>\n\n

Daddy’s girl<\/h2>\n\n

\u201cI share a passion for wine with my father; it connects us strongly. It\u2019s actually surprising how similar our palates are. We have often tasted the same wines and, without discussing it, written down identical notes. Many great lunch and dinner moments have been shared within the family,\u201d Suvi recalls warmly. <\/p>\n\n

When both food and wine are close to your heart, which one takes the lead at the dinner table\u2014food or wine? \u201cIt varies,\u201d Suvi laughs. \u201cBoth ways work. If you have wonderful ingredients at hand, you look for a suitable wine for them. If, on the other hand, a certain wine inspires you at that moment, you start planning the menu based on the drink.\u201d <\/p>\n\n

Suvi’s family has a French approach to Christmas: there are plenty of seafood, oysters, lobster, and from the Finnish Christmas table, cured fish and roe. \u201cThe Christmas drinks are quite champagne-focused. Of course, we also open a good red Burgundy to be served with the Christmas main course, reindeer, but otherwise, we stick with high-quality bubbles.\u201d <\/p>\n\n

When choosing festive drinks, sustainability and environmental friendliness are also important to Suvi. \u201cThe higher the quality of wine you buy, the more certain you can be that the drink comes from a responsible producer. When wine is made with centuries of tradition, there is an appreciation for environmental and social responsibility.\u201d <\/p>\n\n

Christmas drinks: rules are made to be broken<\/h2>\n\n

In Suvi’s opinion, there is no absolute rule for pairing Christmas food and drink that should be followed slavishly. \u201cFor example, fish and white wine. There are lovely red wines that pair well with Christmas fish,\u201d she says. \u201cThe most important thing is that the wine and food are in harmony: when you put in the effort and prepare food with care, that\u2019s the moment when it\u2019s worth investing in the wine as well.\u201d <\/p>\n\n

\u201cSometimes I feel that we Finns, in the big picture, are still uncertain wine enthusiasts. We seek a lot of validation from reviews, ratings, or medals earned by drinks. In the end, it’s unnecessary, because the starting point for everything is whether you like the wine in the glass or not,\u201d Suvi points out. \u201cHistorically, wine has also been taken too seriously: after all, it is just an agricultural product intended to be enjoyed.\u201d <\/p>\n\n

Finnish consumers believe that the label of the drinks chosen for the Christmas table matters. \u201cWhen consumer behavior has been studied, the label plays a big role\u2014though in different ways for different consumers,\u201d Suvi says. \u201cSome look for credibility and a classic look, while others seek a crazier and more modern approach to the label. However, we don’t drink labels, so as you gain experience, it’s worth making the decision more boldly based on taste and aroma.\u201d <\/p>\n\n

In addition to drinking, Suvi believes that wines are an excellent Christmas gift\u2014at least if you know the recipient. \u201cA wine purchased to suit the recipient’s taste is a thoughtful and high-quality gift that will be used, rather than left to gather dust at the back of a cupboard.\u201d <\/p>\n\n

\"Suvi<\/figure>
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Suvi Sinivirta<\/h2>\n\n\n\n

Sales Director, Alko<\/p>\n\n\n\n

040 589 3347<\/p>\n\n\n\n

suvi.sinivirta@norex.fi<\/a><\/p>\n<\/div><\/div>\n\n

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