Wine Concept


Wine Concept was born out of the idea that wine brings people together and our aim is to do it in a fun but yet informative way. If it’s creating your own cellar or impressing your friends, colleagues and clients with a wine event, Wine Concept is here to help you bring your vision to life. With many years of experience in all aspects of wine we will make sure that you and your guests will have the best experience.
We will come to your home/workplace with all you need, you don’t have to worry about a thing. We offer in-home or in-office services, or we can join you at a venue of your choice.

Alice Massaria

Managing Director

Alice has worked in and with wine all over the world. With an education in Accounting and IT, she decided to work for a summer in a little suburban bar in Vicenza (Italy), serving Negronis and Birra Moretti. It was not the level of service, but the people she has met during this experience that she decided not to go back to her “day” job. After 7 years working in the hospitality industry in Italy, Alice moved to Sydney in 2010. Here she worked for few renowned restaurants (Otto, Flying Fish, Mr Wong, just to name few). Alice gained behind the scenes experience at Azienda Agricola COS in Sicily where she was involved in the harvest and winemaking during the 2016 vintage. She loved it so much that oops she did it again in Spain in 2017 at Terroir al Limit winery in Priorat. Alice made her love for wine official during these years when she studied really hard gaining WSET level 3 as well as Court of Master Sommelier Certificate.

Some Words from Alice

“I remember growing up I didn’t have much but the people around me were telling me not to give up and to find my passion. The greatest gift is if you are able to turn that passion into your job.

I loved hospitality from the beginning because you cross path with so many different people and every day you learn something new. I am from the Veneto region and we are (fortunately or unfortunately) quite famous for being big wine drinkers. So wine has always been in my life – my grandpa used to pour a bit of red wine in my water since I four! The passion has always been there. So now, with this project, I want to try to bring my 2 biggest passions together, wine and people: my dream job.”