Our story

THANK YOU FOR COMING HERE TO MEET US. WELCOME TO THIRSTY AND WISE!

Wine is not just a drink. 

It’s an experience, a journey best shared with loved ones. And above all – it’s for everyone!

So, our goal is to simplify wine. De-snob it, make it inclusive, enjoyable, fun.

Let’s see how we got here.

PETAR VELICKOVIC

Founder of Thirsty and Wise

Let me take you back to where it all began for me. I was in my early twenties, hustling my way through life, working as a waiter on a cruise ship. It was a tough job—long hours, a busy schedule, little sleep. But I didn’t hate it. I actually loved parts of it. For example, meeting every kind of person from all walks of life. Talking to them, making them laugh, listening to their stories. Little did I know that one such encounter would give a completely new direction to my life. On a 28-day cruise around Australia, one of my guests started telling me stories about the wines he ordered. His passion was contagious. I was looking forward to serving him each night. The cruise was coming to an end, and this amazing person made one more kind and thoughtful gesture—one that would shape my entire career. He gave me my first wine book, with the foretelling title “Wine Wise.” And that was it for me.

You see, that book opened my eyes to the world of wine in a way I never thought before. It wasn’t about elitism or snobbery; it was about enjoyment, discovery, and sharing moments with others. From that moment on, I was hooked. I dove into everything wine-related, soaking up knowledge like a sponge and eagerly sharing my newfound passion with anyone who would listen.

But it wasn’t just about learning; it was about finding my calling. Wine became more than just a beverage; it became my avenue for connection, education, and ultimately, my livelihood. I discovered that I had a knack for simplifying the complex world of wine, making it accessible and enjoyable for everyone, regardless of their level of expertise.

I wore different wine hats during my 15+ years in the wine industry.

I was lucky enough to work alongside and learn from experienced professionals, including general managers in hotels like Four Seasons and InterContinental, and being part of restaurant teams of celebrity chefs like Wolfgang Puck and Jason Atherton. I eagerly accepted the challenging positions of managing wine programs, educating restaurant staff, leading the sommelier teams. Later on, just for good measure, I found myself on the other side of the wine business, working in sales. 

But soon enough, my mother’s genes kicked in, and I finally found my calling—education. I completed WSET Educator Training Program, and for the last 6 years, I had the privilege of talking, teaching, discussing, tasting wine with my students, my clients, and ultimately – friends. Because that is what is special about wine. It can connect people. And I am not talking about being tipsy together (that can be fun too), but about sharing the awe of this special beverage that is an amazing mixture of knowledge and art.

 And, I have to add, the best part about being an educator is witnessing the moment when someone discovers wine. No matter if they just discover that they like it and want to learn a little bit more about it, or if they are like me – and take a dive into the world of wine, and choose it as their career.

And so, Thirsty and Wise was born. Our philosophy is simple: wine is fun, and it’s for everyone. We reject the notion that wine should be exclusive or intimidating. Instead, we strive to make wine education and tastings accessible and enjoyable for all.

Our tagline, “We Simplify Wine,” encapsulates our mission perfectly. We’re here to demystify the world of wine, to strip away the pretension and elitism, and to make wine approachable and understandable for everyone.

At Thirsty and Wise, we’re more than just a company; we’re a community. A community of wine lovers, enthusiasts, and novices alike, coming together to explore, learn, and most importantly, enjoy.

So stay thirsty for wine, but more importantly – life. And be wise! About the choices you make, the roads you take.

Petar