Alcohol? Yes, but differently – Günter Jordan on a new culture of enjoyment & alcohol-free alternatives

Günter Jordan is the founder of Weinagentur Jordan and has been a valued partner of the Hochschober for many years. In this episode, Karin Leeb talks to him about his journey from waiter to ambassador for fine taste, 30 years of entrepreneurial development and what truly defines a good partnership: reliability, shared values and trust.

Together, they explore the changing culture of enjoyment, the growing demand for alcohol-free alternatives and the social value of a conscious approach to wine. A conversation about values, change – and why it often takes more than a good vintage.