Luca Grippo: journalist, communication sociologist, Master Class sommelier, social media communicator, and former member of the central editorial team at Bibenda for twenty years as an expert in Wine, Extra Virgin Olive Oil, and Grappa. He is an affable conversationalist, straightforward and direct. We interviewed him to gain insights from his thirty-year career. The result was a long, free-flowing conversation that highlights both the bright and shadowy sides of a fascinating world.