Thinking on wine & digital marketing

WINE & MUSIC, PART 4: WHAT WINE CAN LEARN FROM REGGAE

From Tokyo festivals to Notting Hill Carnival: how outdated cultural assumptions created a commercial blind spot and why wine needs to build the occasion first and let the drink earn its place in culture.

Wine & Music Part 3: What Jazz Can Teach Wine Brands

Wine and jazz may feel like an obvious pairing, but the real opportunity goes far beyond atmosphere. From collaboration and improvisation to cultural ecosystems, premium experiences and category growth, jazz offers wine brands a powerful blueprint for building relevance without losing identity.

Wine & Music Part 2: What Hip-Hop & Street Culture Can Teach Wine Brands

Hip-Hop has become one of the most powerful cultural forces in modern consumer culture; for wine brands looking to build relevance beyond traditional wine audiences, there is plenty to learn from the Hip-Hop industry.

Wine & Music, part 1: What House Music Can Teach Wine Brands

From intimate wine raves to global brand ecosystems, what can wine brands learn from house culture?

Street Credibility: What Wine Brands Can Learn From Street Marketing

Street marketing turns public spaces into cultural touchpoints, using surprise, creativity and participation to make brands part of everyday life. For wine brands, it offers a way to move beyond traditional imagery and build relevance through experiences, collaborations and objects people genuinely want to represent.

Good Wine. Good Dogs. Good Marketing.

Wine Is A Multisensory Product. Its Branding Should Be Too.

Wine is inherently multisensory and yet wine branding remains overwhelmingly visual. Logos, labels, bottles, photography, typography are all important, but brand identity can be much bigger than what people see.

Will AI Recommend Your Wine?

AI search is changing the rules: 8 Practical ways wineries can improve their visibility in the new era of AI-assisted discovery.

Google's AI Mode Is Coming for Your Traffic — Wine Brands Need an Owned Audience Strategy Now

With Google's AI Mode set for full deployment in H2 2026, organic search traffic to wine brand websites faces structural decline. Here's what to do before it arrives.

Instagram's Creator Monetisation Expansion: A Strategic Opportunity for Wine Brands and a Compliance Minefield

Instagram's new monetisation tools for 10k+ accounts are reshaping how wine brands can partner with creators — but alcohol advertising compliance could make or break your strategy.

When the Cork Becomes the Campaign: What Wine Regions Can Learn from VisitPortugal

VisitPortugal turned a national product into a global brand mechanic. Here's what wine regions can glean from the playbook without copying it.

DEI Is a Growth Strategy: How Wine Brands Can Move Beyond the Statement

DEI is not a checkbox or a trend, it's a corporate value that can become a commercial opportunity hiding in plain sight. Here's how forward-thinking wine brands are turning inclusion into measurable market growth.

Drop Culture and Wine: How Scarcity, Hype, and Community Can Reshape How You Launch a Bottle

Streetwear cracked the code on desire. Here's how wine brands can borrow the playbook without cheapening the craft.

The Hidden Cost of Non-Compliance: What Every Wine Brand Needs to Know About Advertising Regulations

From TTB mandates to EU digital codes and Japan's strict broadcast rules, wine advertising compliance is more complex—and more consequential—than most brands realize.

The winery that doubled its export revenue through digital media

A case study in how a mid-sized European estate repositioned itself for the North American market.

Beyond the Label: How Data-Driven Storytelling Is Reshaping Wine Brand Strategy

The wineries winning consumer loyalty aren't just making great wine, they are also telling smarter stories, backed by data that turns insight into emotional connection, turning visibility into demand.

She Buys, She Influences, She Leads: The Female Force Reshaping Wine Marketing

Women drive the majority of wine purchasing decisions globally, yet most wine marketing still misses the mark. Here's how to close that gap strategically.

Summer 2026 Digital Advertising Trends Every Wine Brand Needs to Know

From AI-driven media planning to shifting regulations in the EU and booming demand in Japan, here's how smart wine brands are winning digitally this summer.

Wine Doesn't Need More Tech. It Needs Better Emotional Execution.

Wine is one of the world's most emotional categories yet its digital execution rarely reflects this. Here's how to change it.

Beyond Proactive and Reactive: Why Predictive Marketing Is the New Competitive Edge for Wine Brands

The most successful wine brands in 2026 aren't just responding to trends or anticipating them, they're predicting them. Here's how to build that capability.

Before Growth Comes Resilience: The Strategic Foundation Every Wine Brand Needs Now

In a market defined by tariff volatility, shifting consumer cohorts, and algorithmic media, the wine brands that scale are the ones that first learn to bend without breaking.

AI in Wine Marketing: Separating the Hype from the High-Impact Use Cases

Every 2026 marketing conference has an AI panel. But which applications are actually moving the needle for wine brands and which are burning budget?

Cut Through the Noise: What Actually Moves Wine Off Shelves and Into Hands

The wine industry is drowning in buzzwords and hollow advice. Here's what the data, the markets, and two decades of wine marketing experience actually tell us.

From Vineyard to Feed: How Wine Brands Can Win with Short-Form Video in 2026

Short-form video is reshaping how consumers discover wine. Here's how forward-thinking brands can build scroll-stopping content strategies that convert.

Why wine brands are invisible online — and how to fix it

The fragmented marketing habits of the wine industry are costing brands visibility. Here's a structured approach to closing the gap.

Reaching the Japanese wine consumer in the digital age

Japan is one of the world's most sophisticated wine markets. But reaching it requires a very different digital strategy.

WSET knowledge meets digital strategy: why it matters

Deep wine technical knowledge combined with cross-cultural fluency positions wine brands far more effectively in diverse global markets.

Five digital trends reshaping how wine is sold in 2026

From short-form video to conversational commerce, the channels consumers use to discover and buy wine are shifting fast.

How AI is reshaping media planning for the wine sector

Algorithmic audience targeting and predictive spend allocation are no longer reserved for FMCG giants. Wine brands can access them now.

Price, RTDs, and AI: What 1,300 U.S. Wine Drinkers Are Telling the Industry Right Now

New Wine Opinions data reveals affordability pressure and RTD substitution are accelerating. Here's what wine brands and retailers must do to stay competitive.

Wine's Real Crisis Isn't Sales — It's Attention

Declining volumes are a symptom. The deeper issue is that wine has lost its grip on consumer attention while most brands are still solving the wrong problem.

Five digital trends reshaping how wine is sold in 2025

From short-form video to conversational commerce, the channels consumers use to discover and buy wine are shifting fast.