Wine has more stories than pretty much any other consumer category on the planet. Ancient vineyards, heroic winemakers and centuries of tradition. And yet, for all of this narrative richness, most wine brands remain stubbornly invisible to most consumers most of the time. So what is actually going on? The case for storytelling is older than marketing itself. Anthropologists have long argued that humans developed language not merely to share information, but to gossip, build

How do you recruit wine drinkers in a declining category…particularly those pesky Gen Zs? In the past few weeks, we have seen two big UK wine launches, both core legacy brands that I have a soft spot for, having worked with them both regularly over the years. Both seem to be trying to crack the same nut: how to bring consumers into the category. Now, I am well known for my rather strong views on all things marketing in wine. So, I did what any responsible marketing strategist