The Wine Marketers Radar

No, I haven’t lost the plot—these are three of the most compelling, doable marketing moves wine brands should be learning from right now. In this week’s Wine Marketer’s Radar, I break down: Why Downy’s steamy Spotify campaign works harder than most wine ads How Bulleit Whiskey is using food culture to stay relevant And what 818 Tequila’s mini bottle strategy can teach us about Gen Z and “little tr...

At first glance, they have nothing in common. But together, they reveal what every wine brand needs to know about understanding consumers, treating marketing as a growth engine, and why not all attention is good attention. In this week’s episode: 1️⃣ Why generational theory can help—or hurt—marketers trying to understand their audience 2️⃣ How Coca‑Cola is proving marketing drives growth—even as s...

New episode of The Wine Marketer’s Radar just dropped and this one’s built for anyone trying to grow a wine brand in a time of economic anxiety, evolving expectations, and higher-than-ever competition for attention. In this episode: How to market through uncertainty without losing trust Gartner says tariff anxiety is already shifting consumer behavior. We dig into what wine brands can learn from r...

This week, we’re tackling three big questions: What happens to wine marketing when economic uncertainty hits? New insights from Gartner suggest that shoppers are already behaving like we’re in a recession. We break down how wine brands can respond with empathy, transparency, and clear value — before trust is lost. What if wineries stopped waiting for foot traffic… and drove it? Sephora’s “Delivere...

After a two-week break for SXSW London (and a secret London-based project!), Polly Hammond returns with a packed episode that looks at what’s happening outside the wine world — and what it means for wine brands trying to grow in a changing cultural and digital landscape. In this episode: What global CMOs are saying about marketing 2030 From Diageo and Unilever: the fundamentals still matter, moder...

In this episode of The Wine Marketer’s Radar , we explore four key insights reshaping the future of wine marketing: Intergenerational Leadership : Why younger voices at the table aren't just “nice to have”—they’re essential to innovation and resilience. Gen Z & ChatGPT : How the next generation is using AI as an operating system, and what that means for your brand strategy. Mental Availability...

This week on The Wine Marketer’s Radar , we’re diving into the brand strategies that are quietly winning with modern consumers — and what wineries can learn from them. In this episode: Why Pinterest is becoming Gen Z’s go-to discovery platform (and why wine brands should care) What grocery e-commerce teaches us about loyalty and customer retention What Gen Z creators actually want from brand partn...

Wine brands aren’t just competing with each other anymore. They’re competing with shifting consumer expectations—shaped by tech, fatigue, and smarter marketing from other industries. This week’s episode of The Wine Marketer’s Radar breaks down four outside-the-wine-world stories that smart marketers should be watching right now: CRM 3.0 — and the end of generic loyalty What does next-gen customer...

This week on The Wine Marketer’s Radar , we unpack why wine brands can’t afford to rely on shortcuts, old loyalty models, or rented audiences anymore. We're talking: Accessibility shortcuts are under fire — and wineries are at risk. Loyalty is crashing as customers cut spending. Gen Z is rewriting brand discovery. Google’s cookie chaos demands first-party data now. Need a hand with your winery mar...

Is premiumisation still a smart strategy — or just another name for inflation? In this week’s Wine Marketer’s Radar , we explore the fine line between value and overpricing, plus two major antitrust cases that could change how wine brands advertise and connect with customers online. What we cover: The U.S. ruling against Google’s ad monopoly — and what a potential breakup could mean for small bran...

They all tell us something about how consumers are discovering, choosing, and experiencing in 2025. This week’s Wine Marketer’s Radar covers: → AB InBev’s wild new AI-powered retargeting campaign — and what wine can learn from it → Why most winery content is missing the real opportunity in destination marketing → YouTube’s rise to media dominance — and how wine brands can actually use it → What pe...

In this episode, Polly Hammond looks at recent news about: Why consumers expect relevance without asking (and what that means for your site, email, and product strategy) The “culture” trap — and how brands like Diageo are using it to modernize without losing their core New data showing marketers know strategy is undervalued… but keep treating social as the fix And yes, the most overrated skill in...

In this episode, Polly Hammond dives into four major shifts shaping marketing today: why most brands are still chasing the wrong data, how influencer partnerships are becoming core to brand strategy, what Coca-Cola’s new personalized packaging means for product engagement, and why BCG says it’s time to ditch the funnel. Fast insights, built for wine marketers who think ahead.