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 treat” buying behavior None of these require huge budgets. But all of them reframe how and where brands show up—something wine marketing desperately needs to rethink. #WineMarketing #BrandStrategy #DTCWine #WineBusiness #CulturalMarketing #BookTok #InfluencerMarketing #BrandContent #ConsumerTrends

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 sales volumes dip 3️⃣ And what not to copy from American Eagle’s viral Sydney Sweeney campaign #MarketingStrategy #WineBusiness #BrandStrategy #DigitalMarketing #MarketingTips #WineryMarketing #MarketingForSmallBusiness #MarketingTrends #WineTok #DirectToConsumer #MarketingInsights #ContentMarketing #SmallBusin...

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 recession-era playbooks, and how to show up with empathy, value, and clarity. Sephora is literally delivering customers to stores and wine should take notes Their “Delivered to Beauty” campaign offers $20 ride credits to get shoppers into brick-and-mortar. The takeaway? If you want foot traffic, you might have to drive it. (Yes, even wineries.) ✨ What Gen Z wants from luxury and what wine can learn from it "Interestingness" is a thing, and we’re seeing how storytelling, curiosity, and emotional intelligence are replacing polish and price alone. #WineMarketing #DTCWine #LuxuryBranding #CustomerExperience #GenZMarketing #TastingRoomStrategy #TheWineMarketersRadar #PollyHammond #BrandStrategy 

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 “Delivered to Beauty” campaign literally sends a car to bring people in-store. Why? Because brick-and-mortar still matters, but it has to earn the trip. The wine world already has tasting rooms. Now we need to rethink how we get people to them. ✨ What Gen Z wants from luxury — and how wine can rise to meet it From JW Marriott’s story-first content to the broader shift toward “interestingness” as the new exclusivity, luxury is being redefined. The lesson? Stop defaulting to gold foil and start getting curious. The Wine Marketer’s Radar is a weekly series from 5forests that connects big-picture marketing trends to wine brand strategy. #WineMarketing #LuxuryWine #DTCStrategy #BrandTrust #TastingRooms #GenZ #WineBusiness #TheWineMarketersRadar #5forests #PollyHammond

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, moderation is a megatrend, influencer marketing demands trust, and AI isn’t just a content machine — it’s a strategic accelerator. Smirnoff Ice turns 25 — and goes after Gen Z The RTD titan is launching its first global campaign with a bold tone, new formats, and occasion-first thinking. We break down what wine brands can learn about packaging innovation, irreverent branding, and how to grow without losing your identity. VCCP’s loyalty report flips the script on retention New UK data shows that the best loyalty programs aren’t just about perks — they’re about belonging, identity, and emotional connection. We explore how wineries can evolve from churn management to true brand growth. AI SEO is here — are you part of the answers? The rise of AI-powered search means traditional SEO rules no longer apply. We unpack the rise of Answer Engine Optimization (AEO), and why showing up in ChatGPT and Perplexity matters just as much as Google rankings. Need help with digital or AI SEO for your wine brand? Visit https://5forests.com to learn how we help wineries show up, stand out, and scale. #WineMarketing #DigitalStrategy #AEO #WineDTC #GenZMarketing #SmirnoffIce #LoyaltyMarketing #AISEO #TheWineMarketersRadar #5forests #PollyHammond

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: People don’t buy the best wine, they buy the wine they remember. We break down why consistent marketing matters more than perfection. Free Online Learning from Harvard: Why this small act of educational access is a big statement, and how wine professionals everywhere can benefit. #WineMarketing #GenZMarketing #AIandGenZ #IntergenerationalLeadership #WineBusiness #BrandStrategy #MarketingTips #HarvardOnline #DigitalLearning #MentalAvailability #Commerce7 #WineDTC #ChatGPTGenZ #MarketingForWineries

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 partnerships (hint: it’s not about polished perfection) One behavioral bias that could be eroding your customer experience — without showing up in your analytics If you're in wine marketing, DTC, or brand management, this episode is packed with insights that can change how you show up for your customers. ️ Read the article or get help with your wine marketing at 5forests.com #WineMarketing #GenZMarketing #DTCWine #CustomerExperience #LoyaltyMarketing #TheWineMarketersRadar #5forests

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 marketing look like? Hint: it’s not AI gimmicks. It’s smart use of the tools wineries already have—segmentation, behavioral triggers, and relevance at scale. Del Real’s “Abuela Intelligence” campaign While everyone else is chasing machine-led personalization, Del Real went the other way: nostalgia, emotional memory, and real grandmothers. And it worked. Here's why. Heineken’s “Social Off Socials” message 62% of Gen Z say digital engagement leaves them drained. Heineken is leaning in—encouraging people to log off and connect IRL. Wineries chasing younger drinkers, take note. The $72B digital video boom wine is ignoring CPG, retail, beauty—they’re doubling down on short-form and connected TV. Wine? Still not showing up where attention lives. Let’s fix that. This isn’t wine news. It’s the news wine brands need to be paying attention to. Need help with your wine marketing? Head over to 5forests.com.

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 marketing? Head over to 5forests.com.

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 brands Meta’s high-stakes trial over Instagram and WhatsApp — and why your reliance on Instagram deserves a re-think Gareth Turner’s brilliant breakdown of premiumisation vs alienation — and why we’re seeing brand inflation, not differentiation Also: a new guide from 5forests for wineries who are ready to connect marketing to business outcomes:  Download your copy of The Strategic Winery’s Guide to Modern Marketing (it’s free!).

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 personalization looks like now (hint: it’s not about tracking) → And yes, a shoutout to the Heineken Flipper, because sometimes marketing is just joyful This isn’t wine industry news. It’s the news the wine industry should care about.

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 marketing? It’s still social media. Fast insights for wine marketers who think ahead.

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.