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.

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