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.

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