Culture Commerce Wine is a space for the big, messy, necessary conversations about what makes wine meaningful now, and what will keep it commercially viable tomorrow.
Hosted by strategist Polly Hammond (5forests, Wine Culture Lab), the series explores how wine (and the people who market it) can navigate changing expectations, new rituals, and the evolving signals of trust and taste.
Each episode features conversations with researchers, strategists, creators, and cultural thinkers, from both inside and outside wine. Together, we explore the shifts that shape modern consumption: how people choose, how they express identity, and how categories rise (or fade) based on their cultural fluency.
This isn’t a podcast about tradition or terroir. It’s about the business of being chosen — by the next generation of wine drinkers, and by the loyal customers who are shifting just as quickly.
Launching September 2025, with new episodes each week.
All content for Culture Commerce Wine is the property of Wine Culture Lab and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
Culture Commerce Wine is a space for the big, messy, necessary conversations about what makes wine meaningful now, and what will keep it commercially viable tomorrow.
Hosted by strategist Polly Hammond (5forests, Wine Culture Lab), the series explores how wine (and the people who market it) can navigate changing expectations, new rituals, and the evolving signals of trust and taste.
Each episode features conversations with researchers, strategists, creators, and cultural thinkers, from both inside and outside wine. Together, we explore the shifts that shape modern consumption: how people choose, how they express identity, and how categories rise (or fade) based on their cultural fluency.
This isn’t a podcast about tradition or terroir. It’s about the business of being chosen — by the next generation of wine drinkers, and by the loyal customers who are shifting just as quickly.
Launching September 2025, with new episodes each week.
Advertising, Differentiation, and Why Wine Needs to Lighten Up with Barbara Gorder
Culture Commerce Wine
49 minutes 56 seconds
1 month ago
Advertising, Differentiation, and Why Wine Needs to Lighten Up with Barbara Gorder
What can wine learn from the world’s biggest ad campaigns?
Barbara Gorder has built brands on two stages: global agencies like Leo Burnett and DDB, where she worked on icons from Procter & Gamble to General Motors, and the wine world, where she helps wineries navigate direct-to-consumer strategy and creative marketing. In this conversation, she and Polly explore the discipline behind campaigns that stick, the role of packaging, and why humor and nostalgia are powerful but underused tools in wine
Barbara argues that the wine industry’s tendency to tell the same family story isn’t enough to win attention in a crowded marketplace of 11,000 wineries. Instead, differentiation, rigorous briefs, and a willingness to experiment are key. She shows how wineries can borrow lessons from CPG and luxury, embrace new digital tools, and learn to value marketing as central to their business rather than an afterthought.
Whether you’re in wine or any brand-led business, this is a practical, insightful conversation about creativity, discipline, and growth.
What you’ll learn:
Why the tight creative brief is the foundation of effective campaigns.
How to move beyond “quality” and family stories toward real differentiation.
What packaging can (and can’t) do for brand strategy.
Why humor and nostalgia cut through consumer fatigue — and how wine can use them.
How DTC tools and digital media allow even small wineries to compete.
Get your tickets to the 2026 DTC Wine Symposium here: https://dtcwinesymposium.com/
Culture Commerce Wine
Culture Commerce Wine is a space for the big, messy, necessary conversations about what makes wine meaningful now, and what will keep it commercially viable tomorrow.
Hosted by strategist Polly Hammond (5forests, Wine Culture Lab), the series explores how wine (and the people who market it) can navigate changing expectations, new rituals, and the evolving signals of trust and taste.
Each episode features conversations with researchers, strategists, creators, and cultural thinkers, from both inside and outside wine. Together, we explore the shifts that shape modern consumption: how people choose, how they express identity, and how categories rise (or fade) based on their cultural fluency.
This isn’t a podcast about tradition or terroir. It’s about the business of being chosen — by the next generation of wine drinkers, and by the loyal customers who are shifting just as quickly.
Launching September 2025, with new episodes each week.
