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.
What can wine learn from Web3, gaming, and digital culture? In this episode, entrepreneur, investor, and wine lover Max Kantelia joins me to explore how blockchain, multisensory experiences, and new forms of community are reshaping heritage industries like wine.
We discuss:
Why blockchain is more than crypto speculation
How luxury brands are experimenting with hybrid physical-digital experiences
What gaming platforms like Minecraft and Roblox teach us about community building
The new meaning of trust in a world of verification and transparency
What “real utility” looks like for wine and luxury brands
The risks of bandwagon adoption — and the rewards of long-term cultural thinking
Wine has always been about culture, connection, and identity. But as the next generation grows up in immersive digital spaces, the question isn’t whether wine should adapt — it’s how.
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.
