The Blog

Smart thinking for wine brands that want to grow. From practical marketing strategies to bold takes on industry trends, our blog shares what’s working, what’s not, and what’s next in wine DTC. No nonsense. No filler. Just honest insights from the agency trusted by wineries around the world.

How to Sell More with Better Winery Photography

In this article, we delve into the power of lifestyle photography for wine brands. We’ll (briefly!) explore compelling research that highlights the impact of lifestyle photography on consumer behavior and helps you get this investment across the line. We’ll discuss how emotional connections, subconscious influences, and storytelling through images can significantly enhance your brand’s DTC…

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Dan Petroski on Reinventing Wine Marketing Strategy

In the latest episode of Uncorked, Polly Hammond sits down with Dan Petroski, founder and winemaker at Massican. Known for his forward-thinking approach, Dan shared insights on how he challenges conventional wine marketing, the influence of social media, and the importance of adapting to change in the wine industry. From Tradition to Innovation in Wine…

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Sustainable Winery Websites: Good for Business, Better for Earth

Journey with us in this episode as we explore the greener side of the web! Your winery website may be silently contributing to the escalating climate crisis, but there’s hope on the horizon – Sustainable Web Design. Today, we delve into how adopting eco-friendly web practices not only curtails your digital carbon footprint but also…

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Wine Packaging Trends from Luxe Pack Monaco

Are you ready to unlock the role of wine packaging as a pivotal part of your marketing strategy? Dive into this recap of Luxe Pack Monaco 2023, where the fusion of luxury packaging and marketing unfolds. In this video, we delve into how color, aesthetics, and sustainability in packaging are not just about appeal, but…

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Wine Marketing Secrets: Learn from an Expert

Are you a winery owner or marketer who wants to learn the digital marketing secrets that will help you grow your business? Then you need to tune in to “Headtraining,” the weekly series hosted by Polly Hammond, founder of 5forests and digital marketing expert for the wine industry.

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Wine Marketing with Cindy Gallop: Inclusivity & Ageism

What can wine brands learn from the sex industry? A helluva lot if Cindy Gallop is the one giving the advice. In a time when alcohol brands are facing increasing calls for moderation and abstinence, we sit down with Cindy to explore how a platform like Make Love Not Porn is actively fighting to establish…

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Reflections on Journalism and Wine with Felicity Carter

In a lively episode of Uncorked, Polly Hammond and Felicity Carter share insights from their experience at Media Fest 2022, a journalism conference in Washington, D.C. The two dive into the challenges facing both the journalism and wine industries, exploring how each field can benefit from fresh perspectives, authenticity, and innovation. Journalism in the U.S.:…

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Chinedu Rita Rosa on Bordeaux, Nigeria & Wine Market Growth

In a dynamic episode of Uncorked, Polly Hammond speaks with Chinedu Rita Rosa, founder of Vines by Rosa and co-founder of Bordeaux Mentor Week. As one of Nigeria’s first certified wine experts, Chinedu has spent over 20 years helping European wine brands enter the West African market while simultaneously championing African food and wine pairings…

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Christian Holthausen on Wine PR, Empathy & Reputation

In this engaging episode of Uncorked, Polly Hammond sits down with Christian Holthausen—communications strategist, writer, and long-time public relations powerhouse in the wine world—to explore what PR means today. Their conversation spans from the decline of the Rolodex to the rise of personal branding, from empathy to influencer fatigue, and everything in between. Holthausen makes…

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Adam Lechmere on Wine Trends: Cans, Comms & Regeneration

In this post-pandemic episode of Uncorked, Polly Hammond is joined by veteran wine writer Adam Lechmere for a boots-on-the-ground debrief of the London Wine Fair. With insight, wit, and a critical eye, Lechmere walks us through the evolving landscape of wine trade shows, the rise of canned and natural wines, and how movements like regenerative…

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Lis Clement on Malbec, Wine Marketing & Argentine Innovation

In this lively and insightful episode of Uncorked, Polly Hammond interviews Lis Clement—marketing powerhouse and director of her family’s Bodega Clement in Mendoza, Argentina. Lis is best known for launching World Malbec Day and flipping traditional wine communication on its head through guerrilla marketing, love brands, and unapologetically creative campaigns. Now, she’s running a winery…

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Sean Spratt on Cabernet, Climate & Quiet Luxury at Destiny Bay

In this thought-provoking episode of Uncorked, Polly Hammond talks with Sean Spratt, owner and winemaker at Destiny Bay, a small-production winery located on Waiheke Island. The conversation spans two decades of brand building, family-driven innovation, climate pressures, and what it means to operate at the luxury end of a market that isn’t always comfortable with…