Polly Hammond

As the Founder and CEO of 5forests, Polly Hammond bridges the gap between strategy and execution in the wine, beer, and spirits industry, driving innovation through digital marketing solutions. She spends her days not only consulting, writing, and speaking about impactful trends but also rolling up her sleeves to implement effective digital marketing solutions for 5forests' clients.

A picture of a senior lady reading a label of a wine bottle in a supermarket. Text reads "The consumer in partnership with Areni Global"

The Consumer, in Partnership with ARENI Global, Real Business of Wine Ep. 19

Join us for this very special session in collaboration with ARENI Global, as we explore the changing face of the modern wine consumer. Millennials, Boomers: does it matter? Technophobes, Social media natives: what does it mean for communications? Wine shops, DTC: what does the future look like?

A male preppy consumer holding two bottles of wine and reading the labels to compare them. Text reads "a better wine story".

A Better Wine Story, Real Business of Wine Ep. 20

Talk to almost anyone about marketing in any sector today and you’ll hear that ‘stories’ are essential. But what kinds of story actually help to persuade people to buy a wine? Joe Fattorini of the Wine Show – and formerly Berry Bros & Rudd – joins our panel along with Tom Parnell who blogs about…

A picture of the hand of a mature man holding a glass of wine, with a wine cellar in the background. Text reads "Somm-thing for the weekend"

Somm-Thing for the Weekend, Real Business of Wine Ep. 18

DLynn Proctor, Andre Mack, Gary Obligacion, and Tanisha Townsend. On this night, we pass the mic to four of the brightest characters in wine, to talk business, diversity, heritage, and the future.

A picture of a man wearing sandals, long shorts and blue t-shirt and carrying a big backpack, at the top of a viewpoint with a beautiful landscape underneath a blue sky with flufy clouds. He is excited with his arms raised. Text says "tourism - being there".

Tourism – Being There, Real Business of Wine Ep. 17

In recent years, wine tourism has become a mantra, a magic pill than, when associated with tasting room fees and Direct To Consumer sales can be the key to winery profitability. But what happened when a virus abruptly halts the stream of visitors, or when possible wine tourists who are trying to reduce their carbon…

A picture of pouring sparkling wine into a flute. There are many other flutes next to it. Text reads "English Sparkling Wine"

English Sparkling Wine, Real Business of Wine Ep. 16

At a time when there seem to be too few reasons to celebrate, English Sparkling Wine is forging ahead, with vineyards being planted, new wines being launched, and prizes being won. But how sustainable is the English wine boom? Who’s going to buy 30m or 40m bottles – compared to under 16m today? Do we…

A picture of a pile of open magazines. Text reads "The editors".

The Editors, Real Business of Wine Ep. 15

Ray Isle, Executive Wine Editor of Food, Food & Wine, and Wine & Spirits Editor, of Travel & Leisure; Erica Duecy of Vinepair; and Felicity Carter of Meininger’s Wine Business International. Three of the world’s leading wine editors share the secrets of how to get an audience for your words in respected media.

A picture of a young woman carrying shipment boxes. Text says "Excelling at Ecommerce".

Excelling at Ecommerce, Real Business of Wine Ep. 14

Now more than ever, wineries are looking toward ecommerce to keep the doors open. In this session, we ask leaders in wine website development to share their practical advice and best practices.

A picture of vineyards in Burgundy, with a old chapel in the back. Text reads "Burgundy - behind the scenes with Jasper Morris MW".

Burgundy Behind the Scenes with Jasper Morris MW, Real Business of Wine Ep. 13

Lifting the lid on the world’s most subtly complex and increasingly sought after region, with Burgundy-based Master of Wine, Jasper Morris, award-winning author of Inside Burgundy.

Picture is black background and candle graphs by month in white, red and green. Text says "by the numbers"

By The Numbers, Real Business of Wine Ep. 12

Compared to other sectors, the wine industry often seems to rely on what it has done in the past or hunches. In this session, we talk to experts Lulie Halstead, Dr Simone Loose, and Paul Mabray about the challenges of gathering high quality data…and persuading wine producers to benefit from it.

A picture of rows of amphoraes. Text says "Naturally different with Alice Feiring"

Naturally Different, with Alice Feiring, Real Business of Wine Ep. 11

If, like Eric Asimov of the New York Times, you are a natural and orange wine fan, or if you’ve yet to be seduced by low-intervention wines, this is your chance to put your questions to Alice Feiring, the unchallenged queen of the natural wine movement.

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The Wine Writers, Real Business of Wine Ep. 10

Join top international wine critics, Eric Asimov , Tim Atkin, and Elaine Chukan Brown as we explore the future of wine writing through the lens of financial and environmental sustainability.

A picture of a row of people on top, half of them are in a lower level, working and helping each other. The other part of the group is on the top of the hill, celebrating.

Qualified Success, Real Business of Wine Ep. 9

WSET? MW? MBA? What are the pros and cons of the main educational programs? Which qualification is most valuable for anyone looking for a job? Featuring: Ian Harris, head of the Wine & Spirit Education Trust, Damien Wilson of Sonoma State University, and Adrian Garforth, chairman of the Institute of Masters of Wine.