Global Wine Markets & Trends

Gen Z clichés. Coke cans with QR codes. Sydney Sweeney’s “great jeans.”

This is the gently edited transcript of the July 31 episode of The Wine Marketer’s Radar — a weekly series from 5forests that connects external marketing shifts to modern wine brand strategy. Three very different stories, but each a lesson for wine brands: why labels can mislead us, how to leverage packaging for growth, and…

What SXSW London Taught Me About the Future of Wine Marketing

Hello and welcome back to The Wine Marketer’s Radar. I’ve been away for the past two weeks — first at the inaugural SXSW London, and then working with my team in the city on a very special project. (More on that soon — watch this space!) SXSW London was a powerful reminder that there’s a…

Jim Morrison driving classic car with words reading Riders on the Storm

Riders on the Storm: How Smart Wine Brands Are Surviving an Existential Crisis

This article is adapted from a talk originally presented by Polly Hammond and Michael Bourne at the Wine Sales Symposium in December 2024. It has been gently edited for clarity and flow in written form, while preserving the core insights shared live with wine industry leaders. Introduction: What Happens When the Old Playbook Fails? Imagine…

Young woman with headphones and sunglasses.She's wearing a striped shirt and standing in front of a striped background

How to Sell Wine to Gen Z (An Insider’s Guide)

To sell wine to Gen Z, brands must align with their values, meet them on digital-first platforms, offer transparency, and create experiences over prestige. That’s the short answer. But Gen Z is radically reshaping how—and why—people engage with alcohol. If you’re a wine brand trying to stay relevant, here’s what the 5forests team thinks every…

Nigerian woman with long braided hair in a winery holding a glass of wine while smiling at camera.

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…

Woman with dark curly hair and glasses stands at podium holding a glass of red wine. She is smiling and looks happy.

Fine Wine & Hospitality’s Future with Pauline Vicard

In this episode of Uncorked, the Italian Wine Podcast, Polly Hammond sits down with Pauline Vicard, Co-Founder and Executive Director of Areni Global, a think tank dedicated to the future of fine wine. The conversation explores findings from Areni Global’s new report, Fine Wine and the Restaurants: Looking Ahead After Two Years of Global Disruption.…

A picture of the map of Europe with an amplifying glass and the writing that says: Europe Behind the Scenes with Irene Tolleret

Inside Europe’s Wine Policy with Irene Tolleret MEP

Irene Tolleret is one of the most entertainingly outspoken politicians you will ever see on any screen. While not running Mas d’Auzières, her successful little Pic St Loup domaine, since 2019 she has worked as a member of the European Parliament. As a fluent Japanese speaker, she is a member of the delegation to Japan,…

A picture of bottles and the text that says: Independents Day with Graham Holter and Mike Boyne

Independent Wine Retail Today: Holter & Boyne Speak Out

On the eve of July 4th, highly respected trade writer, Graham Holter, and Mike Boyne, award-winning owner of Bin 2 in Padstow, one of Britain’s most dynamic small wine retailers. lift the lid on how the UK’s independent retailers have fared during the CV-19 lockdon and what the future may hold in store for them.

A picture of a girl using a surgical mask and the text saying COVID-19: The Impact

COVID-19: The Impact, Real Business of Wine Ep. 45

Three months after the world really began to pay attention to COVID-19, Professor Simone Loose of Geisenheim University in Germany and Rob McMillan of the Silicon Valley Bank in California share their knowledge and research findings of how the wine business has been affected.

A picture of pagodas and the text saying a focus on China

A Focus on China, Real Business of Wine Ep. 44

Over the last 25 years, no country has had a greater impact on the wine industry than China. From being a negligible market, it has grown to being one of the largest in the world, with a fast-expanding production base of its own. But, even for frequent visitors, this remains a mysterious country where people…

A picture of an imponent building in St. Petesburg. Text reads "Talking Russia".

Talking Russia, Real Business of Wine Ep. 41

Continuing the theme we began with India and Brazil, we look at Russia, one of the wine world’s most under-appreciated markets – where good wine is being produced, too.

A picture of glasses of orange wine. Text: Orange is the New Black

Orange is the New Black, Real Business of Wine Ep. 39

Simon Woolf, award-winning author of Amber Wine, talks skin contact with rosé expert Liz Gabay MW, winemaker Tony Milanowski of Rathfinny Estate and natural wine distributor Doug Wregg of Les Caves de Pyrene.