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Without strategy, marketing is just expensive guesswork. In these posts, we go deep on what actually makes marketing effective—positioning, planning, customer research, and clear decision-making. Whether you're rethinking your business model or just trying to spend smarter, these articles will help you build a foundation that works.
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.
Continue reading Wine Marketing Secrets: Learn from an Expert
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…
Continue reading Wine Marketing with Cindy Gallop: Inclusivity & Ageism
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.:…
Continue reading Reflections on Journalism and Wine with Felicity Carter
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…
Continue reading Lis Clement on Malbec, Wine Marketing & Argentine Innovation
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…
Continue reading Sean Spratt on Cabernet, Climate & Quiet Luxury at Destiny Bay
In this episode of Uncorked, Polly Hammond sits down with Lyndsay Dyk, founder of Field Day PR, a Portland-based agency specializing in wine, food, and lifestyle brands. Lyndsay brings a fresh, millennial perspective to public relations, grounded in storytelling, authenticity, and a deep connection to place. Together, they explore generational messaging, natural wine, and what…
Continue reading Bridging Generations & Purpose-Driven Wine PR
In this heartfelt episode of Uncorked, Polly Hammond sits down with fourth-generation California winemaker Carol Franzia to explore her family’s rich history, their deep agricultural roots, and the launch of a bold new venture: Zin House Farm. With a legacy that spans over 120 years, Carol offers a candid look at what it means to…
Continue reading From Legacy to Innovation: Carol Franzia on California Farming, Wine, and Zinc House Farm
In this week’s Uncorked episode, Polly Hammond sits down with Diva Giles, co-owner of Beau, an award-winning wine bar and restaurant in Auckland, New Zealand. At just 26 years old, Diva and her team are flipping the script on how younger audiences engage with wine. With a 160-bottle list, minimalist marketing, and a deeply empathetic…
Continue reading How Beau Became Auckland’s Favorite Wine Bar for Millennials (and Everyone Else), with Diva Giles
Welcome to episode 769 – in which host Polly Hammond interviews Erica Crawford on this week’s installment of “Uncorked”. Erica Crawford is an absolute legend in the wine industry. Erica has been ahead of the curve from day one, first building one of New Zealand’s most iconic brands and nowadays as the driving force behind…
Continue reading Italian Wine Podcast Ep. 769 Erica Crawford | Uncorked
Where we get into which is the best generation (its not ours), great content and telling stories electronically. Internet polymath, Polly Hammond talks about 5forests and taking it global, we all get into differences between generations and then why we don’t like generalising about generations. It all comes back to being engaging in modern ways.…
Continue reading Marketing Wine Across Generations with Polly Hammond
Wines specifically aimed at women? And at men? Really? Well, on the one hand, there’s Cupcake and Little Black Dress and Middle Sister. And on the other there’s Carnivor and Sledgehammer and 19 Crimes… In a departure from the usual format, Polly and Robert take a level headed look at gender-based wine marketing. And probably…
Continue reading Sex and Wine, Real Business of Wine Ep. 36
If it weren’t for Covid-19, Decanter Bordeaux correspondent Jane Anson would be on tour in the UK signing her new book, Inside Bordeaux. Instead, she’s still in France – and with us to discuss the secrets of what makes that region tick – and how she has successfully managed to produce five books without going…
Continue reading Inside Bordeaux with Jane Anson, Real Business of Wine Ep. 35