Culture // Commerce // Wine

A podcast about the future of wine, through the lens of cultural relevance, behavioral change, and strategic marketing.

Hosted by Polly Hammond, Culture // Commerce // Wine explores the big, messy, beautiful collision between culture, consumer behavior, and the business of wine. It’s a show for the people shaping modern wine brands, and for anyone tired of talking about “next gen” without really interrogating what’s next.

The trailer is live!

Culture // Commerce // Wine launches September 2025.
Subscribe now to be the first to hear new episodes each week.

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What this is (and isn’t)

This isn’t a podcast about fermentation or food pairings. It’s not about age brackets or digital trends for their own sake.

This is a podcast about how trust is built, how taste is signaled, how aesthetics evolve, and how wine can still matter in a world of shifting values.

Each episode invites a sharp, generous thinker to unpack what’s changing — from the rise of identity-led brands, to Gen Alpha’s aesthetic literacy, to what luxury even means anymore.

This podcast is made for:

  • Wine brand leaders who want their work to outlast a vintage
  • Marketers navigating changing platforms, people, and preferences
  • Cultural strategists and creative thinkers looking for deeper patterns
  • Researchers and academics exploring identity, commerce, and behavior
  • Journalists and media seeking sharp, informed takes on wine’s future
  • Anyone who senses that the old rules of relevance, trust, and discovery no longer apply

If you’ve ever asked “what wine must become to stay relevant,” you’re in the right place.

Portrait of beautiful young woman siting at table and drinking champagne from glass on table at house party, looking at camera

Want to be a guest?

We’re always looking for generous thinkers (from inside and outside the world of wine!) who can help us make sense of what’s changing in the way we live, buy, trust, and build.

If you’re working on something that touches culture, commerce, or wine, we’d love to hear from you.

Apply to be a guest
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About the host

Polly Hammond has spent more than a decade asking what’s next for wine and building strategies to help brands meet the moment.

Widely recognized for her work on next-generation wine consumers, Polly operates at the intersection of marketing, behavior, and cultural strategy. Her work bridges old-world categories and new-world expectations, from digital discovery to aesthetic signaling to the shifting codes of modern luxury.

Culture // Commerce // Wine is where she explores these changes in real time, in conversation with the thinkers and creators shaping what comes next.

→ Curious about Polly’s work as a speaker or consultant? Download the Media Kit.
→ Want the weekly wine marketing brief? Check out The Wine Marketer’s Radar.
→ Looking for more on the intersection of wine and culture? Visit Wine Culture Lab.