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 why chasing shock value isn’t a strategy worth copying.
Let’s start with a topic I’ve debated for years: generational marketing.
Generational theory: Helpful framework or lazy stereotype?
If you’ve followed me for a while, you know I’ve long debated the usefulness of generational theory. Marketers love a neat label—Millennials, Gen Z, Gen Alpha—but those labels can easily become shortcuts that obscure real insight.
Recently, Marketing Week ran an opinion piece by Jennifer Bender, sparked by the release of the latest Ipsos Generations report. Bender argues that yes, generational theory can be helpful, but only when we use it critically, not as an excuse for broad stereotypes.
Generational theory should really only look at three things:
- Period effects: major shared events, like the pandemic, that shape all of us.
- Life stage effects: behaviours tied to age—think travel in your twenties or saving when you have kids, or for us, Legal Drinking Age
- Cohort effects: the worldview shaped as you come of age in a particular time.
The hard part is teasing these apart. Too often we declare “Gen Z hates brands” or “Millennials killed wine,” without asking whether it’s really about disposable income, cultural shifts, or affordability.
Why this matters for wine
Wine headlines love to talk about “how to reach millennials” or “why Gen Z isn’t drinking wine.” But we rarely stop to ask whether behaviour is generational—or just about life stage or wider economic realities.
Generational theory can be a useful lens—but only if we combine it with cultural insight, real consumer research, and a willingness to update our understanding over time.
The takeaway
Don’t fall for the easy label. The insight isn’t “Gen Z hates wine.” It’s why consumers act the way they do—and how your brand can connect with them in meaningful ways.
Coca-Cola proves marketing drives growth (especially when it’s done well!)
Next up, from Marketing Dive, Chris Kelly reports on Coca‑Cola’s Q2 earnings and the takeaway is crystal clear. Coke grew revenue 5% despite a 1% drop in volume, and executives credit marketing as a key driver of that growth.
Back in April, we talked about Coca-Cola’s decision to relaunch its Share a Coke campaign, this time with a digital twist—QR codes, custom videos, and in-app experiences. Our takeaway then? Packaging shouldn’t just sit on a shelf. It can be the start of a relationship.
Fast forward to Q2 earnings, and Coca-Cola just reported 5% revenue growth despite a 1% decline in global volume. And executives credit marketing as a key growth driver.
Campaigns like Share a Coke and Diet Coke’s “This is My Taste,” shaped by social insights, have delivered multiple consecutive quarters of growth. And it’s not just the campaigns—it’s Coca-Cola’s shift to faster test-and-learn processes, tailoring messages to local markets at scale, and finding efficiencies in production and media buying.
Why this matters for wine
Too many wine brands see marketing as a cost, not an engine. Coca-Cola is proving the opposite. Even in tough times, creativity, strategy, and agility drive results.
And if you’re still just thinking of your label as shelf appeal, take note: even legacy brands are turning packaging into a digital touchpoint. Your bottle could be more than decoration—it could unlock experiences, content, or offers that build loyalty long after the cork is pulled.
The takeaway
When the economy is uncertain, don’t cut marketing. Double down on strategies that create relevance and connection. Legacy brands aren’t playing it safe—and neither should wine.1
Sydney Sweeney, “great jeans,” and why attention alone isn’t the goal
And finally, the campaign everyone’s talking about: American Eagle’s ad with Sydney Sweeney and the tagline, ‘Sydney Sweeney has great jeans.’ It’s gone viral—but for reasons that should make brands pause before trying to replicate it.
The tagline—“Sydney Sweeney has great jeans”—plays on “genes” and has sparked criticism for flirting with ideas of eugenics.
Gross? Absolutely. But the brand got exactly what it wanted: everyone’s talking about their brand and jeans, a commodity product that’s often hard to make newsworthy.
Attention isn’t automatically good. This kind of buzz doesn’t build trust, it doesn’t build brand affinity, and it doesn’t give people a reason to stick around once the outrage passes.
Why this matters for wine
We often bemoan that wine marketing is too safe, too predictable—and that’s true. But the solution isn’t to chase controversy for clicks.
The real opportunity is to be timely and culturally relevant without sacrificing integrity. It means creating content, campaigns, and moments that resonate because they’re distinctive and meaningful—not because they’re controversial.
The takeaway
Attention is only valuable when it drives connection. The goal isn’t to get people talking—it’s to give them a reason to care.
That’s it for this week’s edition of The Wine Marketer’s Radar. If you find this series useful—and want to keep seeing smart, non-wine stories decoded for wine marketers—be sure to follow along on YouTube, Spotify & Apple Podcasts.
The Radar is part of our ongoing effort to help DTC, brand, and marketing teams stay sharp in a fast-moving world. If you spot a trend worth talking about, drop us a line. If you need a hand with your wine marketing, get in touch.
