Before we get into this week’s stories, a quick plug for something I’m really proud of.
We’ve just dropped a brand new guide: The Strategic Winery’s Guide to Modern Marketing. It’s 34 pages of clear, actionable advice built specifically for winery teams — not generic marketing BS, but a roadmap to help you connect campaigns to real business outcomes.
We break down the five most common mistakes wineries make, how to plan campaigns that actually convert, and what it looks like to market like a modern DTC brand — without chasing trends or burning out your team.
It’s for owners, marketers, DTC managers, and anyone tired of wasting time and budget on things that don’t move the needle.
Alright, let’s get into this week’s news.
Google might be forced to sell off key parts of its ad tech empire.
Last week, a U.S. judge ruled that Google holds illegal monopolies in key parts of the ad tech ecosystem — specifically publisher ad servers and ad exchanges. In plain terms: Google has too much control over how ads are bought, sold, and delivered across the internet.
This is a huge deal. Why? Because these are the very systems most wineries rely on—either directly or via agencies—to run programmatic ads, remarketing campaigns, and Google display buys.
If Google is forced to break up or sell off these assets, it could dramatically change how digital advertising works. Costs could shift. Ad delivery could get messier. Performance reporting could splinter across new platforms. And for smaller brands already struggling to track attribution? It might get worse before it gets better.
But here’s the flip side:
This could also open the door for more transparency and competition in the ad space. If Google’s dominance weakens, we may see better tools for SMBs — and that could include wine brands — who want visibility without feeling boxed into one ecosystem.
The takeaway: Even if you’re not running Google Ads right now, this ruling signals a shift. Watch your ad performance, ask your partners good questions, and be prepared for volatility as the ad tech landscape rebalances.
Meta — and what could happen if they lose Instagram.
Meta is on trial again — this time, for allegedly building an illegal monopoly by acquiring Instagram and WhatsApp to squash competition…duh. The FTC is arguing that Meta’s control over “personal social networking” gives it unfair market power… and they want the court to force Meta to sell off Instagram and WhatsApp.
This isn’t just corporate drama — it has real implications for anyone using Meta’s platforms to build brand, reach new audiences, or run ads.
Instagram accounts for more than half of Meta’s U.S. ad revenue, and it’s one of the only platforms where younger users still actively engage with brands. If it’s forced to spin off from Meta? Expect disruptions in ad targeting, reporting, and integrations — especially with Meta Business Manager.
But beyond the mechanics, this trial is part of a bigger moment: We may be entering a post-Meta era — one where the gravitational center of social media shifts. TikTok, YouTube, Reddit, Discord, even emerging niche platforms — they’re not just distractions anymore. They’re becoming the new infrastructure of online culture.
So here’s the takeaway: Don’t panic, but don’t wait. Start evaluating where your brand is showing up, and what would happen if your Meta tools stopped working. Because if the platform’s control weakens, so does your ability to rely on its shortcuts.
Let’s shift gears to something every wine brand should be thinking about: premiumization.
This week, Gareth Turner published a sharp opinion piece that every wine marketer should read: “Premiumisation vs alienation: The fine line marketers can’t afford to cross.” You can find it in Marketing Week.
The core argument? Raising prices only works when it’s backed by perceived value. If your premium product doesn’t come with a premium experience — whether that’s product, packaging, story, or service — consumers will feel it. And they’ll walk.
This hits especially hard in wine, where premiumisation has become the default play. We redesign a label, push a new release at a higher price, and assume the story carries the markup.
At 5forests, we’ve been talking about this a lot — because we’re seeing so many wineries, even competing brands within the same tier, all trying to premiumise at once. And when everyone does it? That’s not a repositioning. That’s just inflation with a prettier font.
Consumers know when the math doesn’t add up. If you’re raising prices without delivering better storytelling, better access, or real-world value? You’re not premiumising — you’re just pricing people out.
Turner reminds us that true premiumisation is about differentiation. In his FMCG world, that might mean better ingredients or more sustainable sourcing. In wine, it’s about rethinking how you launch, how you serve, and how you connect — from shelf to site to story.
The takeaway: Premium pricing should never be the goal on its own. It has to be earned — and in wine, that means aligning price with experience, not just heritage or brand voice.
SXSW Europe this June!
I’m thrilled to be part of the very first SXSW Europe in London this June — and if you’ll be there too, I’d love to catch up. It’s shaping up to be a truly global conversation on the future of tech, creativity, and culture, and I’m excited to see what it brings.
Drop me a line if you’ll be attending — or just want to connect while I’m in town.
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 TikTok, 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.
