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 her way—focusing on sustainability, Creole grapes, and breaking every rule that doesn’t serve the next generation of wine drinkers.
From World Malbec Day to Breaking the Mold
Before taking over her family’s 260-hectare estate in eastern Mendoza, Lis was behind one of the wine world’s biggest marketing wins: World Malbec Day. Created during her tenure at Wines of Argentina, the campaign turned a grape into a national symbol, generating massive global buzz and—more importantly—increased sales. “In the UK, Malbec sales jumped 70% year over year at Waitrose,” she notes. “That was the first time I saw a direct link between creative marketing and measurable sales growth.”
But Clement wasn’t content to stop at Malbec—or at tradition.
Why “Good Wine” Doesn’t Need a Heavy Bottle
After founding her wine marketing agency Foster Newton, Lis created Hollywood, a bag-in-box brand designed to challenge wine industry codes. No Malbec on the label. No fancy cues. Just a minimalist white box with bold black type—and premium wine inside. “I wanted people to know they didn’t need the weighty bottle or the foil stamp to drink something great,” she explains.
The packaging wasn’t the only statement. The marketing behind Hollywood was bold, cheeky, and memorable: part guerrilla campaign, part Gen Z mood board. And while Clement eventually paused the project, she hints it may soon return—because the world finally feels ready for it.
Wine Beats: Turning Wineries into Stages
Another Clement brainchild, Wine Beats, brought live music and PR-savvy energy to Mendoza’s most scenic wineries. “We invited top bands from Argentina and across Latin America, creating epic parties in vineyard settings,” Lis shares. “Young people were drinking wine, dancing, and falling in love with the space. We delivered a full marketing package to the wineries—PR, content, social buzz.”
The events drew huge attention and inspired copycats, but more importantly, they redefined how wine could be introduced to younger drinkers. “You can’t talk to 25-year-olds in the same language we use for critics,” Polly notes. “You have to create experiences that fit into their lifestyle.”
Leading with Creativity and Contrarianism
Today, as head of Bodega Clement, Lis is applying everything she learned across decades in marketing—and pushing boundaries once again. Her newly launched Finca Feliz label prioritizes lesser-known grapes like Criolla and Bonarda, leaving Malbec out of the lineup entirely. “If everyone’s doing one thing, I go in the other direction,” she says. “Our first red was a Criolla. We didn’t want to play by the rules.”
She’s also prioritizing orange wines, native varieties, and small-scale amphora production. The goal? To prove that Argentina is far more than one grape and one message. “Marketing should lead with flavor, culture, and community—not just a single varietal and a hillside photo.”
Building a Sustainable, Inclusive Future
Now deep in vineyard conversion and winery renovation, Clement is committed to more than market trends. Her current focus is sustainability—social, environmental, and economic. “We’re converting to organics, but it goes beyond certifications,” she explains. “It’s about people. It’s about building a place where our team thrives, where animals coexist, and where we do right by the land.”
It’s an approach grounded in purpose, not just marketing jargon—a rare mix in an industry where greenwashing is all too common.
Key Takeaways from Polly and Lis’s Conversation
- Marketing should be measured: World Malbec Day proved that creative campaigns can deliver real ROI.
- Break the code to stand out: From minimal bag-in-box wines to orange amphora bottlings, Lis shows that different is memorable.
- Young audiences need new language: Events like Wine Beats show that vibe and experience are critical for capturing the next generation.
- Sustainability must be teal: For Lis, sustainability isn’t a sticker—it’s a practice rooted in community and care.
- Innovation needs risk-taking: Whether in packaging or vineyard strategy, being first often means being brave.
As Polly notes, “If every winery looked at their brand like a marketer would, we’d have a more exciting, inclusive, and future-proof industry.” Lis Clement is doing just that—and making wine communication not just relevant, but irresistible.
