Alright, this week we’ve got a lot to talk about — from AI-powered storytelling and social-first travel behavior to YouTube’s media dominance and what personalization actually looks like in 2025. Let’s dive in.
Let’s start with a campaign that’s equal parts brilliant and borderline dystopian.
Abandoned Nights by AB InBev
AB InBev — the world’s largest brewer — just launched one of the most creative ecommerce retargeting efforts we’ve seen in a while. Working with agency R/GA, they rolled out a campaign called Abandoned Nights for their Latin American platform, TaDa.
Here’s the premise: if you abandon your shopping cart — beers, snacks, charcoal, whatever — 24 hours later, you get a personalized AI-generated video showing what your night could have been if you’d checked out. Full storyline. Custom narration. Your actual cart items turned into a short cinematic experience.
Now, yes — this is a big-budget play. But the takeaway isn’t about the tech. It’s about what this teaches alcohol consumers to expect: marketing that entertains, not just reminds. It’s retargeting with a heartbeat.
And for wine brands, that’s the lesson: You don’t need generative video engines. But you do need to move beyond transactional emails and templated reminders. Storytelling and personalization are creeping into every customer touchpoint — even the follow-up. So the question becomes: when someone engages with your brand, does it feel like a message… or like a moment?
Speaking of moments, let’s talk about travel content — and where wine brands are falling short. Marketing Dive just released a study on what drives modern travel behavior, and the headline is this:
Two-thirds of Gen Z use social media to pick their destinations.
Not to plan activities. To choose where to go at all.
And that matters, because most winery content is aimed at people who’ve already decided to visit wine country. You’re catching them mid-funnel. But if people are choosing destinations based on vibe, emotion, and storytelling — then your winery isn’t just competing with other wineries. It’s competing with brunch spots, nature hikes, boutique hotels, even TikTok-worthy views.
Here’s what I’ve been telling clients lately: A vineyard shot isn’t interesting. But a vineyard as the backdrop to someone’s birthday, or a proposal, or a spontaneous lunch with friends? That’s what turns your winery from a producer into a place worth going.
And here’s the kicker: Destination-style content doesn’t just inspire travel — it boosts your local SEO. When your site features itineraries, local guides, event coverage, or day-trip ideas, you’re far more likely to show up in “things to do near me” searches.
So if you want to win search and social, stop talking about what’s in the bottle. Start showing people what it feels like to be there.
Now, staying on the topic of media… let’s zoom out.
YouTube is the now the second largest media company in the world
Variety just reported that YouTube is now valued at up to $550 billion and is on track to become the largest media company in the world by revenue — even ahead of Disney.
That stat alone should make us pay attention. But here’s what’s more important: YouTube is now the most-watched TV platform in the U.S., full stop. It owns long-form, short-form, subscription, ad-supported, and everything in between.
So what’s the takeaway for wine brands?
Most of us aren’t buying TV spots. But YouTube is in reach — and it rewards content that’s useful, interesting, and searchable over time. A well-made video about your tasting experience, or how to plan a weekend in your region, or what makes your approach to winemaking unique? That can live forever. And more importantly, it can work quietly in the background — educating and converting while you sleep.
And if you’re not ready to produce content yourself? YouTube’s ad platform offers highly targeted video advertising that’s dramatically more accessible than traditional TV. You can run skippable ads in specific regions, target by interest or intent, and only pay when people actually watch. For wineries that want brand visibility without the cost of broadcast media, it’s one of the smartest ad buys out there.
Now, let’s bring this home with a conversation about digital experience — and what personalization actually looks like in 2025.
Coveo’s latest Customer Experience Relevance Report dropped this month, and the message is clear: People want personalization… but they don’t want to give up their privacy to get it. In fact, willingness to share personal data is down across all age groups. But at the same time, complaints about irrelevant product recommendations are up.
So how do you bridge that gap?
Here’s one practical answer: Commerce7 personalized content.
If you’re already using C7, you have access to tools that let you tailor the customer experience without needing creepy tracking. A few quick examples include:
- Recommend wines based on purchase history
- Show club members exclusive content
- Celebrate a birthday with a special offer
That’s personalization grounded in behavior, not surveillance. And in today’s environment, that’s exactly the kind of trust-building wineries need. Because here’s the reality: after 2 or 3 bad digital experiences, most customers bounce. But if your site feels like it was built for them — even just a little — they’ll stay. And they’ll come back.
And finally… something we absolutely can’t do. But I’m obsessed with it anyway.
The Flipper by Heineken
Heineken just launched a prototype phone case called The Flipper. It listens for the word “cheers” — and when it hears it, it physically flips your phone face-down to stop you from scrolling.
It’s ridiculous. It’s amazing. It’s deeply on-brand. And it’s part of a broader campaign to get people #SocialOffSocials.
No, wineries aren’t going to start producing robotic phone cases. But I love the reminder here: create spaces and moments where presence feels better than performance.
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.
