Wine For Normal People
A digital home for wine without the snobbery
When someone’s built a global wine community on honesty, humor, and approachability, their website should reflect exactly that. As longtime collaborators and friends, Polly and Elizabeth approached this project with a shared mission: make wine feel normal—and make the content feel easy to find, even when there’s a lot of it.
Wine For Normal People needed to serve up 400+ podcast episodes, a library of online classes, and deep educational resources—all in a way that felt fun, friendly, and intuitive. No gatekeeping. No complexity. Just great content and clear paths for discovery.
Rarely do you find someone who is so up on trends in both tech and wine, who also has empathy for the consumer. 5forests’ professionalism, expertise, great listening, and marketing guidance will help me way beyond just my new site launch.
Elizabeth Schneider, Wine for Normal People
With full creative freedom, 5forests designed a digital experience that radiates Elizabeth’s voice. Every decision—from structure to imagery to tone—was guided by a single goal: help visitors feel like they’ve just pulled up a chair at the kitchen table. The result is a customer journey that meets wine lovers wherever they are—whether they’re just opening their first bottle or building out a cellar—and gently invites them to go deeper, learn more, and become part of something bigger.