What can wine learn from the world’s biggest ad campaigns?

Barbara Gorder has built brands on two stages: global agencies like Leo Burnett and DDB, where she worked on icons from Procter & Gamble to General Motors, and the wine world, where she helps wineries navigate direct-to-consumer strategy and creative marketing. In this conversation, she and Polly explore the discipline behind campaigns that stick, the role of packaging, and why humor and nostalgia are powerful but underused tools in wine

Barbara argues that the wine industry’s tendency to tell the same family story isn’t enough to win attention in a crowded marketplace of 11,000 wineries. Instead, differentiation, rigorous briefs, and a willingness to experiment are key. She shows how wineries can borrow lessons from CPG and luxury, embrace new digital tools, and learn to value marketing as central to their business rather than an afterthought.

Whether you’re in wine or any brand-led business, this is a practical, insightful conversation about creativity, discipline, and growth.

What you’ll learn:

Get your tickets to the 2026 DTC Wine Symposium here: https://dtcwinesymposium.com/