Culture Commerce Wine

What does it take to build a brand that endures in a culture addicted to optimization?

In this episode of Culture Commerce Wine, Polly Hammond sits down with Anant Sharma, Founder & CEO of Matter of Form, for a conversation about the one resource modern brands undervalue most: time.

Anant argues that “luxury” has collapsed into a search term, and that the future belongs to brands that slow down — brands that take time to understand people, to craft experiences, to design journeys that unfold with intention rather than optimise for the next click.

Together, we explore:

This is a thoughtful, wide-ranging conversation for anyone shaping brands in culture—especially those resisting the pressure to move faster, ship sooner, and optimise everything to death.

If time is the last true luxury, what does it look like to treat it as a strategy?

What does it take to rebuild a wine culture from the ground up?

At just 32, Aimee Keushguerian is helping redefine Armenia’s place in the world of fine wine — turning a fractured Soviet legacy into a story of renewal, collaboration, and cultural relevance. In this episode of Culture Commerce Wine, Polly Hammond and Aimee explore what it means to build identity in the world’s oldest documented wine region, where heritage can be both a gift and a trap.

This is a not-to-be-missed conversation about how culture is made, how it’s rebuilt, and why the future of wine depends on relevance as much as on roots.

Watch the full episode: https://www.youtube.com/watch?v=TOY8tiay4FE

Read the full article: https://wineculturelab.com/podcast/reinventing-the-oldest-wine-region-on-earth-with-aimee-keushguerian/

Learn more about Aimee Keushguerian and Zulal Wines: https://www.instagram.com/zulalwines

In this episode, Polly Hammond sits down with Cindy Gallop — founder of MakeLoveNotPorn and the self-described “Michael Bay of business” — to talk about pleasure, power, taboo, and what happens when entire industries lose their cultural license.

From sextech to wine, the conversation explores how pleasure industries navigate censorship, moral panic, and shifting values — and why the answer isn’t to clamp down, but to open up.

They unpack:

If you care about culture, commerce, and keeping wine relevant in a world that’s rewriting the rules, this is your must-watch conversation.

Connect with Cindy Gallop:

Read more at https://wineculturelab.com/

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/

What can wine learn from Web3, gaming, and digital culture?
In this episode, entrepreneur, investor, and wine lover Max Kantelia joins me to explore how blockchain, multisensory experiences, and new forms of community are reshaping heritage industries like wine.

We discuss:

Wine has always been about culture, connection, and identity. But as the next generation grows up in immersive digital spaces, the question isn’t whether wine should adapt — it’s how.

For our very first episode of Culture Commerce Wine, I sit down with Charl Bassil, whose career has spanned Procter & Gamble, SABMiller, Pernod Ricard, Absolut Vodka, and now the BBC, where he serves as the broadcaster’s first Chief Brand Officer.

We talk about the frameworks and philosophies that guide his work — from Kantar’s “brand power” to his own “brand farmer” analogy — and why he believes the core job of marketing is helping people feel like they belong.

Along the way, Charl shares lesso ns on:

Whether you’re shaping the future of wine, media, or consumer brands, this conversation is a masterclass in connecting strategy with story, and commerce with culture.

Is wine still part of the cultural conversation?

Or is it quietly slipping into the background, overshadowed by changing tastes, evolving values, and faster-moving categories?

Because the way people buy, drink, and talk about wine is shifting — and not just among Gen Z. Across all age groups, we’re seeing new expectations, new rituals, and new behaviors that traditional wine marketing struggles to keep up with.

So how do wine brands stay relevant in a culture that doesn’t owe them its attention?

That’s the question behind Culture // Commerce // Wine.

This podcast is a space for the big, messy, necessary conversations about what makes wine meaningful now—and what will keep it commercially viable tomorrow.

Each episode, I talk to strategists, researchers, creators, and cultural thinkers—from inside and outside wine—about how brands navigate cultural relevance, behavioral shifts, and changing definitions of value.

We’ll explore the signals that matter: how people choose, how they talk, how they buy. From TikTok to tableside. From attention to action.

Because culture moves. Channels change. And if we want wine to stay relevant, we have to understand who it’s for—and how that’s evolving.

Culture // Commerce // Wine launches September 2025.

Subscribe now, and join me as we explore what’s changing, what matters, and what wine needs to do next.