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.