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Most conversations about wine start with a simple assumption: that there is such a thing as the wine market.

Joe Fattorini argues that's completely wrong.

In this episode, we unpack why treating wine as a single market leads to poor marketing, poor positioning, and missed opportunities. Drawing on examples from around the world, Joe explains why the most successful wine businesses don't try to sell to everyone—they understand exactly who they're selling to, why those people buy, and what problem they're really solving.

Whether you're a winery owner, marketer, retailer, or simply fascinated by how brands succeed, this conversation is packed with practical insights into segmentation, positioning, consumer behaviour, and the future of wine marketing.

Here's my conversation with Joe Fattorini.

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