VinePair Podcast Can Wine Market Itself Like Food?
Oct 9, 2025
The hosts tackle whether smaller wine brands can effectively market themselves as healthier options, similar to niche food products. They examine the challenges posed by grocery store displays that favor big brands, and debate the pitfalls of negative marketing strategies. Topics include the unsustainable nature of anti-competitor messaging and how it can reinforce elitism. Additionally, they discuss the difficulties of comparing wine to food and the complexities of guiding consumers toward better wine choices.
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Sealed Take‑Home Bottles Are Real
- Zach and Adam describe sealed 'take-home' bottles from restaurants as a common, legal practice in many states.
- Adam recalls taking a sealed bottle home and finishing it in the hotel, though he can't remember the city.
Don't Build Brands By Bashing Rivals
- Avoid building a brand solely by attacking larger competitors because it is a short-term, lazy marketing strategy.
- Focus on what makes your product great rather than defining yourself as 'not them' to sustain long-term growth.
Us‑Vs‑Them Messaging Gets Tired
- Craft-beer style anti-corporate narratives initially attracted consumers but later became tired and polarizing.
- Consumers still drink mainstream brands in many contexts, so simple us-vs-them messaging loses effectiveness.