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:

• Why the tight creative brief is the foundation of effective campaigns.
• How to move beyond “quality” and family stories toward real differentiation.
• What packaging can (and can’t) do for brand strategy.
• Why humor and nostalgia cut through consumer fatigue — and how wine can use them.
• How DTC tools and digital media allow even small wineries to compete.

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

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.