Wine Culture Lab
Culture // Commerce // Wine
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Culture // Commerce // Wine is a space for the big, messy, necessary conversations about what makes wine meaningful now, and what will keep it commercially viable tomorrow. Hosted by strategist Polly Hammond (5forests, Wine Culture Lab), the series explores how wine (and the people who market it) can navigate changing expectations, new rituals, and the evolving signals of trust and taste. Each episode features conversations with researchers, strategists, creators, and cultural thinkers, from both inside and outside wine. Together, we explore the shifts that shape modern consumption: how people choose, how they express identity, and how categories rise (or fade) based on their cultural fluency. This isn’t a podcast about tradition or terroir. It’s about the business of being chosen — by the next generation of wine drinkers, and by the loyal customers who are shifting just as quickly. Launching September 2025, with new episodes each week.
© 2025
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