Wine, Rewritten: How to Stop Sounding Like Every Other Wine Brand

Wine has no shortage of stories. So why do so many wine brands sound the same? Handcrafted. Family-owned. Rooted in place. Sustainable. All true, perhaps, but in today’s challenging market, it’s no longer enough to make customers care, remember, or choose.

This fast-moving, hands-on session gives wine messaging a much-needed makeover. Drawing inspiration from boundary-pushing wine brands and non-wine categories, panelists will break down how distinctive brands turn product facts into language with personality, relevance, and emotional pull. Then attendees will put those lessons to work, transforming language surrounding their own brand with live guidance.

What attendees will leave with:

• A sharper eye for clichés, jargon, and “wine voice” that make brands interchangeable.
• A framework for moving from “What do we want to say?” to “Why should this customer care?”
• A way to uncover the specific, ownable idea at the center of their brand.
• Practice adapting that idea for packaging, digital, email, social, hospitality and trade conversations.
• Usable tools that can serve as your brand-voice coach, rewrite partner, and cliché detector.

Moderators:
Maggie Giordanengo, The Honey Agency, Inc., California
Devin Parr, Devin Parr & Associates, California

Speakers:
André Hueston Mack, Consultant, New York
Christine Noonan, Delfino Farms, California