Your wine isn't competing with other wines. It's competing with everything else in the moment.
I help wine and drinks brands stay chosen as the moments around them change. Judgment built on making wine, selling it, and writing about it.
The market didn't stop drinking. It moved.
A spritz at the beach, a matcha at 4pm, an alcohol-free red on a Tuesday. Your real competitor is rarely the winery next door; it's whatever else credibly fits the same moment.
Most wine strategy still measures category share while the moments quietly leave.
Share of occasion is the portion of a consumption moment a brand actually wins, measured against every drink that could credibly fill that moment, not only its own category.
Which moments your brand competes in today, which it is losing, and what to do first.
Fast, defensible decisions for founders and teams: positioning, occasion map, concept.
Market, competition, pricing and channel turned into decisions you can act on.
I've made it, sold it, and written about it.
That mix is the point: I read your brand the way the market does, not the way the cellar does.
Sixteen years, three stages.
BSc Oenology, UTN Mendoza. From lab bench to R&D enologist, at family scale and at industrial scale.
Grupo Peñaflor’s graduate programme; a year later I was running Europe.
Strategy for wine and drinks brands, on research systems I design myself, plus editorial work for JancisRobinson.com and Wine-Searcher.
A newsletter about where drinks are going.
Occasions, formats, NoLo, RTD and the consumer who's coming next. Twice a month, short, with an opinion.
You don't need a finished brief.
Tell me what exists, what feels unresolved and what the business needs next. Three lines are enough.
