Breaking Traditions: Collaboration, Diversity, and Modern Strategies in the Wine Industry

Wine Talks with Paul K.

There is alot of speculation, prognositcatiom, miss-information, ridiculous conclusions, and outright bad data about the wine trade right now. Everyone with an opinion is chiming in. And some of these folks have done nothing more than work in a wine shop or behind the scenes at an agency. How does that quote go? "It is much easier to give advice from the veil of cover, than to use it at the point of attack" That is percisely how I feel about much of what is being said.

Enter Barbara Gorder. She gives advice but has used it at the point of attack. You see, she didn't come from the wine trade to convolute and miss-comprehend the data, she came from main stream marketing; high end stuff; Leo Burnett.

Barbara Gorder never cared much for the wine itself—at least, not at first. Her fascination started in a Roman-built wine cave, an art history professor and a bottle of Châteauneuf-du-Pape. But what truly pulls Barbara Gorder into wine's gravity isn't just what's in the glass; it's the changing, challenging business behind it. This episode pours listeners an insider's view not just of shifting generational tastes or the specter of "neo-prohibitionists," but the seismic explosion of wineries competing for our (increasingly distracted) attention. You'll discover how direct-to-consumer (DTC) wine marketing—once an afterthought—has grown into a multibillion-dollar necessity, and how Barbara Gorder helped drive this revolution by importing lessons from fields as disparate as luxury beauty and global snack foods. With wit and blunt honesty, she uncorks tales of exclusion—women in marketing meetings, outsiders "not related by blood or marriage"—and explains how diversity and collaboration are quietly rewriting the rules of success. Listen in as Paul Kalemkiarian grills her on why most wineries have only now started talking to their customers (and still don't know their acquisition costs), why the wine industry's language gap drives away curious drinkers, and how the future lies not in doom-and-gloom narratives, but in creative marketing and open doors. This is a rare tasting of industry confessionals, hard marketing truths, and what it really takes to stand out when your competitors have multiplied from 7,500 to over 11,000 in under five years. By the end, you'll have a seat at the table with the most eccentric thinkers in wine, understand why "my wine sells itself" is a myth, and get a glimpse at the future of how—and to whom—wine is going to be sold.

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