Barbara Gorder | President, Undisclosed Location, Inc.
8,000 years of history. Thousands of writers, publications, and coffee table books have waxed poetic about the poetry and mystery of wine. And in the same category, some of the most godawful, overused, and trite visuals of any consumer category on the planet. Here is the evidence.
I DON’T HAVE TO SHOW THESE VISUALS. BECAUSE YOU HAVE SEEN THEM 1000s OF TIMES.
GUY DOG TRUCK (VARIANT IS FAMILY DOG TRUCK)
HANDS WITH GRAPES
SUNSET OVER A VINEYARD
MULTICULTURAL PEOPLE TOASTING
EMPTY TASTING ROOM SHOT
DRONE SHOT OVER A VINEYARD
Let’s examine some other CPG beverage brands and wonder why we can’t summon memorable art direction for our own category?
All of these are beverage category standouts: from 1999 to 2024. Budweiser:
Gatorade:
Johnny Walker:
So, what can make us successful in these times of powerful headwinds?
Daily, I see sad/angry rants about the neo-prohibitionists, the decline of wine as a beverage of choice for Gen Z, and complaints about the state of the business. Life isn’t what it used to be—it’s different--game up, people. Consumers are longing for fresh, hip approaches. I have seen many categories go through contraction (e.g., the US Car Industry), new brands flooding an established market (E.g., Cosmetics), and highly competitive brands (e.g., Reebok vs. Nike). It’s time to stop the doom and gloom and do something memorable.
Stop criticizing new and different approaches to wine. Just stop it. You know what I’m talking about. Aveline and “clean wine”. Whiney Baby. The no and low alcohol people. It’s a BIG tent, people. Everyone should feel welcome; there’s something for everybody. I was never a fan of the lead pencil, petrol, and diaper stuff myself, but I have gone along with it. You can deal with zebra drinkers.
What can make us stand out in a crowded market filled with beverage options of every kind?
Humor. No one does it in wine. WHY? It’s wide open. It is frequently the most memorable approach any brand can take. Pro tip: Avoid doing this without professional feedback.
Differentiated Visuals. Stop using the usual suspects (see above) and find a new way.
Create a partnership story. Stop talking about your winery’s family origin story. Your customers are on vacation; family is probably the last thing they want to discuss while drinking (unless you’re one of the top 3 brands that can do this and still be entertaining). Start integrating music, art, fashion, food, dogs, hot dogs, books, movies, locals, or dance… #Idon’tcarewhatitis.There are a million stories to tell— which one will turn your customers into a tribe? Make them enjoy the vibe, try and buy all your wines, create loyalty, and offer the best hospitality with people you genuinely like.
I’ll be moderating a panel at the DTC Wine Symposium, January 20-22,2026, about the Art of Visual Storytelling with Byron Hoffman from Offset Partners, Jordan Fiorentini from Epoch Estates Wines, and Nora Sibley Sanders of Scribe Winery. Please help us spread the word. We need to meet our challenging moment in wine with great design.