Future Proof Your Wine Business

Perfect positioning for wine producers navigating industry transformation.

  • While competitors chase followers, build trust that converts into loyal customers and premium prices.

  • While the industry produces wines that sound identical on the shelf, claim territory only you can own—so buyers choose you, not your competitor.

  • While others react to change, position yourself ahead of it and turn uncertainty into opportunity.

I'm the author of Master Positioning, and twenty-five years in the South African wine industry have taught me that positioning isn't about finding the perfect market—it's about creating perfect alignment between your unique strengths and your customers' most pressing needs. I've watched brilliant winemakers struggle with mediocre sales while wines with better positioning commanded premium prices. The difference was never in the bottle. It was always in the positioning.The wine industry is obsessed with what's already popular—the same varieties, the same stories, the same strategies. But the future belongs to producers operating on the margins, making wines that thousands of people seek out religiously.I'll help you claim territory only you can own—and turn it into your competitive moat.Let's talk about your positioning.