Interpreting Wine

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Interpreting Wine

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26/09/2025

A tailor made suit can't fit everyone.
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So why do we expect the region story to fit every producer?
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In my 250 producer interviews the region story very quickly breaks
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Without meaning to, producers tell me how they're unique
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Differentiating themselves from the region story
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But for this to move the needle your messaging must scale
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Reinforce your points of difference across multiple touch points over months and years
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It's not a quick fix, but I guarantee your story is already good enough
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You've got to start somewhere
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So why not start with the most important story
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Let's develop your PEOPLE story together during October
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🍃🍂Get your People Story sorted for free this October. Join the Harvest your People story live challenge at www.interpretingwine.com/story

23/09/2025

The third data point from my 55 Oregon winery experiment
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In the first three emails did wineries me a story about themselves. Building authentic connection...
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Or did they go straight into selling me stuff?
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I get it. People have to eat. It's important to make an offer
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But unless you tell me right at the start why you're different you'll be regarded the same as everyone else
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Only 7% of wineries took a story first approach to the first 3 emails
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Investing time and effort upfront in building a relationship for the long term
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Meaning 93% of wineries did not
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This is important to get right. And will put you ahead of the other 93%
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🍃🍂Get your People Story sorted for free this October. Join the Harvest your People story live challenge at www.interpretingwine.com/story

23/09/2025

As you can imagine after joining 55 Oregon mailing lists the emails came thick and fast!
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But how to tell them apart? only half had photos or personalisation
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The rest. They could have been any brand
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Just change the labels on the bottle
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This is a problem.
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When wineries tell me they're not differentiated. The clues why are right there.
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People buy from people
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Show your face. Tell your people story
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For the sake of your business
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If you need help I've got you!
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🍃🍂Get your People Story sorted for free this October. Join the Harvest your People story live challenge at www.interpretingwine.com/story

23/09/2025

After I joined 55 Oregon mailing lists this year, the first email I looked for was a welcome offer
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After all, I've just registered on your mailing list so are you going to sweeten the deal?
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The majority of the mailing lists (37 to be exact) didn't send me a welcome offer
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And to be fair that's okay. If you've got an alternative strategy
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The wineries that sent me an offer mostly gave a bog standard 10% off with no differentiation and seemingly no creativity
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If you're giving the same offer as everyone else I'm going to treat you like everyone else😓

23/09/2025

I've validated how the language patterns I hear in interviews show up in the real world
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On websites, social media, live events
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Evidence that producers are stuck in a language trap
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That doesn't differentiate themselves from other wineries
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And doesn't build on the generic regional messages that consumers already know
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Earlier this year I joined 55 Oregon mailing lists and assessed their welcome sequence
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Producers failed to tell a differentiated people story. With the majority of producers not personalising their emails
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They look like they could have come from anyone
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I want subscribers to your email list to instantly know the difference between you and everyone else
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And I'm going to show you how.
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🍃🍂Get your People Story sorted for free this October. Join the Harvest your People story live challenge at www.interpretingwine.com/story

23/09/2025

When you hear 250 producer stories over the space of eight years - more than 30 a year - you start to notice the patterns
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The story that you think is unique and engaging simply isn't
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We filter out the details until something new can grab our attention again
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You need something that sets you apart rather than just the headline
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Because otherwise you'll just be another tech founder turned winery owner
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I used to work "hand to hand" with each producer to carve out a unique angle
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Creating a truly differentiated narrative was the first step towards developing the Winery Story Formula
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🍃🍂Get your People Story sorted for free this October. Join the Harvest your People story live challenge at www.interpretingwine.com/story

21/09/2025

Don't be in a hurry to get to the wine when an interested outsider is asking questions
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We're doing the work of translating what we understand into something authentic and interesting
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We have probably only ever heard of your region via the generic story
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Pay attention to what questions people ask
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Every winery offers wine
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But only yours has your unique story
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20/09/2025

As I'm interviewing I'm also editing
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Which means I'm able to detect when a producer has slipped into cliche language that everyone uses
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During the interview I'll intervene. Asking a question. Making a joke. Any kind of pattern interrupt can work
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To avoid falling into the language trap and telling the same stories everyone tells
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And towards something authentic and interesting
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My interventions are always edited out but they're one of the most valuable parts of what I bring to the process
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My upcoming book "The Winery Story Formula: Create memorable stories when you're struggling to stand out" gathers all my hard earned advice so you can escape the language trap before 2026

30/08/2025

Let's talk about solutions
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The Winery Story Formula covers Six Wine Stories, with Four Waypoints per story
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⏩PEOPLE story, WAYPOINT 2 ⏪
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Tell the story of your early days in wine. When you could have turned away. When mentors helped you see this was your path
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If this story isn't on your website then you're leaving attention on the table
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▶️ By the way, I'm looking for 10 beta readers for my upcoming book The Winery Story Formula
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We start next week
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Register @
www.interpretingwine.com/story

26/08/2025

📍People Waypoint 2. Share how pioneer values survived the test of time. My upcoming book Escaping the Wine Language Trap contains detailed instructions on telling a story that only your winery can tell
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Describing each of the 24 Story Waypoints you need to hit to fully develop your Six Wine Stories
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The model promises that 50 different wineries from your region can follow the process and come up with 50 completely different stories
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Get involved. Register to be a beta reader today at www.interpretingwine.com/story

17/08/2025

This is a problem
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Generic copy means blending into a sea of sameness
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Your website should be as unique as you are
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That being said, It's an easy trap to fall into
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Otherwise so many people wouldn't make it
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It's also difficult to get out of
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So, don't be hard on yourself
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But realise it's costing you money
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And there is a way to turn it around
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▶️ By the way, on Wed 27 Aug I'm running a 30 min LIVE intro webinar -
1️⃣ The direct path from story to sales
2️⃣ WHAT STORY ELEMENTS your winery is missing
3️⃣ The blueprint to fix your story
register @ www.interpretingwine.com/bookwebinar

16/08/2025

🔜When you're story is finished you'll have Six Wine Stories
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Each wine story is underpinned by four Waypoints (6*4=24)
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Only when you've got all 24 Waypoints in place is your story finished
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Meet Geology, Waypoint 4. Describe the soils you're working with
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When you tell it, Really geek out.
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This story isn't for everyone.
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But the soil geeks will love you for it🔥
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▶️ By the way, on Wed 27th I'm running a 30 min LIVE intro webinar -
1️⃣ WHAT Wine Story Architecture℠ does for you
2️⃣ WHAT ELEMENTS your winery is missing
3️⃣ HOW TO Install the System ⤵️⤵️
register @ www.interpretingwine.com/bookwebinar

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