Interpreting Wine

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Interpreting Wine

Remote podcast production for wine brands worldwide To learn more about podcast production options contact [email protected]

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

16/08/2025

Winery storytelling is the single biggest unlock available to wine today
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I'm writing the book Effective Wine Story Architecture℠ - coming October 2025
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In the buildup to release I'm going to be sharing what I'm learning along the way
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Your story breaks through price sensitivity better than anything
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Especially when the region or country story is no longer working for you
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Create your own price category.
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Install Story Infrastructure in your business
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▶️ By the way, on 27 August 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

12/08/2025

As promised - giving you here a deep dive into People Story development
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Looking at People Waypoint 3: Current Circle - who helps you now?
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The problem with a lot of winery copy is that they mention their "dedicated team", like, very generically - like some monster living up in the hillside.
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Maybe linking credentials, or just mentioning generic roles. Suggesting the roles are more important than the people
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And this is missing a fantastic opportunity to connect your audience with your people.
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This waypoint matters because: It shows you're not a solo hero, but part of a community.
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It proves your wine is made by real relationships, not just processes.
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And, ultimately, it gives more ways for your customers to connect with your people.
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Where you want to be heading with this story: Name specific people and their actual contributions. This might be staff. It might be externals, and it should also include customers.
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Include something specific - the named individual brought to the table.
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And sharing this with their permission, is like an embedded testimonial.
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You don't have to just share testimonials in the testimonials section. This can be embedded throughout your content.
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I'd love to help you work on this and install this crucial element of your story infrastructure.
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Step 1 is to learn which elements you're missing.
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I'm happy to say I'm hosting a webinar on Wednesday that will, in less than 30 minutes, give you your Story Infrastructure Score, and highlight exactly where you need to start your story infrastructure journey.
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To sign up for the webinar, just head to interpretingwine.com/bookwebinar
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I hope to see you then! 🍷

12/08/2025

Join me live on Wednesday. Register at https://www.interpretingwine.com/bookwebinar
🍷😍I just visited your winery website, and I was impressed.
You're family-owned, award-winning, and passionate about what you do.
The problem?
Your 10 nearest competitors say exactly the same things.
This is systematic sameness in action.
When everyone says the same things, no one stands out.
When no one stands out, price becomes the only conversation.
And when price is the only conversation, margins disappear.
But what if there was a way out of this?
What if there was a clear, step-by-step path to getting you completely differentiated from your competitors?
What if there was a method so powerful that even if you and your 50 nearest competitors used it, you'd all come up with completely different stories?
That is the power of Story Infrastructure Installation in your winery.
The path is clear.
There are 24 specific waypoints which build step-by-step towards developing your unique 6 wine stories.
Rehashing the same tired language isn't setting you apart from your competitors anymore.
The solution?
Developing all 24 waypoints systematically.
Installing wine story infrastructure in your business today.
Want to know your winery's Story Infrastructure score?
Join me Wednesday at 4 PM UTC for a 30-minute intro to Wine Story Architecture webinar. I promise to show you 3 things:
🔹What wine story architecture does for your business
🔹Exactly which elements from the 24 waypoints you're missing
🔹How to install this system in your winery
🖱️Register today at https://www.interpretingwine.com/bookwebinar
See you Wednesday.

11/08/2025

🫵🏽I'm going to show you how to fix this in 30 mins for free at 4pm UTC - register @ www.interpretingwine.com/bookwebinar
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🤔I wonder if Alicia Keys would do a wine version called I don't know your name
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🍷This is what happens when you use the same language as everyone else on your website, in your social media, videos, blogs, tastings etc
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Organic, certifications, sustainability are great. I love to hear them. But the truth is they don't make you unique anymore
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You need a systematise uniqueness. So it's something your staff display. Your distributors amplify. And your customers notice. And pass on while they open that special bottle with friends.
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▶️ By the way, on Wednesday 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

08/08/2025

Success leaves clues
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Showing up online with a perfectly crafted story isn't easy
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When you listen, it sounds easy. Effortless even
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But it takes time and effort to develop
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I've worked with more than 250 winemakers to systematise their story systems using my signature Story Architecture approach
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There are Six Wine Stories and 24 Waypoints so you know you're on the right track
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Most wineries are only confident in 8 or 9 of these
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Missing over 60% of their most valuable asset. Their stories
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▶️By the way on Wednesday I'm running a 30 minute live webinar -
🏢 Intro to Wine Story Architecture
💯 Discover your Story Infrastructure Score
⏳ Reserve now at www.interpretingwine.com/bookwebinar

07/08/2025

💭 the clues are (still) there
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🏆 The biggest one is that you haven't gone deep enough
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🙂‍↕️🙂‍↕️Meaning you sound like everyone else
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Merely existing as part of the wider regional or country story
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What does this look like on the inside?
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❓How can you tell?
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Go to your website ABOUT section
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Is this complete?
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Could you say anymore?
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If so that's great!
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If not then you're leaving money on the table
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💸Deeper connection leads to better sales
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▶️ By the way I'm hosting a live 30 minute webinar to help you fix this
🍷 An Intro to Winery Storytelling
⏳ Register at
🖱️www.interpretingwine.com/bookwebinar

06/08/2025

I've got you covered -new webinar dates www.interpretingwine.com/bookwebinar
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🍷Last week I presented two webinars to winery owners, staff and consultants in Austria, Oregon, California, France and UK
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🔃Next week I'm doing it again
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🤠Including one session for Australia and New Zealand
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🖥️Hope to see you there. Spaces are limited.
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🖱️Register at
www.interpretingwine.com/bookwebinar

04/08/2025

❓Please let me know your favourite book cover
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COMMENT 1️⃣,2️⃣,3️⃣,4️⃣ or 5️⃣
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🙏🏽Thanks in advance

25/07/2025

After recording over 550 podcasts and analysing my best-performing episodes, I discovered something that changed everything: the wineries with the highest engagement weren't the ones talking about technical details. They were the ones telling better stories.

This isn't just my opinion. My Six Wine Stories framework increases audience engagement by over 400% for wineries who use it.

And when Google's research shows 70% of purchase decisions happen during online research and not in tasting rooms, storytelling becomes your most powerful sales tool.

That's why I'm writing a book about it.

A step-by-step guide showing wineries exactly how to find and structure their stories. The kind that make people stop scrolling and say "I need to visit this place."

This isn't about me teaching you storytelling theory. It's about me showing you exactly how to uncover the stories you already have, the ones that will make your winery impossible to ignore.

This is a live project and you can be directly involved.

I'm documenting examples of storytelling excellence for the book, and I want to include wineries who have big stories to tell, especially those having success but not shouting about it yet.

If you participate, you'll get:

My personal help articulating your Six Wine Stories using the exact materials I use with paying clients
Private feedback that you can immediately apply to events and marketing
Potential inclusion in the book as a case study
I'm hosting a 30-minute webinar next week to explain the opportunity and answer your questions.

The webinar will include:

Exactly what the book covers
An update on the book writing process
How your winery can be featured in the book
Preview of exclusive promotional activities and events
Live Q&A
Register for 30-minute webinar at www.interpretingwine.com/bookwebinar

Date/times: Thursday 31 July - 10am and 5pm (UK time)

See you there!

Lawrence

P.S. The book releases Q4 2025, so we're only able to include wineries who get involved now.

Address

London
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Telephone

+442080580546

Website

http://www.interpretingwine/scorecard

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