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The Drinker

4 articles
Premium is not a positioning strategy
The Drinker• Jul 29, 2026

Premium is not a positioning strategy

Premiumisation is useful as a market description, but weak as a brand position. When every producer uses the same adjective, it stops helping buyers

By Grafting 4 min read
Are you building for Loyalists or Explorers?
The Drinker• Jul 29, 2026

Are you building for Loyalists or Explorers?

Loyalists and explorers are better understood as buying modes than as fixed customer types. The same person may want reassurance for a familiar dinner

By Grafting 5 min read
Wine at lunch versus wine at night
The Drinker• Jul 29, 2026

Wine at lunch versus wine at night

Daypart changes the wine proposition more than most portfolios and wine lists admit. Lunch often carries a tighter consequence budget - less time, less appetite

By Grafting 5 min read
Can entertainment teach wine better than education?
The Drinker• Jul 29, 2026

Can entertainment teach wine better than education?

Entertainment does not replace wine education; it lowers the cost of entering it. Podcasts, video, games, social media and live events work commercially when

By Grafting 6 min read