A quiet pattern I keep seeing in wine brands online:

Most wines don’t fail because of quality.

And rarely because of price.

They fail because the person discovering them online

doesn’t understand why this wine is for them — fast enough.

Not the grape.

Not the region.

Not the medals.

But the meaning.

Who is this wine for?

When would I open it?

Why would I choose this bottle over another?

If that isn’t clear in the first moments,

the decision simply doesn’t happen.

Curious:

When someone encounters your wine online for the first time —

what do you want them to feel and understand immediately?

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