Reinventing the Oldest Wine Region on Earth: Aimee Keushguerian on Culture, Risk, and Relevance

Time Is the Last Luxury: Anant Sharma on Timelessness in an Age of Acceleration

What does it take to build a brand that endures in a culture addicted to optimization? In this episode of Culture Commerce Wine, Polly Hammond sits down with Anant Sharma, Founder & CEO of Matter of Form, for a conversation about the one resource modern brands undervalue most: time. Anant argues that “luxury” has collapsed into a search term, and that the future belongs to brands that slow down — brands that take time to understand people, to craft experiences, to design journeys that unfold with intention rather than optimise for the next click. Together, we explore: * Why timelessness, not luxury, is the real mark of value * The choreography of brand experience and the sequence of touchpoints that create meaning * How positive friction deepens connection in a world obsessed with convenience * The role of craft, provenance, and process in an AI-driven landscape * Why curiosity and long-term thinking are essential for innovation * How heritage should be used as provocation, not nostalgia * What it means to build something “niche and globally lovable” This is a thoughtful, wide-ranging conversation for anyone shaping brands in culture—especially those resisting the pressure to move faster, ship sooner, and optimise everything to death. If time is the last true luxury, what does it look like to treat it as a strategy?

Reinventing the Oldest Wine Region on Earth: Aimee Keushguerian on Culture, Risk, and Relevance

What does it take to rebuild a wine culture from the ground up? At just 32, Aimee Keushguerian is helping redefine Armenia’s place in the world of fine wine — turning a fractured Soviet legacy into a story of renewal, collaboration, and cultural relevance. In this episode of Culture Commerce Wine, Polly Hammond and Aimee explore what it means to build identity in the world’s oldest documented wine region, where heritage can be both a gift and a trap. * They discuss: – How Armenia’s young wine industry is reinventing heritage – Why scarcity and experimentation appeal to a new generation of drinkers – The creation of the Vayots Dzor appellation and Armenia’s fine wine ambitions – The balance between storytelling, risk, and transparency – What “success” really means for a culture still defining itself This is a not-to-be-missed conversation about how culture is made, how it’s rebuilt, and why the future of wine depends on relevance as much as on roots. Watch the full episode: https://www.youtube.com/watch?v=TOY8tiay4FE [https://www.youtube.com/watch?v=TOY8tiay4FE] Read the full article: https://wineculturelab.com/podcast/reinventing-the-oldest-wine-region-on-earth-with-aimee-keushguerian/ [https://wineculturelab.com/podcast/reinventing-the-oldest-wine-region-on-earth-with-aimee-keushguerian/] Learn more about Aimee Keushguerian and Zulal Wines: https://www.instagram.com/zulalwines [https://www.instagram.com/zulalwines]

Pleasure, Power, and Wine, with Cindy Gallop

In this episode, Polly Hammond sits down with Cindy Gallop — founder of MakeLoveNotPorn and the self-described “Michael Bay of business” — to talk about pleasure, power, taboo, and what happens when entire industries lose their cultural license. From sextech to wine, the conversation explores how pleasure industries navigate censorship, moral panic, and shifting values — and why the answer isn’t to clamp down, but to open up. They unpack: * How to reinvent aspirational culture for the next generation * Why transparency and empathy build trust where regulation erodes it * What “earned media” really means in an age of deplatforming * How to stand for something — and keep your team behind you when it counts If you care about culture, commerce, and keeping wine relevant in a world that’s rewriting the rules, this is your must-watch conversation. Connect with Cindy Gallop: * MakeLoveNotPorn: makelovenotporn.tv [https://makelovenotporn.tv/] * LinkedIn: https://www.linkedin.com/in/cindygallop/ [https://www.linkedin.com/in/cindygallop/] Read more at https://wineculturelab.com/

Advertising, Differentiation, and Why Wine Needs to Lighten Up with Barbara Gorder

What can wine learn from the world’s biggest ad campaigns? Barbara Gorder has built brands on two stages: global agencies like Leo Burnett and DDB, where she worked on icons from Procter & Gamble to General Motors, and the wine world, where she helps wineries navigate direct-to-consumer strategy and creative marketing. In this conversation, she and Polly explore the discipline behind campaigns that stick, the role of packaging, and why humor and nostalgia are powerful but underused tools in wine Barbara argues that the wine industry’s tendency to tell the same family story isn’t enough to win attention in a crowded marketplace of 11,000 wineries. Instead, differentiation, rigorous briefs, and a willingness to experiment are key. She shows how wineries can borrow lessons from CPG and luxury, embrace new digital tools, and learn to value marketing as central to their business rather than an afterthought. Whether you’re in wine or any brand-led business, this is a practical, insightful conversation about creativity, discipline, and growth. What you’ll learn: * Why the tight creative brief is the foundation of effective campaigns. * How to move beyond “quality” and family stories toward real differentiation. * What packaging can (and can’t) do for brand strategy. * Why humor and nostalgia cut through consumer fatigue — and how wine can use them. * How DTC tools and digital media allow even small wineries to compete. Get your tickets to the 2026 DTC Wine Symposium here: https://dtcwinesymposium.com/

Trust, Technology, and Taste with Max Kantelia

What can wine learn from Web3, gaming, and digital culture? In this episode, entrepreneur, investor, and wine lover Max Kantelia joins me to explore how blockchain, multisensory experiences, and new forms of community are reshaping heritage industries like wine. We discuss: * Why blockchain is more than crypto speculation * How luxury brands are experimenting with hybrid physical-digital experiences * What gaming platforms like Minecraft and Roblox teach us about community building * The new meaning of trust in a world of verification and transparency * What “real utility” looks like for wine and luxury brands * The risks of bandwagon adoption — and the rewards of long-term cultural thinking Wine has always been about culture, connection, and identity. But as the next generation grows up in immersive digital spaces, the question isn’t whether wine should adapt — it’s how.