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It’s thatthat blog

Marketing, storytelling, sales strategy, digitalisation and pure wine stories.
Everything that makes wine move, in one place.
Margot van Lieshout, seated on the blog banner
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Wine, and everything that sells it

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Tenuta Argentiera's winery built low into the Bolgheri hillside under a wide coastal sky. Image: Courtesy of Tenuta Argentiera, photo Moggi. Wine Knowledge

Tenuta Argentiera: A Contemporary Version of What Bolgheri Can Be

A silver mine that became one of Bolgheri's benchmark estates, tasted across four wines from a serious Vermentino to the flagship Superiore.

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Amanda Barnes MW opening the Top 10 Uruguay masterclass in London, thirty Uruguayan wines laid out along the tasting table in front of a room of UK buyers. Image: Amanda Barnes MW - South America Wine Guide. Sales & Trade

Uruguay Is Small, Expensive, And Worth Your Shelf Space

Thirty Uruguayan wines, one room of London buyers, and a country most of the trade still files under later. Here is what Uruguay actually...

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Aerial view of Castello del Trebbio, the honey-stone Tuscan fortress with its square tower ringed by cypress, olive terraces and Chianti Rufina vineyards, headquarters of Famiglia Casadei. Wine Travel

Where Conspiracy Meets Cannonau: Inside Famiglia Casadei

A Renaissance murder plot, a hilltop fortress, and a family farming four Italian estates under one radical philosophy. Six wines, tasted ...

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An elderly Cantina Tollo member in a blue cap drives an orange tractor across the winery yard, towing trailers heaped with just-picked black grapes, a second grower riding the trailer behind him. Courtesy of Cantina Tollo, via @cantina.tollo. Wine Knowledge

Cantina Tollo: The Abruzzo Co-op That Pays for Quality, Not Quantity

A 625-family cooperative in Abruzzo, 14 million bottles a year, and one decision back in 2000 that changed what ends up in the glass.

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Armenia

Home of the oldest winery on earth

From the Areni-1 cave to the winemakers of today: every Armenian wine story in one place.

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The red cliff above the Arpa River in Vayots Dzor that holds the Areni-1 cave, with a small figure on the path below for scale. Photo: Bogossi Production Wine Knowledge

The oldest winery in the world is the Areni-1 Cave in Armenia

Areni-1, a cave above the Arpa River, is the oldest winery ever found: a press, a vat and pressed grapes from 4100 BC. Here is what is in...

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Aerial view of a Bellussera vineyard at harvest on the Piave plain, vines fanned diagonally between support trees while pickers work the rows below. Wine Knowledge

Venice Has a Wine Region. The World Just Hasn't Been Paying Attention.

I signed up for a digital masterclass with the Consorzio Vini Venezia expecting pleasant wines and good stories. I left reaching for a 20...

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Rolling vineyard hills of Monferrato and Roero north of Alba in Piemonte, the quieter start to a wine road trip before Barolo Wine Travel

Monferrato and Roero: The Piemonte Road Trip That Starts Before Barolo

Everyone books Barolo first. Start twenty minutes north instead, in Monferrato and Roero, for a rescued grape, old-vine Barbera, a giant ...

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The natural-wine shop at Caffe dell'Orologio in San Salvario, Turin, shelves of low-intervention Piemonte bottles, the other side of the region Wine Travel

The Other Side of Piemonte: Young Growers, Honest Bottles and One Very Good Wine Bar

Piemonte is not only trophy Barolo and famous names. Meet the young growers bottling their family's organic grapes, the honest low-interv...

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One person alone with a glass of wine at home on an ordinary evening, the end consumer wine marketing forgets Wine Marketing

Your Wine Marketing Was Never Built for the Person Drinking the Wine

Every masterclass and press trip in wine is built for a middleman, never the person who actually pulls the cork. Here is why that gap qui...

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A person relaxed at home with a phone in one hand and a glass of wine nearby, searching in warm natural light Wine Marketing

SEO, GEO, AEO: Which One Actually Gets You Found

Three acronyms, one panicked marketing feed, and a lot of wine businesses pouring effort into a game that stopped being the only game in ...

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A shopper's phone showing a wine webshop product page, thumb hovering over the buy button just before deciding. Wine Marketing Free resource inside

Your Bottle Photo Is Planting Doubt (And Costing You the Sale)

An outdated or context-free bottle photo plants doubt right before checkout, and doubt loses sales. Here is how to shoot wine so it never...

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A person relaxing at home reading a wine webshop on a laptop with a glass of wine nearby, hesitating over a purchase. Wine Marketing Free resource inside

Nobody Buys Wine for Its Medium-Plus Tannins

A technical tasting note passes a wine exam and loses the sale. Here is how to write digital wine descriptions that sell a bottle online,...

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Free resource inside

Your Winery Has a Story. You're Just Not Telling It.

Most winery About pages read like a headstone: founded in 1888, fourth generation, all true and all dead on the page. Here is the differe...

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Free resource inside

The masterclass that produced 30 identical articles

A winery hires a PR agency, a roomful of writers across five markets all get the same press kit, and around thirty near-identical article...

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An ordinary shopper at a wine shelf with a trolley, scanning bottles in the eight-second first-contact moment where brand story does not register Wine Marketing

Nobody Buys Your Wine Brand

A stranger has about eight seconds and your brand story is nowhere in that moment. Here is how a bottle really gets chosen, and why your ...

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A person scrolling a social media feed on their phone with a glass of wine within reach, the everyday scroll moment before any platform strategy exists, composed as the article hero. Photo: Nathan Dumlao (Unsplash) Wine Marketing

LinkedIn, Instagram, Facebook and TikTok Are Four Different Rooms

You published the same post on all four platforms and only one did anything. That is not bad luck. LinkedIn, Instagram, Facebook and TikT...

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Young drinkers in a candlelit underground wine bar in Yerevan, Armenia, the kind of place Gen Z actually chooses for wine Sales & Trade

Gen Z Isn't Killing Wine. The Wine Industry Is Doing That Itself.

Everyone blames the 26-year-old who won't buy a bottle. The data says she's not the problem, and the wine industry may not want to hear w...

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AI Is Recommending Wines Right Now. Not Yours. Wine Marketing

AI Is Recommending Wines Right Now. Not Yours.

The wine-buying decision is moving into the chat window, and a machine is naming producers by name. Here is how AI wine recommendations a...

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