Future Proof Your Wine Business
Perfect positioning for wine producers navigating industry transformation.
While competitors chase followers, build trust that converts into loyal customers and premium prices.
While the industry produces wines that sound identical on the shelf, claim territory only you can own—so buyers choose you, not your competitor.
While others react to change, position yourself ahead of it and turn uncertainty into opportunity.
I'm the author of Master Positioning, and twenty-five years in the South African wine industry have taught me that positioning isn't about finding the perfect market—it's about creating perfect alignment between your unique strengths and your customers' most pressing needs.Most wine estates have strong assets—quality fruit, unique terroir, authentic experiences, compelling stories—but lack the strategic positioning that turns those assets into market advantage.The result?You compete on price rather than value. Your brand messaging sounds like everyone else's. Buyers choose competitors for reasons you can't quite pinpoint.The Positioning Audit diagnoses what's missing—and shows you exactly where the opportunities are.What you get:A half-day onsite workshop with your leadership team where we assess your positioning strengths and gaps using the four pillars framework. You'll walk away with a comprehensive written audit report (10-12 pages) that includes:✓ Strategic assessment of your current positioning
✓ Competitive white space analysis—what territory could you own?
✓ The four pillars applied to your specific context
✓ Actionable recommendations and a clear roadmap of what needs to happen nextThis might be the most valuable half-day you invest in your wine business this year.This isn't theory. It's practical diagnosis that reveals exactly where you're leaving opportunity on the table—and what to do about it.Who this is for:○ Wine estates with quality wine but flat sales or margin pressure
○ Producers struggling to articulate what makes them different
○ Estates entering new markets and needing positioning clarity
○ Wineries undergoing generational transition or strategic repositioningWho this isn't for:○ Estates satisfied with current positioning and market performance
○ Producers not willing to invest time in strategic thinking
○ Anyone looking for quick-fix tactics rather than strategic diagnosisReady to diagnose your positioning gaps?Get in touch to discuss timing and investment.
Not ready for an audit?Start with free resources:→ Master Positioning Guidebook – The four pillars framework
→ Refounding Manifesto – Rethinking wine business strategy
→ Winemakers On Fire Newsletter – Fortnightly insights on wine, positioning, and strategy