Rethinking Wine Clubs, Loyalty, and Digital Marketing in the Modern Wine Industry. Polly Hammond.
Release Date: 07/22/2025
Behind the Scenes at the Original Judgment of Paris Tasting
Wine Talks with Paul K.
Wine Talks is deeply connected to the Judgement of Paris. Not only were the Barretts good customers of our wine shop, Warren Winiarski stayed in our home on a trip to Los Angeles. The industry was completely different then. California wine had always been a thing, particularly before prohibition. It had even made its way to the east coast in the 1800's. But then came that fateful day in Paris at the Intercontinental Hotel, the Americans won. In Paris, there was a journalist named George Taber. He had heard about this tasting pitting California's boutique gems against the equivalent (at least...
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From Paris to New York: Jonathan Waxman on Food, Wine, and Cooking’s New Frontiers
Wine Talks with Paul K.
Famed Chef Jonathan Waxman came to Wine Talks through a mutual friend who we lost last year to cancer; Melvin Masters was a one-of-a-kind character in the wine trade and Jonathans partner in the famed Jams Restaruarant. On a recent trip to Nashville, Tennessee, I insisted that the group I was with follow me to Roberts Western (most probably the last true country bar in Nashville), for a fried bologna sandwich. They looked at me crosseyed and followed blindly. You see, we had just finished dinner and everyone had overeaten and were tired. But I knew if I didn't go the first night...
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Wine Industry at a Crossroads: Changing Tastes, AI, and Where the Money Goes
Wine Talks with Paul K.
You can't speak of trends in the wine trends in the wine trade without mentioning Felicity Carter. You can't talk data mining in the wine trade without mentioning Felicity Carter...in fact, I can't think of many surrounding the wine trade that you could speak of without mentioning Felicity Carter. She is a force of date (substituting for "nature"). I've got to tell you, sitting down with Felicity Carter for this episode of Wine Talks was like uncorking an old Burgundy—layered, surprising, and deeply satisfying. There’s something about Felicity’s perspective that just sharpens the mind....
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Ancient Roots, Modern Revival: Exploring Armenian Wine and Enotourism with Lilit Grigoryan
Wine Talks with Paul K.
Not of all wine news is about a drop in sales or activity...wine tourism is up. On Wine Talks I regularly discuss the idea that wine is headed back in time to the days where the experience of wine is driving the interest in wine. Winery tastings, wine pairing dinners, day long wine excursions and more are peaking the interest in not only wine enthusiasts but wine novices the same. One destination that is working hard at luring wine travel is Armenia. I have keen interest in understanding the value of and the current climate of wine tourism in my country of heritage. Lilit Gregoryan is on...
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Navigating Change in the Wine Industry with Bernardus Winemaker Jim McCabe
Wine Talks with Paul K.
The wines of the Monterey Peninsula, and particularly those of the Carmel Valley, are exquisite. It is always just so interesting to have the some grape grown in different parts of the world and be so different...soely on the location and environmental influences of the vineyard. When tasting Bernardus wines, you taste complexities entirely different than anywhere else in California. These wines are something special and Jim McCabe is responsible. I also had to alert him to the famed folk guitar store, McCabes in Santa Monica. You might say Jim McCabe’s side hustle—building guitars—makes...
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Wine, Terroir, and Storytelling: Cecilia Guzman and the Evolution of Chilean Winemaking
Wine Talks with Paul K.
When people enter a room, you instantly get a sense of their disposition in life. Are they smiley? Frowning? friendly? Gregarious? and you instantly if this is going to work. I knew instantly that this was going to work when Cecilia Guzman walked into the studio. Sitting down in the studio in beautiful Southern California for this episode of Wine Talks was a real treat—one of those times you just know you’ve got the right guest in the right seat. Cecilia Guzman, winemaker at Haras de Pirque (and yes, I stumbled through the name a couple of times—years of Spanish and still getting...
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Science, Grapes, and Adventure: A Wine Student’s Summer at Chateau Haut-Bailly
Wine Talks with Paul K.
A few years ago, a young woman was interning at the Original Wine of the Month Club. Her internship revolved around social networking, office duties, and one particular job that may have set her career path. Lisa Kassabian was to write the talking points for all my podcasts that featured a woman in wine. She would research the guest, write up peritnent points, present the to me and together we would redirect or correct. When that work was completed, Lisa was invited on set to hear how her questions worked and how the guest would respond. Maybe I had something to do with it, it would...
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The Changing Tastes of Wine: Trends, Innovation, and Restaurant Realities with Chef David Slay
Wine Talks with Paul K.
I have been hanging around the South Bay beaches since my youth. Maybe you caught my Instagram posts about how that happened. As a family, we spent much of our time in Hermosa Beach; I love the SoCal beach culture. There is an established group of restaurants under the moniker of Chef David Slay. He is a bit of an anomoly in that he has been a chef since his 20's (so well established in that sense), but at the same time, a rising star (usually an accolade for chefs just starting their career). Our conversation was fluid and full of insights. I have to say, sitting down with Chef David Slay for...
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Redefining Wine Tourism: Intimate Journeys Beyond Typical Wine Country Tours
Wine Talks with Paul K.
Enotoursim has been a staple in the tourism trade. One of my favorite podcast was with JoAnne Dupuy, the woman who delivered the wines from Napa to Steven Spurrier in Paris for the Judgement In Paris. She was the leading Enotourist company in America. As time would have it, Enotourism had seen its days, slumping a bit for the past decade...until now. Though wine sales are off and the wine industry is scurrying to define the cause of this slump, enotourism could save the day. Meet Bill Callejas, he is grassroots and has created an enotourism company from sheer passion. Bill Callejas...
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From Australia to Paso: Jane Dunkley on Authentic Wine, Bezel, and California’s New Wave
Wine Talks with Paul K.
Wine needs a fresh face. Well, that is if you ask the pundits in the industry. I am not sure I agree. Certainly, any industry needs to keep up with the times, I suppose marketing ideas and packaging ideas would follow. I am not sure I even agree with that... however, one thing I do believe is bringing a contemporary viewpoint to the table is beneficial. Meet a contemporary viewpoint in Jane Dunkley of Bezel. eflecting on my conversation with Jane Dunkley of Bezel for the latest episode of Wine Talks, I’m left both energized and encouraged about where the wine industry is headed—and what...
info_outlineReaching out to Polly to have a chat about coming on Wine Talks, was like a breath of fresh air. Podcasting takes great effort and a conscious effort to be better and to look for guests that can add to the entertainment and education value of the show. I could have just as easily recorded our pre-call and published that as a podcast. I think you will find Polly intriguing, inspiring and knowledgable.
Polly Hammond would be the first to admit she never gets nervous on podcasts—until, of course, she landed on Wine Talks with Paul K., reminiscing about youthful memories in Hermosa Beach and realizing just how close to home a conversation about wine could truly feel. In this episode, listeners are in for much more than a stroll down California’s scenic, wine-soaked memory lanes. You’ll dive deep with Polly, CEO and founder of Five Forests Wine Consultancy, as she shakes up entrenched ideas about what keeps wine regions—and the wider wine business—buzzing and relevant. Expect lively debate about the value of tradition and typicity, a behind-the-scenes look at loyalty and wine clubs in the digital age, and a wake-up call about the risks of letting marketing run on autopilot. Polly challenges brands to not just hand down goals to marketers, but to invite them into the boardroom, making a compelling case for why the future of wine depends on personal, empathetic connection with consumers instead of faceless macro-data. Along the way, you’ll pick up eyebrow-raising stories—like how middle-aged moms became surprising champions of 19 Crimes, or why a thriving direct mail business in the ’90s can teach us crucial lessons for today’s digital dilemma. Whether you’re a wine lover wondering how your own preferences evolve, or an industry stalwart trying to keep pace with Gen Z’s changing tastes and the existential threat of e-commerce to the old wine club model, this episode peels back the curtain on the emotional, psychological, and practical realities facing wine today. When Polly finishes, you’ll find yourself equipped—not just with fascinating wine stories, but with a new lens for viewing the wine world’s challenges and possibilities, one disruptively practical insight at a time.
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Five Forest Wine Consultancy
Website: https://fiveforests.com -
Ottomany Global (sometimes spelled as "Areni Global" in industry contexts; it's a wine think tank)
Website: https://areni.global -
Alexander Valley Vineyards
Website: https://www.avvwine.com -
Hope Family Wines (Trecini/Treana Wines)
Website: https://hopefamilywines.com
(Triana/Treana is a brand under Hope Family Wines) -
SC (University of Southern California, USC)
Website: https://www.usc.edu -
Napa Valley Wine Academy
Website: https://napavalleywineacademy.com -
Wine of the Month Club
Website: https://www.wineofthemonthclub.com -
Gallo (E. & J. Gallo Winery)
Website: https://www.gallo.com -
Coca-Cola
Website: https://www.coca-colacompany.com -
Wine Warehouse
Website: https://winewarehouse.com
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