Are Gen Z and High Wine Prices Killing the Industry? Paul Mabray and Andrew Levy Answer.

It is going around. The wine business is slow. Slow to change, slow to recognize the market, slow to become digital...shall I keep going.

Two gentleman agree, at least on the retails front. Paul Mabray is an old friend. Andrew Levy is a new friend, and they have teamed up, with dozens of wine tech years between them, to solve some problems. Problems that seem natural to fix through tech in our trade.

Have a listen, these guys get it.

Paul Mabray and Andrew Levy have never been shy about shaking the wine industry’s dusty foundations. They’ve watched as old ideas about how wine gets into a drinker’s glass have collided with the demands of a digital-first world—and now they’re ready to pour out what most in the business are too scared to say out loud.

Think wine distribution’s stuck in the last century? You’re not wrong. This episode takes you inside the chaos and opportunity of “the final mile,” where millions in brand excitement evaporate because a shopper can’t actually find the bottle they want.

PourNow isn’t just another tech solution. It’s a weapon against dead-end marketing and the three-tier system’s ancient gatekeeping. Mabray and Levy aren’t interested in playing nice with tradition—they’re here to dismantle it.

Ever wondered why the average consumer ends up buying whatever’s on sale, not what they love? Hint: Supermarkets stuff shelf talkers at you because nobody has figured out how to truly connect excitement to purchase—until now.

Amazon’s ambitions to own the alcohol game? They fizzled. Listen in for what really happened behind the scenes—and how most digital marketplaces have failed drinkers and brands alike.

You’ll find out why “omnichannel” isn’t just marketing lingo, but a bare-knuckle fight for survival for small wineries, indie shops, and even industry giants. Turns out, nobody is immune from the shakeup.

Are you ready for the blunt truth about digital marketing “consultants” and the masses of self-proclaimed wine influencers? Mabray and Levy spill the real reasons most of them can’t hack it.

Discover why today’s shopper is digitally native and ruthless—expecting to buy whenever and wherever they want, even if it means bypassing the industry’s sacred cows.

This isn’t a glossy industry PR piece. It’s about hard metrics, hard lessons, and the hard reality that the wine business is forever at risk of being outpaced by its own customers.

Pour yourself something bold, because after this episode, you’ll never look at a wine shelf, a tasting, or an Instagram ad the same way again.

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What you will learn:

• 🍷 Why the three-tier system’s chokehold on wine sales is crumbling—and who’s panicking behind the curtain

• 🍷 The dirty secret of so-called “omnichannel” marketing (hint: it’s survival, not strategy)

• 🍷 How most consultants and digital “experts” are snake oil salesmen who can’t deliver real conversions

• 🍷 The hidden tech and data tricks that actually trace every ad dollar to a bottle sold—exposing winners, losers, and frauds

• 🍷 How PourNow is arming brands and retailers to bypass the old guard, break dead ends, and put power back in the hands of consumers and innovators

YouTube:  https://youtu.be/f7_BbMITmE0