So how do you turn this shift in the signalling of wine status to your advantage? Ana Andjelic suggests modern brands (and I'd add wine brands) can thrive in the aspiration economy by aligning with Andjelic's “Four C’s”:

• Content: This means sharing stories, tutorials, and insights that educate consumers about your wine, its culture, and its

change how wine is moved

But also acquiring a market orientation means we – as marketers – have a responsibility in our organisation to challenge wider, popular, but potentially misleading relationships to the product.

Part of our role is to know and explain how the way that wine is represented in popular culture - or at least image searches on the internet - is also not