Wine Brands Risk Losing Relevance by Overusing Traditional Jargon, Executive Warns
Industry executive Paul Schaafsma warns that wine brands prioritizing traditional terminology over emotional appeal risk alienating modern consumers.
According to industry executive Paul Schaafsma, wine brands that place too much focus on traditional terminology risk losing relevance with today's drinkers. The warning indicates that wine businesses must shift away from technical industry jargon in favor of emotional connection to successfully appeal to modern consumers. This insight highlights an important communication challenge for beverage companies seeking to maintain engagement with target audiences.
Key facts
- Industry executive Paul Schaafsma stated that wine brands focusing too heavily on traditional terminology risk losing relevance with modern drinkers.
- The source highlights a necessary shift from industry jargon toward emotional messaging in wine branding.
Why it matters
The statement highlights an important consumer engagement trend, indicating that wine producers may need to adjust their marketing strategies and messaging to remain competitive with modern consumers.
- Just Drinks — 2026-10-01: “Wine brands must pick emotion over jargon, Benchmark Drinks MD says”
This article was prepared by WBI.org from the sources listed above with the assistance of AI and reviewed by a WBI editor before publication. Information is attributed to its original sources.