In this episode of Culture Commerce Wine, Polly Hammond sits down with Anant Sharma, Founder & CEO of Matter of Form, for a conversation about the one resource modern brands undervalue most: time.

Anant argues that “luxury” has collapsed into a search term, and that the future belongs to brands that slow down — brands that take time to understand people, to craft experiences, to design journeys that unfold with intention rather than optimise for the next click.

Together, we explore:

• Why timelessness, not luxury, is the real mark of value
• The choreography of brand experience and the sequence of touchpoints that create meaning
• How positive friction deepens connection in a world obsessed with convenience
• The role of craft, provenance, and process in an AI-driven landscape
• Why curiosity and long-term thinking are essential for innovation
• How heritage should be used as provocation, not nostalgia
• What it means to build something “niche and globally lovable”

This is a thoughtful, wide-ranging conversation for anyone shaping brands in culture—especially those resisting the pressure to move faster, ship sooner, and optimise everything to death.

If time is the last true luxury, what does it look like to treat it as a strategy?

At just 32, Aimee Keushguerian is helping redefine Armenia’s place in the world of fine wine — turning a fractured Soviet legacy into a story of renewal, collaboration, and cultural relevance. In this episode of Culture Commerce Wine, Polly Hammond and Aimee explore what it means to build identity in the world’s oldest documented wine region, where heritage can be both a gift and a trap.

• They discuss:
  – How Armenia’s young wine industry is reinventing heritage
  – Why scarcity and experimentation appeal to a new generation of drinkers
  – The creation of the Vayots Dzor appellation and Armenia’s fine wine ambitions
  – The balance between storytelling, risk, and transparency
  – What “success” really means for a culture still defining itself

This is a not-to-be-missed conversation about how culture is made, how it’s rebuilt, and why the future of wine depends on relevance as much as on roots.

Watch the full episode: https://www.youtube.com/watch?v=TOY8tiay4FE

Read the full article: https://wineculturelab.com/podcast/reinventing-the-oldest-wine-region-on-earth-with-aimee-keushguerian/

Learn more about Aimee Keushguerian and Zulal Wines: https://www.instagram.com/zulalwines

From sextech to wine, the conversation explores how pleasure industries navigate censorship, moral panic, and shifting values — and why the answer isn’t to clamp down, but to open up.

They unpack:

• How to reinvent aspirational culture for the next generation
• Why transparency and empathy build trust where regulation erodes it
• What “earned media” really means in an age of deplatforming
• How to stand for something — and keep your team behind you when it counts

If you care about culture, commerce, and keeping wine relevant in a world that’s rewriting the rules, this is your must-watch conversation.

Connect with Cindy Gallop:

• MakeLoveNotPorn: makelovenotporn.tv
• LinkedIn: https://www.linkedin.com/in/cindygallop/

Read more at https://wineculturelab.com/

Barbara Gorder has built brands on two stages: global agencies like Leo Burnett and DDB, where she worked on icons from Procter & Gamble to General Motors, and the wine world, where she helps wineries navigate direct-to-consumer strategy and creative marketing. In this conversation, she and Polly explore the discipline behind campaigns that stick, the role of packaging, and why humor and nostalgia are powerful but underused tools in wine

Barbara argues that the wine industry’s tendency to tell the same family story isn’t enough to win attention in a crowded marketplace of 11,000 wineries. Instead, differentiation, rigorous briefs, and a willingness to experiment are key. She shows how wineries can borrow lessons from CPG and luxury, embrace new digital tools, and learn to value marketing as central to their business rather than an afterthought.

Whether you’re in wine or any brand-led business, this is a practical, insightful conversation about creativity, discipline, and growth.

What you’ll learn:

• Why the tight creative brief is the foundation of effective campaigns.
• How to move beyond “quality” and family stories toward real differentiation.
• What packaging can (and can’t) do for brand strategy.
• Why humor and nostalgia cut through consumer fatigue — and how wine can use them.
• How DTC tools and digital media allow even small wineries to compete.

Get your tickets to the 2026 DTC Wine Symposium here: https://dtcwinesymposium.com/

We discuss:

• Why blockchain is more than crypto speculation
• How luxury brands are experimenting with hybrid physical-digital experiences
• What gaming platforms like Minecraft and Roblox teach us about community building
• The new meaning of trust in a world of verification and transparency
• What “real utility” looks like for wine and luxury brands
• The risks of bandwagon adoption — and the rewards of long-term cultural thinking

Wine has always been about culture, connection, and identity. But as the next generation grows up in immersive digital spaces, the question isn’t whether wine should adapt — it’s how.

We talk about the frameworks and philosophies that guide his work — from Kantar’s “brand power” to his own “brand farmer” analogy — and why he believes the core job of marketing is helping people feel like they belong.

Along the way, Charl shares lesso ns on:

• Transferring brand skills across industries, from alcohol to media
• Balancing heritage brands with digital-first innovation
• Why technology is a tool, not a replacement for human connection
• Navigating short-term performance vs. long-term brand resilience
• How inclusivity and belonging shape brand communities and business value

Whether you’re shaping the future of wine, media, or consumer brands, this conversation is a masterclass in connecting strategy with story, and commerce with culture.

Or is it quietly slipping into the background, overshadowed by changing tastes, evolving values, and faster-moving categories?

Because the way people buy, drink, and talk about wine is shifting — and not just among Gen Z. Across all age groups, we’re seeing new expectations, new rituals, and new behaviors that traditional wine marketing struggles to keep up with.

So how do wine brands stay relevant in a culture that doesn’t owe them its attention?

That’s the question behind Culture // Commerce // Wine.

This podcast is a space for the big, messy, necessary conversations about what makes wine meaningful now—and what will keep it commercially viable tomorrow.

Each episode, I talk to strategists, researchers, creators, and cultural thinkers—from inside and outside wine—about how brands navigate cultural relevance, behavioral shifts, and changing definitions of value.

We’ll explore the signals that matter: how people choose, how they talk, how they buy. From TikTok to tableside. From attention to action.

Because culture moves. Channels change. And if we want wine to stay relevant, we have to understand who it’s for—and how that’s evolving.

Culture // Commerce // Wine launches September 2025.

Subscribe now, and join me as we explore what’s changing, what matters, and what wine needs to do next.