Strategic reflections from the Wine Business Academy Budapest

In the world of wine marketing, we often see professionals thinking in terms of campaigns, when in fact they should be choosing direction. They design new labels, launch social media pushes, refresh portfolios — and still, they feel their brand doesn’t quite “stick.”

The problem often isn’t the tools. It’s the absence of strategic thinking.

Marketing generates attention. Positioning creates direction.
While marketing says, “look at me,” positioning asks, “why should this matter to anyone?”

This difference lies at the heart of how a winery creates real value today.

At Wine Business Academy Budapest, we believe that positioning isn’t just part of your brand strategy — it is the strategy. It’s not a campaign, but a compass. It allows you to articulate why you exist in the market, what you stand for, and who you want to connect with on a meaningful level. Because a brand isn’t what you say about yourself — it’s what others say about you when you’re not in the room.

The strongest wine brands aren’t the loudest. They’re the most consistent. They know who they are, and they’re not afraid to say no to what doesn’t align with their identity. That kind of clarity builds trust — and long-term advantage.

So if you feel stuck, the right question isn’t “how do I sell this wine?” but rather, “what does this wine represent in a world full of options?”
In a time when consumer choice is shaped as much by values as by taste, that shift in perspective makes all the difference.

At WBA Budapest, we’re not here to give you more information.
We’re here to help you think in better frameworks.
Because we believe wine is not just a matter of taste — it’s a matter of decision.

And those who can see clearly in their decisions don’t just follow the market.
They shape it.