Crafting Emotional Connections in Wine Marketing with Andrew Means of Transom

In this episode of the Wine Marketing Podcast, I’m joined by Andrew Means, CEO and Creative Director of Transom Design, to explore how wineries can use storytelling and emotion to build more resonant brands and long-term customer loyalty.Andrew shares why the best wine brands don’t just inform; they move people. We dig into why our brains remember feelings, not details, and how knowing that can help wineries create more memorable, emotionally anchored experiences.We also get into the importance of defining a brand’s core belief, how to approach rebranding without losing your identity, how to reach younger consumers who crave authenticity, and what’s changing in the design world as AI and automation reshape marketing.Finally, Andrew shares a peek at an upcoming workshop from Transom and practical advice for wineries ready to refine their branding.Key Takeaways:* A brand is a “feeling delivery vehicle.”Look at every touchpoint in your marketing through the lens of emotional impact.* Our brains are wired for emotion, not details.Effective branding taps into feelings first, facts second. That’s what makes storytelling such a powerful tool.* Know your core belief.What do you stand for beyond wine? Clarifying this helps your brand resonate and gives it staying power through generational shifts.About Our Guest: Andrew Means of Transom DesignAndrew Means is the founder and CEO of Transom, a creative agency helping wineries and hospitality brands build emotionally resonant, high-performance websites and brand systems. With 20 years of experience as an entrepreneur, Andrew combines functional beauty with deep psychological insight into how and why people connect with brands.He currently lives in Barcelona with his wife, Amy, and their Boston Terrier, Hugo.Website: https://transom.designInstagram: @transom.designTime Stamps00:00 – Introduction and Background02:55 – Andrew's Journey into Branding and Design05:52 – Emotion vs. Information: What Really Builds Loyalty08:52 – Our Brains Are Built for Feelings11:39 – Identifying Core Beliefs in Branding14:32 – Case Study: Kayona Winery’s Brand Narrative20:43 – Branding for New vs. Established Wineries25:32 – Engaging Younger Generations Authentically29:35 – Designing the Emotional Landscape of a Wine Experience38:29 – Standing Out in a Crowded Market40:24 – Understanding the Luxury Buyer Mindset42:23 – Why Branding Is the Slowest (but Most Valuable) ROI44:35 – Memory-Making in Wine Experiences48:36 – Storytelling as a Marketing Strategy53:26 – Evolving Design Trends and Inspirations01:01:25 – Reviving Historical Brands01:03:22 – Actionable Advice for Wineries Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe