BY CHRIS DENNY, WINE INDUSTRY ADVISOR

There are more opportunities to drive relevancy with your wine brand than ever before, due in part to the fact that people are consuming it in record numbers.

Competition is stiff, and the market has a double-edged sword, sharpened by factors that didn’t exist until recently.

For instance, LeBron James sharing his love of wine on Instagram has new impact on a market that is still discovering what social media can do. That wasn’t something wine brands had to contend with, or had access to, in recent history.

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