Wine branding: Why it’s important for the industry’s growth

I have been in the wine industry for 13 years, which is not a lot of time, relatively speaking, but enough to notice the lack of marketing and branding in this sector. Coming from multinational marketing and communications departments where I worked on developing fast-moving consumer goods brands that most of us consume every day, I find it in bizarre contrast that in the wine industry, the main business focus is not on building brands, but building walls.