Planning 10 Years Ahead
Strategy for Brands That Aspire to Endure
2/12/2026
Introduction: What Is Urgent Exhausts, What Is Relevant Endures
In the world of wine —and especially in luxury— short-term thinking may be profitable, but it is never transformative. Brands that leave a mark are those that do not think in terms of campaigns, but in terms of legacy.
Planning for 10 years is not merely an exercise in projection: it is an act of aesthetic confidence, cultural vision, and strategic maturity.
🍷 Because in the high-end segment, reputation is not earned through speed. It is built through purpose, consistency, and a language of one’s own.
Why Is the Long Term a Powerful Tool in Fine Wine?
Because wine itself is a product that is born and evolves over time.
Because coherence requires maturation, not reaction.
Because the sophisticated consumer values sustained commitment.
Because only in the long term can meaning be built — not just visibility.
Vega Sicilia (Spain) does not bottle according to the calendar, but according to ideal expression. Its model is not subject to market immediacy, but to a philosophy sustained over time.
What Does a 10-Year Strategy Imply in the Wine Universe?
Thinking of the brand as culture, not as a catalogue What do you want to represent beyond your products?
Defining a symbolic territory that guides all decisions Aesthetics, tone, presence, alliances, discourse.
Designing narrative evolution How do you want your brand to mature in the eyes of the world?
Integrating portfolio strategy with a legacy vision Which wines, spaces, or experiences will you create to leave a mark?
Viña Vik (Chile) defined from day one a narrative of aesthetic innovation, radical sustainability, and integrated design. Today it is positioned not by isolated products, but by a coherent vision.
Strategic Benefits of Planning with a Long Horizon
Greater consistency in identity and tone.
Better investment decisions.
Teams aligned with cultural objectives, not only commercial ones.
Sustained recognition: the brand becomes a reference, not just an option.
High watchmaking houses such as Patek Philippe do not think about today’s client: they think about the grandchild who will inherit the watch. That is the mindset a wine brand with vision can also adopt.
Common Obstacles That Hinder Long-Term Thinking
Lack of confidence in one’s own differentiation.
Excessive reaction to the market or competition.
Constant change of brand interlocutors.
Short-term financial or institutional thinking.
What changes all the time cannot generate trust. And luxury is an emotional relationship built on sustained trust.
How to Start Planning for 10 Years (Without Becoming Static)
Write your future brand manifesto What do you want people to say about you in 2036?
Curate the aesthetic you want to outlast you From now on. Across all touchpoints.
Select who you will build that path with Designers, architects, communicators, distributors, cultural allies.
Reserve a portion of decisions for legacy Not everything must deliver immediate results. Some actions must build symbol.
Conclusion: Brands That Think of Themselves as Legacy Become Untouchable
Luxury does not need to explain every step. But it must know where it is going.
🍷 Because when a winery positions itself from the future, the present becomes more coherent, more desirable, more elegant.
