Which Brand Do I Want To Be In The World?
Wine, Luxury And Vision 2026
12/18/2025
Introduction: It’s Not About Selling More, but About Positioning Better
Brands that endure are not the ones that shout the loudest. They are the ones with a clear vision of what they want to represent in the world.
In the universe of luxury wine, competing for attention has stopped being effective. Today, what truly makes the difference is having an aesthetic, conceptual and emotional identity so precise that every presence, every silence, every design and every action speaks for itself.
And to achieve that, there is one question every winery must ask itself when looking toward the future: What brand do I want to be in the world in 2026?
From Being in the Market to Having a Voice in the World
Being on shelves, at fairs or in wine guides is not positioning. It is tactical visibility.
Having a voice in the world means:
Projecting a coherent identity on every level: visual, verbal, sensorial.
Communicating from a unique perspective, not from noise.
Representing something greater than the product itself.
Sustaining an aesthetic and a tone that build trust.
Many brands try to appear “everywhere” and dilute their value. Others —like Sine Qua Non in the United States— build from mystery, rarity, artistic design and a radically personal narrative.
Vision 2026: How the Most Sophisticated Wine Brands Are Positioning Themselves
Wineries leading the high-end segment are already:
Integrating culture, art and architecture into their core discourse.
Avoiding mass strategies and committing to selective curation.
Forming communication teams with aesthetic sensitivity, not only technical skill.
Building editorial presence, not just advertising visibility.
Viña Vik (Chile) does not define itself as a winery, but as a cultural experience. Every element —from the hotel to the label— projects international vision and claims territory through visual, artistic and conceptual narrative.
How to Design the Brand You Want to Be (Not Just What You Are Today)
Define your symbolic aspiration Do you want to be admired, desired, collected, remembered? Selling is not the same as leaving a legacy.
Observe your brand as if you were the outside world What does someone who doesn’t know you see, feel and infer?
Curate your presence with luxury-brand criteria Being everywhere does not make you more relevant. Appear where your ideal client feels you are at their cultural and emotional level.
Elevate the discourse without losing the soul Premium brands do not copy codes: they reinterpret them with coherence, elegance and a distinct voice.
Ao Yun (China) positioned itself from the very beginning with a discourse of silent elegance, landscape and controlled rarity. Today it no longer needs to justify its price: it built context.
Common Mistakes That Prevent Evolution
Thinking only in short-term commercial terms.
Building a reactive image instead of a proactive vision.
Copying successful models without local reflection.
Confusing design with cosmetic change.
Delegating communication without defining identity.
The problem is not lacking a strategy. The problem is lacking a vision.
Conclusion: Choose with Precision What Brand You Want to Be — or the Market Will Decide for You
Positioning in the luxury segment is not a destination; it is a strategic, curated and sensitive process. And that journey begins with an honest, ambitious and aesthetic question:
🍷 Which brand do you want your name, your wine and your legacy to represent in the world?
