“Rather than have cellars full of wine ageing quietly in barrels, that tell you the plot, varieties, blend and vintage, why not bring them to life and include the name and a QR link to the back story of the customer or customers that have invested in it and become part of that producer and winemaker’s success.” That’s a vision of a genuinely consumer-first driven wine businesss that your customers are being offered – and are increasingly demanding – from the brands and companies they invest in. Richard Siddle explains why drinks producers need to wake up to the fact they no longer own the brands they produce – their target consumers do. And if they don’t those drinkers will vote with their feet and buy into brands that believe in them.