If you are selling a product, you need to lead with the attributes of that product. The varieties in the bottle, the alcohol content, the main competition on the shelf or on the wine list. It’s mano a mano, one wine against the others.

But if you are selling a brand, it’s a totally different pitch. You have to lead with the story. Explain the place and the history. Talk about who is behind the wine. Then, and only then, do you pour it.

They are very different things. Always know if you’re selling a product, or if you are selling a brand.