Polly Hammond is a self-described black sheep marketer who spends her days desperately trying to drag traditional wine language, communication, and branding into the digital age. Her agency, 5forests, works with wineries around the world to help them embrace the profitable way to transform to digital, from strategy to social to sales.
As the public face of 5forests, Polly splits her time between New Zealand, Napa, and Spain, consulting, writing, and speaking about the trends that impact today’s wine businesses. Along with her private client work, she is a consultant to the NZ Trade & EnterpriseWine Sector, a regular contributor to NZ Winegrowers publications, cohost of the Real Business of Wine and, occasionally, a knitter.
Polly has a deep and abiding love affair with Behavioural Economics, and her wine work is based on insights into all the crazy and irrational reasons consumers engage with brands; and she’s mad about pop culture and good stories, so any meeting is sure to have at least one Star Wars reference thrown in.