What does it mean for a fine wine to be a brand? How do fine wine brands define and measure success? How much does it cost to be a successful brand? What’s the role of the secondary market in building successful brands? If you’ve been listening to the previous episodes of this series, you would have heard it: La Place doesn’t build brands. But then, who does? And how do they successfully do it? In this fifth episode, hosts Felicity Carter and Pauline Vicard explore the concept of branding in relationship to fine wine and review the steps to build successful, desirable and recognised fine wine brands, decoding cultural differences along the way. From iconic Bordeaux estates to award-winning marketing agencies, game-changing importers and leading auction houses, they all share their unfiltered opinions on how to build, manage and successfully grow a fine wine brand on La Place de Bordeaux and beyond. With: Polly Hammond, Mathieu Jullien, Guillaume Pouthier, Don St Pierre, Fiona Morrison MW, Amayès Aouli. Inside la Place de Bordeaux is a seven-episode podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized. What risks? What opportunities?    Visit us at Areni Global to learn more about becoming a member.   Additional resources are available for this episode. You can find an edited transcript of Don St Pierre’s interview. Don heads AdaptEdge, a consulting firm providing strategic direction for building distribution channels. He is well-known in the wine world for co-founding ASC Fine Wine, one of China’s top importers, and for his interest in Vinfolio in the USA and Fine+Rare.    Don St Pierre’s interview: Follow Areni on Twitter, Instagram and Linkedin: @areniglobal This podcast episode was edited by Polly Hammond and the 5 forests team: https://5forests.com/  Inside la Place de Bordeaux was made possible thanks to the support of the CVBG, one of Bordeaux’s leading négociant house. To learn more about the CVBG: Visit their website: https://www.cvbg.com/?lang=en Follow them on Instagram: @cvbg_bordeaux  Thank you for joining us today!