The marketing environment is changing which wineries, breweries, distilleries have no control of. The environment before COVID-19 had a set definition of your wine, beer or spirits brands. Which included what your brand was about, how much it costed, how it was distributed and how you were promoting it.

The game has changed. So rewrite your brand rules and 4 things of your marketing mix and start the next chapter. You don’t need to change your old brands, you can test with a new brand or one brand which completely is designed for the market environment of today.