Matthew Pears · Wine & Premium Brands

The opportunity

Wine is built on trust, provenance and reputation. These are the same forces I have spent fifteen years shaping for some of the world's most demanding sectors. Most of the wine industry has not brought that thinking to the table yet.

I work with leadership teams as a board level communications partner. My background is in fintech and payments, where audiences are sceptical and the stakes are high, and I now bring that same rigour to wine and premium brands. The result is a clear story, a sharper market position, and communications that help the business grow.

ii.

Define Your Commercial Narrative Edge

A brilliant wine, provenance or founder story does not automatically become commercial advantage. The opportunity lies in identifying what the business can credibly own, what customers will genuinely value and how the story can become harder to overlook.

Define Your Commercial Narrative Edge establishes what deserves to be sharpened, strengthened and communicated more consistently.

July engagement fee: £1,250. Delivered within five working days.

Define Your Commercial Narrative Edge → Get the wine Commercial Narrative Score →

iii.

The Narrative Edge Sprint

Sharpen the proposition, build the messaging and bring your Commercial Narrative Edge to market.

The Commercial Narrative Edge establishes what the business should seek to own. The Narrative Edge Sprint turns that strategic direction into language the organisation can use.

Day one

Workshop

We get into the business together. What you do, why it matters, what sets you apart, and who you need to reach.

Day two

Write

I build your strategic narrative, your core messaging and your positioning.

Day three

Present back

We review it together, test it properly, and capture your feedback.

The week after

Your finished foundation

You receive a polished narrative and positioning document, ready to use across every channel.

Sprint fees range from £3,000 for a focused, single-market narrative to £7,000+ for multi-stakeholder, multi-market engagements, driven by the number of stakeholders, markets and audiences involved.

Your exact scope and fee are confirmed in your Commercial Narrative Edge Brief. The £1,250 Commercial Narrative Edge fee is credited in full against it when commissioned within 14 days.

iv.

What you walk away with

Strategic thinking, made tangible. Three things you can put to work straight away.

Your winning story

The story of how your business wins, written clearly and built to work commercially.

A messaging framework

The themes, proof points and language your whole team can use with one voice.

An audience map

Who your story needs to reach, and how you build trust with each of them.

Working together for the long term

Once the foundation is in place, I work with a small number of businesses as an ongoing partner, either fractional or retained, to put the story to work.

Strategic narrative and positioning

Keeping your story sharp and effective as you grow, enter new markets or change direction.

Executive and board communications

Trusted counsel for the moments that matter, from investor conversations to reputation sensitive situations.

Community and audience building

Turning your story into real connection, building engaged communities of trade, collectors and customers.

Reputation and trust

Helping you protect confidence and handle complexity, so trust and provenance keep working in your favour.

vi.

Does your wine get the recognition it deserves?

The best wine businesses do not win on quality alone. They win because their story makes their wine feel essential.

Ten questions. Two minutes. A clearer view of how much recognition your story may be leaving on the table.

Commercial Narrative Score

Ten questions. Two minutes. One score that tells you where you stand.

Unlock Your Score →

Need someone to lead what happens next?

Matt is available for selected permanent, interim and fractional communications leadership opportunities. Defining the Commercial Narrative Edge can also be used as a focused first engagement to establish what the business needs and whether there is a strong fit.

Discuss a leadership requirement →

Most wine businesses
have a brilliant story.