Kristin Harris Luis is the co-founder and winemaker of Cote of Paint, which she built alongside her husband, Nick Luis. Together, they are redefining how modern audiences connect with wine by blending gaming culture, digital communities, and creative storytelling. Moving beyond traditional wine marketing, their approach focuses on authenticity, subcultures, and community-driven experiences, positioning Cote of Paint as a forward-looking brand in the evolving wine industry.

Here's a glimpse of what you'll learn:

Kristin shares her unconventional path into wine and the story behind Cote of Paint
Why traditional wine marketing no longer connects with today's consumers
What building a successful wine brand in 2026 really requires
How niche positioning and digital strategy unlock new wine audiences
Why experience-driven brands outperform product-focused ones
The biggest mistake in direct-to-consumer wine sales
How tasting rooms are being reinvented for modern consumers
What the future of wine looks like through subcultures and brand diversity

In this episode with Kristin Harris Luis

In this episode of Legends Behind the Craft, Drew Thomas Hendricks sits down with Kristin Harris Luis, co-founder of Cote of Paint, to explore how gaming culture, storytelling, and community-driven branding are reshaping the wine industry. Kristin breaks down why traditional wine marketing and legacy messaging no longer work, and what modern wine brands must do to connect with today's audiences.

From niche positioning and DTC wine strategy to reinventing tasting rooms and building experience-first brands, this conversation dives into the future of wine branding in 2026. A must-listen for anyone interested in wine marketing, brand storytelling, and the evolution of the wine industry.

Sponsor for this episode…

This episode is brought to you by Barrels Ahead.

Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search.

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