I’m Lawrence, a wine storytelling consultant, Business Psychologist and host of Interpreting Wine — one of the world’s leading wine podcasts with over 250 producer interviews. I’ve spent fifteen years at the intersection of people, psychology and business, and eight years building deep relationships with wine producers across Europe. My focus now is helping Austrian producers tell their story to English speaking markets in a way that makes the right buyers stop and listen.

It’s a methodology I developed to help wine producers extract and articulate what makes them genuinely distinctive — in thirty seconds, to the right person, in a way that feels true to who they are. It’s grounded in Business Psychology, tested with Austrian producers, and built around three frameworks: Business Objectives, Customer Clarity and Producer Positioning.

Austrian producers who make world class wine and are serious about English speaking export markets — the UK, US and Canada. Producers who know the wine is good enough and are ready to do the focused work to make their story match.

It starts with a free Winery Story Audit — a 45 minute live session where we review your current positioning across the three frameworks. From there, producers who want to go deeper work with me on extracting their full Winery Fingerprint, understanding their ideal customer, and deploying their story across the channels that matter most in export markets.

The audit is a single 45 minute session. The full Winery Fingerprint programme typically runs over four to six weeks, combining focused sessions with time for testing and refinement in between.

Book a free story audit below. The questionnaire takes 15 minutes. There’s no obligation to go further. Most people who complete it find the call that follows genuinely useful.