Elliot Awin. The product is the story and not the wine itself
In this episode, Elliot Awin joins Tom Noble to explore what makes a wine brand work, from pricing and trust to storytelling and distribution. Elliot shares his background in wine and discusses how costs, margins, and consumer perception shape a viable business. Together, they look at how to build a brand around the story behind the wine.
Chapters
00:00 Intro: Wine pricing and building trust
04:00 Elliot’s background in wine
10:01 Why trust and storytelling matter in wine
19:55 Understanding distribution costs and margins
30:06 Building a viable wine business
40:01 Marketing and how consumers perceive wine
50:01 Pricing strategies and managing costs
29 Sept 2026
Keelan Waldock. Visual Hooks Beat Great Storytelling on Social Media
In this episode, Keelan shares how he went from coaching women’s cricket to building Wownies, a brownie business powered by social media. He talks about finding his content style, experimenting with new ideas, and turning views into sales. Then he helps Tom brainstorm ways to grow a wine brand through storytelling, visual hooks, and creative collaborations.
Chapters
00:00 Intro: Meet Keelan from Wownies
02:07 From cricket coaching to selling brownies
03:11 Getting the first orders through social media
03:54 Capturing content with less friction
05:24 Falling out of love with baking and into social media
06:40 Finding a social media style
07:42 The “wow face” and Keelan’s personal brand
08:37 Taking creative risks with a McDonald’s brownie idea
09:01 Experimenting and repeating what works
10:04 Why visual hooks can beat verbal hooks
11:02 Turning everyday work into engaging content
12:27 Why you need to keep retelling your story
14:22 Social media hooks versus traditional storytelling
16:57 Converting followers into customers
18:44 How TikTok Shop is helping Wownies
20:55 What Keelan’s TikTok Lives are like
22:08 Answering customer questions through live selling
24:15 Growing a following through TikTok Lives
26:49 Getting views without getting sales
28:32 Building a more reliable sales system
30:00 How the pandemic helped grow the business
31:23 Keelan’s advice for Tom’s wine business
32:26 Turning real moments into video scripts
34:40 Pairing strong ideas with visual hooks
35:29 Leaning into your unique advantages
37:25 Finding content ideas in unexpected moments
38:27 Creative collaborations and wine tastings
39:18 “What will someone do for a bottle of wine?”
40:21 Brainstorming unusual brand collaborations
41:12 Selling wine through story and personality
41:58 Wrap-up
17 Sept 2026
Toby Hart. How to Stop Thumbs.
In this episode, Toby Hart and Tom Noble discuss strategies for creating engaging social media content, building brand awareness, and turning viral videos into sales, with a focus on the wine industry.
Chapters
00:00 Introduction to Content Strategies for Social Media
03:10 The Power of Emotional and Primal Content
06:20 The Vanity Metric of Followers
09:43 Focusing on Content Formats and Testing
12:33 Trying Different Styles and Formats
13:53 Creating Content that Converts
14:17 Organic vs. Paid Social Strategies
15:28 Virality and Its Impact on Brand Awareness
16:26 Turning Views into Sales
22:27 Finding Your Unique Content Angle
24:28 Ideas for Viral Content in Wine
25:10 Storytelling as a Viral Strategy
26:01 Planning Content Around Journeys and Events
28:05 Maximizing Content Angles and Reuse
30:28 Shooting Content: Tips for Efficiency
32:16 Faces and Personal Branding in Content
33:05 Balancing Multiple Channels and Content Themes
34:20 Avoiding Selling Out for Views
35:39 Summary: Building Brand Through Content
36:02 Creating Distinctive Assets and Style
9 Sept 2026
Episode 2: Ben Franks. Why Most Wine Brands Fail Before They Reach Customers
In this episode, Tom Noble explores building a wine business from scratch, sharing his plans to source wines globally and connect directly with consumers. Ben Franks offers insights on market strategies, branding, and the importance of tasting and personal connection in wine sales.
2 Sept 2026TRANSCRIPT
Episode 1. A Podcast On How To Start A Podcast.
In this episode, Tom Noble and Liam Heffernan discuss how to start and grow a successful podcast, focusing on strategy, equipment, distribution, and personal branding. Perfect for entrepreneurs and content creators looking to leverage podcasting for business growth.
Inside a recent episode
Episode 1. A Podcast On How To Start A Podcast.
Published 2 Sept 2026 · Transcript excerpt
[…] So you'll probably hear us screaming in a second. And there's a reason I'm bringing this up because obviously the advantage of recording in person is that you control the environment. You can have everyone in the same room, but that's a lot more costly. […]
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