By Stephen Mitchell, Co-founder, Elemental Meme In a 2013 interview Rick Tigner, President, Jackson Family Wines, stated that “In the wine business, what you get is a lot of what I call the ‘sea of sameness.’ You look at a wine magazine ad and you see a bottle and vineyard, but it can be anybody’s bottle and anybody’s vineyard. The question is how do you connect with a consumer in different ways?” Joe Roberts, aka 1winedude echoed a similar thought in a post in May of 2014: "