Madeline Puckette

Madeline Puckette is the chief design officer at Folly Enterprises and creator of Wine Folly is an award-winning brand dedicated to consumer wine education. Puckette’s work with Wine Folly includes the creation of 2 books, a New York Times bestseller and a James Beard Award winner, as well as a portfolio of products including online courses, maps, prints, and wine educational tools. For this body of work, Puckette was awarded Wine Communicator of the Year by International Wine and Spirit Competition (IWSC) in 2019.

As a personality, Madeline Puckette is the host of the Wine Folly YouTube channel and was featured in Jason Wise’s documentaries Somm: Into The Bottle and Somm 3. Puckette’s latest project with Folly is a winery data standard tool called Global Wine Database ( The goal of the project is to create a digital wine catalog for the industry to better serve both wine consumers and trade.

Meta-luxury: storytelling in the digital age

In today’s digital-first age, many wineries still fail to harness their most valuable asset: their information. Unlike other industries where the quality of digital product information, brand photography, and story-telling creates success, wineries have a difficult path to market.

In this session, Madeline Puckette introduces Wine Folly’s latest project: Region Guides. These dynamic, education-focused guides walk consumers through a region in order to discover wineries and wines. Region Guides remove wineries’ barriers to the market by allowing them to present their brand and wines directly to consumers.