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In this interview, Justin Vann of newly launched wine consulting group PSA Wines explains his reasoning behind the light tone in the company's videos:

I believe the highest form of advertising is humor. You're lightly inviting yourself into someone's memory, as opposed to a jingle. Most wine videos are produced with the idea that wine is inherently interesting, which is often not true. There are a few exceptions, but I get bored to tears watching wine video blogs.
[Sidedish]

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