Each red arc connects two ideas shoppers clearly want that the published wine content keeps apart, places SEAGLASS could own by joining them with assets it already has. Thicker arcs are more critical. The cobalt dot on each arc is the opening it creates. Hover any arc or card to read the position. A radar sweep runs over the chart.
Santa Barbara shows up in the conversation glued to winery, tasting room, and tour, a place you visit, never joined to "here's what the wine from here tastes like." And a California Sauvignon Blanc reads as a discount New Zealand because no California brand has given the coast its own flavor story. Those two are the same lift, and they're the clearest unclaimed position in the category. Two more positions, the no-alcohol bottle sold as good rather than "removed," and the beach-and-lighter moment, are where SEAGLASS's regular and no-alcohol ranges become one idea. The fifth is the name, which has to carry all four. Two of the five are the same lift and the cleanest opening; the rest follow from it.