Wine is one of the few product categories where regional identity is the entire proposition. Nobody buys a grape variety in the abstract; they buy where it came from. That makes the regional name the most valuable thing anyone can own in the category. Israeli wine spent two decades moving from curiosity to something sommeliers take seriously. Judean Hills, Galilee, plantings in the Negev, boutique producers exporting to Europe and North America, and a domestic scene supporting real wine tourism.

Wine marketing spent the last decade abandoning the connoisseur register because younger drinkers rejected it. A name with a bit of self-awareness in it fits where the category actually went. Winey is a real adjective, playful and slightly knowing, and it sits one letter from winery, so the trade reads it correctly at a glance. That double read suits a winery directory, a wine club, a tasting notes app, a review site, or a publication.

Something that makes a person smile in the queue is worth more than another word meaning “artisan”. Humour is badly undervalued in food and drink branding, where most naming is either earnest craft language or generic Italian. Prespresso has a joke inside it. Pre-espresso: the state you’re in before coffee, or the thing that comes before it. It’s also nearly a spoonerism of espresso, which makes it stick. It suits a coffee brand, a cafe, a roastery, a breakfast product, a morning newsletter, or an app aimed at people before their first cup.

People want to know where to find a properly made cortado in a given city and nobody serves that need well. A guide is the most immediate business here. A cortado is espresso cut with a small amount of warm milk, a Spanish drink that became a standard order in speciality coffee shops worldwide. It’s what people order when they know what they want, which makes the word an efficient positioning device: using it says you’re in the serious end without having to claim it.