XChateau Wine podcast

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Lagt till three år sedan

Innehåll tillhandahållet av Robert Vernick and Peter Yeung. Allt poddinnehåll inklusive avsnitt, grafik och podcastbeskrivningar laddas upp och tillhandahålls direkt av Robert Vernick and Peter Yeung eller deras podcastplattformspartner. Om du tror att någon använder ditt upphovsrättsskyddade verk utan din tillåtelse kan du följa processen som beskrivs här https://sv.player.fm/legal.

Lipstick on the Rim

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Amy Schumer & Brianne Howey on the Importance of Female Friendships, Navigating Hollywood's Double Standards, Sharing Their Birth Stories, and MORE 50:05

för 18 dagar sedan50:05

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50:05

This week, in what might be the funniest episode yet, Molly and Emese are joined by co-stars Amy Schumer and Brianne Howey. They get candid about motherhood, career evolution, and their new film, Kinda Pregnant —which unexpectedly led to Amy’s latest health discovery. Amy opens up about how public criticism led her to uncover her Cushing syndrome diagnosis, what it’s like to navigate comedy and Hollywood as a mom, and the importance of sharing birth stories without shame. Brianne shares how becoming a mother has shifted her perspective on work, how Ginny & Georgia ’s Georgia Miller compares to real-life parenting, and the power of female friendships in the industry. We also go behind the scenes of their new Netflix film, Kinda Pregnant —how Molly first got the script, why Amy and Brianne were drawn to the project, and what it means for women today. Plus, they reflect on their early career struggles, the moment they knew they “made it,” and how motherhood has reshaped their ambitions. From career highs to personal challenges, this episode is raw, funny, and packed with insights. Mentioned in the Episode: Kinda Pregnant Ginny & Georgia Meerkat 30 Rock Last Comic Standing Charlie Sheen Roast Inside Amy Schumer Amy Schumer on the Howard Stern Show Trainwreck Life & Beth Expecting Amy 45RPM Clothing Brand A Sony Music Entertainment production. Find more great podcasts from Sony Music Entertainment at sonymusic.com/podcasts and follow us at @sonypodcasts To bring your brand to life in this podcast, email podcastadsales@sonymusic.com Learn more about your ad choices. Visit podcastchoices.com/adchoices…

XChateau Wine Podcast

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A podcast delivering wine perspectives ex-chateau. Insights, analysis, and perspectives on news and trends in the wine industry beyond winemaking, such as marketing, finance, and consumer trends. From noted wine blogger Robert Vernick (@wineterroir) and leading wine business consultant and author of Luxury Wine Marketing Peter Yeung (@winebizguy), this podcast navigates the business of wine with unique perspectives and insights. Get access to library episodes

Hosted on Acast. See acast.com/privacy for more information.

186 episoder

#Food #Arts #Business #Marketing #Robert Vernick #Peter Yeung #Wein #Vinho #Wine Trade #Drink #Beverage #Sommelier #Wine Education #Vin #Wine Industry #Wine #SOMM #Food and Beverage #Vinos

XChateau Wine Podcast

updated för 10 dagar sedan

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Hosted on Acast. See acast.com/privacy for more information.

186 episoder

#Food #Arts #Business #Marketing #Robert Vernick #Peter Yeung #Wein #Vinho #Wine Trade #Drink #Beverage #Sommelier #Wine Education #Vin #Wine Industry #Wine #SOMM #Food and Beverage #Vinos

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1
High Altitude Luxury w/ Anita Correas & Gustavo Hormann, Kaiken 44:46

för 10 dagar sedan44:46

44:46

With the recent launch of a new $300 retail icon wine, Boulder, Kaiken continues to explore the potential for luxury wines from Argentina. Building on the last 15 years of Kaiken's other icon wine, Mai, Anita Correas, Commercial Director, and Gustavo Hormann, Director of Winemaking, discuss the global market for luxury Argentinian wines, how they approach launching them, and the brand-building impacts for the Kaiken brand. Detailed Show Notes: Kaiken background Founded in 2002 by Aurelio Montes (Chile) "Kaiken" is the name of a wild goose that crosses between Chile & Argentina Exports to 60 countries Winery in Vistalba, Mendoza (28ha), vineyards in Agrelo (60ha) & Los Chacayes, Uco Valley (150ha) 60% on-premise Frances Mallmann restaurant at the winery Recently launched new luxury tier/icon wine - "Boulder" $300 retail price, 3,700 bottles Developed over the last 10 years Unique 3ha block in Los Chacayes due to overflow of Arroyo Grande, full of big rocks/boulders Malbec (64%), Cabernet Franc (28%), Petit Verdot (8%) Boulder launch plan Launched in Buenos Aires, Hong Kong, Korea, Brazil (São Paulo, Argentina's #2 export country), US Brazil's event had a more direct impact on sales Mostly press/trade events that are smaller, in-person Likely less on-premise than Kaiken overall, more hand-selling to collectors and Michelin Star restaurants VR w/ Google Glass to see the vineyard up close and go inside the soil has gotten positive feedback, but it is more expensive than a regular video (required 3 days of video shoots and a special camera) Mai - prior icon wine $100 retail price, 12,000 bottles Launched in 2009 from a 120-year-old vineyard Marketing more "maintenance" now 2021 - redesigned packaging, got 98 pts and Top 100 from Suckling Primarily sold in Argentina, then UK, US, Brazil, Japan 70% of Argentinean wine is consumed domestically, delaying the need for exports Average export ~40% higher price than Chile (export-focused market, ½ the population, 2x wine production vs Argentina) More high-end wineries in Argentina vs ~5 in Chile >$100 market for Argentine wine - "not a huge market" Big domestic market - much of Mai, Boulder sold domestically Consumers looking at super high-end often do not look at the country of origin but more at the concept of the wine Value Prop for Argentine luxury wine - not influenced by oceans, high altitude, dessert wines, driven by the Andes Return on Boulder is more than sales, but brand building for Kaiken Focused on relationships with importers Want long-term relationships as they represent the brand globally Reach collectors through import partners Has affiliated importer in Argentina Montes relationship Was helpful on launch to piggyback on Montes brand Now Kaiken is more independent and only shares importers in a few countries (it used to have the same ones) Kaiken Ultra ($26) awarded Wine Spectator Top 100 (#30, highest Argentine wine) Wine drinkers can graduate from Ultra to Mai and others Kaiken's focus for each range of wines is to over-deliver for the price point vs linking the wines Good press in 2024 for Kaiken - #1 New World Winery from Sommelier Awards, Boulder rated best Argentinian red blend by Patricio Tapai (wine critic), Estate Malbec was Wine Spectator's best value wine Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Creating a positive message for wine w/ Gino Colangelo, Come Over October 29:37

för 24 dagar sedan29:37

29:37

With many macro headwinds for the wine world, Gino Colangelo, founder of Colangelo PR, felt the negative and often poorly fact-checked press around alcohol and health posed an existential threat. Teaming with Karen McNeil of The Wine Bible and fellow PR leader Kimberly Charles, they founded Come Over October , a campaign to create a positive narrative around wine. With freely available media assets and over 120 partners, the movement, in its first stretch, has shown the power of focusing on the positive elements of wine. Detailed Show Notes: Macro wine challenges include marijuana, Ozempic, and RTDs, but “no alcohol is healthy” messages from WHO and other gov’t organizations potentially pose an existential threat to the industry Come Over October (“COO”) founding Campaign to advocate for wine Commission research - 60%+ 21-39-year-olds would change consumption if alcohol health guidelines changed, 60%+ participate in Dry January or Sober October (which equates to 17% of the year) Karen McNeil, writer of The Wine Bible , got backlash over post against Dry January and ideated Come Over October Kimberly Charles, owner of an SF wine PR firm, joined as co-founder Started the company in spring 2024 (Come Together, a Community for Wine) as a mission-driven company to advocate for wine Fundamental principles Had to reach consumers No negativity towards other alcoholic beverages Involve everyone in the wine world The goal for success: turning the narrative around wine positive (e.g., more articles on the social benefits of wine) Measured by impressions of negative vs. positive articles about wine In a battle for hearts and minds vs just getting the facts right Asked for two things from partners Modest check - $1-10k to pay for campaign, website, social media, media asset creation Activation - use campaign assets (free to all) to run a COO campaign Example activations Total Wine - in-store signage, direct marketing, social media posts Constellation Brands - bought in-store radio ads for 800 Kroger stores under the COO banner (promoting Kim Crawford, Meiomi, & The Prisoner with Karen McNeil doing voiceover) and reversed negative sales trends in stores Jackson Family - free tasting, events, cash support for COO Campaign success metrics 120 companies participated >1,000 retail stores engaged (e.g., Kroger, Total Wine, Gary’s) ~$100k donated media (e.g., Wine Enthusiast , Vinepair , Wine Spectator ) Next Campaign - Spring 2025 Focus on the food message Differentiate wine as food vs alcohol Continue togetherness message Bring in chefs, restaurants Then roll back into October Would like to hire a Director to run the company Health debate Loneliness epidemic - 30% of males don’t have close friends Wine has a unique ability for positive wellness in bringing people together Does the industry need a positive health message/research to turn things around truly? (e.g. - wine → better relationships / friendships → stress reduction → better health) 60 Minutes show on The French Paradox (1991) changed the wine world and led to 30+ years of growth Not yet seeing health impacts of marijuana usage as it has only been legal recently Contact info: info@comeoveroctober.com or gcolangelo@colangelopr.com Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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The 2024 US DTC Wine Market w/ Cathy & Chris Huyghe, Enolytics 59:10

för 5 weeks sedan59:10

59:10

With a second year of volume declines, 2024 has been challenging for the wine industry. Digging deeper into what trends are shaping the wine industry’s malaise, Cathy and Chris Huyghe, founders of sales analytics software platform Enolytics , have uncovered important insights into the US DTC wine market, including the decline of women and the divide between the affluent and middle class in wine purchasing. Enolytics has also developed a free service for the industry called EnoInsights, which is worth checking out. Detailed Show Notes: Enolytics launched b/c no one in wine knew what to do with their data Builds sales analytics software for the wine & spirits industry for both DTC and wholesale depletion data Customers primarily small (<$1M DTC revenue) & medium-sized, growing in larger wineries US, Canada, Australia - primarily US w/ 80% California Partnership with WineDirect Exchange anonymized data every quarter and analyze it to build reports for the industry ~2k wineries in database, ~1k wineries analyzed after removing outliers 2024 DTC trends Revenue flat-ish, volumes down significantly Women purchasing less (-4%) - overall (-3%), men (-2%); reverses a recent trend of women buying more wine, not generationally different, impacting white (-5%) and rose (-10%) more than red (-2%) Affluent areas are doing better (flat revenue, lower volume), middle-class & poorer areas are down more Wineries increasing pricing (+5% through Q3 2024), AOV up due to pricing VA is doing reasonably well, CA - particularly Napa and Sonoma, hardest hit - they largely depend on tourism (70% of purchases from people outside CA), Central Coast CA is not down as much (70% of purchasers from CA) Hospitality/visitation declined 7% (# of purchasers) in 2024 (also declined in 2023) Impacts wine club sign-ups, with hospitality the main club sign-up engine Wine club growth -3% (# of members) in last 12 months 2020 +7%, 2021 +11%, 2023 -1% (20% attrition through Q3, 28% total; 19% sign-ups), 2024 -2% (19% attrition, 17% sign-ups) Club doing best of all major DTC channels - revenue flat, volume down Less expensive wineries getting hit more (less affluent customers) Customizations up - 20% of shipments, higher revenue per shipment Avg club tenure falling Best practices - better training of tasting room staff, use data to manage attrition (Enolytics has an algorithm to determine attrition risk; wineries that use it see 20% less attrition than average), use data to target customers to join the wine club (high spenders that are not in the club) Website sales have the most significant room for growth, -42% since 2022, still up from pre-pandemic 2020 +250% in online sales Texting, “concierge” services, more targeted telemarketing (highest AOV channel, 6x tasting room; potential to leverage tasting room staff) Average winery emails the entire list, gets lots of unsubscribes, recommends hyper-segmentation, creates messages for 100-200 people Events - same levels as 2022 Opportunity to take tasting room on the road Recommends targeted events with a specific goal Go to places where there’s an existing customer base Cross-channel marketing can be effective, e.g., using DTC data to sell out a restaurant event Wholesale data partner - VIP - includes “can buy” and “lost” accounts Regional wine marketing boards (VA, Paso Robles) engaging Enolytics to do studies on DTC data - currently doing baseline analysis and onboarding more wineries, sending quarterly reports Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Accelerating Wine Sales w/ Chemistry & AI w/ Kat Axelsson & Charles Slocum, Tastry 58:03

för 8 weeks sedan58:03

58:03

Having “taught a computer how to taste” and using that data to help winemakers improve their processes, Tastry has turned to leveraging AI and their consumer preferences and wine chemistry databases to help wineries sell wine. Katerina Axelsson, CEO, and Charles Slocum, Chief Business Officer, discuss Tastry’s Sales Accelerator Ecosystem, which includes the Wine & Consumer Insights Report, which gives wineries, distributors, and retailers tools to help them sell more wine. Tastry has provided an example report for listeners. Detailed Show Notes: Tastry overview - see Ep 157 for a deeper dive Tagline - “taught a computer how to taste” It has two unique data sets - wine chemistry, US consumer taste preferences Helps improve winemaking, predict and react to changing consumer preferences Works with wineries, retailers, and distributors Tastry commercialization history 1st 2 years - establish trust with winemakers Last year - focus on helping sell wines Sales Accelerator Ecosystem Takes data from 3 areas (winery input metadata, wine chemistry, Tasty validated wine market data) to feed accelerator (AI system) Consists of Wine & Consumer Insights (“WCI”) report, Sales Accelerator platform app, & integrations into other platforms (e.g., e-RNDC) Has AI search and chat functionality Salespeople use data to sell to on/off-premise accounts Sometimes, consumer-facing in-retailer displays WCI - 2-page report to help sell wines Used to train salespeople, it can be a leave-behind P1 - for the category buyer; P2 - for servers, staff to educate them WCI Components: Top left - bottle shot, label zoom in (helps for retention); name of wine; varietal; appellation; price (what it is actually sold for in the market); wine category (AI curates category to be highest scoring on Tastry score) Category Score - 200 point scale, 100 is average for the category Not a critic score >100 is better than the average, <100 less than average in terms of expected performance in its category against the Tastry consumer preference database (e.g., Cupcake Pinot Gris got a 181 score) Percentile rank - e.g., 129 = performs 29% above avg 10,000s wines in database out of ~160k wines in the US Never <15 wines in a category Creating a new WCI for more rare and unique wines Lower priced wines, terroir matters less; higher prices matter more Tastry Notes - AI-generated tasting notes, breaks into average and more experienced drinkers Segmented Consumer Appeal - insights into buyers of wine; if there’s at least an 85% match (roughly equates to Vivino’s 3.9-4.0 score or 88-90 critic score), consumers tend to notice they like the wine and will buy it again Flavor profile (p1) - e.g., fruitiness, oakiness, sweetness P2 - flavor profile (major flavors), retail talking points, food pairings - used as a training tool to help people sell wine Launching a new page for marketing teams to update data Retailer recommender - has shown +3-12% sales in 90 days Tastry Pricing - $1,580/year subscription, $370/wine analyzed How Tastry can help in the current macro environment Creating low / no alcohol wines Marketing tools (Sales Accelerator) - addressing younger audiences (e.g., pairings with kale salad and frozen pizza rolls) Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Creating Memories through Experiences w/ Kim Busch & Kylie Enholm, Folded Hills 39:51

för 12 weeks sedan39:51

39:51

With 600 acres, a polo field, a lake dock, and even a zebra and camel onsite, the Folded Hills Winery and Farmstead in Santa Barbara is able to create unique and memorable experiences. Kim Busch, Founder and Co-Owner, and Kylie Enholm, Director of Operations, discuss how they bring this vision to life through the platform of Rhone varietal wines. From hiring for the “hospitality gene” to having a full-time events manager, Folded Hills is creating memories they hope to get people to tell their friends and add to their wine club program. Detailed Show Notes Folded Hills founding - intended to grow and sell grapes, vineyard manager convinced the Busch’s to start a label, Folded Hills ties into family history Heritage labels - e.g., Lilly Rose after Lilly Anheuser (grandmother) Photo labels (reserves) - mostly from photos the Busch’s took themselves Folded Hills overview 600 total acres for Homestead, Farmstead, private ranch Southernmost winery in Central Coast, right off 101 The urban tasting room in Montecito, Homestead (winery tasting room), and Farmstead at the winery Rhone varietals (Grenache, Syrah, Clairette Blanche, Marsanne, Grenache Blanc) ~5k cases/year 98% DTC, would like to increase wholesale to 10% for more exposure Has its own polo field Visitation ~8-10k visitors/year total ~2.5k in Montecito (more club members, a “Cheers” vibe), rest at Homestead Mainly from Santa Barbara, Ventura, San Diego Creating memories through events differentiates Folded Hills Sparkling rose launch party in Montecito - brought in a mini horse with a unicorn horn Launch vinyl nights (Thurs, Sun) in Montecito Does 1 large event/month at estate Homestead - e.g., polo games, tailgate contest Oktoberfest - beer & wine Animal feeding (including zebra, camel) Prices events to primarily cover expenses (range from $15 - 195 winemaker dinners) The focus is on creating memories vs selling wine to create word-of-mouth buzz Andy’s dad said “making friends is our business.” - he created beer and baseball while owning the St Louis Cardinals Hospitality differentiation through events and experiences Has a full-time events manager Enabled by lots of land (600-acre ranch), private lake dock, ATV group tours in the vineyard, animals to feed Homestead appeals to families (w/ Farmstead - U-pick fields, animal feeding) Hires people w/ the “hospitality gene” Wine club benefits Wine is the biggest draw (“purity” of wines believes does not lead to “stuffy nose” or “headaches”) Word of mouth around Folded Hills taking care of club members (access to private lake, private ranch) ~10% of club members are local (live w/in 1 hour), next largest group from St Louis (does ~2 events/year, launched brand in St Louis) Get 15% off organic produce at Farmstead Plan to relaunch farmstays on a adjacent private ranch Farmstead - “heart of soul” of brand Best sellers - animal feed, ice cream, baked goods ~30% of visitors go to both Homestead and Farmstead, increasing as tasting room visitors now given free bag of animal feed Santa Barbara wine region differentiation - diversity, 75 varieties grown; unique climate (transverse mountain range) Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Creating the Wine Experience w/ NA Wines w/ Duncan Shouler, Giesen 0% 48:40

för 14 weeks sedan48:40

48:40

With the health and wellness and moderation trends booming, the non-alcoholic wine market has been growing quickly off a small base. Launched in 2019, the Giesen 0% range has solidified its position as one of the leaders in the NA wine market. Duncan Shouler, Director of Innovation, explains how the 0% range was developed, the critical elements of non-alcoholic wine, the current market conditions, and what it will take for the non-alcoholic wine market to succeed. Detailed Show Notes: Duncan’s background - was in marine biology and shifted to wine ~20 years ago Giesen - family owned, 40 years old, large winery (crushes ~20k tons/year), a broad range of wines from large scale to single vineyard Started non-alcoholic (“NA”) range 5 years ago (2019) ~17% of production today, growing Has a more significant reach and impact on the market vs. regular wines The creation of the NA range came from a fitness challenge in 2019, when he could not drink alcohol for 1 month and discovered there were no good choices in the NA space. Spinning cone technology (good for quality as it uses lower temps than other processes) also became available in NZ at that time NA winemaking process - create regular wine, then remove alcohol; for red wine, you need to balance the tannins (need ripe, soft tannins) More expensive to make - costs 15-20% more Need to replace ~25% of volume Need to go through spinning cone technology Lower cost from no alcohol excise taxes NA taste - loses some of alcohol’s texture, body, heat NA wines age similarly to regular wine (except in cans) NA wine markets - still in growth mode, needs higher quality wines to succeed The US is ahead of most markets, and the UK is slower with more traditional drinkers Mainland Europe is booming, and NZ is behind Most off-premise, some growing pains (e.g., Boisson closed its stores), mostly bought where people buy alcohol On-premise still embracing category (Giesen launching super premium range to target on-premise) Most large players (e.g., Constellation, Treasury) are looking at NA wine NA wine drinkers - originally abstainers driving growth, now people substituting wine driving growth from moderation trend; broad market from boomers to legal age Gen Z; 35-60 females largest cohort Price points aligned with regular wine ($9 low end, up to $18/bottle, some products ~$55/bottle) Removed alcohol of high quality can be used for other things (e.g., gin, biofuel) NA wines can have up to 0.5% abv, Giesen wines 0.4-0.5% abv You need to consume 5 bottles of NA wine to get 1 glass of 13.5% ABV wine .45% abv similar to ripe bananas, some fruit juices, bread NA wine should still be kept away from children as it is still a wine experience Marketing NA wines Low calorie is significant; Giesen is low in sugar (drives calories), which plays into the health and wellness trend Most effective - social media and influencers - play well with Millennial and older Gen Z’s, essential NA wine growth category Older consumers know Giesen from regular wine Nutritional and ingredient labeling - mandatory for regular wine in the EU; NA is a food product and requires it Giesen back labels specific for each wine, the main driver of differences are in sugar content Nutritional data has some positive elements (e.g., potassium) Large serving size (12 ounces, ~½ bottle) driven by US FDA, looking to change back to a 5-ounce glass Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Always have distribution w/ Cheryl Durzy, LibDib 50:00

för 15 weeks sedan50:00

50:00

Having struggled to manage and maintain distribution for her family winery, Cheryl Durzy, CEO of LibDib, decided to start her own distributor. In comes LibDib, a tech-enabled distributor that lets any alcohol producer have distribution in most of the key US markets. Cheryl provides background on the US 3-tier system, the role of a distributor, and how LibDib is helping producers get distribution, enable wine sales, and become a tech platform for other distributors. Detailed Show Notes: US 3-Tier System Put in after prohibition to keep one tier from owning alcohol distribution Tiers - producer, distributor, retailer US distribution heavily consolidated into 3 large ones, lots of smaller specialty distributors vs. many distributors in the 70s/80s Distributor function Helps consolidate suppliers for trade accounts; accounts don’t have resources to manage each supplier separately (e.g., invoices, checks) Pay taxes, do compliance Logistics (heavy, fragile product) Customer service (mistakes, breakage, returns, samples) Sometimes act as a winery’s salesforce Getting a distributor 2024 - distributors are shedding brands vs. taking on new ones Typically - look for fit w/in a distributor’s portfolio, pick someone with a good reputation Distributors will ask - what will be your investment in the market? How often will you be here? Do you have feet on the street? LibDib - enables wineries to sell themselves, a tech-enabled distributor Started as a wholesaler in 2017 (CA, NY), enables distributor for any producer The platform enables rich content and e-commerce Has license in 9 states, enabled through RNDC in 6 states (e.g., Texas) ~1,500 suppliers w/ active accounts, ~700 wineries w/ ~450 actively selling Originally focused on spirits, wineries have increased by ~50% in the last few years Uses FedEx to send wine, integrated API to track status, negotiated good rates <50% of DTC rates; have cold chain, ice pack options for hot temperatures New markets launching late 2024 / early 2025 LibDib use cases Get wine to specific accounts in a market Enable wine brokers in other states Importers sell directly to accounts Ship special projects from large wineries that distributors don’t want to touch Pros/cons of LibDib Pro - always have distribution, good communications/customer service, good technology experience for producers and trade accounts Cons - no salesforce, need to be a little tech-savvy Business model Markup of 14-18% on sales (vs. 30-35% for most distributors) + producer pays for shipping Subscription service (Gold, Silver, Plus) - get lower markups and services (e.g., portfolio management, VIP chain assistance, advertising on platform) ~250 subscriptions (of 1,500), mainly on Gold for chain services RNDC partnership - OnDemand division Onboard w/ both RNDC and LibDib, no sales support 28% markup, inclusive of shipping 6 states, ~400 suppliers Most people want to get regular distribution, which can act as a trial for RNDC Trade account benefits ~30k accounts (~50% active), not including RNDC states No minimum shipments Enables direct contact w/ wineries Access to smaller items not available elsewhere LibTech (launched Jan 2024 in TN) RNDC invested in the last round, and LibDib built e-RNDC Selling e-commerce platform as SaaS to other distributors LibDib is developing AI tools for suppliers, early 2025 launch Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Building brand ambassadors through hospitality w/ Meaghan Frank, Dr. Konstantin Frank Winery 46:26

för 19 weeks sedan46:26

46:26

As the pioneer of Vitis Vinifera in the Eastern US, Dr. Konstantin Frank is one of the key leaders of the Fingers Lakes region in New York. Meaghan Frank, a fourth-generation vintner, has been leading the charge to evolve its hospitality program to create brand ambassadors for the winery and the region. Its 1886 Wine Experience has won Best Wine Tour by USA Today in the last two years. Meaghan breaks down their hospitality program and its impact on their business. Detailed Show Notes: Finger Lakes region, NY - 150 wineries (of 400 in NY), NW NY State - 5 hrs from NYC Skinny, deep lakes that moderate weather Glaciers left diverse soils Tourism-driven, seasonal visitors (spring to fall) for lakes, hiking, close to Niagara Falls, Corning Museum of Glass Dr. Konstantin Frank - PhD in Viticulture from Odesa, Ukraine; a grape scientist; fled to NY during WWII 35 years of cold climate grape growing experience when moved to NY 1st to plant vinifera in Eastern US Planted experiment station in the 1950s - 68 varieties, including Furmit, Pedro Ximenez, and Touriga Nacional) to research what would work best Dr. K Frank Winery 17 vinifera varieties → 40 wines 60% wholesale, 40% DTC 40 states, 9 export markets (5%, incl Japan, Aruba (lots of NY visitors), UK) DTC 60% e-commerce (driven by wine club), 40% hospitality Hospitality program The goal is to create brand ambassadors and loyalty, get the word out about the Finger Lakes Inspired by Australian hospitality programs - private, educational ~40k visitors/year (#1 PA - 1 hour away, NJ, OH, NY core markets) - all seated, paid Pre-pandemic - ~80k visitors/year for free bar tastings Moved to an experience-driven program with wine educators, take advantage of lake view Three experiences: Eugenia’s Garden - modeled after great grandmother’s garden, most casual, can do a la carte glasses/bottles/flights; enables people to enjoy the day; targets a younger demographic Signature Seated ($15pp) - most popular, educational, 1 hr, 6 wines, 5 different themes that are part of the winery’s story (e.g., traditional sparkling, Riesling pioneer, groundbreaking grapes, red wines) The 1886 Wine Experience ($75pp) - only May-Oct, 2-2.5 hrs, led by wine educator, a tour of the vineyard, sparkling and still wine cellars, seated tasting of 4 wines with bites, followed by additional tastings; won best wine tour by USA Today last 2 years; lots of 1st-time visitors book 1886 due to unique nature Lessons learned - used to do 6 wine flight w/ bites, which was too many; did themed months (e.g., sparkling) - did not work with mostly tourists Differentiators - spend lots of time, has a separate private space for 1886 Wine club evolution Used to have people pay upfront for the year - bigger barrier to signing up, always feel like “playing catchup” to ensure value delivered, concentrated work during shipment periods Moved to more subscription model - quarterly, 3 wines w/ default package, fully customizable, no upfront fee, 20% discount on wines, and get free tastings (no limit) 8% club conversion - the only way to get free tastings now, used to waive w/ 4 bottle purchase Locals small portion of the club - pickup option only 10%, PA #1 Avg tenure 1.5 years, seeing it extend with the new club model Popular wines Hospitality - Rkatsiteli #1, traditional method sparkling Wholesale - #1 & #2 - dry & semi-dry Riesling Riesling 60% of production, traditional method growing Increasing issues around climate change - 2023 had the largest spring frost in history, increasing water issues Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Bringing More People Into Wine w/ Jacki Strum, Wine Enthusiast Media 34:44

för 21 weeks sedan34:44

34:44

With ~2M monthly sessions on their newly unified commerce and media website, Wine Enthusiast continues to be a beacon for the wine industry. Jacki Strum, President of Wine Enthusiast Media, details their new wine review platform and global wine travel directory, democratizing access to wine and wine experiences globally. These initiatives help bring more people into the world of wine, including the younger generations, a critical part of building a vibrant wine industry. Detailed Show Notes: Covid altered the business model, led to re-structured organization and unified media and commerce divisions on wineenthusiast.com 2022 - WE paused reviews for emerging wine regions to recalibrate systems Existing tasting process 1 of 2 publications that review every wine blind (high cost), taste in flights w/in region and price brackets Need to store, archive, organize wines, set up tastings (in paper bags with numbers), and hire reviewers 50% of reviews are done at HQ (imported wines), and West Coast wines are done locally The manual process of filling out a pdf and putting that into the box with wines, manually inputted into J Guide (legacy system, 20 years old), then stored and organized for tasting New tasting platform (Sept 2024) - anyone can submit a wine for review and all will be reviewed New digital platform - bar code scanners, printed tabs, can track shipments and deliveries, a more fluid database Reduces large volume of questions from people submitting wine (can track digitally) It has the same # of reviewers, but a more flexible infrastructure can allow for more wines to be tasted $65/SKU processing fee - all reviewers charge in some way (e.g., require subscription, membership, or advertisement) 6-month processing time (same as before) - hope to reduce this over time, based on the schedule of reviewers Printed reviews selected by the tasting dept, all scores published online for free Tasting platform benefits for new and small wineries Opens up reviews to all regions across the globe The US market is still heavily score-driven for distribution (some major retailers, e.g., Costco, Kroger, Albertsons, require scores from major publications) Helps with tasting room and local distribution sales Media trends Print is still doing well (e.g., books outsold movie tickets last year), and magazine subscriptions are increasing (free tote bags help) Advertising up slightly Digital media is growing, with a targeted advertising focus Events - biggest growth area - launched Sip of South America, Sip of Italy, and biggest event is Wine Star Awards (25th Anniversary in SF this year) TikTok now allows alcohol advertising, getting Gen Z engaged with wine knowledge New travel division for WE Tasting room directory, partnered w/ Tock - 1st agnostic travel global wine travel guide Leverages Tock’s wineries as launching list (~1,200 wineries, CA focused), building out globally with WE relationships (~100 wineries reached out in 1st month to be included) The 2nd most trafficked page on the site WE revenue mix Covid - led to explosive commerce growth Today - back to 2019 levels, ~80% commerce / ~20% media Getting Gen Z engaged with wine Print enables content absorption without ad bombardment (e.g., book reading bars in NYC) Need to change content for each channel to target audience (e.g., Google as people’s “secret diary,” article on how to hold a wine glass became a top 5 article) Influencers, infographics, video - bring in new consumers (e.g., wine & potato chip parking article led to major influencer doing every pairing on TikTok) Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Opening Minds with Wine & Yoga, Morgan Perry, Vino Vinyasa 34:40

för 23 weeks sedan34:40

34:40

During a career sabbatical from wine PR at a yoga teacher retreat, Morgan Perry tried combining wine education and yoga with great success. Her classmates practically forced her to found Vino Vinyasa , which has blossomed into six cities. With a focus on creating great experiences rather than selling wine, Morgan has created a platform where people learn about wine and end up seeking out the wines featured in classes. Detailed Show Notes: Morgan’s background - wine PR, been in wine for ~15 years, became a yoga teacher in 2017 Wine & Yoga synergies Both are about mindfulness - yoga and the wine tasting process Not for hard-core wellness or yoga people Vino Vinyasa For the yoga teacher exam, the teacher encouraged something different, tried yoga & wine, and got a fantastic reception 6 cities - NYC (2017), Austin (2018), Nashville, Chicago, LA, Houston Vino Vinyasa programming 45 min Vinyasa yoga (all levels), followed by wine tasting of 2 wines Taste wine after yoga - people are relaxed and have “yoga brain” in a quiet, focused environment → people may be better tasters Embed wine facts during yoga A comparative tasting of 2 wines, usually themed (e.g., Rose, Sauvignon Blanc) All instructors have a wine background (min WSET 1) 2-3 classes/month, 20-25 people/class for intimacy (capped at 30) ~30 classes/themes developed to date Very intentional class structure, certain poses not suitable for teaching Business model The core business is to get people to do more classes and events, not be overly salesy with wine Do private events (90% are bachelorette parties) Sell swag (t-shirts), co-branded bottles Look to be good value (avg class price $30) vs. regular yoga classes (avg ~$20-25, range from $10-35 for drop in class) Students often seek out wines after classes Wine selection for classes Venue dependant, venues carry liquor licenses City Winery (NYC) - chooses the wines based on their selection Other venues - can get wines donated for classes Private events - Customers can select wines/themes Have worked with PR clients for wines Some wineries sponsored virtual classes during Covid Marketing PR background has helped and got early press (e.g., digital Good Morning America), mostly wine market Email newsletter IG is the best channel, does some boosting, and is focused on growth during Covid (~11k followers) Digital marketing has focused on both wellness and wine people ~15-20% of people have attended multiple classes Private events Bachelorette parties, birthdays, corporate events (e.g., Binny’s in Chicago) The focus area for growth Same format as classes Wellness & wine market Other wine + yoga classes are not educational; some are tied to multi-level marketing wine programs that have long sales pitches Sees more yoga at wineries They have been approached by a couple of spas for partnerships, but the economics were not favorable yet (i.e., yoga teachers often are not paid well, ~$30/class) Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Evolution, not Revolution w/ Giampiero Bertolini, Biondi Santi 29:30

för 25 weeks sedan29:30

29:30

Taking over an iconic estate can be both exciting and terrifying. When EPI purchased the iconic Brunello di Montalcino producer Biondi Santi in 2017, they asked Giampiero Bertolini to take over as CEO. Giampiero was excited to join the “Champions League” of wine but also had to convince the local community that this outside investment would be good. He delves into how Biondi Santi has been pushing toward creating more value for the brand while maintaining its core essence. Detailed Show Notes: Biondi Santi’s history Family invented Brunello di Montalcino Founded in 1888 - Ferruccio Biondi Santi had a vision of quality wine with longevity during a time when people focused on quantity with wine as part of the diet Bottled in Bordeaux-shaped glass (a sign of quality) vs. standard Tuscan fiasco Tancredi Biondi Santi - one of the top consulting winemakers of the time, was asked to write appellation rules in 1967 Franco Biondi Santi (“the doctor”) - selected the BBS11 clone in the ‘70s and organized a 100-year vertical tasting (1888-1988) in 1994 with important wine writers that boosted the image of Brunello. One writer gave the 1891 vintage 100 points La Storica (wine library) - has all vintages since 1888, releases one old Riserva with a current Riserva each year Path to Iconic Status The vision of the family - be good winemakers, high-quality In the global market regularly → elevated the Biondi Santi to a different level The wine offered to Queen Elizabeth II in 1967 was a favorite of Frank Sinatra’s EPI acquired Biondi Santi in 2017 and installed Giampiero as CEO; the community was skeptical of French owners for an iconic estate had to convince neighbors by being transparent about what they were doing at the estate Before the takeover, prior 20 years, the business was not run well Rebuilt global distribution, did not have US distribution Re-connected with trade, critics, and consumers/collectors What they kept the same Reinforced market position Style of the wines What they changed New vineyard philosophy (regenerative), replanted vineyards to improve quality, conducted soil studies Increased communications and more selective to the right people and thproperht channels Managed pricing to reposition the brand to increase demand Keeping the brand fresh want s to be closer to the trade and consumer, spend more time in the market Storytelling of what is happening at the estate, not just the history, but today’s actions that protect the future La Voce di Biondi Santi - started 3 years ago, selects one word each year that is part of their philosophy (this year is “respect”); creates novel/audiobook based on a keyword (e.g., Joanne Harris, author of Chocolat ) and podcasts with winemaker and Giampiero around the keyword The most effective initiative so far - repositioning the brand by increasing price → gave higher credibility and put the brand up another step, old vintages increasing in price on the secondary market, high demand on Liv-ex (one of few growing while price increasing), one of the top 35 wines in the world on Liv-ex Growth for Biondi Santi = value growth; volume is complex to grow Value-driven by increasing distribution globally to rarify the brand further, not just taking price, but increasing value, which is a consequence of many conditions, and not rushing value creation in the market Biondi Santi is now in 2.0 after 1st five years, and the next step is to increase the quality of its presence in the world and be closer to partners and consumers Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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Wine Business, The Italian Way w/ Stevie Kim, Vinitaly 41:42

för 26 weeks sedan41:42

41:42

In part 2 with Stevie Kim, Managing Director of Vinitaly , she explains how parent company Veronafiere invested in the various Vinitaly products and allowed her to experiment. Stevie also dives into her prolific content strategy, including the Italian Wine Podcast , which has over 2M downloads to date and where she sees value in marketing. Detailed Show Notes: Italian Wine Podcast Initially created to develop content for VIA candidates Something different every day - up to 9 episodes published / week Example shows: Ambassador’s Corner - Italian Wine Ambassadors go deep with their favorite Italian producer; US Market Focus - different perspectives on the US wine market Now ~2,000 episodes, they had to switch podcast distributors to Megaphone (Spotify) as most only host up to 500 episodes Audience - early on, was ~80% US & English speaking countries (the podcast is in English), and VIA students ~6M total downloads with a broader audience than Vinitaly attendees Funding the Vinitaly complex Significant investment by Veronafiere, which is majority-owned by the city of Verona Italian Trade Agency subsidizes some events - e.g., pays for transport for judges for 5 Star Wines Some ticket sales and sponsorship revenue Podcasts funded by Stevie personally Veronafiere saw value in investing in Vinitaly products Wanted to become more international Allowed Stevie to experiment with new products and invest in them Stevie’s team has a large staff of content producers (video, social media) Document everything they do Create tons of content, of which only ~50% is used Stevie believes in being prolific - promotes discovery Marketing products Never advertise on LinkedIn - it is too expensive Instagram - sometimes does advertising, conversion doesn’t happen on IG, try to drive to the website to convert, more for attention vs. conversion Facebook - most wine producers on FB, more effective and efficient, can get ~$100k subscription revenue from ~$5k ad spend Less concerned with “vanity” metrics like views and engagement, more interested in conversions Looking forward - wants to bring more people to Italy and Vinitaly - it is the best way to convert people to Italian wine Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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The Vinitaly Marathon w/ Stevie Kim, Vinitaly 45:12

för 28 weeks sedan45:12

45:12

As the world's most prominent Italian wine fair, Vinitaly attracts ~4,000 producers and turns the entire city of Verona into Vinitaly. As Managing Director of Vinitaly, Stevie Kim has built a vast, international community around Vinitaly and its many other products surrounding it, becoming a "Vinitaly Marathon." Stevie goes into depth about why each product was started and how it plugs into the entire Vinitaly ecosystem in part 1 of this 2-part series. Detailed Show Notes: Stevie's background: born in Korea, grew up in New York, married an Italian, and moved to Italy; Veronafiere recruited her to lead Vinitaly The Vinitaly "Marathon" (2025 schedule) Vinitaly Int’l Academy ("VIA") - 5 days 5 Star Wines - 3 days (April 1-3) OperaWine - 1 day (April 5) Vinitaly - 4 days (April 6-9) Also, do events outside of Verona (New York, China, Hong Kong) Vinitaly - established in 1967 in Verona It started as ½ pavilion, now 14 pavilions Largest Italian wine event, primarily B2B The entire town of Verona becomes Vinitaly Vinitaly in the city events for consumers ~4k wineries (~60% of export market), accessories, winemaking equipment About building long-term relationships - "the Italian way" - not just about doing business vs. Prowein's more business-oriented OperaWine Partnered with Wine Spectator as the most influential entity for Italian wine The winemaker or principal must pour By invitation only, each producer chosen (130 producers) gets 10 invites VIA 1,300 candidates so far, 398 certified Italian Wine Ambassadors Used to do Vinitaly tours and masterclasses globally, now transformed to VIA Developed based on Stevie's experience building a medial master's program that created a deep community Faculty - Sarah Heller MW, Attilio Scienza - vine geneticist Difficult exam, deep and wide syllabus primarily based on grape varieties, uses Italian Wine Unplugged 2.0 as the textbook Has a course that includes 4 days of tasting ~300 wines before the exam Requires a group video project to ensure ambassadors can speak about wines Creates a big community around candidates and ambassadors - more important than the material itself 5 Star Wines (fka Vinitaly Int’l Competition) Gets international judges & VIA community opportunity to taste and rate Italian wines Helps producers - 90+ scores get a diploma during Vinitaly to display, which helps attendees navigate booths Did a masterclass for producers w/ top scoring wines on why they scored highly, which helped them understand quality better Every tasting panel has an enologist, enabling the international community to connect with Italian winemakers Wine2Wine business forum (Nov - after harvest, before Christmas) The goal is to help producers better prepare for Vinitaly Historically, they had 40-70 workshops on business topics 2023 - did tastings where wine critics taught how they assess and rate wines 2024 - getting an overhaul, no parallel session, 8 plenary sessions, 6 tastings, new structured networking - rooms led by specialists w/ 10-12 attendees Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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The Market for Brunello w/ Giampiero Bertolini, Biondi-Santi 28:01

för 32 weeks sedan28:01

28:01

Written by the Biondi-Santi family in 1967, the appellation rules for Brunello di Montalcino are some of the strictest in Italy. This has led to Brunello vineyard land becoming some of the most expensive in the country and led Brunello on the pathway to becoming one of the world's iconic wine regions. Giampiero Bertolini, CEO of Biondi-Santi, explains the terroir, regulations, and market for Brunello di Montalcino and his belief in pursuing value and quality over quantity. Detailed Show Notes: Giampiero's background - studied economics, worked at Procter & Gamble, entered the wine industry by chance Brunello di Montalcino - hill in Tuscany, b/w coast and Apennine mountains, protected by mountains and with altitude There are lots of different soils, and each location on a hill is different Sangiovese - only appellation in Italy with only one varietal, >150 clones (Biondi Santi uses 46 clones) 1967 - 78 producers; today >250 Quality has improved over the last 20 years, with more emphasis on viticulture 1970s - Franco Biondi Santi trialed 40 clones and chose BBS11 for their soil Regulated production system Created by the Biondi-Santi family in 1967 Limited yields (Brunello - 8 tons/ha; Rosso - 9 tons/ha) Strict aging requirements - barrel min 12 months (Rosso), 24 months (Brunello, Riserva); bottle min 4 months (Rosso), 24 months (Brunello, Riserva); Brunello min 5 years total Samples tasted by the Commission panel Appellation expanded ~20 years ago, now frozen at 2,100 ha 2023 - Rosso appellation expanded (550 → 900ha) Biondi-Santi has a target style for their wines and matches vineyard lots to create style (~60% Brunello, 25% Rosso, remainder Riserva when made) Some producers make single vineyards now (both Rosso and Brunello), but Biondi-Santi is not focused on that The most expensive vineyard land in Italy ~₠1M/ha, a significant rise in 2015 when the 2010 vintage was released Foreign investors (France, Brazil, Belgium, Swiss) are increasing the value of the land Market for Brunello The biggest is the US, developed by producer Banfi Other vital markets: Switzerland, the UK (higher-end wines), Hong Kong, Italy Sales Channels Rosso - more casual restaurants, wine bars, BTG Brunello - 50/50 on and off-premise Riserva - mostly high-end retail as it is for collectors Future of Brunello - hopes the focus is on value and quality and not higher volume Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

1
Do Everything with Passion w/ Arianna Occhipinti 34:33

för 34 weeks sedan34:33

34:33

Making natural wines right out of university, Arianna Occhipinti, founder of Azienda Agricola Occhipinti , has quickly built a strong following globally, particularly in the US. Discovered by Louis/Dressner at a natural wine show around Vinitaly, Occhipinti’s focus on expressing terroir through natural farming and winemaking and doing everything with passion has led to continued success. Detailed Show Notes: She finished university in Milan, started making wine in 2004, and is interested in natural wines that speak of terroir Based in Vittoria, Sicily, she makes wines from reds (Frappato, Nero d’Avola), whites (Albanello, Zibbibo, Grillo) Started w/ 1ha farm in Fosso di Lupo (Frappato, Nero d’Avola) Cultivates a pluricultural farm for biodiversity - vineyards, orange, pear, wheat, vegetable garden 2006 - built a small winery 2013 - moved to another farm in Bombolieri Terroir - limestone (lots of fossils), red sand, 250m above sea level, 8 km from the sea, 8 km from mountains, windy and dry -> lead to low pH wines 1st meeting with Louis/Dressner in 2006 at a Vinitaly adjacent natural wine fair 1st presentation of wines Kevin McKenna tried the wines and got Jules Dressner to try them, where they immediately asked if they could import them Still working together, they are “very pure people” One of the 1st Italian producers that Louis/Dressner represented 1st trip to US (“Real Wine Tour”) - Louis/Dressner organized a young group of producers, with a lot of energy that toured the US Traction partly from being an early mover in the natural wine movement At the time, San Francisco (and Paris) were leading the world for natural wines Natural wine bars (e.g. - Terroir Wine Bar) Leading restaurants (A16, Bar Agricole) LA (Domaine LA) and NY followed Sommeliers promoted the wine and created strong relationships Traction was a combination of wine quality and consistency, restaurant promotion, and good communications Convincing people who know a lot about wine (e.g., sommeliers) helped In the US market ~1x / year Louis/Dressner did a great job of selecting wine producers and having good relations with their clients Advice for others - do everything with passion, potentially spend more time on trips to spend more time with people Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.…

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