Ep. 2536 Brand Building for Beverage and Wine Companies with Courtney O’Brien | Masterclass US Wine Market

Ep. 2536 Brand Building for Beverage and Wine Companies with Courtney O’Brien | Masterclass US Wine Market

Welcome to Episode 2536 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald interviews Courtney O'Brien, beverage brand strategy expert and founder of The Outlier Initiative, to explore how modern beverage and wine brands can sharpen their marketing strategy. Courtney shares practical insights on brand storytelling, consumer behavior, and how companies can position themselves clearly in a crowded market. Key Takeaways: The wine industry focuses too much on product storytelling and not enough on building a clear, compelling brand identity. Younger consumers view wine as part of a broader lifestyle ecosystem rather than a standalone luxury item. Future growth depends on simple, disciplined brand positioning that brings clarity instead of complexity. More about the guest: Courtney O’Brien is a strategic brand leader behind some of the most successful beverage brands in the world. She built Apothic into a $100M+ wine powerhouse, led the U.S. launch and repositioning of Coke Zero into a $1B+ megabrand, and spearheaded Evian’s marketing strategy in one of the most competitive beverage categories. As founder of The Outlier Initiative, she helps ambitious beverage brands break through the noise, claim their space, and engineer demand - using the same proven strategies that built billion-dollar brands, without the Fortune 500 budget. Connect: Website: https://theoutlierinitiative.com/ LinkedIn: https://www.linkedin.com/in/courtney-obrien/ Instagram: https://www.instagram.com/theoutlierinitiative/ More about the host: With a career of nearly two decades in the wine industry, Barbara specializes in D2C marketing and business development. She's led roles from entry level to senior management, combining her extensive experience with data analysis, critical thinking and storytelling while driving revenue growth and brand recognition for California wineries. As a part of the 4th generation of an Italian-American family among the California wine industry pioneers, Barbara has spent her life around wine growing, production, marketing, distribution and hospitality. A Syracuse University graduate, she returned to California to gain diverse industry perspectives from a range of wineries. As an Italian Wine Ambassador, she brings her expertise to the Italian wine market, known for its authenticity and consumer demand. Barbara now runs Apri La Creative Consulting, coaching wineries in Italy and the US to strategically develop their D2C channels in line with their brand values. Together with her husband, Barbara also owns and operates a boutique wine production company, and a small import company specializing in Italian wines to the US. Connect: Instagram: https://www.instagram.com/barbarajeanfitz/ LinkedIn: https://www.linkedin.com/in/barbara-fitzgerald-iwa/ Website: https://www.aprilacreative.com/ _______________________________ Let's keep in touch! Follow Italian Wine Podcast on our social media channels: Instagram: https://www.instagram.com/italianwinepodcast/ Facebook: https://www.facebook.com/ItalianWinePodcast Twitter: https://www.twitter.com/itawinepodcast Tiktok: https://www.tiktok.com/@mammajumboshrimp LinkedIn: https://www.linkedin.com/company/italianwinepodcast If you feel like helping us, donate here: https://www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin!

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Ep. 218 Monty Waldin interviews Armando Castegnedi (Tenuta Sant'Antonio)

Ep. 218 Monty Waldin interviews Armando Castegnedi (Tenuta Sant'Antonio)

In this episode Monty Waldin interviews Armando Castagnedi, whose family owns Tenuta Sant’Antonio in the Illasi valley between the Valpolicella and Soave region in Veneto. Tenuta Sant’Antonio produces Soave, Valpolicella Superiore, and Amarone (among other local wines). Armando talks about local viticultural techniques such as pergola veronese and the winery’s rediscovery of two indigenous grapes: Oseleta and Croatina. Armando also tells Monty about Tenuta Sant’Antonio’s style of Amarone and presents some typical food matches also with their Recioto sweet wine! Tune in for a journey in the heart of Veneto wines and local grape varieties.

15 Heinä 201914min

Ep. 223 Puru Manvi (Manvi) on Vino Nobile di Montepulciano

Ep. 223 Puru Manvi (Manvi) on Vino Nobile di Montepulciano

In this episode Monty Waldin interviews Puru Manvi, owner of the Manvi winery together with his wife Sudha in the Vino Nobile di Montepulciano area. Puru and Sudha left their career in the banking sector in Switzerland, Canada, and India (among other countries) to move to Italy and become vignerons, acquiring the winery in 2015. Manvi is the smallest winery in the Consorzio Vino Nobile di Montepulciano and its owners are very much focussed on quality and they have been organic since its previous owners. Puru tells Monty about the location of his vineyards and some changes he brought about in the wine-making, for instance the use of French oak barrels instead of barrique. Tune in to learn more about a beautiful spot in Tuscany and Puru and Sudha’s Italian dream come true!

12 Heinä 201914min

Ep. 217 Monty Waldin interviews Diana D'Isanto (I Balzini)

Ep. 217 Monty Waldin interviews Diana D'Isanto (I Balzini)

In this episode Monty Waldin interviews Diana D’Isanto, whose family owns I Balzini Winery in Barberino Val D’Elsa in Tuscany. The winery specializes in IGT Toscana and Supertuscans and all its workers are women, including I Balzini’s consultant-oenologist Barbara Tamburini. Tune in to learn more about their signature wines—I Balzini White Label and I Balzini Black Label—the tufo soils which are ideal for their Merlot grapes, and the main markets!

9 Heinä 20196min

Ep. 216 Monty Waldin interviews Simona Fino (Gianfranco Fino)

Ep. 216 Monty Waldin interviews Simona Fino (Gianfranco Fino)

In this episode Monty Waldin interviews Simona Fino. Simona and Gianfranco own the Gianfranco Fino winery in the Manduria region of Puglia. Simona tells Monty about how her adventure in wine started and the winery’s focus on old vines which are from 60 to 90 years old. Simona and Monty talk about the winery’s signature Primitivo di Manduria, the Es 2012, and their main markets. Tune in to also learn about typical dishes to pair with Primitivo.

8 Heinä 201910min

Ep. 215 Monty Waldin interviews Alessandro Carucci (Carucci & Pico Maccario Barbera Chinato project)

Ep. 215 Monty Waldin interviews Alessandro Carucci (Carucci & Pico Maccario Barbera Chinato project)

In this episode Monty Waldin hosts three special guests: Alessandro Carucci, the creator of the Carucci Barbera Chinato; Gianluca Cariniti, export manager at Pico Maccario, the winery which produces the Barbera wine used to make Alessandro’s Chinato; Alessandro’s wife and business partner Ilaria Gambino, who also owns the Cugini di Campagna Bar in Nizza Monferrato where the Barberatonic cocktail was born. Tune in to find out how these people work together in the name of Barbera. In the interview Gianluca talks about the Barbera d’Asti “Lavignone” used for Carucci’s Barbera Chinato; Ilaria talks about the multiple ways in which Barbera Chinato can be tasted, both as an aperitivo or as a digestivo; and Alessandro reveals some of the “secret” herbs and spices used to make his Chinato. Alessandro also gets mixing and prepares some Barbera Tonic cocktails live in our podcast studio. Listen to the story of this fantastic collaboration coming from the Barbera d’Asti area in Piemonte and join us for a cin cin with Barberatonic! www.barberatonicofficial.it/

2 Heinä 20198min

Ep. 214 Monty Waldin interviews Tommaso Chiarli (Cleto Chiarli)

Ep. 214 Monty Waldin interviews Tommaso Chiarli (Cleto Chiarli)

In this episode Monty Waldin interviews Tommaso Chiarli whose family owns the historic Cleto Chiarli winery in Modena, Emilia-Romagna. Cleto Chiarli is the oldest winery in Emilia-Romagna and famous producer of Lambrusco wines. Tommaso talks about the Lambrusco varieties vinified by Cleto Chiarli—Lambrusco Salamino, Lambrusco di Sorbara, and Lambrusco Grasparossa—and explains the origin of the grape names. Tommaso also presents a typical four-course meal from the region paired exclusively with Lambrusco. Tune in to also learn another local white variety, Pignoletto, and the potential of Lambrusco wines in the international markets.

1 Heinä 201919min

Ep. 213 Monty Waldin interviews Veronica Ruggeri (Le Colture)

Ep. 213 Monty Waldin interviews Veronica Ruggeri (Le Colture)

In this episode Monty Waldin interviews Veronica Ruggeri whose family owns Le Colture winery in Valdobbiadene, in the heartland of Prosecco. We were also joined in studio by Veronica's brother Alberto. Monty and Veronica talk about the climate and soil characteristics of the area and discuss the origin of the name Cartizze, one of the crus of the Conegliano Valdobbiadene appellation.Veronica tells Monty about her family history and her father’s passion for viticulture and wine-making. Veronica introduces Le Colture’s wines and the main foreign markets for their products. Tune in to also learn more about the term “Rive” which designates Prosecco crus and is used in association with Conegliano or Valdobbiadene Prosecco Superiore. Join us for a lesson in all-things Prosecco and discover also some yummy food pairings (vegetable risotto, rabbit and chicken). Tune in to to also learn how to spell and pronounce V-A-L-D-O-B-B-I-A-D-E-N-E after a glass of Prosecco!

25 Kesä 201918min

Ep. 212 Monty Waldin interviews Vito Palumbo (Tormaresca)

Ep. 212 Monty Waldin interviews Vito Palumbo (Tormaresca)

24 Kesä 201912min

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