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. 137 Monty Waldin interviews Simon Grosjean (Grosjean Winery) | Discover Italian Regions: Valle d'Aosta

Ep. 137 Monty Waldin interviews Simon Grosjean (Grosjean Winery) | Discover Italian Regions: Valle d'Aosta

In this episode Monty Waldin interviews Simon Grosjean, owner of Grosjean Vins, an organic winery in the bilingual region of Valle d’Aosta. Monty and Simon talk about Valle d’Aosta’s indigenous grape varieties such as Petit Rouge, Fumin, Cornalin, and Vien de Nus. They also chat about the Torrette Valle d’Aosta’s appellation, Grosjean’s wines and viticulture in the mountains. Tune in to discover wine and viticultural traditions in a charming mountainous region in the North-West of Italy.

18 Syys 201811min

Ep. 136 Monty Waldin interviews Giampaolo Tabarrini (Tabarrini Winery) | Discover Italian Regions: Umbria

Ep. 136 Monty Waldin interviews Giampaolo Tabarrini (Tabarrini Winery) | Discover Italian Regions: Umbria

In this episode Monty Waldin interviews Giampaolo Tabarrini, owner of the Tabarrini Winery in Montefalco, Umbria. Giampaolo tells Monty about the beginnings of the winery and its first important awards from Gambero Rosso. He describes his single-vineyard wines, which are bottled from his three sites Colle alle Macchie, Campo alla Cerqua, and Colle Grimaldesco. Tune in also to find out how Monty reacted to a Sagrantino “grammar” lesson and to discover Giampaolo’s passion for Trebbiano Spoletino and his dream of building a wine village.

17 Syys 201827min

Ep. 135 Monty Waldin interviews Gina Gallo (E.J. Gallo Winery) | Italian Wine Personalities

Ep. 135 Monty Waldin interviews Gina Gallo (E.J. Gallo Winery) | Italian Wine Personalities

In this episode Monty Waldin meets Gina Gallo, Senior Director of Winemaking at E. & J. Gallo Winery in California, the largest family-onwed winery in the United States. Gina tells Monty all about her family’s Italian roots and her personal connections with Italy. Gina also talks about market trends for her wines with the new generations and provides her views on how Italian wineries and wine brands can harness the potential of the American market. Tune in also for some “bubbly” conversations on the Chinese market for wine and… Prosecco!

11 Syys 201815min

Ep. 134 Monty Waldin interviews Donatella Adanti (Cantine Adanti) | Discover Italian Regions: Umbria

Ep. 134 Monty Waldin interviews Donatella Adanti (Cantine Adanti) | Discover Italian Regions: Umbria

In this episode Monty Waldin meets Donatella Adanti from Cantine Adanti in Bevagna, near Montefalco, in Umbria. Donatella talks about the evolution of wine making and wine growing in the area from the seventies onwards and the role her father Domenico and their winery played in the promotion of Sagrantino and Umbria. She also talks about her views on recent investments made in the region, and the reception of Sagrantino among American consumers. Tune in also to find out more about Adanti’s Sagrantino and Montefalco Rosso wines!

10 Syys 201816min

Ep. 133 Monty Waldin interviews Maria Stella Carletti (Poliziano Winery) | Discover Italian Regions: Tuscany / Toscana

Ep. 133 Monty Waldin interviews Maria Stella Carletti (Poliziano Winery) | Discover Italian Regions: Tuscany / Toscana

In this episode Monty Waldin meets Maria Stella Carletti at the Poliziano Winery in Montepulciano, Tuscany. Maria Stella tells Monty all about the origin of the name Poliziano and discusses the rich family history. Maria Stella introduces also Poliziano’s famous crus, the “Vigneto Caggiole” and the vineyard of the Asinone, the latter yielding Poliziano’s signature Vino Nobile di Montepulciano. She also talks about their Maremma vineyards and their production of Morellino di Scansano. Tune in for another fantastic immersion in the Tuscan wine tradition!

3 Syys 20189min

Ep. 132 Monty Waldin interviews Devis Romanelli (Romanelli Winery) | Discover Italian Regions: Umbria

Ep. 132 Monty Waldin interviews Devis Romanelli (Romanelli Winery) | Discover Italian Regions: Umbria

In this episode Monty Waldin meets Devis Romanelli, owner and winemaker at the Romanelli winery in Umbria. Romanelli produces wine but also olive oil. Monty and Devis talk about harvesting Sagrantino grapes, the winery’s production of Grechetto and Trebbiano Spoletino and their cru wines. Tune in for a deep dive into Sagrantino terroir and viticulture in Umbria!

3 Syys 201834min

Ep. 131 Monty Waldin interviews Gelasio Gaetani d'Aragona | Discover Italian Regions: Tuscany / Toscana

Ep. 131 Monty Waldin interviews Gelasio Gaetani d'Aragona | Discover Italian Regions: Tuscany / Toscana

In this episode Monty Waldin interviews Gelasio Gaetani D’Aragona, whose historic family winery (Argiano) is located in the Brunello area of Tuscany. Gelasio and Monty talk about Brunello di Montalcino and the changes and developments in the area across five decades, from the seventies onwards. Gelasio also reflects on other Tuscan wine areas such as Bolgheri and sketches his personal vision for the future of Montalcino. Tune in to learn more about the history of one of the leading wine denominations of Italy with an iconic wine personality!

28 Elo 20189min

Ep. 130 Monty Waldin interviews Valentino Valentini (Bocale Winery) | Discover Italian Regions: Umbria

Ep. 130 Monty Waldin interviews Valentino Valentini (Bocale Winery) | Discover Italian Regions: Umbria

In this episode, Monty Waldin meets Valentino Valentini, one of the owners of the Bocale Winery in Montefalco and also former town counsellor and mayor of Montefalco. Valentino tells Monty all about the rich history of the Montefalco area, including old vine-growing systems on elm trees, the legacy of St. Francis of Assisi and his Franciscan monks who were among the first wine producers in the region. An energy efficient winery, Bocale specializes in Sagrantino- and Trebbiano Spoletino-based wines and is also a mixed farm growing olive trees and cereals. Tune in for a deep dive into the rich history, culture, and delicious wines of Umbria!

27 Elo 201822min

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