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!

Episoder(2571)

Ep. 119 Monty Waldin interviews Carole Bouquet (Sangue d'Oro Winery) | Discover Italian Regions: Sicily / Sicilia

Ep. 119 Monty Waldin interviews Carole Bouquet (Sangue d'Oro Winery) | Discover Italian Regions: Sicily / Sicilia

In this episode Monty Waldin meets world-famous actress Carole Bouquet who has been making Passito di Pantelleria on the Pantelleria islands for over a decade. Carole talks passionately about Italy, wine, and her forays in the wine world. She tells Monty about the rich history and beauty of the island of Pantelleria where her Sangue d’Oro Passito is made.

26 Jun 201820min

Ep. 118 Monty Waldin interviews Liu Pambuffetti (Scacciadiavoli Winery) | Discover Italian Regions: Umbria

Ep. 118 Monty Waldin interviews Liu Pambuffetti (Scacciadiavoli Winery) | Discover Italian Regions: Umbria

In this podcast Monty Waldin interviews Liu Pambuffetti at Scacciadiavoli Winery in the Montefalco area in Umbria. Liu talks about the origin of the Scacciadiavoli name that is also the name of the area. Liu tells Monty about her training in Bordeaux and how her studies in France have informed the winemaking in her family business. Liu describes the wines produced by Scacciadiavoli winery, including Sagrantino-based Montefalco Rosso, Trebbiano Spoletino, Sparkling Sagrantino, Sparkling Rosé and Sagrantino Passito. Tune in also to find out some interesting wine and food pairings!

25 Jun 201831min

Ep. 145 Monty Waldin interviews Lorenzo Piccin (San Martino Winery) | Discover Italian Regions: Basilicata

Ep. 145 Monty Waldin interviews Lorenzo Piccin (San Martino Winery) | Discover Italian Regions: Basilicata

In this episode Monty Waldin interviews Lorenzo Piccin, owner of the San Martino Winery in the Vulture area of the Basilicata region. The winery produces outstanding Aglianico del Vulture wines, the “Arberesko” and “Siir” Aglianicos. Its vineyards are located between 500 and 600 meters on the sea level, in an area populated by Albanian linguistic and cultural minorities. Tune in also to learn how to cook a local delicacy, the “Cruschi” peppers!

25 Jun 201816min

Ep. 127 Monty Waldin interviews Marco Massarotto (La Via del Sake) | Italian Wine Personalities

Ep. 127 Monty Waldin interviews Marco Massarotto (La Via del Sake) | Italian Wine Personalities

In this episode of Italian Wine Podcast, we make a little exception in our topic selection and talk about the Italian connections with Japanese iconic drink sake, made with fermented rice! Monty Waldin meets “Sake Samurai” Marco Massarotto, founder of the association La Via del Sake. Marco tells Monty about his discovery of sake and about the sake scene and consumption in Italy. Marco also explores the similarities between wine and sake, both fermented drinks. Tune in to learn more about sake drinking etiquette and how sake was judged at the international wine tasting 5StarWines 2018!

24 Jun 201821min

Ep. 116 Monty Waldin interviews Filippo Antonelli (Antonelli San Marco Winery) | Discover Italian Regions: Umbria

Ep. 116 Monty Waldin interviews Filippo Antonelli (Antonelli San Marco Winery) | Discover Italian Regions: Umbria

In this episode Monty Waldin meets Filippo Antonelli at the Antonelli San Marco Winery in Umbria. Filippo tells Monty a little bit about the history of the estate and the area, from the Longobards to the Papal State. Antonelli San Marco Winery is also certified organic and produces Sagrantino-based Montefalco Rosso, Grechetto, and Trebbiano Spoletino. Filippo talks about the Trebbiano Spoletino Renaissance and his most recent endeavours in the production of cold cuts from pigs that he keeps in the estate.

18 Jun 201817min

Ep. 115 Monty Waldin interviews @cantinasocial (Adriano Amoretti, Matteo Franco, John Murnane)

Ep. 115 Monty Waldin interviews @cantinasocial (Adriano Amoretti, Matteo Franco, John Murnane)

In the second episode of our wine influencers mini series, Monty Waldin meets the Cantina Social trio (Andrea Amoretti, Matteo Franco, John Murnane, @cantinasocial). Monty’s guests talk about how they got into wine and their passion and expertise not only in wine but also in barbecue! Tune in to their impactful way of communicating Italian wine on their social media.

12 Jun 201812min

 Ep. 114 Monty Waldin interviews Angelo Fongoli (Fongoli Winery) | Discover Italian Regions: Umbria

Ep. 114 Monty Waldin interviews Angelo Fongoli (Fongoli Winery) | Discover Italian Regions: Umbria

In this episode Monty meets Angelo Fongoli of the Fongoli Winery in Montefalco, Umbria. Angelo and Monty talk about native grapes such as Sagrantino, Grechetto, and Trebbiano Spoletino. Angelo and Monty engage in a fascinating discussion on biodynamic viticulture and chaotic vineyards!

6 Jun 201816min

Ep. 225 Madeline Puckette (Wine Folly) on wine communication, infographics, and big data

Ep. 225 Madeline Puckette (Wine Folly) on wine communication, infographics, and big data

This mini series is dedicated to so-called wine influencers for Italian wine. Monty Waldin meets a number of "Instagrammers" who are very active in the Italian wine business. In the interviews these personalities discuss their passion for Italian wine and their approaches to influencer marketing.

5 Jun 201825min

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