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(2569)

Ep. 56 Monty Waldin interviews Marco Moroder (Moroder Winery) | Discover Italian Regions: Marche

Ep. 56 Monty Waldin interviews Marco Moroder (Moroder Winery) | Discover Italian Regions: Marche

In this episode Monty Waldin meets Marco Moroder, manager of the Moroder Winery, in the beautiful region of Marche. Marco talks about his motocross expeditions in his vineyards and discusses Marche's wines such as Rosso Conero. Marco tells Monty about his winery’s commitment to organic and low-impact farming and presents some interesting wine and food pairings: the Montepulciano-based red wines in Marche pair well with stockfish-based dishes and “moscioli” spaghetti – moscioli are wild and D.O.P. mussels to be found along the Marche coast. Will Monty join in for a motocross ride in the vineyard with Marco? Tune in to find out!

17 Sep 20179min

Ep. 57 Monty Waldin interviews Roberto Mazzoni (Piantate Lunghe Winery) | Discover Italian Regions: Marche

Ep. 57 Monty Waldin interviews Roberto Mazzoni (Piantate Lunghe Winery) | Discover Italian Regions: Marche

Cows, genetics, Montepulciano, and the Conero Terroir in the Marche region: these are the ingredients of this episode of Italian Wine Podcast in which Monty Waldin interviews Roberto Mazzoni (Piantate Lunghe Winery). Join us for a Cin Cin with a glass of Rosso Conero!

14 Sep 201711min

Ep. 55 Monty Waldin interviews Lorenzo Marotti Campi (Marotti Campi Winery) | Discover Italian Regions: Marche

Ep. 55 Monty Waldin interviews Lorenzo Marotti Campi (Marotti Campi Winery) | Discover Italian Regions: Marche

In this episode Monty Waldin interviews Lorenzo Marotti Campi of the Marotti Campi Winery in the Marche region. Lorenzo and Monty talk about Marche's native grapes such as Verdicchio and Lacrima di Morro d’Alba—the latter being an almost extinct grape recently rediscovered. Lorenzo also discusses wine and food pairing with Lacrima! Tune in for another vinous and gastronomic journey into another fascinating Italian wine region!

12 Sep 201713min

Ep. 54 Monty Waldin interviews Gerd Stepp (winemaker) | Italian Wine Personalities

Ep. 54 Monty Waldin interviews Gerd Stepp (winemaker) | Italian Wine Personalities

In this episode Monty Waldin interviews Gerd Stepp, a flying winemaker of German origins, who worked in several countries and spent a considerable amount of time working in Italy in the Chianti region. Gerd discusses with Monty how the style of Tuscan wines changed over the last twenty years. He also talks about his favorite wine and food pairings with Chianti wines and offers some insight into the international market for Italian wine.

11 Sep 201710min

Ep. 53 Monty Waldin interviews Enrico Rivetto (Rivetto Wines) | Discover Italian Regions: Piedmont / Piemonte

Ep. 53 Monty Waldin interviews Enrico Rivetto (Rivetto Wines) | Discover Italian Regions: Piedmont / Piemonte

In this episode Monty Waldin interviews Enrico Rivetto of the Rivetto Winery in the Langhe region of Piemonte. Enrico talks about Piedmontese varieties such as Nascetta, Barbera, Nebbiolo, but also a white grape called Nascetta. Enrico presents his wines and tells Monty all about his wine-making philosophy based on biodynamic principles. He also discusses his experiments with winemaking in claypot and terracotta containers. Tune in to discover another energetic Italian wine personality!

5 Sep 201710min

Ep. 52 Monty Waldin interviews Tim Manning (Vinochisti Winery) | Discover Italian Regions: Tuscany / Toscana

Ep. 52 Monty Waldin interviews Tim Manning (Vinochisti Winery) | Discover Italian Regions: Tuscany / Toscana

In this episode Monty Waldin interviews Tim Manning owner of Vinochisti Winery in Tuscany. Tim tells Monty all about his experiments with Italian native grape varieties such as Sagrantino, Erbaluce, Vernaccia di San Giminiano, and Lacrima di Morro d’Alba. Tune in to discover another exciting wine-making and ‘wine-anarchist’ story from the heart of Tuscany!

4 Sep 201720min

Ep. 51 Monty Waldin interviews Paolo De Marchi (Isole e Olena Winery) Pt. 2 | Discover Italian Regions: Tuscany / Toscana

Ep. 51 Monty Waldin interviews Paolo De Marchi (Isole e Olena Winery) Pt. 2 | Discover Italian Regions: Tuscany / Toscana

In the second part of Monty Waldin’s interview with Paolo De Marchi, Monty and Paolo continue their conversation about the Chianti Classico landscape and terroir. Paolo discusses his signature wines and his viticulture and wine-making philosophy. Join us for a cin cin with another outstanding Italian wine personality!

29 Aug 201713min

Ep. 50 Monty Waldin interviews Paolo de Marchi (Isole e Olena Winery) Pt. 1 Discover Italian Regions: Tuscany / Toscana

Ep. 50 Monty Waldin interviews Paolo de Marchi (Isole e Olena Winery) Pt. 1 Discover Italian Regions: Tuscany / Toscana

In the first of this two-part interview with Paolo De Marchi, Monty Waldin digs deeper into the history of the Chianti Classico area. In this first part, Monty and Paolo discuss the end of the old sharecropping era in the Chianti region and the developments in viticulture in the sixties and seventies. Paolo also talks about the beauty of the Chianti region, the importance of biodiversity in viticulture, and research findings on wild yeasts.

28 Aug 201716min

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