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. 237 --ENGLISH-- Attilio Scienza (VIA Chief Scientist) on Nebbiolo

Ep. 237 --ENGLISH-- Attilio Scienza (VIA Chief Scientist) on Nebbiolo

This is the English-language translation and dubbed version of episode 237, which has originally been recorded in Italian. In this interview, Monty Waldin welcomes again Professor Attilio Scienza, vine genetics scholar and also the Chief Scientist of the Vinitaly International Academy, to discuss the Nebbiolo grape and two of its iconic expressions: Barolo and Barbaresco. Scienza discusses the geology and topography of the Langhe region, techniques of cultivation and training for Nebbiolo, its genotypes and phenotypes, and the Barolo and Barbaresco wines. Tune in to learn more also about some wine and food pairings from the region! A transcript of this interview in English is available on www.italianwinepodcast.com

8 Okt 201920min

Ep. 236 Francesco Ripaccioli (Canalicchio di Sopra) on Brunello di Montalcino

Ep. 236 Francesco Ripaccioli (Canalicchio di Sopra) on Brunello di Montalcino

In this podcast Monty Waldin interviews Francesco Ripaccioli, co-owner and winemaker at Canalicchio di Sopra winery in the Montalcino wine area near Siena. Canalicchio di Sopra is a producer of Brunello di Montalcino and Rosso di Montalcino wines from Sangiovese grapes. Monty and Francesco talk about the Montalcino terroir and its climate, particularly the way winds and the great temperature excursion between day and night affect viticulture and grape ripening in the area. Francesco also discusses the difference between his crus (Montosoli and Canalicchio) and presents the main markets for his wines. Tune in to learn more about all-things Brunello di Montalcino with one of its most distinguished producers!

7 Okt 201918min

Ep. 235 Veronika Denisova (Enotria Wine School) on wine education in Russia

Ep. 235 Veronika Denisova (Enotria Wine School) on wine education in Russia

In this episode Monty Waldin interviews Veronika Denisova, wine journalist, educator and Deputy Director of the Enotria Wine School in Moscow, Russia. Veronika is an agronomist by training and has worked in vineyards in the Czech Republic. She specializes in Italian wine and is also a Vinitaly International Academy Italian Wine Ambassadors. She writes regularly on wine in the Russian press. In this podcast, Veronika talks about her training, her favorite Italian regions and wines (Piedmont’s Nebbiolo-based wines as well as Veneto’s Amarone and Soave), and her work in wine education at the Enotria Wine School. --- This episode is part of the Native Grape Odyssey sponsored series. This podcast series is brought to you by Native Grape Odyssey. Native Grape Odyssey is an educational project financed by the European Union and managed by Unione Italiana Vini and Interprofesional del Vino de España (OIVE) for the promotion of PDO and PGI European wines in Japan, Canada, and Russia. Learn more about "Europe. Quality. Wine." at nativegrapeodyssey.com/. Enjoy it's from Europe!

1 Okt 20195min

Ep. 233 Sarah Heller MW (RADIX) on the master of wine studies and her visual tasting notes

Ep. 233 Sarah Heller MW (RADIX) on the master of wine studies and her visual tasting notes

In this episode Monty Waldin chats again with Sarah Heller MW, Master of Wine based in Hong Kong, Proprietor of Radix Consultancy as well as Vinitaly International Academy member of Faculty. In this informal chat on Italian wine and wine education, Sarah tells Monty about her beginnings in the wine world, her WSET and Master of Wine studies, her professional career with Debra Meiburg MW, and her creative work with visual tasting notes. Tune in to a fun interview where you will also learn more about her college years’ shenanigans and some of her favorite Italian wines!

24 Sep 201927min

Ep. 232 Diego & Debora Bosoni (Cantine Lunae) on the Vermentino and Albarola wines of Liguria | Discover Italian Regions: Liguria

Ep. 232 Diego & Debora Bosoni (Cantine Lunae) on the Vermentino and Albarola wines of Liguria | Discover Italian Regions: Liguria

In this podcast Monty Waldin interviews Debora and his brother Diego Bosoni, whose family owns the Cantine Lunae near La Spezia in Liguria. Debora and Diego talk about their recently re-furbished cellar built with sustainable materials in tune with the local landscape and environment. They also present their iconic wines made from local grapes Vermentino and Albarola and suggest some food pairings. Tune in for a fun podcast and learn more about a small yet promising wine region of Italy: Liguria.

23 Sep 20199min

Ep. 231 Patrick Schmitt MW (The Drinks Business) on publishing a drinks magazine and the UK market

Ep. 231 Patrick Schmitt MW (The Drinks Business) on publishing a drinks magazine and the UK market

In this podcast Monty Waldin interviews Patrick Schmitt MW, Editor in Chief of The Drinks Business, the English-language print and online magazine for the wine, spirits, and beer industries with offices in London and Hong Kong. Patrick tells Monty how he got into wine, starting from his training in landscape architecture to his Master of Wine studies and then the editorship of the magazine. Patrick talks about the latest trends in the beverage sector, in particular sustainability and the strong position of Italian wines in the U.K. market, from Prosecco to fine wines. Patrick also discusses wine journalism and the ins and outs of publishing a print and online magazine. Tune in to also learn more about Patrick’s passion for historic tennis!

17 Sep 201913min

Ep. 230 Paulo De Carvalho (Famiglia Cotarella) on Merlot, Sangiovese, and other wines from Umbria

Ep. 230 Paulo De Carvalho (Famiglia Cotarella) on Merlot, Sangiovese, and other wines from Umbria

In this episode Monty Waldin interviews Paulo De Carvalho who works and is a member of the Famiglia Cotarella winery near Orvieto, in Umbria. Paulo, who was born in Brazil and is of Italian descent, tells Monty about his move to Italy to pursue a college degree in business and economics and about meeting his future wife, Marta Cotarella, while working in a multinational financial firm. In the Famiglia Cotarella winery, Paulo now works in the sales office. Paulo tells Monty about the family history of brothers Renzo and Riccardo and their achievements as winemakers and enologists. Paulo also talks about Famiglia Cotarella’s flagship Merlot, Montiano, and their Vitiano blend made with Sangiovese, Merlot, and Cabernet. Tune in to also learn more about a new winery acquisition in Tuscany, Le Maciocche estate in the Brunello di Montalcino area.

16 Sep 201911min

Ep. 229 Francesco Marchio (Vino Veritas) on the Hong Kong wine market

Ep. 229 Francesco Marchio (Vino Veritas) on the Hong Kong wine market

In this episode Monty Waldin meets Francesco Marchio, Managing Director of Vino Veritas, an Italian wine import company based in Hong Kong. Francesco is also a certified Vinitaly International Academy Italian Wine Expert. Francesco tells Monty about his beginnings as a sommelier in the U.K. and how he ended up in Hong Kong with the help of his mentor and friend Michael Palij MW. Francesco provides some insights into the Hong Kong wine and restaurant scene and talks about the growing interest in Italian wine there. Tune in also for some useful tips on how to position Italian wines effectively in the Hong Kong market.

10 Sep 201910min

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