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. 146 Monty Waldin interviews Roberto Di Filippo (Di Filippo Winery) | Discover Italian Regions: Umbria

Ep. 146 Monty Waldin interviews Roberto Di Filippo (Di Filippo Winery) | Discover Italian Regions: Umbria

In this episode Monty Waldin interviews Roberto Di Filippo, owner of the Di Filippo Winery in Umbria. The Di Filippo winery is an organic and biodynamic estate producing Montefalco Rosso, Sagrantino, Grechetto, and other traditional wines from the region. Roberto explains his strategies for biodynamic vine growing—the use of draft horses and geese in the vineyard—and his ‘think global, act local’ philosophy. Roberto also tells Monty about the economics of biodynamic viticulture and his trip to the Hamish communities in the United States to learn how to build more efficient horse-working tools. Tune in to discover also how his Grechetto with no added sulphites is made!

22 Okt 201838min

Ep. 144 Monty Waldin interviews Mario Napolini (Napolini Winery) | Discover Italian Regions: Umbria

Ep. 144 Monty Waldin interviews Mario Napolini (Napolini Winery) | Discover Italian Regions: Umbria

In this episode Monty Waldin talks to Mario Napolini of the Napolini Winery in Umbria. Monty and Mario talk about Sagrantino, Grechetto, and Trebbiano Spoletino grapes grown in the estate and the winery’s foreign markets. Mario explains also his vine cultivation system and the process of cryomaceration for Sagrantino, that he uses to soften the grape’s tannins. Tune in to discover also some wine and food pairings for Sagrantino- and Grechetto-based wines!

15 Okt 201814min

Ep. 143 Monty Waldin interviews Filippo Mazzei (Mazzei Wineries) | Discover Italian Regions: Tuscany / Toscana

Ep. 143 Monty Waldin interviews Filippo Mazzei (Mazzei Wineries) | Discover Italian Regions: Tuscany / Toscana

In this episode Monty Waldin interviews Fillipo Mazzei whose family, the Mazzei, is the owner of three estates, two in Tuscany (Castello di Fonterutoli in Castellina in Chianti and Belguardo in the Maremma Toscana) and one in Sicily (Zisola in Noto). Mazzei talks about the recent Chianti Classico Gran Selezione and the main international markets for his Chianti wines. He also talks about his production of Morellino di Scansano in Maremma and his Nero d’Avola vineyards in Sicily. Tune in to learn more about a great producer of iconic Italian reds made from native grape varieties, Sangiovese and Nero d’Avola!

9 Okt 201814min

Ep. 142 Monty Waldin interviews Leonardo Raspini (Tenuta Raspini) | Discover Italian Regions: Umbria

Ep. 142 Monty Waldin interviews Leonardo Raspini (Tenuta Raspini) | Discover Italian Regions: Umbria

In this episode Monty Waldin interviews Leonardo Raspini at the Tenuta Alzatura (part of the Cecchi family) in Montefalco, Umbria. Monty and Leonardo talk about the (in)famous Sagrantino’s tannins, the winery’s softer style of Sagrantino, and Sagrantino as a restaurant wine. Leonardo also discusses the U.S. and Northern European markets for Sagrantino and recommends some his old-time favorite wine and food pairings!

8 Okt 201814min

Ep. 141 Monty Waldin interviews Daniele D'Anna Bortolotto (Cantine Umberto Bortolotti Winery) | Discover Italian Regions: Veneto

Ep. 141 Monty Waldin interviews Daniele D'Anna Bortolotto (Cantine Umberto Bortolotti Winery) | Discover Italian Regions: Veneto

In this episode Monty Waldin interviews Daniele D’Anna Bortolotto at the Bortolotti winery in Valdobbiadene, Veneto. Tune in to learn about all-things-Prosecco, including the way its grapes are cultivated and vinified! Monty and Daniele talk about different styles of Prosecco, Bortolotti’s Rive DOCG, and the winery export markets. Join us on our channels for a sparkling interview with an iconic Prosecco producer!

2 Okt 201817min

Ep. 140 Monty Waldin interviews Giusy Moretti (Moretti Omero Winery) | Discover Italian Regions: Umbria

Ep. 140 Monty Waldin interviews Giusy Moretti (Moretti Omero Winery) | Discover Italian Regions: Umbria

In this episode, Monty Waldin interviews Giusy Moretti at the Moretti Omero Winery in Umbria. Giusy and Monty discuss the winery’s production of Sagrantino, Grechetto, and Trebbiano Spoletino and the winery’s organic viticulture. Giusy also tries to teach Monty how to make handmade pasta following her grandmother’s Quinta’s recipe! Tune in for another journey at the heart of Umbria’s wine and food traditions!

1 Okt 201825min

Ep. 139 Monty Waldin interviews Joe Bastianich (Bastianich Winery) | Discover Italian Regions: Friuli Venezia-Giulia

Ep. 139 Monty Waldin interviews Joe Bastianich (Bastianich Winery) | Discover Italian Regions: Friuli Venezia-Giulia

In this episode, Monty Waldin interviews wine producer, restaurateur, MasterChef TV star, and musician Joe Bastianich. Tune in for a fantastic interview where Bastianich talks openly about his Italian origins and his relationship with Italian culture. Joe tells Monty that his parents came to America from the contested North-Eastern territory of Istria (former Italian territory and now Croatian) and set up an innovative and successful restaurant business in New York City. After talking about his upbringing in New York, Joe unveils his passions for rock music, good food and good wine—the latter culminating in starting the family winery in 1997 in the Colli Orientali area of Friuli Venezia Giulia. Joe tells Monty about his non-interventionist wine-making philosophy, marketing wine to millennials, and wine and food pairings. Enjoy Monty Waldin’s exclusive conversation with Italian wine and food celebrity Joe Bastianich!

25 Sep 201829min

Ep. 138 Monty Waldin interviews Lamberto Spacchetti (Colle Ciocco Winery) | Discover Italian Regions: Umbria

Ep. 138 Monty Waldin interviews Lamberto Spacchetti (Colle Ciocco Winery) | Discover Italian Regions: Umbria

In this episode Monty Waldin meets Lamberto Spacchetti, owner of Colle Ciocco winery in Montefalco, Umbria. Before starting his wine business in Montefalco, Lamberto spent 40 years in the navy as a Commander. His experience taught him a great deal also on the weather and particularly on winds and their impact on grape growing. Monty and Lamberto also talk about pairing Sagrantino with local dishes such as wild boar, truffles, and T-bone steak and Sagrantino Passito with cheese. He also Lamberto also talks about one of Colle Ciocco whites, the Clarignano Umbria Bianco IGT, a blend of Grechetto and Viognier. Tune in for another gourmet stop in the wine heart of Umbria!

24 Sep 201817min

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