Welcome to Wine2Wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.

wine2wine 2022

Welcome to episode 1429, this first instalment of wine2wine 2022. Today’s seminar is called Finding your audience and spreading your message on YouTube led by Konstantin Baum.

Welcome to Wine2Wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.

About today’ session:
Since 2020, Konstantin Baum has built one of the biggest and fastest growing wine channels in the world on YouTube with his entertaining and educational videos. On his channel he tastes everything, from discount wines to a 159-year-old bottle, and takes the viewers on a journey around the wine world. In this session, Konstantin will share his experiences with the platform and will show how to gain traction on YouTube or how to use YouTube to get your message across.

About the Speakers
Konstantin Baum MW is Germany’s youngest Master of Wine, an entrepreneur, and an educator. He runs the innovative online retail company baumselection.com, importing artisanal wines and distributing them throughout Europe. He is always searching for the next big discovery like the Domaine Chevillard that he recently found before it became the discovery of the year 2019 by La Revue du Vin de France. In 2019 he received the Future 50 award as one of the world’s greatest talents from the wine, spirit, and sake industries. His mission is to “make the world taste better”, improving the selection of wine in the on- and off-trade, and improving the ability of people to taste and appreciate wine. He is also very active on social media: His YouTube channel is the biggest wine channel in Europe with more than 71,000 subscribers and he communicates regularly with his 25,000 followers on Instagram. He also runs the wine program of one of the best Hotels in the World – the Brenners-Park Hotel in Baden-Baden – and he is the European Ambassador for the California Wine Institute. In 2015 he became the youngest German Master of Wine ever and he appears in the media and contributes to magazines.

Connect
Facebook: https://www.facebook.com/konstantin.baum
Instagram: @konstantinbaum_mw
Twitter: @konstbaum
LinkedIn: https://www.linkedin.com/in/konstantinbaum/

About the Moderator
Miriam Lee Masciarelli, Brand Manager of Masciarelli Tenute Agricole, was born in Ortona in 1989. Gianni Masciarelli and Marina Cvetic’s daughter, Miriam Lee showed a lively and curious nature since her childhood. She soon begin to travel frequently, and follow her father and grandfather in all the company’s activities: from logistics, to production, cultivation, and processing, thus gaining an excellent oenological foundation and becoming especially passionate about the enhancement of the agrarian territory.

Connect
Facebook: https://www.facebook.com/MasciarelliTenuteAgricole
Instagram: @masciarelli_miriam
LinkedIn: https://www.linkedin.com/in/miriam-lee-masciarelli-624a82b7/

Let's keep in touch! Follow us on our social media channels:
Instagram @italianwinepodcast
Facebook @ItalianWinePodcast
Twitter @itawinepodast
Tiktok @MammaJumboShrimp
LinkedIn @ItalianWinePodcast

Ep. 1429 Konstantin Baum - Finding Your YouTube Audience | Wine2Wine 2022

Welcome to Understanding the American Media Landscape — And How to Pitch Your Brand Effectively 

Welcome to Wine2Wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.

About today’ session:
The American media landscape is shifting quickly, with audiences for digital-only publications outpacing that of traditional media. At the same time, media is becoming increasingly fragmented, with top talent going out on their own as solopreneurs, publishing niche-focused newsletters, podcasts, and videos. In this session, media expert Erica Duecy will survey the American publications and creators covering wine, sharing strategies and tactics to help brands and companies gain earned media placements. Erica has worked as Chief Content Officer and Editor in Chief for multiple wine and spirits publications, and as Digital Editorial Director for some of America’s largest media brands. As such, she has an insider’s perspective on how to pitch and work with the media most effectively.

About the Speakers
Erica Duecy is an award-winning content strategist based in New York, who has led digital editorial programs for several major consumer publications, including Architectural Digest, Saveur, VinePair, and Fodor’s Travel. On the wine trade side, she was the founding editor in chief of SevenFifty Daily, and developed the data and insights practice BevAlc Insights for Drizly, America’s largest alcohol delivery service. Most recently, she led the content team at Pix, a wine discovery platform. A WSET III-certified wine educator, she writes the wine newsletter Bottle Service, highlighting sustainable wines in unexpected ways. Her book “Storied Sips (Random House)” tells the real-life stories behind the world’s most famous cocktails.

Connect
Facebook: https://www.facebook.com/erica.duecy
Instagram: @ericaduecy
Twitter: @ericaduecy
LinkedIn: https://www.linkedin.com/in/erica-duecy-4a35844/

Let's keep in touch! Follow us on our social media channels:
Instagram @italianwinepodcast
Facebook @ItalianWinePodcast
Twitter @itawinepodast
Tiktok @MammaJumboShrimp
LinkedIn @ItalianWinePodcast
If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/

Until next time, cin cin!

Ep. 1439 Erica Duecy Understanding US Media | Wine2Wine 2022

Welcome to episode 1449, What Pricing Communicates (for Fine Wine) with Peter Yeung

This is the Wine2Wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.

About today’ session:
Pricing, for fine and luxury wines, is always a complex topic. Whereas for more “commodity” or everyday wines, where pricing is a function of the what market will bear, pricing for fine wines has many embedded messages in it. It communicates where the brand is positioned (or desires to be positioned) in a regional and global market.  It sends a message to consumers about the winery’s value proposition to them.  In this session, we will explore both the art and science of fine / luxury wine pricing and what pricing communicates to the marketplace.

About the Speakers
Peter Yeung
Peter Yeung (pronounced “young”) is a leading wine business consultant, developing strategic business plans and innovative marketing plans for the wine industry.  He is the author of the book “Luxury Wine Marketing” and the host of the XChateau podcast.  He was previously Vice President of Strategy & Business Development at Realm Cellars in Napa and Kosta Browne Winery in Sonoma, managing the allocation systems and business analytics functions. Peter holds the WSET Diploma as well as the CIA’s Certified Wine Professional designations.  Prior to wine, Peter led Strategic Marketing, Market Development, and Sales for a clean technology company in Silicon Valley and was a management consultant with McKinsey & Company. Peter also holds a MSc from the London School of Economics and a BA from the University of California, Berkeley in Economics and is based in San Francisco.

Connect
Instagram: @winebizguy
LinkedIn: https://www.linkedin.com/in/peterkyeung/

About the Moderator
Ettore Nicoletto
Ettore Nicoletto began his career at Casa Vinicola Zonin where he held various positions, including Exports Director. In 2004, he moved over to the Santa Margherita Gruppo Vinicolo, where was appointed General Manager and then CEO from 2008 to 2020. In March 2020, Nicoletto was appointed President and CEO of Bertani Domains (now Angelini Wines & Estates). Today Nicoletto is Vice President of the Gruppo Vini of Federvini, and a Federdoc Board Member.

Connect
Instagram: @ettorenicoletto
LinkedIn: https://www.linkedin.com/in/ettore-nicoletto-391a5b/
Let's keep in touch! Follow us on our social media channels:
Instagram @italianwinepodcast
Facebook @ItalianWinePodcast
Twitter @itawinepodast
Tiktok @MammaJumboShrimp
LinkedIn @ItalianWinePodcast
If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/
Until next time, cin cin!

Ep. 1449 What Pricing Communicates | Wine2Wine 2022

This is the wine2wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine Business Forum 2022 is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.

About today’ session:
Over the years, the wine industry has faced its fair share of crises. From wildfires and fraud scandals to supply chain issues and politics, we may know how these situations can significantly impact business operations, but we may not realize how unprepared our organization is until it’s too late.
When a crisis occurs, decisions need to be made immediately, such as who should we notify? Who will respond if the media reaches out? What should we post on social media platforms? Companies can prepare by evaluating the crisis process, team, tools, and resources they have in place. Effective planning ensures organizations are ready to respond to a crisis promptly and responsibly to mitigate risk and protect their brand. In the uncertainty of today’s world, making crisis communication part of 2023 planning and strategy is more critical than ever.


About the Speakers
Michelle Erland IWA
Michelle is a Senior Account Supervisor with Colangelo & Partners Public Relations where she splits her time between New York and San Francisco. Michelle is a graduate of the Intensive Sommelier Program at the International Culinary Center (French Culinary Institute) and a Certified Sommelier through the Court of Master Sommeliers, Americas. In 2017, she became a Vinitaly Italian Wine Ambassador. She holds an MBA with a concentration in food, beverage, and hospitality through Johnson & Wales University. In 2020, Michelle earned her Crisis Communications Certificate through Cornell University’s Johnson Graduate School of Management. Michelle’s passion for wine has led her to consult on restaurant training programs, teach wine classes in the US, London and Italy, and act as an associate judge in the International wine competition, 5StarWines – the Book

Connect
Facebook: https://www.facebook.com/michellejane.13
Instagram: @michelle.erland
Twitter: @Vino_with_me
LinkedIn: https://www.linkedin.com/in/michelle-erland-mba-952bb444/

About the Moderator
Nadia Zenato
Eclectic by nature, eager to face new challenges and to put herself into play, Nadia Zenato was born in Peschiera del Garda, on the southern shores of the lake overlooking the family estates. After studying law with a thesis on wine legislation, a specialization in international law and a Master’s degree in business communication and one on the world of wine, she joined the family business. Her first commitment was to form a commercial network that would express the values and quality of Zenato. From Italy, to the continuous work on internationalization, consolidating the historical markets, such as the USA, Canada, Northern Europe, and dedicating to new commercial developments in emerging countries such as China, South East Asia, Japan, Africa, Brazil, India, Nadia has a very precise strategy: working in teams with importers to transfer the history, culture and traditions of our country and the values behind the Zenato labels.


Connect
Facebook: https://www.facebook.com/Zenatowinery
Instagram: @nadiazenato
Twitter: @nadiazenato
LinkedIn: https://www.linkedin.com/in/nadiazenato/

Let's keep in touch! Follow us on our social media channels:
Instagram @italianwinepodcast
Facebook @ItalianWinePodcast
Twitter @itawinepodast
Tiktok @MammaJumboShrimp

LinkedIn @ItalianWinePodcast
If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/
Until next time, cin cin!

Ep. 1458 Michelle Erland: Communicating In Times Of Crisis | Wine2Wine 2022

Welcome to Ep. 1468, How to Understand Consumer Wine Buying Behaviour? Stop listening to pseudo-experts, Gurvinder Bhatia IWE, Marianna Velenosi (mod)

This is the wine2wine Business Forum 2022 Series. 

About today’ session:
In order to communicate effectively with wine consumers, one must first understand human behaviour and accept that before someone is a wine consumer, they are a consumer. The wine industry too often fails to understand that making wine accessible is not about stratifying wine based on quality, but instead about appealing to a consumer’s (ie. individual’s) need to feel that they are benefiting from their purchasing decisions. All wine apps and data relied on to analyze wine buying behaviour rely on past purchases and predominantly well known wine labels that have wide distribution. The result is a narrowing and homogenization of the types of wines in the pool either recommended to consumers or relied upon by the wine industry to make decisions about consumers.  But if the actual intent (as the wine industry likes to message) is to encourage consumers to explore, try and drink better (understand that quality and price are not mutually exclusive) then the wine industry needs to not just change the manner in which it communicates with consumers, but in many ways needs to return to the manner in which it communicated with consumers 20-30 years ago. The wine industry is in many ways its own worst enemy.

About the Speakers
Gurvinder Bhatia IWE
Gurvinder Bhatia is the editor-in-chief and publisher for Quench Magazine – North America’s longest-running and Canada’s most widely distributed wine and food publication. Although he has written for Quench for over two decades and been on the editorial team for the past 15 years, Gurvinder purchased the magazine in 2021, and is committed to the magazine’s evolution to be a much truer representation of our society. Gurvinder is also the wine columnist for Global Television Edmonton, an international wine judge and the president of Vinomania Consulting. Gurvinder was the owner/founder of Vinomania wine boutique (opened in 1995, closed in 2016), which was named on numerous occasions among the 20 best wine stores in Canada. In addition, Gurvinder was the wine columnist for CBC Radio for 11 years and is certified by Vinitaly International Academy as one of only 15 Italian Wine Experts in the world. Gurvinder is a recovering lawyer and in addition to his law degree (JD), he also earned his Masters Degree in Business Administration (MBA) with honours. In 2015, Gurvinder was named by Alberta Venture Magazine as one of Alberta’s 50 Most Influential People. 

Connect
Instagram: @gurvindervino_onthego
Twitter: @EdmontonWineGuy

About the Moderator
Marianna Velenosi
Marianna Velenosi was born in 1993 to a family of winemakers in the Marche region, more specifically in Ascoli Piceno. Since her childhood she has been used to live in the vineyard and she was raised in the winery by her parents Angela and Ercole Velenosi, founders in 1984 of the winery of the same name. After graduating in Business Administration and completing a Master’s in Marketing at Bocconi University, Marianna began her career in the Castel Group, specifically in the Nicolas distribution chain in Switzerland. She worked initially as Marketing Assistant and later as Product Marketing Manager in Geneva, where she strengthened relations with the group’s suppliers and increased services to end customers.

Connect
Instagram: @mariannavele
LinkedIn: https://www.linkedin.com/in/marianna-velenosi-aa28a399/

Let's keep in touch! Follow us on our social media channels:
Instagram @italianwinepodcast
Facebook @ItalianWinePodcast
Twitter @itawinepodast
LinkedIn @ItalianWinePodcast

Ep. 1468 Gurvinder Bhatia: Understanding Consumer Behaviour | Wine2wine 2022

Welcome to Episode 1659, Making Social Media Work for a U.S. Audience with Kristen Reitzell and  Alessio Inama . This is the wine2wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. 

wine2wine Business Forum is an international wine business event, held annually in Verona, Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals gather to develop and expand their wine business worldwide.

Abstract: 
With today’s consumer spending more time online than ever before (except for perhaps March 2020), it is critical for brands to understand how to utilize social media not just as an awareness tool, but as a meaningful conversion strategy. As an owned communications platform, social media offers brands the opportunity to control their message, engage directly with their community, and measure performance. Kristen Reitzell, SVP Communications & Digital Marketing at Jackson Family Wines, can give attendees a breakdown of the social platforms that are critical to U.S. consumers and how to use them to grow your business, from content creation to amplification (advertising) to community management. Kristen will discuss the importance of these owned channels for both large and small brands, and the value of meaningful and impactful content. She will discuss how to optimize content creation for a U.S. audience as well as working with influencers. Kristen will also touch on how impressions can lead to improved discoverability to drive awareness, attract new consumers, and ultimately, sell wine.

More about today’s speaker: Kristen Reitzell

Kristen Reitzell is the Senior Vice President of Communications & Digital Marketing at Jackson Family Wines. Kristen manages all aspects of the company’s communications strategy, overseeing corporate and family communications, as well as PR and digital marketing across the company’s global portfolio of wineries in California, Oregon, France, Italy, Australia, Chile, and South Africa.

Connect:
Instagram: @vineball
Facebook: https://www.facebook.com/khoranreitzell
Twitter: @vineball
Linkedin: https://www.linkedin.com/in/kreitzell/

More about today’s moderator: Alessio Inama

Alessio Inama is referred to by his brothers as the “creative director” of the family company. The nickname refers to the fact that his role in sales, communication, marketing and packaging care goes beyond simple management, but combines the artistic and analytical aspects.
Connect:
Instagram: @alessio_inama
Facebook: https://www.facebook.com/sciso
LinkedIn: https://www.linkedin.com/in/alessio-inama-229b6082/


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Until next time, Cin Cin!

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Ep. 1659 Making Social Media Work For A U.S. Audience  | Wine2wine Business Forum 2022

The Italian Wine Podcast is a storytelling project dedicated to the fascinating world of Italian wine. New episodes are published every day – so stay tuned!
With more grape varieties and more diverse grape growing regions than any other country in the world, the story of Italian wine is a rich and captivating one. 
While the popularity of Italian wine continues to grow in every corner of the globe, inspired by a deep affection for the Italian way of life, the Italian Wine Podcast seeks to entertain, educate and inform. Embracing Italian food, travel, lifestyle and culture, IWP has something for every taste!