BRAVE COMMERCE Podcast Summary

Episode: Riboli Wines’ Jenna Steele on Reinventing Wine for the Digital Consumer
Host: Rachel Tipograph & Sarah Hofstetter
Release Date: July 29, 2025

Introduction

In this episode of BRAVE COMMERCE, Rachel Tipograph, Founder & CEO of MikMak, and Sarah Hofstetter, President of Profitero, welcome Jenna Steele, Vice President of Ecommerce and Digital at Rebali Wines. The discussion centers around the rapid transformations in the wine industry, particularly in the realm of digital commerce, and how Rebali Wines is navigating these changes to stay ahead in a competitive market.

Industry Changes and Evolution

Jenna Steele opens the conversation by highlighting the unprecedented pace of change in the wine industry, equating recent developments to "50 years worth of change in maybe the last three since COVID times" (02:07). She cites factors such as shifts in distributor landscapes, macroeconomic fluctuations, the introduction of GLP1 affecting consumption patterns, and legislative changes like the 2018 Farm Bill, which permitted hemp beverages, stirring significant disruptions in the category.

Steele emphasizes the importance of continuously understanding the consumer mindset, adapting existing products, and innovating new ones to meet evolving consumer needs. She remarks, "there's never a dull moment" (02:46), underscoring the dynamic nature of the industry.

Consumer Behavior and Demographics

A substantial portion of the discussion delves into changing consumer behaviors, particularly the influence of Gen Z and wellness trends. Steele notes that "about five to eight years from now, wine is going to have a comeback" (14:04), drawing parallels to previous trends like the rise of clear spirits in the 80s. She attributes this anticipated resurgence to wine's "wellness vibe" and its natural appeal.

Steele also addresses the confusion consumers face in navigating wine options. With an overwhelming number of labels and varying definitions of sweetness, Rebali Wines focuses on educating consumers and making wine approachable, avoiding pretentious messaging to attract a broader audience.

Technology and Partnerships in Ecommerce

The conversation shifts to the critical role of technology in managing digital commerce. Steele outlines Rebali Wines' tech stack, emphasizing the necessity of:

1. AI Integration: She states, "AI integration for me is number one. I don't want to onboard another tool without it" (21:17), highlighting the transformative potential of AI in streamlining operations and enhancing customer experiences.

2. Digital Shelf Management: Utilizing platforms like Profitero and Salsify, Rebali Wines ensures content control and keyword optimization to enhance visibility and relevance in digital marketplaces.

3. Shoppable Platforms: Given regulatory constraints, tools like MicMac enable compliant and seamless shopping experiences online.

Steele underscores the importance of strong partnerships, referring to them as essential rather than mere vendors. She shares successful collaborations with firms like Numerator, Walmart Connect, and MIQ, which have been pivotal in driving brand visibility and new customer acquisition.

Distributor Dynamics

Distributors play a vital role in bridging the gap between Rebali Wines and consumers. Steele observes that distributors are juggling multiple challenges, including evolving consumer behaviors, new product formats, and navigating regulatory landscapes like tied-house laws in the U.S. She emphasizes the shift towards data-driven and digitally enabled distribution models, which facilitate easier purchasing processes for retailers through various platforms and portals.

Leadership and Personal Insights

Rachel Tipograph and Sarah Hofstetter commend Steele's leadership approach, particularly her emphasis on partnerships and team empowerment. Steele shares a personal anecdote about her career leap from Brown Forman to Rebali Wines, describing it as "a massive leap" (25:49) that propelled her to innovate and lead effectively in a new environment. Her willingness to step into the unknown and foster a collaborative environment has been instrumental in Rebali Wines' success.

Steele attributes much of her success to maintaining a partnership mindset, where collaborators are viewed as integral allies in achieving mutual growth. She reflects, "you catch more flies with honey, and it works" (25:40), encapsulating her philosophy on relationship-building within the industry.

Conclusion

The episode concludes with Steele reflecting on the bravery required to innovate and lead in a rapidly changing industry. Her strategic focus on technology, consumer education, and strong partnerships positions Rebali Wines at the forefront of digital transformation in the wine sector. Rachel and Sarah express their appreciation for Steele's insights, highlighting her role in driving meaningful change within the beverage industry.

For listeners interested in further exploring digital transformation in the beverage sector, BRAVE COMMERCE recommends a recent episode featuring Brad Feinberg at Molson Coors.

Notable Quotes:

• Jenna Steele: "We are seeing change like 50 years worth of change in maybe the last three since COVID times." (02:07)

• Jenna Steele: "AI integration for me is number one. I don't want to onboard another tool without it." (21:17)

• Jenna Steele: "You catch more flies with honey, and it works." (25:40)

• Jenna Steele: "It's all natural. There's a lot of talk about sulfites, but there are more sulfites than many other products that people consume on a day to day basis." (14:04)

Timestamp Reference:

• 02:07: Jenna discusses the rapid changes in the wine industry.
• 02:46: Host introduces Jenna Steele.
• 14:04: Discussion on Gen Z and wellness trends influencing wine's future.
• 21:17: Jenna emphasizes the importance of AI in their tech stack.
• 25:40: Jenna shares her leadership philosophy on partnerships.

This comprehensive summary encapsulates the key discussions and insights from the episode, providing a clear understanding of how Rebali Wines is reinventing the wine experience for digital consumers amidst an evolving landscape.