Podcast
VINTed by Scout Driscoll
Hosted by Scout Driscoll · EN
Welcome to VINTed with Scout Driscoll. Come along with Scout on her journey into the wine world where she talks sales and marketing with top leaders in wine.
Get ready for industry insights on marketing, design, and answers to the ultimate question.... "what moves wine?"
In Season One:
• Branding and Marketing for Wineries
• Ops Talk: Pricing, Pitfalls, and Scaling Your Winery
• Shaping Your Winery's Strategic Brand Story
• Leveraging Design Thinking and Insights to Drive Wine Sales
• Virtual Experiences for Winery Marketing
• Small Napa Valley Producers
• Rebranding Your Winery
• Packaging Design
• Connecting with Your Winery's Community
• Renegade Marketing and the Art of Standing Out: Counter Culture Brands for Wineries
• Pixel Perfect Bottle Shots
• Sustainability in Wine
• Brand Story, Narrative, and Defining Your "So What" for Wineries
• Feature Interview: Silicon Valley Bank's Rob McMillan on Connecting With Younger Consumers
• Paper Wine Bottles
• Wine Label Do's and Don'ts
• Alternative Packaging for Wine
• Celebrating Culture Through Wine
• Cutting Edge Digital Marketing for Wineries
• Marketing Legacy Wineries
• The BIPOC Community in Wine
• Developing Savvy Marketing Plans for Wineries
• What Wineries Can Learn From Beer Marketing
• TikTok for Wineries: How To Use TikTok To Grow Your Brand
10episodes
Episodes
Newest firstAll episodes
TikTok for Wineries: How To Use TikTok To Grow Your Brand
Jun 15, 202200:49:50Tap to summarizeAmanda McCrossin is a certified sommelier, wine personality, and TikTok, Instagram, and YouTube creator. As the former Sommelier and Wine Director at PRESS Restaurant in Napa Valley, Amanda worked with the world's largest, deepest restaurant collection of all Napa Valley wines in the world. During her time there, the wine program thrived, garnering nominations, accolades, and awards from nearly every major publication and outlet in food, wine, and hospitality. She has been featured by Food & Wine Magazine, Food Network, and the San Francisco Chronicle, appeared on the cover of The SOMM Journal, and was most recently named as a Wine Star nominee for "Sommelier of the Year" by Wine Enthusiast. Today, Amanda is widely considered an expert in Napa Valley wine and is regularly sought after for media appearances and speaking engagements including the Aspen Food & Wine Classic and Premiere Napa Valley. A Napa Valley resident, Amanda can be found creating daily content for her popular TikTok, Instagram, and YouTube channels, SommVivant, as well as hosting the Wine Access Unfiltered podcast. In this episode… For many wineries, it's easy to brush off TikTok as a platform solely for the younger generations. However, Amanda McCrossin says that the main demographics are not as young as people tend to think. With nearly 700 million users each month, it's likely that many of your consumers are already on TikTok. So, how can you build your presence on the platform and engage new audiences? TikTok isn't about a hard sell. According to Amanda, you have to add value to your audience if you want to win them over. Whether you're answering top questions about the industry, going behind the scenes of winemaking, or showing audiences a day in the life of your winery, it's crucial that you showcase the inspiration behind your brand, lead with core values, and create content with a purpose. In this episode of VINTed, Scout Driscoll sits down with certified sommelier, wine personality, and content creator, Amanda McCrossin. Together, they talk about the best practices for brands on TikTok, the different personas that strike a chord on social media, and how to dive into the TikTok space when you have little to no experience.
Transcribe →Insights From the Craft Beer Space: What Wineries Can Learn From Beer Marketing
Jun 8, 202200:34:47Tap to summarizeMatt Tanaka is the Founder and Creative Director of Stout Collective, a beer branding and design studio. He lives in Chicago with his wife and business partner, Laura, their two boys, and the world's sleepiest french bulldog, Bento. In this episode… There's no question that the wine and craft beer industries have many differences. Wineries are often perceived as more elegant and expensive, while breweries are seen as more casual spots to catch up with friends. Despite their differences, there are some innovative strategies and ideas in the beer world that wineries can learn from. One of the ways breweries are succeeding is by leveraging their local market and taking risks. They aren't worried about maintaining a premium, expensive brand. Instead, they're leaning into their local culture, creating an experience, and challenging consumers to try something new. What other tactics can wineries borrow from the beer world? In this episode of VINTed, Scout Driscoll is joined by Matt Tanaka, Founder and Creative Director of Stout Collective, to talk about insights from the craft beer space. Matt shares how the beer industry is growing and the challenges that come with it, why risk-taking is key for beverage brands, and the various marketing tactics breweries are using to reach a new audience.
Transcribe →Developing Savvy Marketing Plans for Domestic and Import Brands With Clarity & Co
Jun 1, 202200:24:40Tap to summarizeTheresa Wray is the Owner of Clarity & Co, a consulting business for the wine and spirits industry that specializes in marketing, trade relations, and US market guidance for both domestic and imported brands. She previously led marketing operations at Maisons Marques & Domaines, the well-known import portfolio and US marketing arm of Louis Roederer Champagne. After working there for 13 years, she departed to start her own business. In this episode… Navigating the US wine and spirits market can be tricky for both domestic and imported brands. So what strategies can help you claim your space in the market and create a roadmap of opportunity? According to Theresa Wray, brands should focus the majority of their time and energy on finding the right partners. Everyone wants to sell more wine and create awareness for their brand, but you shouldn't rush into a partnership. Because brand building takes time and is not a quick win, you want partners that you can trust who have the right expertise and share your vision. In this episode of VINTed, Scout Driscoll talks with Theresa Wray, Owner of Clarity & Co, about how she helps wine and spirits brands improve communications, trade relations, and direct-to-consumer sales. Theresa shares the inspiration behind Clarity & Co, the various challenges she helps brands maneuver, and why clarity and collaboration are vital to a brand's success.
Transcribe →The Roots Fund Feature: Securing a Pathway for the BIPOC Community in Wine
May 27, 202200:25:58Tap to summarizeIn 2020, Ikimi Dubose-Woodson co-founded The Roots Fund alongside Carlton McCoy and Tahiirah Habibi. The Roots Fund is a nonprofit dedicated to creating inclusive opportunities for communities of color throughout the wine industry. Ikimi is a chef, restaurateur, writer, nonprofit executive, and inspiration who now runs the organization as Executive Director. She has overseen The Roots Fund's massive fundraising effort and over 100 scholarships they have awarded since they started. "Find what you love and let it kill you" is the famous quote wrapped around a global knife tattooed on Ikimi's back. Destined to be a lawyer to help her Brooklyn community, Ikimi ended up in culinary school by accident. Securing her first job at the World Trade Center Marriott as a silver polisher was a humbling and knowledgeable experience. Ikimi attended Johnson & Wales University and traveled the world studying culture through food after graduation. Upon her return to the states, she was the youngest and first woman to complete the Marriott & Ritz Carlton management training program. Her career put her on the path to lead culinary and management teams at sports organizations, restaurant groups, and prestigious educational institutions. After leading the culinary team on Capitol Hill through the largest sustainable food initiative, Ikimi rediscovered her passion for mentoring the next generation. In August of 2017, in conjunction with LifeWorks Restaurant Group, Ikimi designed and opened LEO MKT, a food hall in Washington, DC that focuses on cuisines from around the world. Known for her ability to create managers, lead large teams, and encourage the growth of women and minorities in the business, she hasn't stopped yet. Ikimi summarizes her ethos in just a few words: "When there is no room for me at the table, I usually stand on the table." In this episode… There's a common misconception that the wine industry is just for people with pins on their lapels attending fancy, black-tie events. However, The Roots Fund is on a mission to change this belief and prove that the wine industry is for everyone. Providing education, tools, and mentorship for the BIPOC wine community, The Roots Fund is effecting positive change in the spirits industry. They're showing younger demographics that the wine space isn't closed off and creating a safe place to support scholars at any stage of their career. So what's on the horizon for The Roots Fund — and the wine industry as a whole? In this episode of VINTed, Scout Driscoll sits down with Ikimi Dubose-Woodson, Co-founder and Executive Director of The Roots Fund, to talk about diversifying the wine industry. Ikimi shares how The Roots Fund is supporting scholars in wine, the new programs that are reaching a younger demographic, and tips for anyone looking to begin their career in the wine industry.
Transcribe →Winery Spotlight: Terlato Wines International on Modern Marketing, Legacy, and Fine Wine
May 18, 202200:39:55Tap to summarizeElisabeth (Elise) C. Terlato has worked in the wine industry for five years now, joining the family's company in October of 2018 as the Associate Marketing Manager. In this role, she was responsible for marketing and managing Terlato Wines International's Estate Division portfolio of brands, including Terlato Vineyards, M. Chapoutier, Mathilde Chapoutier, Domaine Terlato & Chapoutier, and Anselmi. Elise is the fourth generation to be involved in the family business, along with her sister, Jo, and brother, Tony. In 2020, Elise was promoted to Digital Marketing Manager, responsible for managing and growing the DTC business through e-commerce, social media, and various other digital platforms. In 2021, she spearheaded and managed two large-scale projects: the renovation and launch of Terlato.com and the Uncorked.com websites. In 2022, Elise advanced to Marketing Manager for Terlato's Direct-to-Consumer (DTC) side of the business. In this role, she is responsible for all direct marketing from family wineries, which includes increasing, creating, and analyzing promotions and programs to drive the Terlato Wine Group's (TWG) e-commerce business, assisting in all electronic and physical communications (including newsletters and websites), managing and executing content, driving business to websites, and managing all loyalty and club programming. Prior to joining Terlato, Elise worked at Foote, Cone & Belding (FCB) Global Chicago for three and a half years, where she progressed from an Assistant Account Executive to Account Executive. At FCB, she managed clients such as Choose Chicago, Bioverativ, and Johnson & Johnson. Additionally, she produced advertisements for high-profile brands such as Mazzoni and Adelphi scotch whisky, which were published in national beverage publications including Wine Spectator, Wine & Spirits, and The Tasting Panel. Elise also has experience working at Modern Luxury Publications in their marketing department. During her internships at the Il Poggione and GAJA wineries in the Tuscan and Piedmont regions of Italy, Elise studied the retail and production sides of the wine industry. She holds a bachelor's degree from Florida's University of Miami and is continuing her wine education with a WSET II (Wine & Spirits Education Trust) certificate and diploma in Wine Management and Gastronomy from Le Cordon Bleu in London. In this episode… For more than 50 years, Terlato Wines International has been influential in the wine and spirits industry. They introduced Pinot Grigio to America, revolutionized different varietals, and became a well-loved legacy brand. But they've never stopped looking for the next best thing for consumers across the globe, which is why they've grown year after year. According to Elise Terlato, much of the brand's success comes from the ability to adapt, utilize cutting-edge technologies, and meet the consumer where they are. The digital world will only continue to expand, so it's crucial that wineries — including legacy brands — learn how to navigate this space and build their online presence. So if you're a brand that wants to embrace digital and reach a wider audience, what does Elise recommend? In this episode of VINTed, Scout Driscoll is in conversation with Elise Terlato, DTC Marketing Manager at Terlato Wines International, to talk about legacy brands, marketing to the modern consumer, and getting involved in the digital world. Elise shares how Terlato is elevating and partnering with other brands, their strategies for connecting with younger consumers, and their mission to promote sustainability through their wineries and vineyards.
Transcribe →Ask the Experts: Leveraging Cutting Edge Digital Marketing Tactics With Drinkubator
May 11, 202200:41:11Tap to summarizeDrinkubator lives at the collision of alcoholic beverages and technology. Formed in 2018 by Bryan Monteleone and Kyle Groth, two technology junkies with experience in the craft alcohol business, Drinkubator leverages digital strategy for their spirits, RTDs, wine, and non-alcoholic brand partners. With an eye on emerging technology and bleeding edge online tactics, Drinkubator is helping its brand partners make better business decisions based on live data and analytics while they grow their footprint in the ever-growing and uber-competitive beverage industry. In this episode… Many alcohol brands are behind the times when it comes to digital. It's not enough to have organic social channels and an e-commerce website. You also have to invest in a digital marketing strategy that utilizes data, technology, and an omnichannel approach. Bryan Monteleone and Kyle Groth saw this problem in the industry, so they created Drinkubator to bridge the gap between digital strategy and technology. They've helped clients leverage data, geofencing, search engine marketing, and paid social to reach their target audience. These experts know that in the competitive alcohol industry, it's crucial to drive meaningful engagement, create an exceptional experience both online and offline, and build your digital footprint. In this episode of VINTed, Scout Driscoll talks with Bryan Monteleone and Kyle Groth, Co-founders of Drinkubator, about how they're helping alcohol brands improve their digital strategy. Together, they discuss common digital marketing mistakes, why data collection is vital for accurately targeting your consumers, and their top tips to become a smart marketer.
Transcribe →Winery Spotlight: Hobo Wine Company on 20 Years of Growing as You Go
May 4, 202200:36:06Tap to summarizeKenny Likitprakong, a Santa Rosa native, is the Owner and Winemaker of the Hobo Wine Company. For the last 20 years, he has tried to balance the building of his business with his life while taking care of his employees. He prioritizes decreasing the winery's carbon footprint by making smart environmental decisions that are good for the planet and the brand. These include organic farming, reduced packaging, and green winery practices. Kenny has been featured in the San Francisco Chronicle, The New York Times, Sunset Magazine, Modern Farmer, and various other wine publications. He supports the local community through organizations like The Climate Center and The School Garden Network as well as many other nonprofit organizations beyond Sonoma County. When Kenny isn't making or drinking wine, he enjoys riding his bike in Annadel with his family. In this episode… Running a winery is no easy feat. But you don't need to know everything about the industry to get your career started. All you need is a passion for your craft, dedication, and the desire to continuously improve. What started as a small, 100-case production for Kenny Likitprakong eventually turned into a 30,000-case-per-year business. On top of raising kids and growing a family, Kenny strives to take care of his employees and run a sustainable brand. Twenty years after founding Hobo Wine Company, Kenny still wakes up every day thinking about his business and working to have a positive impact on the community. In this episode of VINTed, Scout Driscoll is joined by Kenny Likitprakong, Owner and Winemaker at Hobo Wine Company, to talk about his journey of growing a business. Kenny shares how he started the winery, advice for working through industry challenges, and why transparency and honesty are so important as a leader.
Transcribe →Winery Spotlight: Ole' Orleans Wines on Celebrating Culture and Connecting With Customers
Apr 27, 202200:27:16Tap to summarizeKim Lewis is the Owner and Founder of the award-winning winery, Ole' Orleans Wines. Known as the "heart and soul" of the company, Kim infused the creole and cajun roots of New Orleans to create a collection of well-balanced wines that are perfect for any occasion. What started as a dream has now become one of the fastest-growing black-owned wineries in the south. Ole' Orleans has a vast collection of wines, 12 of which have been featured on the shelves of major retailers such as Trader Joe's and Costco Wholesale. Most recently, the winery was named a 2022 Rodeo Uncorked! three-time medalist. As a New Orleans native, Kim embraces everything that is "Naturally Nawlins" and continues to show her love for the city, its people, and its rich history. In this episode… Kim Lewis is making history with her brand, Ole' Orleans Wines. It's a woman and minority-owned business and the first-ever winery in New Orleans. So how did Kim launch her brand and generate massive success? Embedded in community and culture, Ole' Orleans Wines has found a home in the hearts of local and national consumers alike. Founded in 2018, the winery stemmed from Kim's passion to honor historic moments and historic sites in the city. For people who have migrated back to their roots in New Orleans, the city isn't exactly what it used to be. Many venues have since disappeared, and the community yearns for those memories. So, Kim created Ole' Orleans to kindle the nostalgia for what used to be. Now, consumers all over the US can experience the culture of the city and create new, lasting memories through their wines. In this episode of VINTed, Scout Driscoll sits down with Kim Lewis, Owner and Founder of the award-winning winery, Ole' Orleans Wines. Kim shares her inspiration for starting the brand, how each wine tells a story of the city, and the importance of connecting with your consumers to create a memorable experience. You don't want to miss a moment of this episode!
Transcribe →Winery Spotlight: Really Good Boxed Wine on Alternative Packaging for Premium Wine
Apr 6, 202200:35:41Tap to summarizeJake Whitman is the Founder and CEO of Really Good Boxed Wine. As the founder of two businesses, he brings more than a decade of management, marketing, and operations experience from both large and mid-sized companies. Prior to Really Good Boxed Wine, Jake worked at SoFi as the Head of Marketing for SoFi Money, one of SoFi's fastest-growing products. He also spent time leading SoFi product integration into SoFi Stadium, the new NFL stadium in Los Angeles. Before SoFi, he worked at Intuit on the corporate marketing team, leading an organization working on strengthening the Intuit brand and driving stronger awareness of its value proposition. Jake also spent several years at Procter & Gamble as a Brand Manager. He led both long-term strategy and day-to-day operations for brands like Gillette and Old Spice, built global product launches, and managed North American business. Finally, Jake is the Author and Publisher of Destination Teach For America, which helps people navigate the rigorous Teach For America admissions process. He was the Founder and Executive Director of Sports Teaching and Reaching Students (STARS), a nonprofit that supports low-income student athletes in Philadelphia. Jake was born and raised in Cincinnati, where he lives today with his wife, Grace, and their corgi, Pistachio. He's a 5.0 level tennis player, and he loves to mountain bike, snowboard, and travel the world when he has the time. In this episode… In the alcohol industry, there's a growing trend: alternative packaging. But how can you utilize more environmentally friendly materials without sacrificing the look, feel, and taste of premier wine? Really Good Boxed Wine is creating exactly what's in its name. This isn't just any boxed wine you'd find in the grocery store; instead, Really Good Boxed Wine offers up a taste of something you'd find at a small, family-owned winery in Sonoma. Rather than pushing out truckloads of bottles, they're discovering the creative possibilities of boxed wine while maintaining the taste of the California vineyards. How else is Really Good Boxed Wine innovating in the wine space? In this episode of VINTed, Scout Driscoll sits down with Jake Whitman, Founder and CEO of Really Good Boxed Wine, to talk about growing a brand and redefining the wine industry. Jake explains the benefits of boxed wine, how he shaped the brand, and why he chose the direct-to-consumer route. Plus, Jake shares tips on marketing, brand design, and testing before you invest!
Transcribe →Wine Label Do's and Don'ts: How to Leverage Printing With Expert Stephan Martinez
Mar 30, 202200:44:15Tap to summarizeStephan Martinez is the Founder of Trysk Print Solutions, based in Seattle, Washington. Stephan has been in the label space for over 25 years with a focus on wine and spirits. He appreciates the nuances of the craft and enjoys pushing the boundaries of technology to help packaging evolve and grow with consumers' tastes. In this episode… The print and design world is constantly growing. As technology evolves, so do the processes for label printing companies. However, there are some important steps you should follow if you want to successfully navigate the printing space, avoid common pitfalls, and craft a beautiful label for your brand. For over 13 years, Trysk Print Solutions has used the latest technology to collaborate with design houses and allow people to differentiate their brand visually. According to Founder Stephan Martinez, wineries and producers need to ask specific questions and think about the printing and design process holistically. Are you consistently using the same container? What environmental factors could affect the label? Will this label and design withstand shipping conditions? In this episode of VINTed, Scout Driscoll talks with Stephan Martinez, Founder of Trysk Print Solutions, about the do's and don'ts of wine label printing. Stephan discusses how the printing industry has evolved, shares advice for winemakers and producers in the printing process, and explains the importance of conveying brand intention through your design.
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