It’s always great to continue learning and be curious about industries and brands that we know of, but not a great deal about.
So we spent 45 minutes learning about the business of wine from our longtime friend Caroline Shaw, who is running global communications and new business marketing for E. & J. Gallo Wines. Caroline is no stranger to the wine and spirits business, having lead communications for the Jackson Family winery after a career that has seen her have impactful leadership stops at the 2002 Salt Lake Olympics, the Utah Jazz, KB Home and other places. We talked about everyone from Karl Malone to Mitt Romney, Carmelo Anthony to Bill Clinton, in our podcast.
Some key things to listen for.
“Moments that Matter.” How wine is tied to the key points of time, especially those of celebration, in our lives.
“Value at the Price Point.” Understanding that the value of wine is tied less to vintage and cost, but to personal preference.
“Win New Friends.” Education, socialization, influencing peers are all key in finding new demos in the wine space. Gallo is at the center of all.
“Democratizing Wine.” Making the wine business more reflective of the value and lifestyles of all Americans…making sure that the idea of wine somehow being elitist becomes less and less of a reason for anyone in the US to sample and enjoy what the industry has to offer.
Booming business. The wine industry has boomed during the Pandemic. Why? The growth of ecommerce. How did the industry become a quick study and embrace online sales during COVID to sell the grape more than in decades.
Quick decisions. The difference between wine and beer for the consumer? Most drink the bottle within 24 hours after opening. Beer has a much longer shelf life in the home, which means it can be on the mind, and the refrigerator door, for a while longer, extending the brand connection. The one exception? Hard seltzer, also a booming business, but with a shelf life once purchased of only about 90 days.
Finding Mimosas. Most searched term on Google tied to spirits the last month? How to make a Mimosa. Go figure…
Using The Ponies. Horse racing was key to the Jackson Family Strategy, as the links to wine and elite racing are very strong. Gallo’s ties to sports are growing, but will be based more on fan activation in the mainstream with their brands.
Lastly Caroline left us with her “Three C’s” by which she conducts her professional side.
Collaboration
Creativity
Communication
And…Let Others Shine.
You can hear the whole podcast here. It is a good education on spirits, crossover communication, and effective leadership.
