Welcome to Episode 2742 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald speaks with Molly Bossardt about the future of wine marketing, exploring consumer behavior, subscription models, strategies for engaging different generations, lessons from the coffee industry, the role of education, and why creating new wine occasions may be the key to building stronger brands.
Key Takeaways:
Wine doesn't necessarily have a consumer problem—it has a positioning problem.
The wine industry spends a lot of time explaining wine, but not enough time making people want it.
The future belongs to the brands that create occasions.
More about the guest:
Molly Bossardt is a wine marketing strategist and founder of Bread & Butter Digital Marketing, where she helps wineries build the systems behind consistent, revenue-driving marketing. With 10 years of marketing experience and six years focused entirely on the drinks industry, Molly specializes in email, content, and paid social strategies designed around the wine calendar. Her framework has helped generate $120K in revenue in four months at a 10.44x return on ad spend.
She is also the creator of the Winery Growth Lab, a six-month consulting program for winery owners who are tired of marketing without a plan and want a clear, repeatable system. Originally from Virginia, Molly recently moved to Torino, Italy, where she continues to work with wine brands while exploring Italian wine, culture, and life abroad.
Connect:
Website: https://www.breadandbutterdigitalmarketing.com/
Linkedin: https://www.linkedin.com/in/molly-bossardt-5a804859/
Instagram: https://www.instagram.com/mollybossardt/
More about the host:
With a career of nearly two decades in the wine industry, Barbara Fitzgerald 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/
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Until next time, Cin Cin!
