43: How Stella Rosa Became the Top-Selling Import Wine Brand with CEO Steve Riboli - Business of Drinks

It’s the episode you didn’t know you needed! We sit down with Steve Riboli, president and CEO of Riboli Family Wines, to unpack the incredible journey of Stella Rosa, the #1 import brand in the U.S. and a pioneer in flavored, semi-sparkling wines. Discover how this family-owned brand has become a powerhouse, scaling to 4.1 million cases in 2023, a 5% YOY gain, per Impact Databank, while the broader wine industry has faced declines.

In this episode, Steve shares:

• How Stella Rosa’s low-ABV, flavor-forward wines are redefining the category and attracting new, younger drinkers.

• The story behind the bestselling Pineapple & Chili wine, which turned heads as 2023's #1 new wine SKU in America, per Nielsen.

• Insights into the multicultural and millennial appeal that has driven Stella Rosa’s sustained growth.

• The challenges of scaling a brand while staying true to its roots in tradition and innovation.

• Why retail activations and authentic storytelling are central to Stella Rosa’s success.

With over 3,000 tasting activations annually(!!), a commitment to consumer connection, and a clear vision for the future, Stella Rosa is not just growing its market share — it’s growing the wine category itself. Whether you’re a wine aficionado or a founder in the drinks space, this episode is packed with inspiration and actionable insights.

And on Last Call, we discuss the article “Does a Decline in Humanities Majors Have Anything to Do With the Declining Interest in Wine From Younger Consumers,” in David Driscoll’s Two-Nineteen blog. Don’t miss it! 

Link: https://www.two-nineteen.com/blog/does-a-decline-in-humanities-majors-have-anything-to-do-with-the-declining-interest-in-wine-from-younger-generations

Stay tuned for our next episode dropping on Dec. 11. 

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Erica Duecy, co-host:

Erica Duecy is founder and co-host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks, and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

https://www.instagram.com/ericaduecy/

https://www.linkedin.com/in/erica-duecy-4a35844/

Scott Rosenbaum, co-host:

Scott Rosenbaum is co-host of Business of Drinks, and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. 

https://www.linkedin.com/in/scott-m-rosenbaum/

Caroline Lamb, contributor: 

Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners. 

https://www.linkedin.com/in/caroline-bork-lamb/

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