A podcast delivering wine perspectives ex-chateau. Insights, analysis, and perspectives on news and trends in the wine industry beyond winemaking, such as marketing, finance, and consumer trends. From noted wine blogger Robert Vernick (@wineterroir) and leading wine business consultant and author of Luxury Wine Marketing Peter Yeung (@winebizguy), this podcast navigates the business of wine with unique perspectives and insights.
Bringing Wine to Life w/ Jacki Strum, Wine Enthusiast Media
Growing up around wine has not dimmed the passion Jacki Strum brings to her work as President of Wine Enthusiast Media. In the first of a series on the evolution of the wine critic, Jacki tells us about how Wine Enthusiast has expanded its platform from print into web, social media, podcasts, and even Tik Tok. As well as how they assess wines (blindly) as a wine critic and how those ratings are used to help people buy wine. We really get under the hood of the wine media business in this episode of XChateau!
Charting the Wine Media Landscape w/ Natalie MacLean, nataliemaclean.com
Natalie MacLean, a podcaster and writer based in Ottawa, Canada, has been bringing people into her wine world for over 20 years. With two books, a newsletter with over 300,000 subscribers, a mobile app, and the Unreserved Wine Talk podcast, Natalie’s main focus is on perfecting her food and wine pairing courses - The Wine Smart Course and an upcoming course on wine and cheese. Natalie tells us about how she built her personal brand, the most effective marketing channels she’s used, and where her primary revenue drivers are. If you’re interested in navigating how to be successful in the world of wine, Natalie’s journey provides key insights.
What People Want from Fine Wine w/ Pauline Vicard, ARENI Global
Getting at the heart of what consumers want is essential for any business, but a vastly understudied area in the world of fine wine. Pauline Vicard, Executive Director of ARENI Global, follows up her interview on Episode 28 and shares with us their latest research on the fine wine consumer - “The Future of Fine Wine Consumers 2021.” We explore the role of fine wine merchants, how and why consumers buy fine wine, and the key attributes of fine wine brands. The work covers the US, UK, China, and Hong Kong, and we discover the differences between consumers in each location. We even touch on diversity and inclusion in the fine wine world. An impactful, cornerstone interview to better understand the mindset of the fine wine consumer, a must listen!
Marketing to Millennials w/ Damien Wilson, Sonoma State University
Part two of our interview with Damien Wilson, Hamel Family Chair of Wine Business at Sonoma State University, focuses on what wineries can do to align their brand, marketing messages, and how they sell wine to Millennials. From hospitality to various marketing channels, with social media, Damien provides examples of what works and tips on what to do. This episode also includes a “lightning round” where Damien and Peter discuss some of the major trends in wine marketing.
Millennials & Wine w/ Damien Wilson, Sonoma State University
With values and attitudes formed around the turn of the 21st century, Millennials want fulfilling careers, are more into environmental and social causes, and grew up in the social media era. Damien Wilson, Hamel Family Chair of Wine Business at Sonoma State University, explains who Millennials are, what drives their buying habits, and the brand loyalty of the group. This is the first part of a two-part series on marketing to Millennials.
Discovering Zinfandel w/ Carole Meredith, UC Davis & Lagier Meredith
One of the world’s leading grape geneticists, Carole Meredith, Professor Emerita of UC Davis and owner of Lagier Meredith winery, has spent decades identifying and profiling grape varieties. It was so interesting that the interview has been split into two episodes. Episode 55 covers the background of Ampelography and DNA profiling as well as the definitions of key terms such as variety, clone, and hybrid. In addition, this episode features the stories of how she uncovered the history of Zinfandel (aka - Primitivo, Crljenak Kaštelanski, and Tribidrag) with Croatian researchers and how wineries use DNA profiling in wine marketing.
Awesome resource for my wine business
Peter and Robert have useful insight and excellent guests that have actually helped me sell wine because of the ideas they have discussed on the podcast. Audio quality is top notch as well. Jim Duane
The most detailed wine business podcast out there
This podcast has the most knowledgeable wine experts on the planet. Robert and Peter know exactly what questions to ask and are clearly experts themselves and the perfect chauffeur for anyone interested in going deeper with wine
Great show with interesting topics behind the business side of wine. The hosts are knowledgeable and the subject matter is always timely with guests worth listening to.