Brand Planning for 2021 Part 1—Assessing Market Fit for Brands

Vinexpo New York and the Wine Business Institute at Sonoma State University, a global leader in wine business education and research, present:

Growing Brands in the US Market

This new 5-webinar series will explore topics critical to brands looking to enter or expand in the US. The goal of the education series is to help producers navigate and better understand the complexities of working in the US market. Each webinar will feature industry experts discussing the latest developments in the industry, beverage alcohol laws and regulations, opportunities for market entry and expansion, and case studies of successful brands.

On Demand

Brand Planning for 2021 Part 1—Assessing Market Fit for Brands

What, if anything new has been added to the marketing and brand plan “must do” list for 2021 & beyond? Our panel of marketing, brand development and communications experts address this question with a special focus on adapting to market changes during and after Covid. 

  • What retailers, restaurateurs, and e-commerce companies need from producers/brand owners to successfully sell products in 2021
  • How to tailor marketing materials and messaging to be competitive in the ever-expanding digital space
  • The importance of reaching the consumer with messaging; creating pull for products by using digital platforms and effective storytelling
  • Illustrative examples of resilience in spite of Covid; producers that have adapted, pivoted, freshened up their brand strategy, to stay nimble and relevant in an evolving landscape

Speakers

Juliana Colangelo, Vice President, West Coast Director, Colangelo & Partners

Juliana Colangelo has been a part of the Colangelo & Partners team since 2013 and has worked extensively throughout the company on media relations, client and team management and new business development. Juliana has worked with a diverse range of wine clients such as: Wines of South Africa, Frescobaldi Toscana, Mulderbosch Vineyards, Larkmead Vineyards, Kosta Browne and Kendall-Jackson.

Juliana opened the West Coast office of Colangelo & Partners in San Francisco where she has built a 9-person team, managing major clients such as E&J Gallo, Jackson Family Wines, Charles Krug, Far Niente, Foley Family Wines, and more.

A graduate of Barnard College at Columbia University in New York City, Juliana has also completed wine industry certifications including her WSET Level II and Level III certifications, the Italian Wine Professional and most recently her MBA in Wine Business at Sonoma State University.



Martha Vicedomini, Strategic Projects Manager, Empson USA

As a member of the Empson USA Inc. team, Martha Vicedomini has been afforded the incredible opportunity to learn from a family owned importer with an extensive history as a pioneer in the import wine & spirits industry. Her interest and passion for facilitating the sale and appreciation of wine and spirits has been perpetuated by continuous education. She is both a Certified Sommelier through the Court of Master Sommeliers and a Certified Specialist of Wine through the Society of Wine Educators. In the Spring of 2021, she will graduate from the inaugural Global Wine Executive MBA Program at Sonoma State University.

She was awarded the 2020 E&J Gallo & Women of the Vine & Spirits Foundation “Elizabeth Smyth” Educational Scholarship. She is excited to continue learning and growing as beverage innovation built on a foundation of rich agricultural history and artistry is what makes the industry so exciting and fascinating. In her free time, she enjoys traveling around the world with her Wife and spending time with her three dogs enjoying city life.

Martha graduated with honors from James Madison University with a B.S. degree, majoring in Business Management and minoring in Nonprofit Studies.


Andrew Blok, Portfolio Director, Delicato Family Wines

Andrew Blok has extensive brand building and marketing experience in both the food and beverage industries. As portfolio director for Delicato Family Wines he is responsible for developing and managing go to market strategies for a portfolio of brands at key price points, as well as benchmarking and market intelligence. Delicato Family Wines is the sixth largest winery in America and the sixth-largest exporter of branded wine from the USA. In addition to its selection of wines from some of the most desirable vineyards and notable wine-growing regions in California, Delicato Family Wines offers a portfolio of premium wines from Germany and Chile.

Prior to joining Delicato, Andrew was a brand marketing director for Aryzta overseeing the La Brea Bakery brand and held various management and marketing positions at Constellation Brands, Wente Family Estates, and Small Vines Wines.

Andrew has a BS in Viticulture and Enology from the University of California at Davis and an MBA in Wine Business from Sonoma State University. He also holds the WSET Level III certification.

Moderator

Geralyn Brostrom, Wine Business Instructor – Wine Business Institute, Sonoma State University

A 30-year veteran of the wine industry, Geralyn has held positions in multiple channels: winery, import, distribution, retail, and the non-profit wine education sector. She currently lectures in the Wine Business Institute at Sonoma State University and has taught wine business at the Culinary Institute of America at Greystone. Her published books include Into Italian Wine and The Business of Wine, which was nominated for the Gourmand World Cookbook Awards.

As co-founder of the Italian Wine Central (IWC) website, Geralyn is involved in developing a central network for wine professionals wanting to learn and teach about Italian wines, from all over the world. Prior to starting IWC, she was Vice President of education for Winebow where her passion for Italian wine was forged.

Geralyn holds a BS in Management and an MBA in Marketing. She is currently pursuing her doctorate in business administration at Bocconi University in Milan. A dual citizen of the United States and the Italian Republic, her professional wine credentials include the VIA Italian Wine Expert, the Italian Wine Professional (IWP), the Certified Wine Educator (CWE) from SWE and the Level III Award in Wines and Spirits, with distinction, from the WSET.

Host

Ray Johnson, Executive Director, Wine Business Institute – Sonoma State University

Ray is executive director of the Wine Business Institute at Sonoma State, the first university in the United States to offer a BS in Wine Business in 1998, the first to offer a Wine MBA in 2008 and the first in the world to offer an Executive Wine MBA in 2012.

Johnson joined the wine business in 1986 at the Christian Brothers’ Greystone Cellars in Saint Helena, California. He went on to sell wine, first on the supplier side, and later in retail, working directly with consumers. He earned his Master’s in Wine Business from the University of Adelaide in South Australia and taught for fourteen years.

Johnson’s work has been published in the Journal of Consumer Marketing, the International Journal of Wine Business Research, Vineyard & Winery Management, and in reviews for consumers and the primer The Good Life Guide to Enjoying Wine.

ON DEMAND

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