Italian Wine Podcast Ep. 2604 Surviving the Slowdown: Trends, Distribution Landscape & Competitive Advantage with Peter Yeung | Masterclass US Wine Market
Welcome to Episode 2604 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald is in conversation with Peter Yeung, a leading wine business consultant, to discuss the current state of the wine industry and the national and regional trends shaping the US market. They explore today’s distribution landscape, the key challenges facing importers and producers, and how tariffs are affecting Italian wines in particular.
The conversation also touches on the so-called “Swiftie Effect,” wine labelling, and how Gen Z and millennials are changing the way wine is perceived and consumed.
Key Takeaways:
- Strategic opportunities that still exist despite market challenges and the current slowdown.
- A clearer understanding of today’s US distribution landscape.
- How to gain competitive advantages in a slow market environment.
More about the guest:
Peter Yeung is a leading wine business consultant and was named one of Wine Business Monthly’s 2020 Wine Leaders. Together with Robert Vernick, he co-hosts the wine business podcast XChateau. He is also the co-author (with Liz Thach MW) of the award-winning book Luxury Wine Marketing.
Previously, Peter served as Vice President of Strategy and Business Development at Kosta Browne Winery and Realm Cellars in California, where he developed and executed strategic marketing plans. He passed Stage 2 Theory of the Master of Wine exam and holds the WSET Diploma as well as the Certified Wine Professional designation from the Culinary Institute of America (CIA). Before entering the wine industry, Peter worked as an executive in Silicon Valley and as a consultant at McKinsey & Company.
Connect:
Website: https://www.xchateau.com
Instagram:https://www.instagram.com/winebizguy/
Linkedin: https://www.linkedin.com/in/peterkyeung/
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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