Ep. 2598 Wine E-Commerce in the US: Platforms, Models & Storytelling at Scale with Emily Carlson | Masterclass US Wine Market

Feb 2, 2026

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Welcome to Episode 2598 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald is in conversation with Emily Carlson, a wine buyer and sommelier based in Healdsburg, California. The discussion focuses on e-commerce in the wine industry, with a special emphasis on the US market. Together, they explore how digital platforms are reshaping wine sales, how producers can choose the right e-commerce partners, and why storytelling plays a crucial role in building lasting connections with consumers at scale.

Key Takeaways:

How e-commerce, especially in the US market, helps wine brands expand their reach and access new consumers.
The main e-commerce models in the wine industry and how they work.
How to use storytelling at scale to turn consumer interest into emotional connection and loyalty.

More about the guest:

Emily Carlson is a Wine Buyer and Sommelier based in Healdsburg, California, currently splitting her time between Barndiva, a Michelin-recommended restaurant, and Last Bottle, Inc., a collection of curated online wine shops. By working in both buying and selling wine on and off premise, Emily offers a unique perspective on the preferences and needs of modern wine consumers. With certifications from the Court of Master Sommeliers and the Wine & Spirit Education Trust, she is committed to fostering a more diverse community of wine drinkers through networking events for women in the wine business and teaching entry level wine classes to budding professionals and enthusiasts.

Connect:

Website: https://lastbubbles.com/

Instagram: https://www.instagram.com/last_bubbles/

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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