Treasury Wine Estates’ Justin Noland on Navigating Headwinds and Elevating the Wine Experience

In this episode of BRAVE COMMERCE, Justin Noland, VP of Digital Experience at Treasury Wine Estates, joins host Rachel Tipograph and guest co-host Melissa Burdick live from the ShopTalk floor. Together, they explore how Treasury is responding to challenges facing the wine industry while building stronger digital and consumer experiences.

Justin explains how the company addresses climate change, regulatory hurdles, and shifting preferences by combining innovation, sustainability, and storytelling. He also shares his perspective on luxury growth, retail media in a restricted category, and how Treasury approaches influencer marketing with authenticity.

For anyone in a highly regulated or tradition-rich category, this episode is a valuable look into how collaboration and experimentation can unlock growth.

Key Takeaways

• Collaboration fuels innovation – Treasury Wine Estates leans on cross-functional teams to meet challenges in sustainability, regulation, and digital transformation
• Luxury is resilient – Wine brands like DAOU are thriving by connecting premium experiences with meaningful consumer occasions
• Regulation demands creativity – Influencer partnerships, social experimentation, and retailer collaboration are critical to navigating advertising constraints

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