Ep. 2635 Building a Digital Marketing Strategy in Wine with Georgia Panagopoulou | Masterclass US Wine Market

Welcome to Episode 2636 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald speaks with award-winning creator and digital strategist Georgia Panagopoulou about the role of digital marketing in today’s wine industry. Together, they explore how wineries and wine professionals can build meaningful online visibility through consistency, strategic platform choices, and focused storytelling.

Key Takeaways:

• Digital marketing requires discipline and consistency — building visibility means showing up regularly and communicating with purpose.
• Effective storytelling is selective — strong brand narratives focus on meaningful stories rather than trying to share everything.
• Brand clarity begins with listening — understanding consumers and the market helps businesses refine their message and focus their strategy.

More about the guest:

Georgia Panagopoulou is an international wine communicator and digital strategist and the founder of wine.gini, established in 2017. Through her agency, she works with wineries and wine institutions worldwide on digital strategy, content creation, and brand storytelling. Her work has been featured in international media including Wine Enthusiast, The Sunday Times, VinePair, and The Drinks Business. She has collaborated with partners in more than 25 countries and has visited over 45 wine regions globally.

Georgia has received several international recognitions, including World’s Best Social Media Marketer at the Women in Wine & Spirits Awards and World’s Best Wine Travel Creator at the VinoInfluencers World Awards. She holds an MSc in Chemical Engineering, an MSc in Wine Management from the International Organisation of Vine and Wine, and is an alumna of the Wine & Spirit Education Trust Level 4 Diploma. 

Connect: 

Instagram: https://www.instagram.com/wine.gini/ 

Linkedin: https://www.linkedin.com/in/gpanagopoulou/ 

Facebook: https://www.facebook.com/winegini

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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Until next time, Cin Cin!