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VINTed by Scout Driscoll

Business & Economics Podcasts

Welcome to VINTed with Scout Driscoll. Come along with Scout on her journey into the wine world where she talks sales and marketing with top leaders in wine. Get ready for industry insights on marketing, design, and answers to the ultimate question.... "what moves wine?" In Season One: • Branding and Marketing for Wineries • Ops Talk: Pricing, Pitfalls, and Scaling Your Winery • Shaping Your Winery's Strategic Brand Story • Leveraging Design Thinking and Insights to Drive Wine Sales • Virtual Experiences for Winery Marketing • Small Napa Valley Producers • Rebranding Your Winery • Packaging Design • Connecting with Your Winery's Community • Renegade Marketing and the Art of Standing Out: Counter Culture Brands for Wineries • Pixel Perfect Bottle Shots • Sustainability in Wine • Brand Story, Narrative, and Defining Your “So What” for Wineries • Feature Interview: Silicon Valley Bank’s Rob McMillan on Connecting With Younger Consumers • Paper Wine Bottles • Wine Label Do’s and Don’ts • Alternative Packaging for Wine • Celebrating Culture Through Wine • Cutting Edge Digital Marketing for Wineries • Marketing Legacy Wineries • The BIPOC Community in Wine • Developing Savvy Marketing Plans for Wineries • What Wineries Can Learn From Beer Marketing • TikTok for Wineries: How To Use TikTok To Grow Your Brand


United States


Welcome to VINTed with Scout Driscoll. Come along with Scout on her journey into the wine world where she talks sales and marketing with top leaders in wine. Get ready for industry insights on marketing, design, and answers to the ultimate question.... "what moves wine?" In Season One: • Branding and Marketing for Wineries • Ops Talk: Pricing, Pitfalls, and Scaling Your Winery • Shaping Your Winery's Strategic Brand Story • Leveraging Design Thinking and Insights to Drive Wine Sales • Virtual Experiences for Winery Marketing • Small Napa Valley Producers • Rebranding Your Winery • Packaging Design • Connecting with Your Winery's Community • Renegade Marketing and the Art of Standing Out: Counter Culture Brands for Wineries • Pixel Perfect Bottle Shots • Sustainability in Wine • Brand Story, Narrative, and Defining Your “So What” for Wineries • Feature Interview: Silicon Valley Bank’s Rob McMillan on Connecting With Younger Consumers • Paper Wine Bottles • Wine Label Do’s and Don’ts • Alternative Packaging for Wine • Celebrating Culture Through Wine • Cutting Edge Digital Marketing for Wineries • Marketing Legacy Wineries • The BIPOC Community in Wine • Developing Savvy Marketing Plans for Wineries • What Wineries Can Learn From Beer Marketing • TikTok for Wineries: How To Use TikTok To Grow Your Brand




TikTok for Wineries: How To Use TikTok To Grow Your Brand

Amanda McCrossin is a certified sommelier, wine personality, and TikTok, Instagram, and YouTube creator. As the former Sommelier and Wine Director at PRESS Restaurant in Napa Valley, Amanda worked with the world’s largest, deepest restaurant collection of all Napa Valley wines in the world. During her time there, the wine program thrived, garnering nominations, accolades, and awards from nearly every major publication and outlet in food, wine, and hospitality. She has been featured by Food & Wine Magazine, Food Network, and the San Francisco Chronicle, appeared on the cover of The SOMM Journal, and was most recently named as a Wine Star nominee for “Sommelier of the Year” by Wine Enthusiast. Today, Amanda is widely considered an expert in Napa Valley wine and is regularly sought after for media appearances and speaking engagements including the Aspen Food & Wine Classic and Premiere Napa Valley. A Napa Valley resident, Amanda can be found creating daily content for her popular TikTok, Instagram, and YouTube channels, SommVivant, as well as hosting the Wine Access Unfiltered podcast. In this episode… For many wineries, it’s easy to brush off TikTok as a platform solely for the younger generations. However, Amanda McCrossin says that the main demographics are not as young as people tend to think. With nearly 700 million users each month, it’s likely that many of your consumers are already on TikTok. So, how can you build your presence on the platform and engage new audiences? TikTok isn’t about a hard sell. According to Amanda, you have to add value to your audience if you want to win them over. Whether you’re answering top questions about the industry, going behind the scenes of winemaking, or showing audiences a day in the life of your winery, it’s crucial that you showcase the inspiration behind your brand, lead with core values, and create content with a purpose. In this episode of VINTed, Scout Driscoll sits down with certified sommelier, wine personality, and content creator, Amanda McCrossin. Together, they talk about the best practices for brands on TikTok, the different personas that strike a chord on social media, and how to dive into the TikTok space when you have little to no experience.


Insights From the Craft Beer Space: What Wineries Can Learn From Beer Marketing

Matt Tanaka is the Founder and Creative Director of Stout Collective, a beer branding and design studio. He lives in Chicago with his wife and business partner, Laura, their two boys, and the world's sleepiest french bulldog, Bento. In this episode… There’s no question that the wine and craft beer industries have many differences. Wineries are often perceived as more elegant and expensive, while breweries are seen as more casual spots to catch up with friends. Despite their differences, there are some innovative strategies and ideas in the beer world that wineries can learn from. One of the ways breweries are succeeding is by leveraging their local market and taking risks. They aren’t worried about maintaining a premium, expensive brand. Instead, they’re leaning into their local culture, creating an experience, and challenging consumers to try something new. What other tactics can wineries borrow from the beer world? In this episode of VINTed, Scout Driscoll is joined by Matt Tanaka, Founder and Creative Director of Stout Collective, to talk about insights from the craft beer space. Matt shares how the beer industry is growing and the challenges that come with it, why risk-taking is key for beverage brands, and the various marketing tactics breweries are using to reach a new audience.


Developing Savvy Marketing Plans for Domestic and Import Brands With Clarity & Co

Theresa Wray is the Owner of Clarity & Co, a consulting business for the wine and spirits industry that specializes in marketing, trade relations, and US market guidance for both domestic and imported brands. She previously led marketing operations at Maisons Marques & Domaines, the well-known import portfolio and US marketing arm of Louis Roederer Champagne. After working there for 13 years, she departed to start her own business. In this episode… Navigating the US wine and spirits market can be tricky for both domestic and imported brands. So what strategies can help you claim your space in the market and create a roadmap of opportunity? According to Theresa Wray, brands should focus the majority of their time and energy on finding the right partners. Everyone wants to sell more wine and create awareness for their brand, but you shouldn’t rush into a partnership. Because brand building takes time and is not a quick win, you want partners that you can trust who have the right expertise and share your vision. In this episode of VINTed, Scout Driscoll talks with Theresa Wray, Owner of Clarity & Co, about how she helps wine and spirits brands improve communications, trade relations, and direct-to-consumer sales. Theresa shares the inspiration behind Clarity & Co, the various challenges she helps brands maneuver, and why clarity and collaboration are vital to a brand’s success.


The Roots Fund Feature: Securing a Pathway for the BIPOC Community in Wine

In 2020, Ikimi Dubose-Woodson co-founded The Roots Fund alongside Carlton McCoy and Tahiirah Habibi. The Roots Fund is a nonprofit dedicated to creating inclusive opportunities for communities of color throughout the wine industry. Ikimi is a chef, restaurateur, writer, nonprofit executive, and inspiration who now runs the organization as Executive Director. She has overseen The Roots Fund’s massive fundraising effort and over 100 scholarships they have awarded since they started. “Find what you love and let it kill you” is the famous quote wrapped around a global knife tattooed on Ikimi’s back. Destined to be a lawyer to help her Brooklyn community, Ikimi ended up in culinary school by accident. Securing her first job at the World Trade Center Marriott as a silver polisher was a humbling and knowledgeable experience. Ikimi attended Johnson & Wales University and traveled the world studying culture through food after graduation. Upon her return to the states, she was the youngest and first woman to complete the Marriott & Ritz Carlton management training program. Her career put her on the path to lead culinary and management teams at sports organizations, restaurant groups, and prestigious educational institutions. After leading the culinary team on Capitol Hill through the largest sustainable food initiative, Ikimi rediscovered her passion for mentoring the next generation. In August of 2017, in conjunction with LifeWorks Restaurant Group, Ikimi designed and opened LEO MKT, a food hall in Washington, DC that focuses on cuisines from around the world. Known for her ability to create managers, lead large teams, and encourage the growth of women and minorities in the business, she hasn’t stopped yet. Ikimi summarizes her ethos in just a few words: “When there is no room for me at the table, I usually stand on the table.” In this episode… There’s a common misconception that the wine industry is just for people with pins on their lapels attending fancy, black-tie events. However, The Roots Fund is on a mission to change this belief and prove that the wine industry is for everyone. Providing education, tools, and mentorship for the BIPOC wine community, The Roots Fund is effecting positive change in the spirits industry. They’re showing younger demographics that the wine space isn’t closed off and creating a safe place to support scholars at any stage of their career. So what’s on the horizon for The Roots Fund — and the wine industry as a whole? In this episode of VINTed, Scout Driscoll sits down with Ikimi Dubose-Woodson, Co-founder and Executive Director of The Roots Fund, to talk about diversifying the wine industry. Ikimi shares how The Roots Fund is supporting scholars in wine, the new programs that are reaching a younger demographic, and tips for anyone looking to begin their career in the wine industry.


Winery Spotlight: Terlato Wines International on Modern Marketing, Legacy, and Fine Wine

Elisabeth (Elise) C. Terlato has worked in the wine industry for five years now, joining the family’s company in October of 2018 as the Associate Marketing Manager. In this role, she was responsible for marketing and managing Terlato Wines International’s Estate Division portfolio of brands, including Terlato Vineyards, M. Chapoutier, Mathilde Chapoutier, Domaine Terlato & Chapoutier, and Anselmi. Elise is the fourth generation to be involved in the family business, along with her sister, Jo, and brother, Tony. In 2020, Elise was promoted to Digital Marketing Manager, responsible for managing and growing the DTC business through e-commerce, social media, and various other digital platforms. In 2021, she spearheaded and managed two large-scale projects: the renovation and launch of and the websites. In 2022, Elise advanced to Marketing Manager for Terlato’s Direct-to-Consumer (DTC) side of the business. In this role, she is responsible for all direct marketing from family wineries, which includes increasing, creating, and analyzing promotions and programs to drive the Terlato Wine Group’s (TWG) e-commerce business, assisting in all electronic and physical communications (including newsletters and websites), managing and executing content, driving business to websites, and managing all loyalty and club programming. Prior to joining Terlato, Elise worked at Foote, Cone & Belding (FCB) Global Chicago for three and a half years, where she progressed from an Assistant Account Executive to Account Executive. At FCB, she managed clients such as Choose Chicago, Bioverativ, and Johnson & Johnson. Additionally, she produced advertisements for high-profile brands such as Mazzoni and Adelphi scotch whisky, which were published in national beverage publications including Wine Spectator, Wine & Spirits, and The Tasting Panel. Elise also has experience working at Modern Luxury Publications in their marketing department. During her internships at the Il Poggione and GAJA wineries in the Tuscan and Piedmont regions of Italy, Elise studied the retail and production sides of the wine industry. She holds a bachelor’s degree from Florida’s University of Miami and is continuing her wine education with a WSET II (Wine & Spirits Education Trust) certificate and diploma in Wine Management and Gastronomy from Le Cordon Bleu in London. In this episode… For more than 50 years, Terlato Wines International has been influential in the wine and spirits industry. They introduced Pinot Grigio to America, revolutionized different varietals, and became a well-loved legacy brand. But they’ve never stopped looking for the next best thing for consumers across the globe, which is why they’ve grown year after year. According to Elise Terlato, much of the brand’s success comes from the ability to adapt, utilize cutting-edge technologies, and meet the consumer where they are. The digital world will only continue to expand, so it’s crucial that wineries — including legacy brands — learn how to navigate this space and build their online presence. So if you’re a brand that wants to embrace digital and reach a wider audience, what does Elise recommend? In this episode of VINTed, Scout Driscoll is in conversation with Elise Terlato, DTC Marketing Manager at Terlato Wines International, to talk about legacy brands, marketing to the modern consumer, and getting involved in the digital world. Elise shares how Terlato is elevating and partnering with other brands, their strategies for connecting with younger consumers, and their mission to promote sustainability through their wineries and vineyards.


Ask the Experts: Leveraging Cutting Edge Digital Marketing Tactics With Drinkubator

Drinkubator lives at the collision of alcoholic beverages and technology. Formed in 2018 by Bryan Monteleone and Kyle Groth, two technology junkies with experience in the craft alcohol business, Drinkubator leverages digital strategy for their spirits, RTDs, wine, and non-alcoholic brand partners. With an eye on emerging technology and bleeding edge online tactics, Drinkubator is helping its brand partners make better business decisions based on live data and analytics while they grow their footprint in the ever-growing and uber-competitive beverage industry. In this episode… Many alcohol brands are behind the times when it comes to digital. It’s not enough to have organic social channels and an e-commerce website. You also have to invest in a digital marketing strategy that utilizes data, technology, and an omnichannel approach. Bryan Monteleone and Kyle Groth saw this problem in the industry, so they created Drinkubator to bridge the gap between digital strategy and technology. They’ve helped clients leverage data, geofencing, search engine marketing, and paid social to reach their target audience. These experts know that in the competitive alcohol industry, it’s crucial to drive meaningful engagement, create an exceptional experience both online and offline, and build your digital footprint. In this episode of VINTed, Scout Driscoll talks with Bryan Monteleone and Kyle Groth, Co-founders of Drinkubator, about how they’re helping alcohol brands improve their digital strategy. Together, they discuss common digital marketing mistakes, why data collection is vital for accurately targeting your consumers, and their top tips to become a smart marketer.


Winery Spotlight: Hobo Wine Company on 20 Years of Growing as You Go

Kenny Likitprakong, a Santa Rosa native, is the Owner and Winemaker of the Hobo Wine Company. For the last 20 years, he has tried to balance the building of his business with his life while taking care of his employees. He prioritizes decreasing the winery's carbon footprint by making smart environmental decisions that are good for the planet and the brand. These include organic farming, reduced packaging, and green winery practices. Kenny has been featured in the San Francisco Chronicle, The New York Times, Sunset Magazine, Modern Farmer, and various other wine publications. He supports the local community through organizations like The Climate Center and The School Garden Network as well as many other nonprofit organizations beyond Sonoma County. When Kenny isn't making or drinking wine, he enjoys riding his bike in Annadel with his family. In this episode… Running a winery is no easy feat. But you don’t need to know everything about the industry to get your career started. All you need is a passion for your craft, dedication, and the desire to continuously improve. What started as a small, 100-case production for Kenny Likitprakong eventually turned into a 30,000-case-per-year business. On top of raising kids and growing a family, Kenny strives to take care of his employees and run a sustainable brand. Twenty years after founding Hobo Wine Company, Kenny still wakes up every day thinking about his business and working to have a positive impact on the community. In this episode of VINTed, Scout Driscoll is joined by Kenny Likitprakong, Owner and Winemaker at Hobo Wine Company, to talk about his journey of growing a business. Kenny shares how he started the winery, advice for working through industry challenges, and why transparency and honesty are so important as a leader.


Winery Spotlight: Ole' Orleans Wines on Celebrating Culture and Connecting With Customers

Kim Lewis is the Owner and Founder of the award-winning winery, Ole' Orleans Wines. Known as the "heart and soul" of the company, Kim infused the creole and cajun roots of New Orleans to create a collection of well-balanced wines that are perfect for any occasion. What started as a dream has now become one of the fastest-growing black-owned wineries in the south. Ole’ Orleans has a vast collection of wines, 12 of which have been featured on the shelves of major retailers such as Trader Joe's and Costco Wholesale. Most recently, the winery was named a 2022 Rodeo Uncorked! three-time medalist. As a New Orleans native, Kim embraces everything that is "Naturally Nawlins" and continues to show her love for the city, its people, and its rich history. In this episode… Kim Lewis is making history with her brand, Ole’ Orleans Wines. It’s a woman and minority-owned business and the first-ever winery in New Orleans. So how did Kim launch her brand and generate massive success? Embedded in community and culture, Ole’ Orleans Wines has found a home in the hearts of local and national consumers alike. Founded in 2018, the winery stemmed from Kim’s passion to honor historic moments and historic sites in the city. For people who have migrated back to their roots in New Orleans, the city isn’t exactly what it used to be. Many venues have since disappeared, and the community yearns for those memories. So, Kim created Ole’ Orleans to kindle the nostalgia for what used to be. Now, consumers all over the US can experience the culture of the city and create new, lasting memories through their wines. In this episode of VINTed, Scout Driscoll sits down with Kim Lewis, Owner and Founder of the award-winning winery, Ole’ Orleans Wines. Kim shares her inspiration for starting the brand, how each wine tells a story of the city, and the importance of connecting with your consumers to create a memorable experience. You don’t want to miss a moment of this episode!


Winery Spotlight: Really Good Boxed Wine on Alternative Packaging for Premium Wine

Jake Whitman is the Founder and CEO of Really Good Boxed Wine. As the founder of two businesses, he brings more than a decade of management, marketing, and operations experience from both large and mid-sized companies. Prior to Really Good Boxed Wine, Jake worked at SoFi as the Head of Marketing for SoFi Money, one of SoFi’s fastest-growing products. He also spent time leading SoFi product integration into SoFi Stadium, the new NFL stadium in Los Angeles. Before SoFi, he worked at Intuit on the corporate marketing team, leading an organization working on strengthening the Intuit brand and driving stronger awareness of its value proposition. Jake also spent several years at Procter & Gamble as a Brand Manager. He led both long-term strategy and day-to-day operations for brands like Gillette and Old Spice, built global product launches, and managed North American business. Finally, Jake is the Author and Publisher of Destination Teach For America, which helps people navigate the rigorous Teach For America admissions process. He was the Founder and Executive Director of Sports Teaching and Reaching Students (STARS), a nonprofit that supports low-income student athletes in Philadelphia. Jake was born and raised in Cincinnati, where he lives today with his wife, Grace, and their corgi, Pistachio. He’s a 5.0 level tennis player, and he loves to mountain bike, snowboard, and travel the world when he has the time. In this episode… In the alcohol industry, there’s a growing trend: alternative packaging. But how can you utilize more environmentally friendly materials without sacrificing the look, feel, and taste of premier wine? Really Good Boxed Wine is creating exactly what’s in its name. This isn’t just any boxed wine you’d find in the grocery store; instead, Really Good Boxed Wine offers up a taste of something you’d find at a small, family-owned winery in Sonoma. Rather than pushing out truckloads of bottles, they’re discovering the creative possibilities of boxed wine while maintaining the taste of the California vineyards. How else is Really Good Boxed Wine innovating in the wine space? In this episode of VINTed, Scout Driscoll sits down with Jake Whitman, Founder and CEO of Really Good Boxed Wine, to talk about growing a brand and redefining the wine industry. Jake explains the benefits of boxed wine, how he shaped the brand, and why he chose the direct-to-consumer route. Plus, Jake shares tips on marketing, brand design, and testing before you invest!


Wine Label Do’s and Don’ts: How to Leverage Printing With Expert Stephan Martinez

Stephan Martinez is the Founder of Trysk Print Solutions, based in Seattle, Washington. Stephan has been in the label space for over 25 years with a focus on wine and spirits. He appreciates the nuances of the craft and enjoys pushing the boundaries of technology to help packaging evolve and grow with consumers' tastes. In this episode… The print and design world is constantly growing. As technology evolves, so do the processes for label printing companies. However, there are some important steps you should follow if you want to successfully navigate the printing space, avoid common pitfalls, and craft a beautiful label for your brand. For over 13 years, Trysk Print Solutions has used the latest technology to collaborate with design houses and allow people to differentiate their brand visually. According to Founder Stephan Martinez, wineries and producers need to ask specific questions and think about the printing and design process holistically. Are you consistently using the same container? What environmental factors could affect the label? Will this label and design withstand shipping conditions? In this episode of VINTed, Scout Driscoll talks with Stephan Martinez, Founder of Trysk Print Solutions, about the do’s and don’ts of wine label printing. Stephan discusses how the printing industry has evolved, shares advice for winemakers and producers in the printing process, and explains the importance of conveying brand intention through your design.


Paper Wine Bottles: How Frugalpac is Changing the Packaging Game

John-Paul Grogan is the Product Director at Frugalpac, a sustainable packaging company with a mission to decarbonize the food and beverage industry. He’s been with the business since its formation and has played a huge part in the company’s growth. He’s responsible for product design, materials specifications, and management of the technical team. John-Paul is creatively driven and is constantly raising his game in the design space. Before joining Frugalpac, he was the Owner and Senior Designer at Black & Black Design Ltd, the Head of Design at GreenBottle Ltd, and an Industrial Designer for Minima Design. In this episode… How can your beverage brand lower its carbon footprint and become more environmentally friendly without sacrificing flavor and design? John-Paul Grogan is introducing one of the biggest innovations in the industry: paper bottles. His company, Frugalpac, is revolutionizing packaging through bottles made from die-cut, flat paperboard, and flexible film substrates. Not only are these bottles eco-friendly, but they also allow for 360-degree branding and customized printing possibilities. Plus, consumers can recycle the bottle straight from their homes and play a part in the sustainability movement! In this episode of VINTed, Scout Driscoll gets the details from John-Paul Grogan, Product Director at Frugalpac, about their environmentally friendly paper bottles. John-Paul breaks down the benefits of using paper over glass bottles, why you don’t have to sacrifice shelf life or the taste of your wine, and how Frugalpac has expanded to offer locally-based services and materials.


Feature Interview: Silicon Valley Bank’s Rob McMillan on Connecting With Younger Consumers

Rob McMillan is the EVP and Founder of Silicon Valley Bank’s Wine Division. Rob is one of the top wine-business analysts in the United States and the Author of Silicon Valley Bank’s highly regarded annual State of the Wine Industry Report, described by The New York Times as “… probably the most influential analysis of its kind.” With decades of experience researching the industry and working with winery clients, Rob’s views are sought after and trusted by winery owners, journalists, entrepreneurs, and investors. He is a prominent speaker, both domestically and internationally, and you will find him extensively quoted in national, regional, and trade press. He has also been named several times as one of the Top 50 Most Influential People in the US Wine Business. Rob’s banking career has spanned over 35 years — more than 25 with Silicon Valley Bank. In that time, he has held many roles, including Founder and Division Manager of the Wine Group, Executive Manager of the bank’s commercial division, and several years as a member of Silicon Valley Bank’s Managing Committee. He is currently responsible for establishing new winery relationships and offers private management presentations and strategic consulting to the bank’s clients across the portfolio. Rob received a bachelor’s degree in finance and economics from Sacramento State University and an MBA from Santa Clara University’s Leavey School of Business. In this episode… How can you track the state of the wine industry? Can past data predict future possibilities? One of the top wine-business analysts is here to share his findings and advice to help your brand succeed. Rob McMillan has spent years researching trends and data in the wine industry. Using the facts and figures as his guiding star, Rob has found that current brands need to make changes in order to connect with new consumers. Surprisingly, only 20% of Millennials and 3% of Gen Z consume wine. So how can you engage with these younger generations and welcome them into the wine space? As Rob says, your brand has to showcase values that align with this wave of consumers. They want a shared experience, a mission-driven brand, and above all, authenticity. In this episode of VINTed, Scout Driscoll is joined by Rob McMillan, EVP and Founder of Silicon Valley Bank’s Wine Division. Rob digs into the data of his annual wine industry reports, the current generational shifts happening within the industry, why experience is vital to consumer happiness, and the importance of aligning your brand’s values, marketing, and story. You don’t want to miss this insightful episode!


Brand Story, Narrative, and Defining Your “So What” With The Industry Collective

Taylor Foxman is a veteran beverage alcohol expert with over a decade of experience, having worked for globally recognized wine, beer, and spirit companies. Most recently, she worked with Pernod Ricard in addition to others such as Gruppo Campari, Jägermeister, Patrón Spirits, and Stoli. Currently, Taylor is the Founder and CEO of The Industry Collective, a leading beverage alcohol advisory firm for emerging brands in the sector. She also is a Co-host of beverage and CPG podcasts as well as a strategic advisor for two notable venture capital firms focused on investments across the beverage, technology, and hospitality areas. In this episode… How can emerging brands find their voice and receive the support needed to blossom? Taylor Foxman and her team at The Industry Collective are helping young brands get visible, tell their story, and navigate the beverage alcohol industry. Customized for each brand, The Industry Collective’s strategies are guiding companies to find their “so what” and differentiate themselves from others in the wine, beer, and spirits space. Because the market is so saturated, Taylor says it’s critical to branch out in surprising and fresh ways. So, how can you do exactly that? In this episode of VINTed, Scout Driscoll sits down with Taylor Foxman, Founder and CEO of The Industry Collective, to talk about how growing brands can get clear on their identity and strategy. Taylor discusses why she started The Industry Collective, what she’s learned from working with various brands, and why a people-focused approach matters. Stay tuned!


Winery Spotlight: Archer Roose on Sustainability and Clean Wine Inside the Can and Out

Marian Leitner-Waldman is the founder and CEO of Archer Roose Wines, one of the leading canned wine companies in the U.S. She is on a mission to democratize fine wine by making the wine industry more inclusive and leveraging format to fit the lifestyles of modern consumers. Archer Roose has been recognized by Wine Spectator and the Beverage Tasting Institute. Her wines can be found in James Beard Award Winning restaurants, grocery stores and JetBlue. In this episode… When it comes to sustainability efforts, the wine brands and consumers are the ones that will drive change. But how can your brand lower its carbon footprint to help save the industry? Because the wine industry is disproportionately affected by climate change, Marian Leitner-Waldman says that brands need to act fast to save themselves — and our planet. That’s why she’s on a mission to uphold sustainability through clean wine in a can. Avoiding artificial food coloring, animal byproducts, added sugars, and difficult-to-recycle glass bottles, Marian is promoting clean, renewable ingredients and packaging that consumers can trust. How else is Marian disrupting the industry for the better? In this episode of VINTed, Scout Driscoll talks with Marian Leitner-Waldman, Co-founder of Archer Roose, about environmental sustainability, transparency, and a mission-driven brand story. Marian discusses Archer Roose’s work with low-intervention vineyards, celebrity partnerships, and clean ingredients. She also shares how their design is telling a story about powerful women in wine!


Image is Everything: How Pixel-Perfect Bottle Shots Increase Sales and Save Money

Laurie Millotte is the Founder and Chief Amazement Officer at Outshinery, a company that helps wineries of all sizes access high-quality, ready-to-use product photography and videos. A problem-solver at heart, Laurie created Outshinery after observing how wineries were missing out on sales and distribution opportunities due to a lack of quality visual content. Now, she’s working with over 1,500 brands across 16 countries to ramp up sales using pixel-perfect bottle shots. In this episode… Wineries often neglect the marketing aspect of brand strategy due to the common misconceptions that marketing is all about influencers, discounts, and aggressive ad exposure. However, Laurie Millotte says that there’s no shortage of wine, so your packaging, marketing, and brand representation are crucial to your success. For Laurie and the team at Outshinery, image is everything. That’s why they’re taking the hassle out of bottle photography and bringing the best strategies straight to you. Through their customized, cost-effective solutions, Outshinery is helping wineries elevate their marketing strategy and grow exponentially. In this episode of VINTed, Scout Driscoll is joined by Laurie Millotte, the Founder and Chief Amazement Officer at Outshinery, to talk about using compelling wine photography to boost sales. Laurie discusses why bottle photography is so important, how she’s working to diversify the wine space, and the exciting projects she’s planning to launch this year. Plus, Laurie shares how you can try Outshinery for free!


Winery Spotlight: Tank Garage Winery on Renegade Marketing and the Art of Standing Out

Ed Feuchuk is a marketer and mistake-maker with over 15 years of experience building innovative DTC wine brands. As the General Manager of Tank Garage Winery and Vice President of Marketing for Farm Collective Napa Valley, Ed has led creative, strategic, and technical initiatives for brands like Tank Garage Winery, James Cole Winery, Regusci Winery, and T-Vine Winery. With a passion for authentic experiences and renegade marketing, Ed and his work have been featured in Adweek, The New York Times, Wine Spectator, and Playboy. In this episode… How do you ensure your wine brand doesn’t go extinct? According to Ed Feuchuk of Tank Garage Winery, you need to throw out the traditional playbook. Branding your wine isn’t about fitting in…it’s about standing out. Tank Garage Winery is constantly evolving and bringing customers along for their thrill-seeking, convention-defying journey. Celebrating misfits and rebels, Ed and the team are revolutionizing industry standards by breaking out of the Napa Valley comfort zone. They created space for their punk-rock passion and eclectic wine blends, sparking radical conversations among wine brands and enthusiasts alike. Now, Tank Garage has a dedicated, diverse audience that just keeps growing. On this episode of VINTed, Scout Driscoll sits down with Ed Feuchuk, General Manager of Tank Garage Winery and Vice President of Marketing at Farm Collective Napa Valley, to talk about the art of standing out while staying true to your company’s values. Ed goes into detail about his counter-culture brand, describing how they’re moving beyond what’s in the bottle, using social media to initiate conversation, and defying the expectations of a Napa Valley wine brand. Stay tuned!


Winery Spotlight: Frichette Winery on Community, Customers, and Voice

Shae Frichette is the Co-owner and Assistant Winemaker at Frichette Winery, a limited-production winery and tasting room in Washington State’s Red Mountain AVA. She is the Head Winemaker for Sashay, her label that focuses on approachable reds and off-dry rosés using Columbia Valley AVA wine grapes. Shae is also currently Chair of the Board of the Tri-Cities Regional Chamber of Commerce and has served on the Board of Directors for the Red Mountain AVA Alliance, Visit Tri-Cities, and Advisory Board for UW Foster School of Business. Shae completed Wine & Spirits Education Trust (WSET) Level 2 and an introductory Course and Exam to Court of Master Sommeliers. She is the recipient of the 2015 ATHENA Young Professional Award, the 2015 Entrepreneurial Award, and was a Rising Star inductee to the Mid-Columbia Ag Hall of Fame. She’s also a graduate of the Leadership Tri-Cities Class XX. Outside of the wine industry, Shae is a Mentor with eMERGE, a STEM-based leadership program for girls. She is an active volunteer with the American Heart Association, hosting an annual fundraising and awareness event. She also founded the Benton City Wineries Giving Garden Project, where more than a dozen wineries grow food and provide financial donations to the local food bank. As a community advocate, Shae volunteers by sharing wine and wine education for more than twenty nonprofits in the Tri-Cities area each year. She’s active in speaking at conferences and events on topics such as networking, providing stellar service, and teambuilding. In this episode… How do you craft a brand that’s grounded in your community while still being its own unique establishment? What does it take to attract like-minded customers to your business? With years of volunteer experience under her belt, Shae Frichette knew she had to cohesively blend her winery’s values, her personal values, and the values of the customer in order to make an impact across the community. How did she achieve this? Shae reflected on what she wanted to see in her area and used that as a driving force for her brand. And instead of taking on the task alone, Shae suggests collaborating with other local businesses in an effort to serve others and celebrate the growth of your community. In this episode of VINTed, Scout Driscoll talks with Shae Frichette, Co-owner and Assistant Winemaker at Frichette Winery, about drawing in the right customers and connecting with your community. Shae shares her story of working in the corporate world to starting a winery with her partner, the lessons she learned early on in the winery, and her tips for leveraging brand opportunity while serving others.


Wine Design: Label Must-Haves & Potential Pitfalls

Scout Driscoll is the Founder and CEO of VINT, a company that provides award-winning design and strategic branding for businesses in the wine industry. Through the art of visual storytelling, VINT’s all-women team empowers brands of all sizes. Scout is also the Founder and CEO of DesignScout, VINT’s parent company. DesignScout has been building authentic and honest brands with nearly 20 years of branding experience. There’s more to her story: Scout has been a panelist for the Beverage Tasting Institute’s International Packaging Design Awards and a judge for the 2020 and 2021 Restaurant Development + Design Magazine Awards. Her studio has received recognition from the Harper’s Design Awards, Indy International Wine Competition, and the Beverage Tasting Institute International Packaging Design Competition. Scout is also a graduate of the Goldman Sachs 10,000 Small Businesses program. In this episode… What does it take to create an extraordinary label? What are the common mistakes companies should avoid in the branding and design process? When it comes to brand strategy and label design, you don’t want to cut corners. First, you’ll need a clear vision of your brand. And since your brand’s unique design is what attracts consumers and translates your story, Scout Driscoll suggests investing in these areas and hiring a professional whenever you can. This is where the brand key process comes into play: in eight simple steps, you’ll be able to think critically about your brand, display its one-of-a-kind traits, and define its values. Want to learn more? In this episode of VINTed, host Scout Driscoll is interviewed by Rise25 Co-founder, Dr. Jeremy Weisz. Together, they discuss the common wine label mistakes that brands make, the DIY process that can help you achieve brand clarity, and the importance of investing in your label. Plus, Scout shares examples of some stand-out wine label designs! Stay tuned.


Winery Spotlight: Soleil Mimosa Sales Talk With National Sales Director Sandra Pacheco

Sandra Pacheco, National Sales Director for Lescombes Family Vineyards, started her career with the winery in 2004. She has worked with the company in many different roles, including special projects, wholesale division manager, business development manager, and marketing director. In her current role, she is developing a national and international presence for the winery’s products in independent accounts, regional chain accounts, and national and international chain accounts. Sandra was responsible for setting up relationships for the wines with over 70 national distributors in 48 states. She was also responsible for establishing wine placement with national chain accounts in the 48 states where the wines are currently sold. Some of these regional retailers include Costco, Sam’s Club, Trader Joe’s, and The Fresh Market. Her ongoing accomplishments have involved extensive research and lengthy communication with distributor partners and corporate buyers to secure distribution, placement of wines, and ongoing programming. Through her and her team’s efforts, Lescombes’ Soleil Mimosa brand received the Growth Brand, Rising Star Award from Beverage Information Group (Beverage Dynamics) for the sixth year. In addition, the brand was also named as a 2020 Impact Hot Prospect Brand by M. Shanken Communications (Market Watch). Sandra holds a master’s degree in organizational management and a bachelor’s degree in communication with a minor in professional writing. She is Total Quality Management for Service certified, a Level I Certified Wine Sommelier, and she has successfully completed the Wine Executive Program at UC Davis. In addition, Sandra serves as a Trustee on the Board of Trustees for the Village of Los Ranchos de Albuquerque. She held a previous position as a Village of Los Ranchos de Albuquerque Planning and Zoning Commissioner and served as a member of the 2035 Village of Los Ranchos de Albuquerque Master Planning committee. In this episode… How did Lescombes Family Vineyards rebrand Soleil Mimosa into the #1 mimosa winery in the nation? It didn’t happen overnight. For National Sales Director Sandra Pacheco, it took an abundance of pride, passion, and persistence. Although Soleil Mimosa was already a nationally-recognized brand, it needed a transformation in order to stay relevant on the shelves. Sandra challenged the production and creative teams, began knocking on doors, and didn’t let rejection halt their progress. The most important part? She stayed true to the brand throughout the whole process. In this episode of VINTed, Scout Driscoll sits down with Sandra Pacheco, the National Sales Director for Lescombes Family Vineyards, to discuss the successful rebranding of Soleil Mimosa. Sandra goes into detail about the rebranding process, shares advice for working with distributors, talks about the history of winemaking in New Mexico, and gushes about the power of women in wine. You don’t want to miss it!


One Couple’s Quest to Connect Wine Lovers With Under-The-Radar Napa Wines

With lean and mean roots, Cellar Angels opened its proverbial doors with all the drama and vigor of a sapling grapevine pushing through terra firma. They began with no professional money, relying heavily on a bootstrap model of raising startup funds through the support of friends, family, and fellow wine enthusiasts. Despite the harrowing maze of paperwork, countless hours spent with Illinois and California-based legal experts, and a hysterically simple yet pivotal call with California Alcohol Beverage Control, their time spent in launch mode was not for naught. Throughout, they were given the life-shaping gift of spending time focused on their truest passion: traveling through Northern California’s Napa and Sonoma counties looking for vintners’ treasures. Cellar Angels’ Founders Denise and Martin Cody attribute their success to three equally necessary ingredients: their 20-year history of wine country relationship building, their eagerness to provide a channel for wine artisans to share their craft with enthusiasts living outside of Napa and Sonoma, and perhaps the most important, their taste-making customers who yearn to support both small-batch producers and hard-working charitable organizations. In Napa alone, there are over 1,000 unique wine producers. A whopping majority of them are limited production vintners — crafting wine you’ll never, ever find in your average wine shop — each with a different grape-laden, deliciously nuanced story to tell. And because Denise and Martin believe these distinctive producers are creating drinkable art that simply must be shared, Cellar Angels handpicks the most desired bottles from each of these wineries and makes them accessible to consumers through their Wine Club and Marketplace. Each of the vineyard-to-bottle selections you receive from Cellar Angels is shipped by the producer themselves and directly to your door, with love from wine country. In this episode… There are over 1,000 wineries in Napa Valley alone, and most of those wineries produce under 10,000 cases (and are not widely distributed). So how do these small producers find wine enthusiasts, and how do wine enthusiasts find them? That’s where Cellar Angels comes to the rescue. This company is on a mission to connect wine lovers with limited-production wineries in the Sonoma and Napa regions. They recognize both the need for discovery and the difficulty small wineries have in getting distributed throughout the nation, so they work to connect consumers directly with high-caliber, small-batch wine producers. In this episode of VINTed, Scout Driscoll is joined by Denise and Martin Cody, the Co-founders of Cellar Angels, to talk about how they’re bringing limited-edition wines directly to the doors of consumers. Denise and Martin discuss Cellar Angels’ partnership with nonprofits, the accessible and educational tools available on their website, and how they’re helping small-batch producers distribute their wine. Plus, Denise and Martin share how any small winery can increase sales and build a loyal following!