Ep. 2578 How Italian wines win markets with Cristina Mercuri DipWSET | Masterclass US Wine Market

Welcome to Episode 2578 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald discusses how Italian wines can succeed in international markets with Cristina Mercuri DipWSET by understanding consumers, crafting clear messaging, and choosing the right commercial partners.

Key Takeaways:

• The importance of a precise, evidence-based understanding of consumer preferences, rather than relying on assumptions.
• Why clear and targeted messaging matters, and how wineries should shape and translate their stories for different international markets.
• How choosing the right importer can make or break a winery’s long-term success in a market.

More about the guest: 

Cristina Mercuri DipWSET – presenter, Wine Educator and Master of Wine candidate. She abandoned her career as a lawyer to dedicate herself to her great passion, wine. She is also a Founder & CEO of Mercuri Wine Club, an innovative academy and consultancy supporting leading Italian wine brands in education, communication, and marketing. She teaches students of all levels, from WSET Diploma candidates to sommeliers and wine & spirits companies. She represents several Italian wineries at important wine events such as Vinitaly and Milan Wine Week. She also conducts various promotional events such as staff training, team building and private tastings. Cristina has over 10 years of experience in the sector and stands out for her profound multidisciplinary knowledge.

Connect: 

Website: https://www.wine-club.it/  

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

LinkedIn: linkedin.com/in/cristina-mercuri-dipwset-004376a 

Facebook: https://www.facebook.com/crismercuri?locale=it_IT  

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!