The GaryVee Audio Experience The NEWEST WINE COLLAB with Veefriends!
Jul 23, 2022
John Troutman, co-founder of Empathy Wines, joins Gary Vaynerchuk to discuss their exciting new collaboration with VeeFriends. They dive into the launch of Muircat, a white wine aimed at all wine lovers, and the transformation of Muscat from misunderstood grape to a premium offering. The conversation also touches on innovative branding, community engagement, and the philosophy of prioritizing long-term growth over quick profits. Troutman shares insights on navigating the wine industry and the importance of empathy in business.
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Empathy Elephant Success
- Empathy Elephant NFT was a successful launch during peak NFT collectability.
- People profited from flipping even empty bottles, highlighting the hype.
Value over Collectability
- Focus on creating value first, then consider collectability.
- The goal is to offer high-quality products that benefit customers directly.
Muscat's Potential
- Muscat grapes, often used in cheaper Moscato, can produce high-quality wine.
- This challenges the perception of Muscat as a low-tier varietal.