Business of Drinks 32: How Juliet Wine is Breaking New Ground for Boxed Wine – With Co-Founder Allison Luvera - Business of Drinks
Today we’re talking with Allison Luvera, co-founder and CEO of Juliet, a wine company that’s reshaping the narrative around boxed wine.
Allison has a really interesting background having worked in fashion advertising for Vogue and InStyle magazines, then later as director of Pernod Ricard’s luxury marketing division, as brand marketing lead for Perrier-Jouet Champagne, Martell Cognac, Tequila Avion, Absolut Elyx, The Glenlivet, and Chivas.
Juliet is an interesting product because it forged new territory in the boxed wine category, with very stylish branding and packaging. It’s a cylindrical carton with a velvet rope handle, and really stands out on the shelf as a premium pick.
Juliet is having phenomenal traction in hospitality venues — it’s now being served poolside at the Bellagio in Las Vegas and several Auberge resorts. Customers are ordering the whole box and perching it on tables to keep refilling their own glasses. And at retail, the brand has defined itself as a go-to for gatherings, from bachelorette parties to PTA meetings.
We discuss how Allison and co-founder Lauren DeNiro identified the whitespace in the boxed wine category, and pursued a solution — and a specific customer — with laser-like focus. Juliet has now raised more than $5 million in funding, and has surpassed 10,000 cases of 1.5 L cartons.
Some key takeaways from the episode:
Why boxed wine is a predicted to be a bright spot in the wine category in the coming years
How Juliet closed a new round (in a tough fundraising environment!) to bring its fundraising total to $5 million
Why Juliet is moving from a predominantly DTC model to a wholesale model
How public relations and paid social campaigns drove growth in the early days
Why “customers are the new influencers” – and how to engage and incentivize informal brand ambassadors
Why on-premise partnerships in prestige accounts are crucial for discovery and brand-building
Links Referenced in Show
Juliet Wine: https://drinkjuliet.com/
IWSR’s Key trends for the US wine market in 2024: https://www.theiwsr.com/key-trends-for-the-us-wine-market-in-2024/#:~:text=IWSR%20forecasts%20that%20US%20wine,2022%20falling%20by%20%2D3%25
Future Market Insights’ Wine Box Market Outlook: https://www.futuremarketinsights.com/reports/wine-box-market
1,000 True Fans: https://kk.org/thetechnium/1000-true-fans/
The ‘Drinks of Summer’ that Never Were (Vinepair): https://vinepair.com/articles/drinks-of-the-summer-that-never-were/
Stay tuned for our next episode dropping on July 10.
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Erica Duecy, co-host:
Erica Duecy is founder and co-host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She runs consultancy and advisory arm of Business of Drinks, and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
https://www.instagram.com/ericaduecy/
https://www.linkedin.com/in/erica-duecy-4a35844/
Scott Rosenbaum, co-host:
Scott Rosenbaum is co-host of Business of Drinks, and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
https://www.linkedin.com/in/scott-m-rosenbaum/
Caroline Lamb, contributor:
Caroline is a producer and on-air contributor at Business of Drinks and a sales representative at Great Lakes Wine & Spirits.
https://www.linkedin.com/in/caroline-bork-lamb/
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