More than 70% of all wine produced in the world is what’s known as bulk wine, which means it’s shipped to its destination in Flexitanks. In this revealing episode, we speak to Florian Ceschi, the European Director of Ciatti, the world’s biggest bulk wine broker. He’s the man who knows what wine is being produced in the world, where it’s being shipped, who’s buying it — and what they’re doing with it. This episode will take you right into the engine room of the global wine business, exploring how the bulk wine market works, from vineyard to brand creation.

His insights include:

1. Bulk wine is about one company selling to another.

But why would one company sell their wine — and another buy it? Florian outlines all the reasons why wineries and other companies might want to buy a shipment or two of wine.

2. The role of the broker.

The middleman plays a critical role in the world’s wine market, making sure that wine gets to market on time and in perfect condition. Sometimes it means the brokers need to make adjustments to the wine.

3. How the world of wine is driven by fashion.

Aromatized wines, wine cocktails, and Moscato have all been recent wine fashions. Florian discusses how the market finds the supply they need at top speed — and what happens when varieties and styles fall out of fashion.

4. How private labels work.

There are brands… and then there are private labels, which are brands created by retailers like supermarkets, who can switch products in and out as they need it. Florian discusses why businesses would go to all the trouble of finishing and bottling their own wines, instead of just buying them.

5. From appellations to anonymity.

Wine is supposed to be about specific terroirs, but the allure of bulk wine is that it’s anonymous. How is this inherent tension resolved? 

Join us for what turned out to be a fascinating journey into a critical part of the wine world that very few people know about.

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Meet the hosts

Erica Duecy is co-founder of Business of Drinks, a podcast and content consultancy, and one of the drinks industry’s most accomplished digital and content strategists. She 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/

https://twitter.com/ericaduecy

Felicity Carter is co-founder of Business of Drinks, a podcast and content consultancy. Also the Editorial Director of Areni Global, the London-based fine wine think tank, she was previously Editor-in-Chief of Meininger’s Wine Business International, a trade magazine she built into a global must-read, with subscribers in 38 countries.  

https://twitter.com/felicitycarter

https://www.linkedin.com/in/felicity-carter-a5754380/

https://www.instagram.com/carter.felicity/

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