August 21, 2024

36: New Flavor-Forward Wine Innovation with Issamu Kamide of Wonderwerk - Business of Drinks

59 minutes

Today we’re talking with Issamu Kamide, co-founder of the LA-based Wonderwerk House of Fermentation. What the heck is that, you might ask? "We are primarily a flavor-forward, progressive wine company," Issamu explains.

Wonderwerk is innovating with new-to-world wine products by focusing on flavor and occasion. In doing so, they’re making wine more accessible and appealing to younger consumers, who are less concerned with traditional markers like appellation, vintage, and varietal. In fact, most of Wonderwerk’s audience is Gen Z and Millennials.

Wonderwerk’s breakout hits include Lite Werk, a line of 7% alcohol sparkling wines flavored with yuzu, hibiscus, and lemons; and Marinara, a lively red with a label sporting a big bowl of pasta. The latter is a fantastic example of a product that clearly articulates “here’s how and when to drink this wine.”

And they’re one of wine’s latest success stories, bucking the trend of sales decline among smaller independent producers. Wonderwerk has shown the opposite: 50% YOY sales growth for the past two years running, now at 11K cases and distribution in 23 states. Wonderwerk’s biggest challenge? Keeping up with demand.

In this interview, we discuss:

How traditional wine brands are struggling due to changing consumer preferences

What Millennials and Gen Z are looking for in wine

How innovation products and natural wine positioning are key to Wonderwerk's success

Why easy-to-understand labels are crucial for attracting new wine drinkers

The brand’s laser focus on flavor-forward and occasion-based wine design

How the self-funded company is planning to expand in a forthcoming capital raise

The founders’ unconventional CPG and distiller backgrounds that unlocked product innovation

Why IRL events and direct consumer engagement are essential for brand awareness and sales growth

Stay tuned for our next episode dropping on 9/4.

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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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