Taste Radio

The Best Way To Think Outside The Box? Get Rid Of The Box.


Listen Later

Juliet is the result of two entrepreneurs who thought outside the box… by getting rid of the box.

Launched in July 2022, Juliet is a first-to-market brand of multiserve wine founded by longtime friends Allison Luvera and Lauren De Niro Pipher. Unlike boxed varieties, the wine is encased in a cylindrical container with a black strap that is designed to evoke the style and sophistication of a luxury handbag.

Juliet markets three varietals – Pinot Noir, Sauvignon Blanc and Dry Rose – each sold in 1.5L packages that retail for $35. Positioned as an upscale brand, Juliet is also designed to appeal to consumers that value sustainability but who don’t want to compromise on taste and quality.

 

In this episode, Luvera and De Niro Pipher spoke about how they assessed the opportunity to disrupt a legacy category, why developing a unique package was central to the planning process and how they have won over retailers by positioning Juliet as an upscale lifestyle brand.

Show notes:

0:43: Interview: Allison Luvera and Lauren De Niro Pipher, Co-Founders, Juliet – Luvera and De Niro Pipher spoke with Taste Radio editor Ray Latif about why they use the term “boxed wine” to describe Juliet, their challenging, but ultimately correct decision to change package designers and how they utilized their respective skill sets to map out an initial business strategy. They also discussed Juliet’s target consumer and what they’ve learned about how customers perceive the brand since its launch, how influencers fit into the company’s marketing strategy and their perspective on support for women-led brands in the wine industry.

Brands in this episode: Juliet Wine

...more
View all episodesView all episodes
Download on the App Store

Taste RadioBy BevNET Inc.

  • 4.9
  • 4.9
  • 4.9
  • 4.9
  • 4.9

4.9

200 ratings


More shows like Taste Radio

View all
Shopify Masters by Shopify

Shopify Masters

378 Listeners

Founders by David Senra

Founders

1,943 Listeners

How I Built This with Guy Raz by Guy Raz | Wondery

How I Built This with Guy Raz

30,249 Listeners

Cold Call by HBR Presents / Brian Kenny

Cold Call

197 Listeners

Masters of Scale by WaitWhat

Masters of Scale

3,990 Listeners

Y Combinator Startup Podcast by Y Combinator

Y Combinator Startup Podcast

227 Listeners

My First Million by Hubspot Media

My First Million

2,629 Listeners

The Prof G Pod with Scott Galloway by Vox Media Podcast Network

The Prof G Pod with Scott Galloway

5,425 Listeners

The Startup CPG Podcast by Startup CPG

The Startup CPG Podcast

561 Listeners

The Startup Ideas Podcast by Greg Isenberg

The Startup Ideas Podcast

200 Listeners

CPG Week by BevNET & Nosh by Nosh

CPG Week by BevNET & Nosh

25 Listeners

The Koerner Office - Business Ideas and Small Business Deep Dives with Entrepreneurs by Chris Koerner

The Koerner Office - Business Ideas and Small Business Deep Dives with Entrepreneurs

172 Listeners

Nombase Podcast by BevNET Inc.

Nombase Podcast

30 Listeners

BG2Pod with Brad Gerstner and Bill Gurley by BG2Pod

BG2Pod with Brad Gerstner and Bill Gurley

465 Listeners

Prof G Markets by Vox Media Podcast Network

Prof G Markets

1,166 Listeners