When I reach out for podcast guests...I look for interesting backgrounds. Meaning, I would like to see a variety of experiences and someone who has a point of view. With the advent of the wine critic (many years ago) and the wine periodical, I wanted to have Susan on the show as she was the lead editor of the Wine Enthusiast. This puts her is a very small group of wine writers and by default, gives her a point of view.

Susan Kostrvewa knows the wine industry like few others—after all, when she talks about effective messaging, wine authenticity, and the power of experience, it’s with the insight of someone who shaped the narratives at Wine Enthusiast and now crafts strategy for brands craving a new audience. In this episode, you’ll uncork more than just theories. You’ll come away knowing how digital disruption, shifting consumer habits, and the revolution in direct-to-consumer (DTC) sales are rewriting the wine world. Is the key to survival expensive ad campaigns, or does it begin—quite literally—in the bottle? Susan unpacks why great juice and an honest, authentic story matter more than ever, especially against a backdrop of failed brands and changing markets. You’ll hear about the importance of hospitality and experience in a connected world, discover why younger markets from India to Brazil are rising, and learn why travel and Eno-tourism might be the secret weapon for growth. Susan also tackles the non-alcoholic wine trend with curiosity and candor—why hasn’t it matched the spirit of traditional vino, and where are we headed? Plus, she and Paul dissect the dangers of chasing trends, the value—and limits—of wine scores, and the singular power of meeting people where they are, whether in a bustling tasting room or through a well-told family story. Whether you’re a winemaker, marketer, or simply passionate about the stuff in your glass, you’ll leave this episode with practical, story-driven wisdom and a new appreciation for how timeless principles and modern thinking can—and must—coexist in today’s wine world.

 

1. Wine Enthusiast Website: https://www.wineenthusiast.com/

2. Wink (also known as Winc) Website: https://www.winc.com/

3. Treasury Wine Estates (Referred to as "Finish Wine Estates" in the transcript, but the actual company is Treasury Wine Estates) Website: https://www.tweglobal.com/

4. Château Canon Chaigneau Website: https://www.canon-chaigneau.com/

5. Shovel Blanc (Most likely referring to Château Cheval Blanc) Website: https://www.chateau-cheval-blanc.com/

6. Castoro Cellars Website: https://www.castorocellars.com/

7. Wine Hooligans Website: https://winehooligans.com/

8. Whole Foods Website: https://www.wholefoodsmarket.com/

9. Corona (beer brand) Website: https://www.corona.com/

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