Ep. 2674 Beyond the Wine List: Inside Union Square Hospitality Group with Vincent Morrow MS | Masterclass US Wine Market

Welcome to Episode 2674 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald speaks with Vincent Morrow MS, Wine & Beverage Director at the Union Square Hospitality Group. Key Takeaways: Understand how restaurants can rebuild wine relevance through guest experience and hospitality. Explore how Union Square Hospitality Group approaches wine buying decisions across its restaurant portfolio. Learn the key principles behind designing successful restaurant wine programs today. More about the guest: Vincent Morrow is a Master Sommelier and Wine & Beverage Director at Union Square Hospitality Group. Previously, he served as Wine Director at PRESS Restaurant, where he helped oversee the world’s largest collection of Napa Valley wines and led the program to its first Wine Spectator Grand Award in 2022 — a rare recognition for a regionally focused wine list. A recipient of multiple industry honors, Vincent was named Michelin Guide California Sommelier of the Year and VinePair Next Wave Sommelier of the Year in 2022. His career includes experience at renowned restaurants such as The French Laundry, Benu, Gary Danko, and ONE65 in San Francisco. Beyond hospitality, Vincent is a strong advocate for diversity, mentorship, and greater accessibility in wine education and the broader wine industry. Connect:  Website: https://www.ushg.com/  Instagram: https://www.instagram.com/vinnychaseswine/  Linkedin: https://www.linkedin.com/in/vincent-morrow-ms-582ba923/  More about the host: With a career of nearly two decades in the wine industry, Barbara Fitzgerald specializes in D2C marketing and business development. She's led roles from entry level to senior management, combining her extensive experience with data analysis, critical thinking and storytelling while driving revenue growth and brand recognition for California wineries. As a part of the 4th generation of an Italian-American family among the California wine industry pioneers, Barbara has spent her life around wine growing, production, marketing, distribution and hospitality. A Syracuse University graduate, she returned to California to gain diverse industry perspectives from a range of wineries. As an Italian Wine Ambassador, she brings her expertise to the Italian wine market, known for its authenticity and consumer demand. Barbara now runs Apri La Creative Consulting, coaching wineries in Italy and the US to strategically develop their D2C channels in line with their brand values. Together with her husband, Barbara also owns and operates a boutique wine production company, and a small import company specializing in Italian wines to the US. Connect: Instagram: https://www.instagram.com/barbarajeanfitz/ LinkedIn: https://www.linkedin.com/in/barbara-fitzgerald-iwa/ Website: https://www.aprilacreative.com/  _______________________________ Let's keep in touch! Follow Italian Wine Podcast on our social media channels: Instagram: https://www.instagram.com/italianwinepodcast/  Facebook: https://www.facebook.com/ItalianWinePodcast  LinkedIn: https://www.linkedin.com/company/italianwinepodcast  Tiktok: https://www.tiktok.com/@mammajumboshrimp  Youtube: https://www.youtube.com/@mammajumboshrimp    If you feel like helping us, donate here: https://www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin!