Growing Wine Brands: Digital Strategies and Innovation with Molly Bossardt

I watch social daily. I guess we all have to. Besides the interaction with peers, it keeps you aware of what people are thinking and doing. Once you get past the chaf and get to the honest opinions and outlooks, you get folks like Molly Bossardt.  I reached out to her to get a glimpse of what she is thinking and doing in our trade. Have a listen.   Molly Bassard proves that you don't have to be born in Napa or Bordeaux to turn the wine world on its digital head. When she launched Bread and Butter in the thick of 2020, Molly saw what many in the wine trade still missed: wineries remain rooted in old soil, even as marketing spins ever faster into the future. By tuning in, you'll quickly learn how Molly peeled back the layers of an industry famous for its dusty traditions and discovered a staggering lack of digital innovation, especially among smaller and mid-sized wineries. She exposes why so many vintners are hesitant—even averse—to marketing, and why most farmers don't realize that great wine is only half the job. Molly demystifies what a modern marketing strategy really looks like, from omnipresent email campaigns to the power of influencers, and explains why hiring "my niece who's good at Instagram" isn't enough. You'll get a candid lens into the digital uphill climbs wineries face, why foot traffic still matters in a world obsessed with e-commerce, and how to nurture a genuine community rather than chase short-term trends. Molly also uncorks the realities and limitations of AI in creativity-driven industries, dashing the fantasy that robots can replace passionate marketers. Perhaps most intriguingly, you'll discover what true innovation means when it comes to wine—hint: it has less to do with trendy packaging, and more to do with reimagining sustainability, experience, and storytelling. By episode's end, you'll know why good marketing can't be handed off to just any agency, and you'll see how the future of wine lies not in resisting change, but in embracing creative risk. Expect to come away with an insider's map to the new digital terroir, one meaningful strategy at a time.