The business model for wine is centuries old. Time for a change?

A co-owner of Fourth Wave Wines since 2009 Nicholas Crampton has held senior roles in the sales and marketing of wine since 2001, including roles with Southcorp and the Fosters Group. With his team, Crampton has launched a plethora of cutting-edge wine labels, including the very recognisable Little Giant, Elephant in the Room and Tread Softly brands.Here, from a perspective that comes from the opposite end of the telescope to most involved in wine production and marketing, he provides a fascinating view of how a modern wine company can thrive in a competitive global environment without owning a winery or a vineyard – and by striving to understand consumers and anticipate trends. In particular he is targeting the younger generation; the group most wineries are struggling to engage with.#wine #winemaking #winebusiness #wineexport #wineinnovationIn this episode of Oliver onWine, Jeremy Oliver talks with Nicholas Crampton about how he goes about the process of creating a wine brand, how he works with producers and retailers, and how he marries observable market trends with innovative concepts in wine.In this conversation, Nick talks about: – How he creates wine brands – The kind of trends and market forces the younger generation of wine drinkers respond to – The creative freedom of not owning vineyards or wineries– How to work with retailers to create new opportunities – The challenges of introducing wine to a generation with so many choices – A deep look at the mechanics of no and low-alcohol wines – Understanding, respecting and engaging with the wine buyer– The importance of hitting the right price for the right wine – How much wine knowledge does the modern wine buyer actually want to have? – Anticipating the needs of the modern wine buyer – Are new packaging types for wine to be taken seriously?– Are sustainably produced wines sustainable in the marketplace? – How to find niches in export wine markets – The modern approach to building a wine sales folioJeremy Oliver is one of Australia’s leading wine commentators and critics. Oliver onWine is a series of in-depth conversations with leading figures shaping the world of wine. 👉 Subscribe for more interviews: / @oliveronwine 👉 Join Oliver onWine: https://olivers-wines.com.au/podcast