Greg Fleishman 🚀

Interesting take on the battle for consumers during months like Sober October and Dry January from Stephanie Cain 👇 Her commentary below with link in comments 🍻🥂🍹 The wine industry has launched an assault on #SoberOctober and non-alcoholic beverages as if the sole existence of the booze-less category is to put a hit against wine. With its new campaign, Come Over October, wine folks are declaring you should grab a glass instead of going sober, because wine brings people together. Instead, #wine should really be looking at their core messaging because that's why wine is declining. At the #ComeOverOctober kick-off party, I had a conversation with a salesperson of a wine distributor. He attempted to be ok with the evolution of wine by explaining that ready-to-drink, single-serve wine brand, BeatBox, marketed to the 21 to 25-year-old set, was crushing the market. He was all for it. While the brand has wacky flavors like blueberry lemonade wine, he felt that every wine consumer “starts somewhere.” It was promising to him because he said they would “continue their wine journey” and start “drinking real wine.” So many problems here but here is the big one: They don’t often continue the wine journey. News flash, wine people! Consumers don’t have time. We don’t desire it. We want to build connections, not spend the evening only discussing what we want to drink. We have jobs and travel and bills to pay and kids and dogs and aging parents and hell, we just want to buy a house. We have no job security. We have been hit with recession after recession. Right now, inflation is making our groceries cost some 40% more. You really think we are jumping at the time-consuming task of learning about wine? Get real. We’ll grab a #Martini. And start ranting. Which is exactly what I'm doing in today's The Mad Ones 👇 Link in comments. #health #wellness #marketing #alcohol #alcoholfree

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“Growing a CPG company, especially in the food and beverage space, ‘is astronomically harder today,’. ” Paul Voge you said it, man. So many truth bombs dropped in this article about the challenges and difficulties growing and scaling a CPG brand in today’s world. The cruel reality is that it takes a whole lot of money or a whole lot of time (and most times both) along with a fair amount of luck to have a chance at making it. If you dont have a ton of money then you better have a ton of time, some good fortune, and a product that can withstand many changes of the seasons (and "trends"). For most emerging brands today its all about survival and just finding a way.  There are lots of traps out there– lots of shiny objects– lots of vanity metrics hoping to be noticed and cared about–but at the end of the day sometimes its just about living to see another one. Here’s to all you day-to-dayers and week-to-weekers out there that are all just finding a way. Keep finding it.

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UNFI just reported a surprisingly good Q3. Everyone in our industry should be celebrating. Their earnings call outlined how their larger Natural/Organic/Specialty accounts (WFM/TFM/GFH) are performing well. It’s a good thing, that these accounts are continuing to perform well and showing consumer resilience against persistently high pricing. This opens more innovation into more doors, and allows for the transfer of market share from Big CPG to emerging brands. It’s also a good thing their simplified fee structure (SSA) is paying off and producing more sustainable EBITDA rates for them because the stability of their supply chain network is important for retailers. There’s a nascent cottage industry built around helping small brands navigate UNFI’s “deduction” process. It’s important to understand that this 7% “Inside Income” forms the basis of their core profitability model. Nobody is going to “outsmart” or “outhustle” that 7% model long-term. Every brand signs the Policies and Procedures document and the details are all in the minutiae there. It’s important to understand that UNFI does not make its profits selling product…they earn more than 100% of their EBITDA by BUYING product. Their fees aren’t “predatory” they are just optimized for mature, larger brands who make up more than 80% of their sales. If you want a simplified no deduction model, and you don’t want to have to patchwork together 5-10 smaller distributors to reach national scale, you should work with us instead. We only make money when we sell product and we only work with emerging, growth brands. ALL of our fees are posted on our website, and we explain them to every brand that onboards with us in a 30 minute call. We can onboard you by the end of the day today if you want. Otherwise, UNFI is a very competent incumbent, and they are here to stay. Pod Foods #innovation #unfi #grocery

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🚀 The rise of functional beverages is more than just a trend—it's a movement reshaping how we think about what we drink. 📖 Great piece by Keren Landman at Vox on why the better-for-you beverage category is surging, with the market set to surpass $200 billion by 2027. Millennials are leading the charge, consuming these beverages at twice the rate of other age groups.   🌱 This is just the beginning. The rapid innovation and demand we’re seeing are a testament to consumers seeking healthier, more mindful alternatives to traditional drinks.   🌵 We look forward to continuing to pave our own unique path forward for MAGIC CACTUS and provide consumers with a refreshing, healthier beverage that can be enjoyed by a broad base of drinkers nationwide. ✨   Link to full article below:

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🔮 Exciting news! Our team at CULTURE ADVISORY GROUP INC. has analyzed Whole Foods Market's 2025 Food Trends Report, and the future of food looks incredibly innovative! Here are the key trends that will shape the industry: 🌏 International Snacking Takes Center Stage Watch for chamoy candy and mango sticky rice chips "Pocket foods" (savory dumplings) are gaining momentum Texture innovation with dehydrated fruits and crunchy grains 💧 Hydration Evolution Enhanced beverages with electrolytes, antioxidants, and protein Tea expanding into new formats and applications 🌱 Sustainability Push Home-compostable packaging solutions Wine bottles getting 25% lighter by 2026 Ocean-derived ingredients (sea moss, duckweed) entering mainstream 🥖 Sourdough Renaissance Moving beyond bread into crackers, pasta, and more Commercially prepared options meeting consumer demand 🥩 Protein Innovation Blended organ meats for convenience Focus on cottage cheese, yogurt, and bone broth What excites CULTURE ADVISORY GROUP INC. most is how these trends reflect both consumer wellness priorities and environmental consciousness. The food industry is clearly evolving to meet the complex demands of tomorrow's consumers. Need help in funding and or implementing a health twist to your brand reach out to CULTURE ADVISORY GROUP INC. Thoughts on these trends? Which ones do you think will have the biggest impact on your industry? #FoodTrends #Retail #Innovation #Sustainability #ConsumerInsights #WholeFoods #FoodIndustry #2025Trends  

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Millennials make purchasing decisions that reflect their ethical beliefs and budget constraints. Brands can cater to Millennials' ethical and budget preferences by offering functional foods and multi-benefit products. These products not only resonate with the health and wellness values of Millennials but also provide significant additional value, making them highly appealing to this cost-conscious demographic. As Millennials seek products that align with their values without breaking the bank, there’s a unique opportunity for innovation in the functional food sector. Understanding this shift is key to meeting their expectations. Read more about this consumer group here: https://bit.ly/3VCHrDQ FoodNavigator USA Ryan Daily #valueshoppers #consciousconsumers #functionalfoods

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We are changing the gluten-free baking industry. Come join us and be a part of change as we make history. Indiegogo #indiegogo #campaign #data #sales #Baltimore #baking #glutenfree #foodandbeverage #consumergoods #packaging #businessdevelopment #retail #expansion #wholesale #faire #rangeme #marketing

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Roundup of All Things CPG This Week: (Follow for weekly roundups like these every Friday) 💼 Mergers & Acquisitions → Kirin Completes Fancl Buyout: Kirin finalizes the purchase of Fancl for $1.4B, continuing its strategic shift from beer (WSJ). → Newport Craft Distilling Acquires KEEL Vodka: Newport Craft adds KEEL Vodka to its portfolio (PR Newswire). → Walmart Acquires Vizio: Walmart buys Vizio for $2.3B, expanding into electronics (Intellizence). → Paramount Global Merges with Skydance: Paramount Global partners with Skydance in a $22.26B deal (Inside Arbitrage). 💰 Fundraising Highlights → Funding for UK’s Common Beverage: Secures six-figure investment led by James Watt (The Drinks Business). → InvestBev’s Ambitious Goal: Launches its fifth fund, aiming to raise $150M for beverage brands (Axios). → Emma Watson’s Renais Gin: Raises $2.3M to fuel growth in the luxury gin market (SEC). → ZeroFox Holdings Raises Funds: Secures investment from Haveli Investments to enhance digital risk protection services (Stock Analysis). → Agiliti Secures Funding: Thomas H. Lee Partners invest in Agiliti for growth in medical equipment services (Stock Analysis). 💄 Apparel, Cosmetics, and Wellness Updates → Briogeo Expands Product Line: Introduces new hair styling products at Ulta and Sephora (Glossy). → Unilever Prestige CEO Resigns: Vasiliki Petrou resigns to start a new investment fund (Business of Fashion). → Care/of Closes Operations: The personalized vitamin brand shuts down (Twitter). → Goop Launches Mascara: Gwyneth Paltrow’s brand expands its makeup line with a new mascara (WWD). → GlaxoSmithKline Acquires Aiolos Bio: GSK enhances its respiratory care portfolio (Stock Analysis). → Amgen Launches New Wellness Initiative: Focuses on personalized health and wellness products (Inside Arbitrage). 🍽️ Food, Beverage, and Alcohol News → Liquid Death’s New “Death Dust”: Enhanced flavors now available on Amazon (Instagram). → SCiFi Foods Shuts Down: Cultivated meat startup ceases operations after raising $40M (AgFunder). → DAVIDsTEA Introduces Sparkling Iced Teas: Launches its first ready-to-drink product (Instagram). → Mondelez Collaborates with Lotus Bakeries: New cookie and chocolate products in the works (Food Dive). → Top of the Mornin’ Coffee’s New Flavor: Introduces French Toast Flavored Coffee (Instagram). → Hulk Hogan’s Beer Launch: Debuts Real American Beer (Brewbound). 📊 Data and Distribution Developments → MERIT’s Financial Success: On track to reach $100M in sales this year (Business of Fashion). → Verb Energy Debuts at Earth Fare: Available in Earth Fare stores. → Burnt Faith Brandy at Tesco: Expands to the UK market. → Pioneer Natural Resources Partners with ExxonMobil: Focuses on sustainable energy solutions (Stock Analysis). → Alpine Immune Sciences Teams with Vertex: Enhances its immunotherapy offerings (Stock Analysis). Enjoyed this? Follow James Ball for roundups every Friday.

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These statistics on alcohol consumption in the U.S. are quite revealing. The top 10% of consumers are responsible for over 70% of total drinks consumed, with the top 20% consuming more than 2 drinks per day. Conversely, 60% of consumers average less than 1 drink per week. With impending updates to guidelines on safe alcohol consumption levels in the U.S., it will be interesting to observe how this distribution evolves. Where do you fall on this consumption chart? Thanks for bringing to my attention Tim Perreira Tim Barnes Darren McKee #AlcoholConsumption #USStatistics #HealthGuidelines

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Reflecting on this monumental moment, I wanted to wait until the news was "official" before sharing my thoughts and feelings... Almost 7 years ago, a good friend now who started as a good client invited me to his new office in NJ to explore a plant-based protein company he was considering acquiring. That's when I first encountered OWYN. Honestly, I wasn't sure what to make of it initially. Plant-based, vegan protein drinks weren't in my usual "repertoire" of ideation and marketing. But after trying the product that day, I knew I wanted to be part of the journey. And what an incredible journey it has been! Throughout the last 7 years, in my capacity as a "strategic advisor," I've embraced a multitude of roles and responsibilities, working closely with a diverse array of talented leaders. From individuals who made significant contributions from the outset and have since moved on, to those who have ascended to leadership positions, such as CEO Mark O. and Chief Sales Officer Matt OConnell, as well as "more recent" additions like CMO Julia Perez, who came in and made an immediate and substantial impact, our collaboration has been characterized by passion, mutual respect, and an unwavering commitment to innovation. Now, fast forward to today. After countless hours of strategic discussions, meetings, and partnerships, we've achieved something remarkable. We've taken a niche brand, crafted with the finest ingredients, and found the perfect successor in our recent acquisition. If you notice, even as a "consultant" I always will refer to it as we. When I work with brands, especially from day 1, I consider myself a true part of the team. Being part of a brand from inception to this pivotal moment is incredibly special. As a matter of fact, it's been a huge goal of mine since that fateful day 7 years ago. I'm eager to see what lies ahead for OWYN and hopeful that I can continue contributing to a product and brand that means so much to me and countless others, especially our consumers. #OWYN #PlantBased #Acquisition #Journey #Gratitude #Business #CPG #SimplyGood https://lnkd.in/emY6UT2g

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Over a Billion dollars in creator-led CPG brands? Easily and growing! Check out the VidMart store of creator-led CPG brands at VidSummit 2024 in Dallas, Texas. Proud to see MATADOR ENERGY and Danny Duncan featured prominently among the many other Night Ventures brands emerging in CPG categories from food and beverages to health and beauty.   The team at Spacestation Integrations (Travis McBride, Sean Holladay, Shaun McBride) and YouTube (great to connect Jason Cosgrove), have created a truly immersive and supportive event for creators. Over 3,000 attendees (mostly creators) converging to share best practices, connect with mentors and peers, and share in the journey. It is a creator ‘safe space’ to work through the challenging profession of being a creator. I don’t think most consumers of social media truly understand the hard work and intense discipline required to become a professional creator. I certainly didn’t! But now with an inside view of what Danny, his business partner Stefan Toler, and other creators I’ve met through Danny (shout out MMG), I can tell you this is a dynamic and challenging profession, requiring constant creativity, always-on work ethic, and an intuitive radar for trend spotting and social movements. This is not a 40-hours a week profession! Be sure to follow Jon Youshaei (contributor to Forbes) who does an amazing job covering the creator-led media evolution. It is evolving quickly. One more note: I’m still dizzy with anxiety/curiosity/excitement from Tom Bilyeu’s speech on AI’s impact on social engagement and creator’s (or AI virtual creator’s) eventual hyper-personalized relationships with followers. #creatoreconomy #youtube #socialmedia #brands #socialmediamarketing #cpg #emergingbrands

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It's VOTING season; and a RIOTOUS thanks to Tasting Table and Koko Paranteau placing RIOT Energy at the top of the chart as #1 in TASTE when ranked against 15 energy-laden competitors. RIOT was mentioned as "nearly flawless" and "one of the most refreshing (energy) drinks on the market." We think so too and we will not stop RIOTing to break the status quo & deliver the best tasting energy drink that is made with no crap ingredients. Nothing me-too here. We are 100% real. ZERO anything artificial! (yes this is an objective 3rd party ranking) RIOT On! Have you tried the RIOT - now is your chance!!!!! For a limited time, order on www.riot.energy with the following promo code for 20% off tastetheRIOT20 RIOTON!!!

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The #coffee prosumer market is evolving. "#Coffee is one of the most consumed beverages in the world. In fact, in the National Coffee Association USA’s most recent 2024 National Coffee Data Trends report, 67% of US adults said they drank coffee the previous day – marking a 20-year high for #coffeeconsumption in the country. The report also found that US specialty coffee consumption was up by 7.5% on the previous year, with #espresso-based drinks leading the trend. So as the global specialty coffee market grows, so too does consumer knowledge and interest – especially alongside a huge focus on #consumereducation following the pandemic." This article has great insights and data you can't miss. Matthew Hill spoke with Josh Hockin, Head of Coffee at Eight Ounce Coffee Co to learn more about how the coffee prosumer market has changed and how it could evolve further. https://lnkd.in/e3gi-_J6

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Sorel Liqueur: The Ultimate Modifier Alcohol has a problem no one in the spirits industry talks about: alcohol doesn't taste good. This is by design. Taste (like most of our senses) doubles as a defensive mechanism: our body rejects things that are (or might be) poison. Pure alcohol, by definition, is poison: that's why every bottle of alcohol sold comes with a warning label; why it's a controlled substance. This has in no way diminished human desire to consume alcohol. Humans discovered the effects alcohol has on the body (both good and bad) and have spent thousands of years desperately trying to minimize the impact so we can enjoy the effect. Ancient Egyptians soaked botanicals in alcohol to make tinctures. The Celts began the practice of aging spirits in wood. Water, sugar, fruits; all things people have added over the millennia to make spirits more potable. Big liquor solves this problem by adding flavor to alcohol. This is why things like cinnamon flavored whiskey, blueberry flavored vodka, and jalapeño flavored tequila exist. At Sorel Liqueur we reverse the logic. Everyone else starts with alcohol and adds flavor: We start with flavor and add alcohol. The end result isn't just objectively delicious. It's also infinitely flexible. The combination of botanicals in Sorel effectively masks the flavor of ethanol. Practically, this means not only will it combine with any base spirit, it compliments the base by suppressing the flavor of ethanol, thus enhancing flavors. Gins have more botanical notes. Aged liquors (rum or whisky) have more barrel notes. Agave bases (tequila or mezcal) show more fruit and smoke. Don't believe me? Try mixing your favorite base 1:1 with Sorel. I've got a restaurant in Northern KY who's serving equal parts Sorel and Chartreuse. A spot in DC is serving equal parts Sorel and Sake. A dive bar in ATL is serving equal parts Sorel and peanut butter whisky (it's a perfect PBJ shot). And then there's this conversation from a decade ago, from my friend Matthew Sheinberg: Sorel and Laphroaig. Given modern drink trends, you may not need a base spirit at all in your favorite Sorel cocktail. Add a bit of Sorel to your favorite carbonated beverage, alc or non-alc. Top off your sparkling wine with Sorel instead of wasting your orange juice in a mimosa. Add Sorel to your seltzer with a spritz of lime. Ginger beer and Sorel makes a hibiscus mule that absolutely crushes summer drink menus. Or just drink it neat. The ultimate modifier requires no modification. #Caribbean #BlackOwned #ForTheCulture #DrinkSorel

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meati™ Raises $100 Million! 🌿 Embracing Opportunity in Plant-Based Innovation 🌿 Despite the current slowdown in VC investment in plant-based foods, Meati Foods recently secured a $100M Series C round, led by Revolution Growth and Grosvenor Food & AgTech (see article below). Key Takeaways for Startups & Brands: - Innovative Technology Matters: Meati’s MushroomRoot™ tech sets them apart in a crowded market. - Strategic Expansion is Key: Scaling their production and retail presence is driving momentum. - Investor Confidence: Large investments signal that there’s still trust in unique, scalable concepts. At PlantBased Solutions, we understand these trends and can help international plant-based companies launch and thrive in the USA. With experience in launching Better Foods, You Are What You Eat by Shinsegae, we're ready to support your expansion strategy. Let's connect to discuss how we can help find solutions for your business. #PlantBasedSolutions #MeatiFoods #PlantBasedMeat #FoodInnovation #VentureCapital #CPG, #VeganBusiness

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Chef Terri's Tip #210: How to create a sustainable, plant-based, Made in the USA CPG food brand, company, etc. THINK BIG! As pioneers in the market, our real stories are a crucial part of the puzzle. Whistleblowers are not always employees of a large corporation. Sometimes, we are Founders. Sometimes, we are CEOs. Sometimes, we are customers. Sometimes, like me, we are all three. Whistleblowers are not born; we are made, and we have the power to influence business success. "When we live in the experience of our knowledge (our past journeys), that's when we reach the pinnacle of leadership." - Chef Terri Rogers https://lnkd.in/gbvhN7Ep

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A simple quote from Mike Tyson and one of my favorites of all time: "Everybody has a plan 'till they get punched in the mouth." It rings true in the day to day battles of business, especially in CPG. Here are some examples many CPG founders go through or ones I've personally battled: 🥴 You launch a product, did all the research for R&D, focus group testing, and reviewed the packaging thousands of times before launching, but still something went wrong either with shelf life, negative consumer/retailer feedback, or weak sales on shelf 💰 You had cash flow projections in place and expected that with X amount raised, it would last you for Y Months, but ran short of runway and were scrambling to raise more cash to keep the company going in difficult times 🤝 Formed partnerships, only disappointed to find out the partner backed out, or it wasn't the partnership you envisioned and now you are doing damage control and it's causing emotional pain to be with this person 🚛 Brought on a distributor thinking they would push the brand and it would be an estimated cost, but they didn't do their job, and the costs ended up sky-rocketing from chargebacks, thus losing money on every unit 😲You release a great product, and then a competitor comes up with a version of yours that is a lower price point and they have all the marketing dollars in the world to out-compete you. I can go on and on, but in this business, like any business, you have intentions when you go into it, and many times, it doesn't turn out the way you envisioned. What's your story of getting punched in the mouth?

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The biggest challenge early on with launching, and then scaling Hint Inc. , was getting people to understand why they needed an unsweetened flavored water. 💭 Consumers and grocery buyers struggled to see why they needed a new category and a product within that category. Hint was the only product in the category, too, which wasn’t helpful either. Just because there is no competition, doesn’t mean it isn’t needed. It could mean that you are early. 🤗 And then there was this. 🙇‍♀️ When you don’t have the “right” experience, plenty of people will doubt you. 🤔 Don’t pay attention. A lot can be figured out if you are willing to do the work and WAIT for the consumer to catch up. For the buyer making the decision to put you on the shelf or not. Keep standing! Keep showing up. Persistence and patience goes a long way. 💡 Educating your audience takes patience. The consumer has to *feel it* to *want it*. Experiencing the product and waiting for consumers to catch up to where you are is what’s necessary. In Hint’s case, a product, company and team focused on helping consumers get and stay healthy without sacrificing taste. No trickery either. Hint always delivered. 💦 It took us a long time before we could see a light at the end of the tunnel. Before the brand became what it is today. Soon, the same people who originally didn’t understand why they needed a product like Hint became our biggest fans and advocates. 💪 Creating and growing a company that is meaningful to people, that people love, is a powerful feeling. 🥰 Success isn’t about being the first or the fastest. It's about being the most committed. Not letting people get in your way who hope to squash it. Or who believe can do it better. Bringing people along is what true brand building is about, but not the ones who have the wrong interests in mind. And, finally, not giving up when you are challenged. You can do big things. You have. 💥 #Undaunted #KaraGoldin #Hint #Entrepreneurship #Vision #Verlinvest #Innovation #Health #Persistence #Inspiration #Hint

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I don't often share links. But this is one for the ages and the future textbooks. Who here starts with their consumer? We like to think we do, but how often really? Whether you're a mature brand or a nascent one, your answer in how to get more people to buy, grow your business and have a successful exit if that's the goal, is to look. harder. at your consumer. 🧔 👋 The wine industry is panicking that the business seems to be systemically down. What they haven't done is truly start with the consumer. Like for real. Here's an example of someone who has. It's not something we don't know, it's just something most haven't done or may not be willing to do. Again, it all depends on who your consumer is and how you want your growth to come. And of course what your deep value prop is that you've (naturally ;) built for that consumer. What has Wonderwerk House of Fermentation done? They did exactly what we did when we built Apothic. In both cases, the key highlights are: ✅ Go to where the people are, don't wait for them to come to you. Are you waiting for consumers to trip over you, find you on a crowded shelf or drive to your tasting room? ✅ Innovate in flavors that are getting traction (or are coming) in your market. Many ways to find this out. What's hot in food? What's resonating in Erehwon? What does the changing population look like and gravitate toward? (in this case, diverse flavors reflecting cultural roots, flavor forward) ✅ Make it EASY to understand how to fit you into their lives. Your brand is unlikely to change their habits. How can your brand fit into the life they've already built? Think about their occasion you can affiliate with. Make it obvious to them, either in your name, package, content, etc. ✅ Create a world that people want to be part of. Don't just launch a new flavor. Build a world. ✅Focus on markets where the core target lives first ✅Work those markets, get out there, and teach people how to sell your brand. Using of course (this is my add) - a compelling brand narrative that thoroughly reflects your consumer and what is deeply true about you. As a summary, DON'T MAKE PEOPLE GUESS. Confused consumers don't buy. Confused buyers don't buy. Confused investors don't invest. Wine in particular has been too precious about many things. I am not saying everyone should start making jalapeno wine, but we have to start thinking in a fresh way if we want to grow this category into the future with a changing population base. Thank you for listening to my TED Talk. This episode is worth every minute to listen to and digest! I'd love to debate and discuss. And yes this is going to be the final discussion topic in my upcoming Wine Marketing class. I've found my closer! 😁 Erica Duecy Priscilla Hennekam https://lnkd.in/euBnkqU6

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