Ep. 1798 Enore Ceola | Masterclass US Wine Market With Juliana Colangelo

The Italian wine podcast is the community driven platform for Italian winegeeks around the world. Support the show by donating at italian wine podcast dot com. Donate five or more Euros, and we'll send you a copy of our latest book, my Italian Great Geek journal. Absolutely free. To get your free copy of my Italian GreatGeek journal, click support us at italian wine podcast dot com, or wherever you get your pots. Welcome to Masterclass US Market with me, Juliana Colangelo. This show has been designed to demystify the US market for Italian wineries through interviews of experts in sales and distribution, social media, communications, and so much more. We will quiz each of our esteemed guests at the end of each episode to solidify the lessons that we've learned. To sharpen your principles, get out your notebooks, and join us each week to learn more about the US market. Hello. Welcome to Masterclass US wine market. Today, I'm thrilled to welcome, Nere Chayola to the Italian wine podcast. Nere is the CEO of Frishenae Mionetto USA. The organization started with the launch of Muneet Nacho in the US twenty five years ago, and the winery was founded in eighteen eighty seven by Franchesco Munetto. The Munetto winery is one of the oldest producers of Presecco. However, it's Enerae, who is largely credited with popularizing not only Neonetto, but also Perseco, the entire category in the United States. Welcome to the show, Anna. It's so great to have you here. Thank you, Julian. It's a pleasure to be with you. Of course. Of course. We're excited to talk all things Perseco and non alcoholic for Secco today as well. It's gonna be a great discussion. Yeah. That's a very exciting topic. For sure. For sure. But before we dive into that topic, Henry, tell us a little bit more about how you came into the position you hold today. Well, you know, twenty eight years ago, I I decided to marry a beautiful American woman. And then I didn't wanna come in the other states as in working in the restaurant business or anything like that because I didn't know so much about it. I wasn't more in the management back in Italy, and I was looking for similar position. And, while I monitor was looking for a country manager and very likely they trusted me and they hired me. Oh, okay. And, you know, twenty eight years later, this is where where I am. Still here. Wow. Okay. So you started with Mio Neto when you moved to the US? Correct. Yes. Okay. Got it. And where in the US did you move to? I moved in your city. Okay. And that's where we had our office for the first twelve years. And then, we moved the office in White Plains. Got it. Okay. So always based in the East Coast. Yes. And how did the your position with Mia Neto evolve talk to us just a little bit about how you started as, the country manager, but just how your role has changed with the company. So when I started, it was just one main operation. And, I remember going with the bag in, first Avenue, second Avenue, third Avenue, and you name it. They stopped every wine store and do tastings on the weekends. To get the people to taste prosseco because nobody knew prosseco. Right. As we grew the business, I was able to hire people to help me. And then from New York, we expanded to Connecticut. And then from Connecticut, we expanded to New Jersey, and then to Boston, Massachusetts, and then from Boston to Illinois. And for the first five years, our focus were the northeast and the Midwest, specifically Illinois. And then after that, you know, as we got stronger in those market that we grew and we start to expand Florida and California, Texas. And now we are in fifty two states. Right. Wow. Okay. So really started concentrated on the East Coast and then, you know, expanding out to the Midwest Chicago California. And like you said, now, today in all fifty states, amazing. Yes. So, Henry, today, you know, on the heels of dry January, we're, you know, now into mid February. We're gonna talk a little bit about the boom of the no low know and no alcohol space in adult beverages. And the opportunity out there for Italian wine brands to take advantage of this category, there's been so much growth in this space. And we wanna talk to you specifically about the launch of the Neo Neto alcohol removed sparkling wine. So for today's master class, our three key takeaways, and and what we're very excited to learn from you are number one, how does a traditional wine company do a Maneto started in eighteen eighty seven enter the Nolo space? Number two, what are the opportunities in the no low category in the US market specifically? And then, finally, number three, what are some of the key differences when it comes to marketing alcoholic and non alcoholic beverages here in the US market? Mhmm. So let's dive in and for starters, you gave us some great background on Mio Neto, but talk to us a little bit more about how from a marketing perspective you managed to really build the Perseco category into what it is today. You know, by working on the street, you learn a lot from consumer. You really learn what the consumer is looking for, and what are the key words for making the consumer excited about our product. And so from early on, we really understand stood. There was a potential on Proseco because the taste profile was right where the consumer wanted. They just didn't know Proseco existed. So working on the street was amazing learning and opportunity for us to tailor our marketing. And from day one, we position Munato Prosecco on occasion required. That was our tagline because everyone back then, they associated anything with bubbles to Champagne and as specific, important occasion. Right? Whatever it was a a birthday or on your Eve or anything like that. And we said, actually, you know, not all the sparkling wine or a wine with bubble is champagne. Actually, we said, we are not champagne. And we are not for special occasion. We are for any occasion. You know, it took a long time because twenty five years ago, there was no social media. And so to get the word-of-mouth, oh, you have to go in touch and talk to as many as people as you could and we didn't have the budget to, of course, to advertise it. So and that's why it took I will say ten years to get off the gate and build what Proseco is today. Yeah. So a lot of word-of-mouth on the ground really talking to the consumer education it sounds like and teaching them about consuming sparkling wine for everyday occasions. You know, I think that's valuable to just remember that sometimes those more traditional marketing tactics are really important, you know, going back to the basics. Yeah. Yeah. Very grassroots. Yeah. Very grassroots. Exactly. And you know, you talk about Presecco being a beverage and marketing as, you know, an anytime drink and not for special occasions. Now, obviously, consumers, very health conscious in this day and age of their alcohol intake, their sugar intake, and lots of things. So a lot of people have been cutting back on their alcohol intake. So maybe drinking bubbles any time is they're taking a look at their consumption. So talk to us a little bit about the decision for Mioneto to launch the neoneto alcohol removes sparkling wine. Tell us a little bit about the inception of the project and the launch. So, again, you know, being very close to the market, especially with the consumer, we do every weekend. We do taste things. We have a large sales force in the United States. Compared to other importer of our size. And by doing testing and doing a lot of consumer events, you really start to understand that the consumer is looking for something that doesn't have echo or has low echo. They love Proseco. They love sparkling wine, but in some occasion, they don't wanna have something with alcohol. Whatever is for a specific reason connected to the health or just because they wanna reduce the echo intake or they just you know, it's just a moment of consumption is a little bit different than it is when they drink. No. Regular sparkling wine with alcohol. So we saw that opportunity firsthand with tasting, but then you can see trends of zero like across many category. Right. I would say the first one probably was the beer. If you start a few years ago. And with that in mind, we start to talk about it. And, because we are part of a company that has a lot of experience in zero sparkling wine. Our group has been producing zero sparkling wine for the last twenty years. You know, probably in Europe are much more developed than in the United States. Interesting. Okay. Yeah. Then we started to say, okay. If we have to produce a zero arc sparkling wine and we are known as a prosecco, we cannot call it prosecco. We will not call it prosecco, but we wanna make sure they taste as closest to our prosecco brute. That is our best selling. And so, you know, we started with the same grade, which is Clara. And it took us, I would say, six to eight months to perfect it because it's not an easy process. And the other goal was to have as minimum as possible sugar content or equally to our current prosecco brew. Italian wine podcast, part of the momo jumbo shrimp family. And so by trial and error, we were able to to recreate a very similar profile with the same sugar content of the prosaico fruit, which is a breakthrough in our business because there's very little if not nobody. Oh, wow. In the sparkling wine, zero, like, there's less than thirteen grams per liter of sugar. On a zero x sparkling wine. So not only you get the benefit of being a zero x, but you have the benefit of having very low sugar, which in turn means very low calories. Exactly. Okay. So when you drink it, not only you have a great pleasure, because, you know, it doesn't have eye code, but it tastes really good. I mean, I was amazing when I tasted after we start to work on the project, and I have to compliment our team in Italy in Germany to help us to really formulate this test profile. It was amazing. Yeah. That's really interesting. And like you said, I mean, when a consumer is making a choice, for something, no alcohol often it is for a health reason. So you'd imagine you know, low sugar, no alcohol, go hand in hand with what the consumer is looking for. So sounds like a big accomplishment to be able to get the sugar levels that low. Yeah. So when did the product officially launch here in the US? How long ago? We started with a test market a year and a half ago in the northeast where it's we have the best collaboration from our distributor. So we start to develop the distribution and do testing and see the reactions of consumer and the acceptance of consumers, which went really well. And then finally, last year in October, we decided to go national. And so we are now getting distribution nationally slowly, but surely, but, you know, I think by the end of this year, we'll be in a good place. Yeah. That's really exciting. And it sounds like you had the benefit of working in this space for over twenty years, like you said, and especially in the European market, how did you see the reception, you know, in the US market similarities or differences to how the reception was to the product in the European market? It's too early to tell because, we have a twenty year gaps or at least I will say twenty. Yeah. Maybe maybe fifteen. Oh, it is very difficult to say because the generation, see, in Europe, it was developed because people want to drink and and drive. Right. There was a different necessity twenty years ago than it is today. And so I remember even the advertising, you know, was final you can drink and drive, right, back from the beer company and so on and so forth. Where in United States, the consumer point of view is not about that. And so it's very difficult to look at similarities back in twenty years ago, but I will say probably today because When you look at the consumer across Europe today, they are drinking wine or spirit with law or no arc for the same reason American consumer drinking it, which is, you know, different occasion They don't wanna drink for health reason or for dietary reason. So it's very interesting how the consumer in Europe and the consumer in the states is looking at this product the same way in this day. Okay. Yeah. So it's very similar. But like you said, a little too early to say, you know, how the markets react just given the longevity of the experience in Europe. So we'll have to do part two. Yeah. But I don't think it's a fade. I don't think it's a fade. I think it's gonna stay. Yeah. Yes. That's important, I think, to to talk to hear because I think we do see and hear some people in the industry saying, oh, it's so bad. It's, you know, that's gonna go away. But if you look at it this year, Nielsen said that consumers forty four percent said they were gonna be doing dry January and twenty nine percent said they were doing dry January in twenty twenty three. So we've already seen just year over a year, you know, fifteen percent increase in that statistic alone. So it's clearly, it's it's growing and it's it seems to be staying. So, like you said, it's not a fad. So let's talk a little bit about how a winery wine company, like Munetto on that now, there's so many others that have entered this category as well. How do you enter the no alcohol category logistically? Like, you know, when you're thinking about talking about distribution and sales tactics, do you follow the same type of strategy you did with Muneta Perseco, or are you looking at different partners. Just talk to us kinda logistically how you're rolling out a non alcoholic product as opposed to an alcoholic product. That's a great question. For us, and this is our decision is that we wanna use the same boutique market that we use for alcoholic drinks. Because our goal is not to target underage drinker. It's to target drinker at legal or above drinking age. And because of that, the best way to do is really using the three tier system. So we follow that rule, and we think it's the easiest for us to follow that rule, not just in a matter of logistic and operation, even the way we market the product. That's how we would like to stay focused and be cautious that even though it does have zero I go, this product was developed for legal drinking age people. Right. Got it. Okay. So you're marketing it to the same consumers? Same consumer, but different occasion. Yeah. Different occasions? Correct. Yeah. That was gonna be one of my next questions is, like, you know, you're marketing two different products under the same label, but to the same consumer. How do you think about, you know, competition against yourself in a way? Like, I I mean, you mentioned different occasions. But how do you think about that concept of credit marketing maybe two opposing categories to the same consumer? I think maybe at the beginning, there could be some cannibalization, but maybe not. Because at the end of the day, you know, I'll just give you a perfect example. Last night, we're the Super Bowl. Right? Mhmm. And I have friends over and I add zero ice beer and regular beer and zero ice neoneto and regular prosecco. Okay. And, you go back and forth. It's, it's kind of interesting to see how, how people go back and forth. One minute they drink, one and the other minute, they drink the other. Oh. So and then I have a younger friends, and then I have my in laws. And, you know, the in laws preferred zero arc, you know, they they have two glass zero zero arc and a glass of of, Munato. And the younger, I get one glass of zero, I can two glass of Munato. So I don't think it's cannibalization. I think it's actually an increasing consumption overall. It's just a matter of getting a handle of it because as long as the the product tastes well, you can drink a zero, like, a little bit more frequent than the regular, like, like, wallet beverage. So different occasion Of course. Yeah. Yeah. At this point, I don't see a big issue for what it concern us. I do see definitely some issue because the monogenic was very slow when you look at Nielsen in terms of selling out consumer pool for regular wines. So industry wise, I see some issue challenges. When it's specific to sparkling wine, maybe not as much as the regular steel wines. Yeah. Yeah. I mean, that's the category. And I think largely driven by Purseco. Right? Because if we look at the price points that are performing well, it is in that, you know, that ten to twenty dollar category has driven the been the bright spot as we like to say, in the US for the wine industry in terms of the category that's still growing and bringing in new consumers and doing well. So, yeah, I mean, I think the way you described it, NRA, is that the non alc and and the perseco or complimentary, and, you know, terms of the marketing and the positioning to the consumer, you know, it's different occasions. And like you said, even for your Super Bowl party, you can serve them at the same time too and just giving people different options to go back and forth. Especially this year's game. It was so long with overtime. Right? So drinking for a whole lot of time. Yeah. And, you know, do you drink a flavors sparkling water, or would you prefer it to have a zero, like, sparkling line, but I think you know the answer. Right? Exactly. Exactly. So what about the, you know, the future for the Nannet to Alcohol removed sparkling wine, the products itself? Do you see doing any line extensions or different types of products or sticking just to the one product? No. For now, we're gonna stick with what we have. I think that we have no way to go with that. I think the category is still new, and we need to stay focused on few things and do it right. Right. Yeah. That makes a lot of sense. Absolutely. Like you said, anyway, you don't see the non alcoholic space as a fad and and only expecting it, you know, to to stay around. What do you think about the future of that of the category of non alcoholic beverages and wine specifically more generally? I think it will grow. So we we, when I say, we, first name you and NATO, but I think they all, one producer, we cannot discount this trend that we need to be aware of it and do our part to be part of it. It's a way to recruit new consumer anyway. So why not? Totally. Because if you get them used to the the palate and the taste of the non alcoholic product, especially if you're able to make it as similar as possible to the alcohol, the version with alcohol, you'd imagine, right, that they might go back and forth between the two. So it's also getting a consumer introduced to the the category. So, absolutely. That makes all the sense in the world to me. And I think it's very forward thinking a view in the entire company, you know, to be investing in this space in the US, because like you said, it's it's here to stay. And all signs point in that direction for sure. I think so. I think so. Yep. Well, Andre, thank you for being with us here today, at the end of every episode, we do our rapid fire quiz, where we'll ask our guests the same three questions and ask you if you can to answer in just a couple sentences or short words. So question number one, what is your number one tip for math during the US wide market. Partner you up with the distributor. They know the market better than we do sometimes most of the time. And so when you partner with the right distributor, most of the time, you win. Okay. Great advice. Number two, what is something you might have told your younger professional self about selling wine and working in the wine industry here in the US? So start from the bottom because, no, you don't have to stay at the bottom forever. But you have to in order to learn, do as many as you can testing with the consumer. Every time you do a testing with a consumer, it's like a focus group for free. Yeah. And you get the real answer because focus group sometimes they don't give you the the real answer, you know, but when you are tasting the wine, and they are telling you exactly how it is in front of you. So you can learn so much. I think it was one of the best thing that I did when when I started here. Very lucky. Yep. Really great advice. Listen to the consumers. Listen to the market. Absolutely. And finally question number three, we all travel a lot in this industry, and I'm sure your back and forth being here in, Italy quite often. What's your favorite travel hack or tip for traveling for work. When I try for work, always get the first flight out. So then there's no delays. Yes. I try to do the same thing. Even if it's really early, it's worth it. My AES. Totally. Well, Henry, thank you again so much for joining us today on master class US wine market. How can our listeners connect with you or follow along with you? First of all, thank you, Georgiana. It's a pleasure to be with you and and and share this It's good stuff. Email is the best thing or LinkedIn. You know, I'm on Linkedin. They can search, and they can go through LinkedIn very easily, and they can ask any question there. If not. Great LinkedIn. Via my email. Yeah. Okay. Fantastic. Alright. Thank you again, Anna. It was great to have you here today. Thank you, Juliana. Have a good day. Thank you for joining me today. Stay tuned each week for new episodes of Master class US wine market with me, Juliana Colangelo. And remember if you enjoyed today's show, hit the like and follow buttons wherever you get your podcasts.