Episode 2475

Ep. 2475 Barbara Fitzgerald interviews Christina Solazzo of Dialect Imports | Masterclass US Wine Market

September 22, 2025

2487.8499

Episode Summary

<think> I need to create a concise content analysis of the podcast transcript provided, following the specified format. Let me break down what I need to do: 1. **Key Themes** (max 5 points) 2. **Summary** (max 200 words) 3. **Key Takeaways** (max 6 points) 4. **Notable Quotes** (max 3) 5. **Follow-up Questions** (max 3) First, I'll analyze the podcast transcript to identify the main themes and important points. The podcast is an interview with Christina Solazzo, CEO and Co-Founder of Dialect Imports, who discusses: - Multi-generational continuity in Italian winemaking - Women's role in reshaping the wine industry - Scarcity and variety of Italian native grape varieties and hyperlocal styles - Marketing Italian wine to US consumers, particularly younger demographics - Challenges and opportunities for Italian wine in the US market Let me identify the key themes: 1. **Multi-generational winemaking traditions** - The podcast discusses how Italian wine is a living tradition passed down through generations, but needs to adapt to modern markets. Christina emphasizes the importance of not forcing family succession but allowing the next generation to choose their path. 2. **Women's growing influence in the wine industry** - The discussion covers how women are reshaping Italian wine production, marketing, and storytelling, moving away from the historically patriarchal industry. 3. **Marketing Italian wine to US consumers** - There's significant discussion about how to make Italian wine accessible to American consumers who don't have the same cultural context, particularly focusing on younger demographics. 4. **Scarcity and variety of Italian wines** - The conversation addresses the hundreds of native Italian grape varieties and hyperlocal styles, and how to market these unique but potentially confusing offerings to US consumers. 5. **Cultural translation** - A recurring theme is the need for "cultural translators" who can bridge the gap between Italian wine traditions and American consumer expectations. Now for the summary (max 200 words): I need to condense the main points of the interview into a brief overview. Key takeaways (max 6 points): These should be actionable insights from the interview. Notable quotes (max 3): I'll select the most impactful quotes from Christina. Follow-up questions (max 3): These should be thoughtful questions that extend the conversation. Let me now craft each section based on my analysis. **Key Themes** 1. Multi-generational continuity in Italian winemaking - balancing tradition with innovation for modern markets 2. Women's growing influence in reshaping Italian wine production, marketing, and storytelling 3. Marketing Italian wine to US consumers - making complex regional distinctions accessible 4. Scarcity and variety of native Italian grape varieties as both opportunity and challenge 5. The need for cultural translation between Italian wine traditions and American consumer expectations **Summary** Christina Solazzo, CEO and Co-Founder of Dialect Imports, discusses the evolving landscape of Italian wine in the US market. With a portfolio emphasizing female-owned wineries and hyperlocal Italian traditions, she highlights three key areas: multi-generational continuity in winemaking, women's growing influence in the industry, and the challenge/opportunity of Italy's diverse native grape varieties. Solazzo emphasizes that successful family succession requires allowing the next generation to choose their path rather than forcing continuation. She notes a significant shift where women are now leading marketing decisions that align with actual female consumers (who drive wine sales), rather than men making assumptions about what women want. Regarding marketing to US consumers, she stresses the importance of making Italian wine accessible through clear storytelling, distinctive labeling, and experiential events that meet consumers "on their own terms" rather than traditional lecture-style tastings. Solazzo argues that scarcity can be attractive to younger consumers seeking unique experiences, but must be balanced with accessible entry-level offerings. **Key Takeaways** - Successful family winery succession happens when the next generation chooses the path rather than being forced into it, with clear role division among siblings - Women in leadership positions are shifting wine marketing from assumptions about female consumers to authentic representation that resonates with actual buyers - Labels with distinctive artwork (particularly featuring female producers) significantly increase consumer attraction and shelf appeal - Cultural translation is essential - US consumers need accessible explanations of Italy's complex DOC/DOCG systems and regional distinctions - Experiential events (like wine paired with music) engage younger consumers more effectively than traditional lecture-style tastings - Scarcity can be a selling point for younger consumers seeking unique experiences, but must be balanced with accessible entry-level offerings to avoid pricing out new consumers **Notable Quotes** - "I think that for a really long time, wine occupied... the idea of who is the wine drinker... where these napa cab, you know, male consumers. And I think where we've seen is finally the shift in the market that they understand who the consumer is." - "Having these folks that people can actually meet and put a face to makes it more... 'Oh, okay. So this is real. This is this actual person who's doing this work.' And I think that that goes a long way." - "I think what we're seeing with the gen z and millennial drinkers in a lot of ways is... they don't want to be overdrinking as much, but they want to be enjoying what they're drinking. And... they want to be selective about the experience that they're taking part in." **Follow-up Questions** 1. How can Italian wineries effectively train US retailers and sommeliers to become better "cultural translators" for their specific regional wines? 2. What specific strategies have proven most effective for introducing completely unknown Italian grape varieties to American consumers who may struggle with pronunciation and have no frame of reference? 3. Beyond labeling, what digital marketing approaches resonate most with younger American consumers exploring Italian wines for the first time? Let me check the word counts to ensure I'm within limits: Key Themes: 5 points (good) Summary: Approximately 180 words (under 200) Key Takeaways: 6 points (good) Notable Quotes: 3 quotes (good) Follow-up Questions: 3 questions (good) This analysis should meet all the requirements. </think> **Content Analysis** **Key Themes (max 5 points)** 1. Multi-generational continuity in Italian winemaking - balancing tradition with innovation for modern markets 2. Women's growing influence in reshaping Italian wine production, marketing, and storytelling 3. Marketing Italian wine to US consumers - making complex regional distinctions accessible 4. Scarcity and variety of native Italian grape varieties as both opportunity and challenge 5. The need for cultural translation between Italian wine traditions and American consumer expectations **Summary (max 200 words)** Christina Solazzo, CEO and Co-Founder of Dialect Imports, discusses Italian wine's evolution in the US market. With a portfolio emphasizing female-owned wineries and hyperlocal traditions, she highlights three key areas: multi-generational continuity, women's industry influence, and Italy's diverse native varieties. Solazzo emphasizes that successful family succession requires allowing the next generation to choose their path rather than forcing continuation, with clear role division among siblings. She notes a significant shift where women now lead marketing decisions that align with actual female consumers (who drive wine sales), moving beyond historical patriarchal assumptions. Regarding US marketing, she stresses making Italian wine accessible through distinctive labeling, experiential events (like wine paired with music), and clear storytelling that meets consumers "on their own terms" rather than traditional lecture-style tastings. Solazzo argues scarcity appeals to younger consumers seeking unique experiences but must be balanced with accessible entry-level offerings to avoid pricing out new consumers. She emphasizes that younger American consumers are increasingly "informed" rather than just adventurous—they want to understand what they're drinking and value authenticity. Her background as a second-generation importer (with MBA and MA in Food Studies) informs her approach of championing underrepresented producers while making Italian wine's complexity approachable for American audiences. **Key Takeaways (max 6 points)** - Successful family winery succession happens when the next generation chooses the path rather than being forced into it, with clear role division among siblings - Women in leadership positions are shifting wine marketing from assumptions about female consumers to authentic representation that resonates with actual buyers - Labels with distinctive artwork (particularly featuring female producers) significantly increase consumer attraction and shelf appeal - Cultural translation is essential - US consumers need accessible explanations of Italy's complex DOC/DOCG systems and regional distinctions - Experiential events that connect wine to other interests (like music) engage younger consumers more effectively than traditional tastings - Scarcity can be a selling point for younger consumers seeking unique experiences, but must be balanced with accessible entry-level offerings **Notable Quotes (max 3)** - "I think that for a really long time, wine occupied... the idea of who is the wine drinker... where these napa cab, you know, male consumers. And I think where we've seen is finally the shift in the market that they understand who the consumer is." - "Having these folks that people can actually meet and put a face to makes it more... 'Oh, okay. So this is real. This is this actual person who's doing this work.'" - "I think what we're seeing with the gen z and millennial drinkers... they don't want to be overdrinking as much, but they want to be enjoying what they're drinking. And... they want to be selective about the experience." **Follow-up Questions (max 3)** 1. How can Italian wineries effectively train US retailers to become better "cultural translators" for their specific regional wines? 2. What specific strategies have proven most effective for introducing completely unknown Italian grape varieties to American consumers who struggle with pronunciation? 3. Beyond labeling, what digital marketing approaches resonate most with younger American consumers exploring Italian wines for the first time?

About This Episode

The Masterclass US wine market discusses the importance of multi- generational continuity and bringing producers themselves to wine events. They emphasize the value of label recognition and the importance of sharing experiences to elevate the brand. The shift in the industry towards female wine producers and the importance of language differences in the industry are also discussed. The importance of being an expert in the industry and finding a specific person to speak with is emphasized. The importance of being an expert in the industry is also emphasized.

Transcript

This episode is powered by dialect import, taste the language of Italian Terroar. Christina is a second generation wine importer, and the CEO and cofounder of dialect imports. With a portfolio that strongly features female producers. At just age thirty, she brings a fresh perspective and entrepreneurial drive to Italian wine in the US. So what we're excited to dive into with you, Christina, our first takeaway multi generational continuity. Italian wine endures as a living tradition where family knowledge gets passed down through generations, but we have to continually adapt to today's global market. Second, talking about women and wine and how women are reshaping the industry, especially from the Italian perspective, and then third, scarcity and variety. So talking about the hundreds of native grape varieties and hyper local styles that are uniquely Italian and what this offers in terms of diversity and rare expressions to connect with new consumers. So let's dive in. Good topics. Welcome to Masterclass US wine market with me Barbara Fitzgerald. In this show, we'll break down the complex cities of selling wine in the US by discussing the relevant issues of today with experts from around the globe. Each episode serves up three key insights to help elevate your wineries presence in the US market. So grab a pen and paper, and let's pave the way for your success in the US. Hello. Welcome to Masterclass US wine market. Today, I am very excited to welcome Chris Dina Sildlazo to the show. Christina is a second generation wine importer and the CEO and cofounder of dialect imports. She holds an MBA and an MA in food studies from Chatham University's Falk School of Sustainableability, a BA in sociology from the College of Worcester and WSet Level two. She was first introduced to the industry through her father's import company and has built her own career in part has shipped management, events, and marketing for food and wine organizations. With dialect imports, Christina champions multi generational wineries rooted in the hyper local traditions of Italian culture, with a portfolio that strongly features female producers. At just age thirty, she brings a fresh perspective and entrepreneurial drive to Italian wine in the US. Thank you so much for joining us, Christina. It's great to have you here. Thank you. Very excited to be here with you as well. Thank you. My pleasure. And so before we dive into today's discussion, can you tell us a little bit more about your background, Christina, and and how you came to work in the wine business? Yeah. So my family is telling American on both sides. My dad had been an avid collector for much of my childhood and then had decided to take the dive in or midlife crisis as you might call it, to do wine importing as a a side job. During that time, I was introduced to a lot of the producers. I, which to look on this is when I was between the ages of eleven and sixteen. I got to know them. And, you know, I would say that formally I entered the industry, age nineteen with my first internship at Taabranianumbria. But I grew up as, you know, a celorat effectively. And, you know, it was always tasting and getting to know the wines that way. So I first got into the industry by interning with John Paulo Tapparini at his winery in Montefalco. I continued to work with him whether on-site at the winery during the summers or remotely helping them with stuff while I was in the States for about five years. And I just became really passionate about Italian wine in particular. I made it my business to take any course I could about Italy or wine or food or an agricultural more generally so that I could, you know, effectively. I joked that I developed, like, the blueprint class schedule to study that after school. And I somehow convinced them it was a small liberal arts school in the middle of cornfields in Ohio, and I somehow convinced them to give me funding on, like, three occasions to study wine in Italy. So I feel like that's probably one of my proudest accomplishments. But no, I ended up going to do study abroad in Italy as well. So I was there for collectively about throughout my college time, I would say I was there for about a year or more, but, you know, had worked with John Hollow. I did other internships with the study abroad program as well as with the US wine importer in Georgetown in, Washington DC. And when I was looking for next steps, I knew I wanted to go into the industry, but wanted a little bit more of, you know, expertise on that. So I decided to pursue graduate school. My thesis for that program actually served as the basis for dialect imports today. And so in many ways, it feels like it's been a long time coming, but it been a step by step process for sure. I mean, this is amazing how much you've accomplished and championed, you know, Italian wine and you're thirty years old. I also have to give a quick plug. I am the biggest fan of Taberini, and I whenever I referencing, like, the romance of, like, Italian unique wine characters, but also, like, the perfect, I think, blend of innovation and heritage. He's my go to. So I'm so glad to know you were part of that team. Yeah. John Paulo is I I really struggled to identify someone who's had more of an impact on my life than John Paulo. I would describe him as an uncle. My dad and him regularly referred to each other as brothers. But when I was at the line, I lived with his parents, Franca Nello. And they regularly joke with me. They're like, when are you getting married? Because it's happening here, and we're going to die soon. So, like, come on for me and it takes a lot. But he's an incredible person. You know, he's just, like, he said innovative, what he's done with the winery, you know, just the ability that he has to look at things as a pure engineer is just incredible to see. So, but yeah, he he's fantastic. Amazing. Well, we could talk about, you know, the romance again of of Tavorini and and Montefalco and umbria for this whole episode. But, you know, I think he has some different key takeaways for this episode. So what we're excited to dive into with you, Christina, are our first takeaway just multi generational continuity. So Italian wine endures as a living tradition where family knowledge gets passed down through generations, but We have to continually adapt to today's global market. Second, talking about women and wine and how women are reshaping the industry, especially from the Italian perspective, leaving an an a lasting influence on how Italian wine is made and shared. And then third, the kind of scarcity and variety. So talking about the hundreds of native grape varieties and hyper local styles that are uniquely Italian and what this offers in terms of diversity and rare expressions to connect with new consumers. So let's dive in. Good topics. Well, let's start with this multi generational piece. I'm myself and also multi generational Italian family here in the US. In the wine world, you said the same of yourself, and you describe Italian wine itself as a living tradition. So how are you balancing, you know, honoring the historical heritage, the legacy practices while also introducing innovations that resonate with a younger or more international audience? I think, you know, my background, a lot of it is in events. And I think that's a key way that I see of, you know, engaging younger audiences with wine today is, you know, there's a lot of discussions on, you know, our gen z, her millennials even, like, are they not drinking as much? How do we see the difference of this? But, I mean, when I look at how do we get people engaged with these, you know, discussions, whether it's these legacies or the innovations that are happening in Italian wine, you need to give them an experience so that they can actually consume that. Because not everyone is going to Italy. Right? That's not new, but it's finding how to engage the younger people with that that I think is is