Ep. 1644 Helena Morgana Germanetto | 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 Mastercost 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 pencils, get out your notebooks, and join us each week to learn more about the US market. Hello. Welcome to Master Class US wine market. Today, I'm thrilled to welcome Helena Morgana to the Italian wine podcast. Margana was born and raised in Piedmont. And after completing her master's in Italian wine culture at the University of Gastronomic Sciences at Palenzo, She had the tools and connections to start navigating the diverse world of wine. After five years working with wineries in Tuscany and Piedmont, Morgana decided to make a change and see what the world of wine could hold for her internationally. She now works in an account executive here with us at Colangelo and Partners handling events and meter relations for our Italian wine and spirits brands. Welcome to the show, Ghana. It's fun to be interviewing a coworker today. Thank you, Juliana. Thank you for having me here. Of course. Of course. I think this interview is gonna be really useful for anyone looking to navigate a career shift and working in the US. So, I'm really excited to chat with you about that today. But before we dive into today's discussion, we're gonna tell us a little bit more about your career and experience in the wine industry. Of course. So, as you mentioned, I was born and raised in Piedmont, so I've always been surrounded by wine and beautiful, rolled vines, and heels since day one. Therefore, this patient of mine was always there, but a little bit, undiscovered. And then I studied applied languages for business and tourism, so I was about to take a completely different path in my career. But then when I was at college, I worked part time as a tour guide in some wine cellars of the area, and there I started falling in love with the storytelling around wine, and how to bring people together. So I then left for a work experience in a winery in Australia, and it's there that I really fell in love with this industry because I was working, like, eleven sellers in a warehouse, in the vineyards, in the cellar door. So I got a little bit of a taste of what a winery can be like. But I also felt the need of understanding more about wine. So I came back home in Italy, and then I studied, in a master for Italian wine culture at the University of gastronomic Sciences in Polenso. This was a very, ambitious course that, basically, wanted to, give us instruments and tools to be wine tellers and so able to communicate wine under different perspective, the technological one, the agricultural one, but also one is a cultural product, artistic product, and also of course, economic product. And thanks to this university, I came across different job opportunities. One was in Tuscany. So I worked for one year in a winery in Tuscany in the communications and marketing department, and then I moved back to Piedmont, and I worked for other, almost four years in another, winery, Barbara. Over there is also overseeing communications and marketing. And it's, after four years, I decided to change my career path a little bit and my perspective a little bit. So trying to see things not from the winery perspective, but from an outside perspective, active, and then I applied for a position at Colangelo and Partners where I work now. I am an account executive and I handle wine and spirits client for media relations and events. And we're gonna talk to us a little bit about that Masters you did. It sounds really interesting. How do you feel like it set you up for success and the various communications roles you've held both working with wineries in Italy and now working at a communications agency. Yes. This master is a one year program, and it's really, dynamic. It involves some, field trip. So we travel to Sicily. We traveled to Tuscany, anti burgundy as well, visiting producers, visiting big, wine organizations and consortium, consortia, as well as a lot of market visits, visit with distributors visit with importers. So it gives you really a perspective of what the wine industry is at the Italian level, but, it was run entirely in English. So everything was learned, in an English language. This makes you, of course, more competitive to be working in a different environment other than this. And, of course, he was focused on Italian minds. So each fashion was dedicated to a specific region, Piedmont, Lombardy, Tuscany, Sisley, Pula, and so on. And we were learning the different populations and great varieties that can grow there. We were learning wines under a chronological and multicultural point of view. And, of course, it's not as detailed as a core as a master or as a university, a course in inology and Viticulture, but it gives you the basics to understand what you're talking about and make it more competitive and in a in a communication environment in a marketing environment as well. So it was great to be there. Also for the connections that this master program gave me because, of course, it's run by the University of gastronomic Sciences, which was created by slow food with this philosophy of good, clean, and fair. Therefore, you're always coming across realities that share this, sustainability and biodiversity driven, philosophy. And it may be possible to meet people in the industry. And, of course, this is a great world. The world of wine is great, but as you know, it's very small. So you you make connections and then love for life. And it's also thanks to this master and to our ex to my friend and, ex-uh, classmate that I found my actual job now. So I literally found this job offer, on the university side, and then, university website. And then, thanks to her, I had the connection, and they could come to the to the States. So, of course, it's it was a great opportunity not only for, you know, in expanding your knowledge, because it's a very short program, but especially for making new and powerful connections. Connections. Right. Yeah. And it sounds like it gave you the communication skills, the English skills, and the wine technical skills, which all sound like things that you're bringing here to now obviously your job at Colangelo. So, Margana, today, we wanna talk a little more specifically for the listeners about a few things. You know, number one, how, does a candidate best position themselves for a job in the US market? How do you transfer your skills from Italy to the US? And what are the benefits that you bring as an Italian native to a US job in the wine industry? And then finally, what do you see as the benefits of working abroad? So for starters, let's just talk a little bit about the process of finding a job in the US market. Obviously, you just mentioned you found it through your university, but what was the process like of applying and then making that that move across these? Yeah. Of course, it's, the job the job research can be similar to any other jobs research. So it's important to be informed. It's important to look through websites and offers, but, of course, leveraging your connections in the tree can be very powerful because word-of-mouth works really well. If you are interested in a career in wine, but also, like, across the pond. So in the state, for example, for Italian wines, there are great opportunities with importers. Because, of course, they are looking for native speakers, and people that Right. For the product, as well as, of course, communication. And then once the job has has been found, of course, it's it's important to get through the whole, process of applying for a visa, which, of course, it sometimes can be a lot of red tape and a lot of effort. But I think if some if people are determined, this is something that is also very feasible, and it's a way to, you know, dip your toes in this new environment and try and start your career, in a new and very motivating work environment. I definitely recommend this experience, especially people who are at the beginning of their career because, of course, it can broaden your horizons and give you more competitive advantage for future leads and pops that you wanna start. And also that unique global perspective that you can then bring to future opportunities at Imagine as well. Absolutely. Yeah. Yeah. So what are some of the things that, you know, you've been working now with calendula for over a year that you think you bring as an Italian native to a job in the US market that maybe someone who is born here in the US, cannot bring? Well, of course, you bring my Italian language knowledge, so of course. That it can be, you can sound very, basic, but actually it's really important because Italians are able to communicate with the clients, you know, more straightforward in that way. And it's not only about the knowledge of the language, but being born and raised in an Italian culture gives you, perspective of what clients may need or may, want and also their ideas. And then of course, they wanna bring their ideas in an environment that even if it's always considered, like, the western world is very different from the European and the Italian culture. So it's also a great tool to have this double perspective so that you can actually translate your client's expectations to the country where you are. And at the same time, make your clients realize that some expectations need to be adjusted, and they need to fit into a new environment into a new culture in order to be able to truly communicate their identity and their message. And then, of course, being born and raised in Italy, we, have always been surrounded by the world of wine and different wines and populations and grape varieties, but also regulations and PTOs and DSCG and the difference between a brand, a winery, and, a group of wineries, or a co operative, or a consortium, which is not, for granted because of course, very typical of our country, but it cannot be that typical of others. So, of course, this gives you a competitive advantage because you understand that the market that you're coming from better, and this may it makes it easier to communicate in the in the US market. And then I found that probably Italians can be considered like great artisans. So we always have, very artisanal approach to art, to culture, for cuisine, but also to business in some ways, and in some context. And this makes us very, flexible, open minded and able to, like, be resourceful and work with what we have and try to make it work. So I found that, these are seasonal approach could be, sometimes useful in order to fill some situations up and being able to adapt and adjust to a work environment, which was, of course, different from the one I was, starting from, but this kind of flexibility helped me a lot. I like. You say Artisanal, we would say entrepreneurial spirit. Different way to say it, but I think embraces the same meaning. Being solutions oriented, creative with solving problems. We know that, you know, when you're working in the world of events, there's always something that could happen. So I think that skill set and approach, is is really valuable when you're working in a any communication setting. So I like that. A seasonal approach. I like that sounds better than entrepreneurial. Exactly. Yeah. Yeah. So, Margatta, what's been your experience working here in the US? And, you know, what are some of the biggest differences and also similarities between your your work here and your work in Italy. Italian wine podcast, part of the momo jumbo shrimp family. So far, I've had a great and positive experience, I would say. It's, the environment where I work, it's very young and dynamic, and this, of course, it's very stimulating and motivating and, pushes you to grow, which is, of course, a great advantage. Maybe when I left, I thought because of from a my Italian perspective that there was this serotype that Americans are kind of workaholic. So I was expecting this great pace. Of course, it is a great pace, but I also find that, especially in wine, there is a great, good, like, work life balance. And so I find I think this is a great similarity that reflects also from my previous experience and helps me love my job and doing it with more passion and more intent. Of course, I was working in wineries before coming here and especially in Italy. We do have a lot of family wineries. So I found it different to work for and with a family than working in an environment which is more structured and organized. It has this upside and downsides. But I have definitely found that in the US, there are more growth possibilities, and the growth is, of course, faster because everything moves at faster pace. But, this is the maybe the biggest difference that I found between the two systems. And as I was saying before, that sometimes, italian tend to have a more artisanal approach to business as well. So, this reflects also in the work environment and in the difference that we work but I I actually think it's enriching from both sides. So to take a little bit of that approach to the American One and vice versa makes you grow more and expand, your horizons in for future opportunities. Right. So you would say the structure in the US is a little more formal, a little more process oriented from what I'm hearing, then the more, you know, artisanal as as that word we love to use, approach in in Italy. Well, I think it's important to stress that it was coming from a background, mainly in wineries, not in an agency or, like, a, like, a pure communication office. So sometimes in the winery, you need to be a little bit more hands on and flexible and do also more than what you would normally do. So that's why Right. Has also influenced my my perception of the work environment. Yeah. That makes sense. Do you think there's parts of the structure and maybe the more formal process that you're learning here in the US that you think you could bring back to any future positions you might have in Italy? Absolutely. This actually helps make the work. Maybe not harder, but smarter. And so definitely, it would be some and and also motivate people in a way that push them to do better and to do more, but in a way that it doesn't make them feel like they're just being used for their work, but actually they are part of the project and they are in it because it's the way I feel. So I think it's definitely a plus Yeah. It sounds like it for sure. What do you think are some of, you know, the other benefits of working overseas maybe beyond the office? Like, what are some of the other aspects of this experience that have been enriching for you? Yeah. Of course. The fact of being in a different country that speaking another language and you are surrounded by different cultural elements is totally a plus because you are living in the country. So you start, like, in every simple actions of every day, you need to adjust your way of thinking and adopted. And this gives you great flexibility. Maybe it can be a little bit more demanding at the beginning when you first arrive because you need to make an extra effort to fit in. But once you actually find your ways of getting used to it and go with it, you become much more flexible, resourceful because you are always used to make an extra effort that then becomes natural, but leads you, of course, to have more sensitivity for some subjects and being able to switch very quickly from one language to the other or from on cultural reference to the other. And, of course, these reflects well in other areas of the work that makes sense. Yeah. Absolutely. And then, of course, working in this environment, you work with colleagues that are, of course, international colleagues. Every the the thing is that maybe in Italy, we tend to work more with Italians, and it's like a rarity that some people come from another country, or it's a little bit less common, especially in small towns where wineries are located, but hearing you, you're see, of course, you work with colleagues that come from all over the world. So they have the most diverse backgrounds, not all in terms of culture, but also in terms of, work itself. And this is so enriching because you can you get to learn every day from their experiences and from their active. So, of course, it it reaches you as a professional, but as a person as well. Right. Definitely. And then I find that promoting, like, I I I think I am really lucky because I I get to promote my home country every day while I am away from home. So this makes me proud of my country. It's like singing your, like, you know, your national anthem every day. Like that comparison. Yep. Yeah. So it's it's like it makes you proud. And, of course, when you're talking about wines or about appylations or territories or culinary products, then you put so much more passion in it and intent because, of course, it's something that you feel like your own. And this makes you love your job, but also especially your country even more than when you left it. So it makes you see the bright side of it, which sometimes, of course, when you are in a situation, it's not always obvious that you that you can see it every day. So this is also the other great advantage that I find. And, of course, work in the market and living in the market that you have to work for, it's a great advantage because you understand it better. So he tells you make your job better because you get to understand certain dynamics that maybe before you can only you could only read about, and now you actually live in on your skin. Absolutely. Yeah. That makes a lot of sense. And I think that's gonna be knowledge and experience that's gonna be so incredibly valuable. But what are some advice you might give for someone that's listening that's wanting to go work in the US, like, how would you advise them just to even get started in this process? I would say that they should, first of all, have an understanding of what the US wine market could be. So, my first advices to listen, listen to resources, in the industry, talk to, people who have worked there, talk to importers, talk to PR professionals, talk to journalists, or just simply read, subscribe to trade newsletters, just to to have an understanding of, what the market is like, because, personally, I found that I had a lot of ideas and stereotypes that then were actually wrong. And and then after that, I think it's It's definitely an advice that I would give to everybody because the US is such a crucial market, especially for Italian minds. We, see it every day that the interest for this category is growing and growing, and Americans literally in love with Italian wines. Therefore, there is for for sure a great opportunity for for our products to thrive, but we need to understand the market as much as possible. And that's why I would recommend that everybody and to everyone that is interested in a career in wine in Italy as well to spend some time in the US, work the market, and just live here and experience what Americans do, not only in New York, that is a great and cosmopolitan city, but, also, like, in other cities of America, like, on the West Coast and Chicago and even everywhere. And then, of course, bring home what they learned so that they can better adjust their communication strategy and without losing the touch with their homeland and always being truthful to themselves, but adjusting to to the market that they they will be working in. Right. Yeah. Absolutely. Well, Morgan, I think this hopefully, this interview is gonna be really useful for a lot of people listening that might be looking to it to work abroad and there's so much value you're bringing to us at Colangelo. We love having you as well as that you'll bring back when you eventually go back to Italy. So I think our listeners are gonna learn a lot from this As we wind down and do our rapid fire quiz, we'll ask each of our guests the same three questions about the US market. So number one, and please try to answer these in, you know, one sentence or less. What would be your number one tip for for mastering, quote unquote, the US market. I would say subscribe to trade newsletters, read, stay informed, stay on the top of new consumer trends and stats. Never forget to listen before speaking, because this will save a lot of time and give you great insights. And then as I was saying before work the market, go out for dinners, for drinks, read the wine list, observe what people like to drink so that you can get a better understanding of what the US wine market could be like. Right. That's the fun part. What what is something that you might have told your younger professional self about working in wine? I would say maybe, do not be afraid of risking and do not be afraid of being extra qualified because I I do think that wine certifications and course are crucial in order to get a better understanding of this world. But maybe when I was younger, I thought, that I was a little bit worried that I didn't that because I didn't have specific experiences in certain work fields, that could have represented an hindrance or an obstacle to actually start a career there, but especially working in the US, I love the the empowerment and I love the freedom that is given to individuals. And, so as soon as you are ready to work hard, and simulated you can learn faster at your best capabilities and be as receptive as you could. So I would definitely advise myself to risk it a little bit more and don't be afraid of of these kind of problems. Great advice. Yeah. Absolutely. And then finally, what is your number one travel hack when you're traveling? I know you're going back and forth between New York and Italy a lot with something that helps you deal with the time differences and and those long plane rides. Oh, yeah. Well, melatonin is great. This is gonna help you, better, travel for sure. But one advice that I would say is always take pictures of the business cards you collect. Here and there because then these are gonna be locked and, you wanna hold on to those contacts. So definitely that. And and, of course, spend a reasonable amount of time in both in both countries so that you can get adjusted and dive in in the culture and experience it outside of work and just leave the best of the both, of both worlds. I like that. Worklife balance, spend a lifetime exploring and enjoying it as well. Yeah. Absolutely. Well, Marghana, thank you so much for joining me on the Italian wine podcast. How can our listeners connect with you or follow along with what you're doing in wine? Oh, feel free to reach out to me via LinkedIn. Helena Morgana, Germanito, or Instagram, Helena Morganana, and you can just connect. With me there. Okay. Fantastic. Thanks for being here today, Margana. Thank you for having me. It's been a pleasure. Thank you for joining me today. Stay tuned each week for new episodes of Master Class US wine market with me, Juliana Colangelo. Remember if you enjoyed today's show, hit the like and follow buttons wherever you get your podcasts.