Ep. 2403 Barbara Fitzgerald interviews Molly Matelski of Vinitaly USA | Masterclass US Wine Market

Molly is the director of buyer relations, programming, and partnerships for Fierge Italianay, Van Italy USA. She's also the co founder and president of and Joy, which is a wine and lifestyle brand. So our three key takeaways and what we're really excited to learn from you, Molly. First, what can exhibitors expect from this year's Vineetili USA? Second, what can buyers expect from this year's trade show. And third, how the Vineisse USA team is working to keep trade relations strong between the US and Italian wine industries. Welcome to Masterclass US wine market with me, Barbara Fitzgerald. In this show, we'll break down the complexities 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. Hi, everyone, and welcome back to Masterclass US wine market. Today, I am really excited to welcome Molly Mattel ski to the show. Molly is the director of buyer relations, programming, and partnerships for Fierge Italiane, Van Italy USA. She's also the co founder and president of and Joy, which is a wine and lifestyle brand. So thank you so much for being here with us today, Molly. We're happy to have you here. Thank you for having, ma'am. Excited to have this conversation. Yeah. Absolutely. And before we dive into today's discussion, can you tell us a little bit more about your background, Molly, and how you came to work in the wine business? Yes. So it's quite a long journey. I've been in the hospitality field for most of my life. In fact, it started as when I was sixteen, I was a host at a local steakhouse. I do feel that that really ignited my passion for hospitality for hosting. People always had it kind of inside of me, and that's probably why eventually I connected so strongly with the Italian culture and individuals that I've met. That being said, I went to culinary school at Johnson and Wales University, got a associates in culinary arts, a bachelor's in food service management then went on to work for Marriott, helping with restaurant openings and managed franchise conversions and under performing hotels for over twenty hotels nationwide. Then, got a little burnt out on on the travel and then living out of a suitcase. So I chose to make routes in Chicago. I had done an assignment, at the JW downtown. It had been September. So, of course, I fell in love with Chicago, the beautiful weather, the lake, the river. But more than that, it was the Midwest hospitality. And I love the culinary and just food and beverage scene as a whole. So I worked for Marriott for another year then went to weinberg and Hammons and as an assistant general manager of a hotel. Really enjoyed that experience as well, then wanted to get downtown. So I opened the restaurants at the Conrad in downtown Chicago. After that time, it was about ten years. So that I'd been in the hotel industry with, you know, sixteen to eighteen hour days, six days a week. Was a little burnt out. So my partner is Italian. He said, why don't you take a little breather? Go to Italy. Take some Italian lessons, you know, and kind of figure out maybe a more sustainable path forward. In the meantime, I was reached out to by the Italian American chamber of commerce Midwest. They had been needing some support with project work. And actually one of my first assignments was to take buyers to Vineethly. And, Veronica, that was my first introduction to the Vineethly brand. I mean, I had heard about it before, but had never been, and that really open my eyes to the diversity of a tiny wine. Prior to that, I admit I had been more of a French wine person, and then I realized, oh, wow, I've only seen, you know, a small fraction of what's available. So continue to do project work with them. Also did project work with their importing distribution company. That's whenever we decided to start our own wine brand because we didn't see another one out there like it, which really had an unpretentious and colorful feel to it trying to reach new demographics. And then when we need to leave decided to move to the US, And there was an opportunity. I raised my hand and really advocated because I had been listening to buyers for the past several years telling me what did they like, what did they wanna see in the US and how could we support them? So then I asked to be in charge of violations programming and and eventually, also added in partnerships as well because they tend to go hand in hand. What an amazing path? I guess Italian Wine really called to you the siren song. Yes. Yes. And and it's not just the wines themselves. It's the whole culture around it. I feel like, you know, it's a high quality generations. It's an agricultural product as well. You know, so you're really impacting so many different individuals in being in this industry. Yeah. Absolutely. Well, as you mentioned, you do some pretty fantastic work, and we're instrumental in kind of bringing even Vine Italy USA in its successful form to Chicago. So we're really excited to have you here today so we can talk about the trade show here in the US. So our three key takeaways and what we're really excited to learn from you, Molly. First, what can exhibitors expect from this year's Vineetili USA? Second, what can buyers expect from this year's? Trade show. And third, how the Veniso USA team is working to keep trade relations strong between the US and Italian wine industries. So let's kinda set the stage a little bit first. Can you tell us about the energy you're feeling as we approach being into the USA this fall? You know, what's different about this year? What's exciting to you? Absolutely. So, obviously, this has been a very dynamic year. We've faced a number of challenges and uncertainty, whether it's through tariffs, changing buying habits, economic pressures, we understand that all of our stakeholders are in a critical moment. And so we want to acknowledge that and make sure that every thing that we do at being easily is geared towards productive solutions, productive business, something that everyone leaves and feels that they have come out of it feeling stronger and more empowered to be successful in this business. That being said, we are very excited, and we have many new things that we will talk about that we're we have added to the lineup to ensure that those two days, which, you know, it's October fifth and sixth. That was also a very strategic choice, the beginning of OND, also late enough that most people have finished through the peak of harvest, but also our buyers, you know, last year as well, they said, you know, we would prefer to be a little bit earlier in October because by the end of it, it's, you know, we're already full fledged holiday planning. So we we listen to them, and so I'm really excited to be bringing a lot of solutions to the table. That's amazing because we that's, you know, what we need right now. Right? We need proactive strategies and and help working through those. So let's say for somebody who hasn't been to the USA before, can you paint a picture of what they'll walk into in Chicago? Absolutely. So we will be back at Navy Pier, Central located location in cargo, which we're excited about. When guests arrive into the expo floor, we have a very strategic layout in which, you know, on on to the left, they have our importer partners like Wiambo or Volio or Telato. So it's very easy for them to engage with current flyers or those that are already in market. Additionally, we have about ten regions, which will each have spaces as well. So that you get a little bit of a tour of Italy and see some of the aspects that terroir and specific regions have in terms of their energy. We do also still have our signature lounge style booths. That is a key element that our both our producers and buyers expressed was very productive for them the last two years. Our goal is not to just be a walk around tasting. It is really to sit down, have productive meetings that lead to business decisions and long term relationships. On top of that, Italian trade agency remains one of our strongest partners. We are very appreciative of Monteo Sopas' support of us, and so they will bring around fifty brands as well. It's a great opportunity for maybe, you know, smaller brands or those that are emerging that are looking to get into the US may not have the financial ability by themselves to be supported through the Italian trade agency pavilion. Additionally, we have the Gambarosa Trebikeri walk around tasting that went really well last year. This year, we will also have a decanter DWA awards winning bar And then, excitingly, we have wine to wine being added. So that will be on the floor, this first time in ten years that it has been brought out of verona. So we're really excited to have more people be able to experience that CB Kim and her team have done an excellent job of bringing that to life. And then we will have a small bar and mixology area as well, which offers a way to engage with advantage culture in a new way. And then upstairs is where we will have some more of the enclosed panel discussions, more master classes programming. And that's also where the VIA Academy will also be held. You're really bringing, like, all factions of the world of Italian wine to Chicago with Vineetili USA and wine to wine and Vineetili International Academy. So that's really exciting. You know, we were confident going into it last year with our teams with the collaborations that we had that it would be a success. However, we were a bit blown away by the positive response that we have had. And so that has allowed us to then grow this year, probably much stronger than even we had anticipated. So we're really excited to make a one stop shop here in Chicago. Yeah. That's great. That's so great. Well, let's shift a little bit now and look kind of specifically at exhibitors. So what is their experience kinda looking like this year there any new features or formats that you're really particularly excited about? Yes. So our matchmaking app is something that was really important to us having an effective matchmaking ability so that producers can reach out to buyers that are actually interested in their products and vice versa was really important. And so we that was successful last year. We're building on that with we've been working for months with our developers to just increase all of the filters and the capabilities of that matchmaking piece, as well as being able to manage your schedule, being able to upload cell sheets, product information, even your profile as well because If you are planning meetings ahead of time, it's great to be able to feel already connected with them before they step in the door. And then we are also hosting a number of webinars. We're working with our regions and, like, the time trade agency to host webinars for you know, helping them understand what is expected to get into the market, you know, how to be successful at Beneathlee USA and other related webinars to ensure that once they've invested this money, once they're coming here, they feel that they really were adequately paired, which is really important also for our buyers. They want to interact with producers who are prepared and and ready to talk business. As I indicated before having those imported areas separated from the non imported product. It makes that buyer experience more cohesive allowing for more productive exchanges. That sounds really great. So you guys are really focusing on helping them kind of really see some ROI here, giving them the opportunity to show up with strategy and all the pieces in place to maximize what they're putting into it because we know it's difficult to make the trip from Italy to the US. Absolutely. We understand. Time is our biggest currency, so time alone is is an investment. Then there's, you know, the cost of the the lounges with themselves. We take care of all of the setup. So it's really meant to be a plug and play. So that especially since they aren't in Italy where maybe they could have more ability to create, you know, their own lounge. This creates a a nice cohesive space that's ready for them. And then, of course, we understand that it's also an investment as they, you know, for travel costs, etcetera. So we wanna make sure that they really get that ROI when they come to the beginning to the USA. That's so great. And are you seeing any interesting trends and who's exhibiting or what they're featuring? Yes. So it's been really exciting to see the next generation of producers coming, into play. So we have a number of legacy brands that now, you know, the younger generation have taken the helm and now are adding in their own stamp. While also maintaining the legacy of that brand. So a number of those brands will be present. It's actually next gen is one of our key focus points this year also in our programming. So we'll be highlighting them in unique ways through our panels and tastings. Women led brands continues to grow, which myself is, you know, leading the women in wine and spirits initiatives is, really exciting to see. And so we'll continue to support those individuals. And of course sustainability continues to gain traction. Not just in farming practices, but also in bottle weight and packaging and transportation. So that will continue to be a strong initiative. That's great. Yeah. To kind of recap the three kind of really exciting focuses are next generation, women in wine and spirits, and sustainability across the value chain. Yes. Very Cool. Well, do you have any advice that you wanna give exhibitors who really wanna maximize their impact? Absolutely. So as indicated, we're investing a lot into ensuring that we set the stage for our producers to be successful full. However, at the end of the day, it is up to those producers to see that through. So we say to engage early, use the app early, set up your profile completely, know your numbers, do your research, which markets are you looking to get into? Do you understand what a franchise versus a non franchise state is? Do you understand what a control state is? Do you want to operate in one of those or or maybe not? So having all of that information ready, what is your production size? What are your different prices? All of these things are very important. Again, our buyers, they lead very busy schedules, and, of course, connecting is highly important to them. And that's like what tells a story, but at the end of the day, the numbers don't lie, and it is an important piece. Yeah. And the app is launched and ready to go as of now. Right? So producers can get going immediately? Not just yet. So, you know, next week, we will be releasing ticket sales. And then, you know, we try not to do it too early just because then there's also a disconnect a little bit. So we kind of, work with our developers who have done many of these types of events. When is the ideal launch pad? However, back end piece of it for them to provide us all the information, we provide at many months in advance. So they already know what information we need because we help to also upload some of that information. Okay. Great. And just to note, for our listeners, we're recording this on July twenty third. So I see me, June twenty third. Don't worry. I didn't just, take a month off your calendar. July first is good to know. Okay. July first. Good to know. Well, let's shift a little bit now to look at the buyers coming. So from a buyer's perspective, why is this, you know, kind of a must attend? Absolutely. So first, I would say that there are a lot of congruencies between what some of the benefits are for exhibitors as well as buyers. A lot of times the goals are very similar. And so our goal, our objective is to bring those two together. And so coming from being Italy, we wanted to bring a lot of aspects that people enjoyed, but also understanding. Again, as we discussed time is of the essence. So two day expo, located in Chicago. So if you're coming from California, from New York or even Toronto or Mexico City, it's an easy commute, and we really are working to make the most efficient use of your time. The matchmaking app, again, you know, we're trying to create the most efficient use of finding the producers that you are most interested in that helps to manage your schedule, most effectively. And then, of course, there is the master classes in programming. It's an opportunity to gain education, but also to network with other individuals. We have key moments whether it's, in after hours or during the fair. Many of our buyers get most excited about seeing top industry leaders from throughout the US and in Italy and in North America. And then we work to really facilitate those as well. So outside of the app, you know, our goal is to support our buyers and anything we can. So I'm often reached out to by buyers saying they're looking for something specific and so we try to help create meaningful engagements with producers that they're looking for. That's so great. You just mentioned that you're trying to help them find what they're looking for, but are you also helping them to maybe discover what they didn't know they needed? You know, some of the interesting things that they might not find elsewhere? Absolutely. And we do that in a couple ways. So, obviously, the discovery zone for the non imported products. We definitely, you know, try to help people discover those. We do have certain filters whether it is women or diversity owned or led or if it's the next gen or these kinds of things just allowing people to discover them also and be like kind of notified through the app before they arrive and then through us as well. Again, we have built a lot of trust with our buyers that they do come to us for advice and we really work to try and connect the right people with each other. Our objective is not quantity. It is quality. So that's really important for us. And then discovery also through our master classes. So we have a number of regions as well as partners that will be doing very interesting master classes and that's often the opportunity that our partners take to introduce them to whether it's a new varietal or it's, you know, in in a different expression that they may not be familiar with. Those are exciting ways to really get to know new products. Definitely. Do you have any kind of educational programming that you're willing to announce yet? You know, what are some of the focuses of the master classes or the guided experiences? We do have a few that I can disclose. So one of the master classes, Hobie Wedler, Yeah. Probably are familiar with him. We're really excited for him to lead one of our master classes at tasting in the dark experience. He's also has a doctorate in chemistry. So I think that that will be quite an interesting experience for those that are able to attend it. We also will have a wine and music pairing with Sarafin Alvarado. He is the head of wine education for Southern, and he actually got into wine originally through the lens of music. So we understand that people engage with wine or or other products through different sensory experiences. So we're, you know, we're trying to meet them where they're at and explore wine in new ways. And then we will also be doing a wine and spirits crossover. So looking at examining each of those dynamic fields that are often seen in in kind of segregated that we wanna bring them more together, both the industry individuals who are part of them, but also learning from those elements. So what can wine professionals learn from the spirits industry and vice versa? We think that there's a lot of opportunity there, especially as we're looking to reach newer generations newer audiences or perhaps those that are just getting into wine or spirits. Yeah. So great to discover the synergies of those because they're often, as you said, kind of in conversation as being in competition with one another. You've spoken to this a little bit already, but, you know, the Italian wine does have sometimes overwhelming volume of options. So is there anything else that you're doing to help buyers kind of navigate strategically the best discoveries for them? Yes. So, I mean, I think part of that is how we connect individuals throughout the value chain. So understanding both what is in your market now or what can easily be brought to your market because we know the distributors that can make that happen. And then also, you know, if it's maybe an importer and distributor who would have a little bit more capability, what are those new products might help fill their portfolio. We understand that again, in these times, you know, it can feel a bit risky to bring on new new brands, but we do feel that there is still many consumers that are looking for those exciting new opportunities. And we think that it can be very valuable to be the forefront of those trends and to be bringing in unique opportunities for unique varietals to the US market. So, yeah, so a lot of it is a is a little bit of one on one outside of the app. I mean, I don't wanna keep going back to the app, but it it really is that, like, tool starting point, you know, for individuals. And then we do have a sponsored buyer program that we do even more in-depth support for some of our top buyers who are coming in to make sure that their experience is is seamless and we have a dedicated support team for them. So it sounds like you guys, on all sides, the supplier side and the buyer side, this is a really supportive experience. So they should make sure on both sides, you know, don't hesitate to reach out. Right? If they have questions about how to develop their strategy for the trade show. You guys have so many tools in place to help them with that. Absolutely. Yes. We have individuals, you know, if you go to our website, you can reach out to us through there and and we have dedicated individuals ready to and excited to answer any of your questions. And help, guide you to be successful. Well, let's talk a little bit about Martha takeaway, which is kind of keeping trade relations strong. So this landscape is really evolving rapidly and how is you need to leave USA trying to stay, you know, relevant on top of the trade relationship between the US and Italy? Absolutely. So, obviously, you know, we are still a private company, so we're not necessarily making direct choices impact. However, we are connecting with the decision makers at large. So, you know, actually Stevie Kim did a great job a couple months ago bringing together a roundtable and press conference which brought together W SWA, the NABI key importers as well as key press as well to discuss important topics and to discuss what their members are experiencing and how can we collectively as an industry work together to fight against some of the challenges that we're experiencing. So we continue to want to do that also at Vineet to the USA. We will have round tables for that and it's it's really an ongoing, our goal is to be a three hundred sixty five day a year platform, not just a two day expo. So that's really, important to us. We're constantly talking to all of our stakeholders, our buyers, and our producers of, like, what can we do to support you? What is your biggest pain point on a weekly basis? I'm talking to many individuals. I'm trying to keep a pulse and trying to see, like, through our connections and through our network, how can we perhaps support them in those ways? So to that point, what role do you see if you need to leave USA really playing in the broader conversation about wine's future in America? We feel that it plays a very strong role in the future of a timeline. I think it's why many people are so excited to see this expo coming to life, especially since there really aren't other expos in the US. And we aim to be to maintain a very strategic and focused platform, you know, everything revolves around Italian wine and spirits, the Italian culture. And so we're not getting mixed up with other things, so people know what they're coming into, why are they coming to our expo specifically. But we're bringing connection education and bringing that forward motion. We're bringing that momentum and that energy and, working year round to make sure that we support all of our stakeholders so that they feel like the two day expo is is a touch point amongst the the greater platform over the year, and our goal is not to replace VINitally in any way. It's that it's to continue that conversation. So they have that touch point happening to Lee in Toronto and April. And we keep that dialogue going on, and then there's the bigger focus here in October that allows them to then strategize for the following year, and it really just creates a a great cycle. Yeah. That's fantastic. And you mentioned also that you're really in conversation often with individuals from both supplier and buyer side. So what are you hearing from them about, you know, what they really want trade shows to provide in twenty twenty five and beyond? Yes. So I think going back to a lot of the things that we're trying to answer, You know, like I said, the staying laser focused is really important. People wanna know what they're coming into. They wanna feel like there is a value in it. You know, if if they buy a specific product, knowing that they have the location to do that and that everything will be around that. Everything will support that. It makes it much easier than, let's say, if we were doing a full lines from all over the world and but we only had ten lines from every place, maybe that's not sufficient for someone who is buying Italian wine or even in in their case, if they were buying French wines, it may not make sense for them to come to an expo just to see ten producers. So that's certainly key also the education piece of it and getting basically the one stop shop that connect bringing all decision makers into one room. And we find it really important not just just to bring people from the US, but also bringing those decision makers from Italy. So we can get them together and say, these are the challenges on both sides. How can we help solve those. So I think, you know, really maintaining a focus on what are you helping solve for the individuals who you're trying to have attend your your expo or fair and really looking at it like we are as a a full year commitment. Years to come and really looking at the longevity and what is the trajectory moving forward. Yeah. And I think that that's why it's especially exciting that you've created this really holistic environment this year with combining the Italy USA with wine to wine and with the Italy international because now as you as you said, you're really answering all of the questions that along the value chain might have. You're giving them access to buyers or or access to suppliers. You're giving them access to education and master classes and business talks, etcetera. And it's very exciting. Absolutely. And I did forget to mention in yet another thing. I don't know if I mentioned it earlier. We need to be launched in easily tourism this year at Virona, and it was so successful that we're also adding that to our programming. It's more geared towards travel operators, but there will be pieces of it that are also perhaps relevant to buyers, but we're bringing in that piece of the industry as well. So we're really trying to create like a full three hundred sixty degree view of Italian wine spirit, and of course, is becoming more and more important in the industry. People are looking for those experiences when they are traveling. And so that's an additional piece that will be added this year too. Really exciting. Because, I mean, it's already a very powerful sector for Italy and growing still, the amount of people that starting continuing to engage in wine tourism and that kind of experiential piece So that's fantastic. If someone is maybe on the fence about attending or or even this is, like, the first time they're hearing about Vineita USA, give them your sixty second elevator pitch. Why should they come? Yes. So if you work in a timeline experience or you're curious, maybe you're a buyer, a French wines and you're thinking maybe what's missing in my portfolio is those timelines. Certainly, this is the place to discover and connect with producers. It is also a very strong effort of ours to bring in as many producers themselves as well. So you get to meet the people behind the products, engage in real conversations and address the challenges that all of us are facing in this industry come to collective solutions and create new contacts. You know, this industry as with most industries these days, it's all about relationships and who do you know and who's who is is all going to be here in Chicago and October. That is so exciting. This is a people industry, and you're doing so much work to build the bridges between people. So thank you for that. But I wanna know too, what are you personally most excited for this year we need to leave USA. What are you most looking forward to? Honestly, I am most excited to help all of our stakeholders. The solution model is is really important to us. We really take it to heart. As I said, you know, I am a host at heart. And I really want to, support those around me. I also say, so I I love for people to engage with the industry and hopefully remember why they got into it in the first place. So I get really excited when people walk out after two days of such an engaging program and feel super energized ready to hit the market and feeling more confident and, excited for the days ahead. That sounds amazing. That is the Italian spirit. Right? That's hospitality in its finest sense. Well, as we start to wind down here, we like to finish up with what we call our rapid fire quiz where we ask our guests, three questions to help our listeners better understand the US market and specifically today's episode. So just try to answer in a couple sentences if you can, but Molly, what is your number one tip for mastering the US wine market? So I'll go back to it. As I said before, do your homework. Really understand what is necessary, how to be successful. There's actually so many tools out there. A lot of our our partners such as the time trade agency or chambers of commerce, They have a lot of resources already online or or even through, you know, the one to one platform. So do your homework and come prepared. That's very, very great and practical advice. Thank you for that. What is something you would have told your younger professional self about selling wine in the US? So it's not necessarily something that I would tell my younger self, but it's something I tell myself almost every day, you know, as a a business owner myself, I have to remind myself that everyone's journey looks different. You know, we we are self funded. You know, we're intentionally growing slowly so that we can work through the market and test different strategies, etcetera. But it can be very difficult to keep those blinders on when when you hear people going national and really exciting, you know, headlines. I remind myself why I got into the the business and ultimately it is something that is a passion project for me as well. So I also want to keep it to be something that's exciting and joyful, but also yet my strategy is not going to look like anyone else's. That is very beautiful advice. Thank you for sharing that. Okay. And last, you mentioned that you used to be on the road quite often, and I imagine you still are now too. So do you have like, a really practical travel hack you can share for when doing market work. Yes. So actually, so technically, I'm I fly more often than I did then. I think I've done about forty flights this year. So I have a lot of travel hacks that I I've developed. I will say that global entry has been a lifesaver. It's definitely worth the small investment. Always pack a suit in your carry on, especially when you're traveling to Italy because unfortunately, it will your luggage will likely get lost. Often, and and clear packing cube is something that I I used to think was like overkill, but now it's it's helped me stay, especially when jumping from one city to the next. And then perhaps I shouldn't say, but If you do have lounge access to bring little ziplock bag because the airplane food is is never I pack a little snacks from the lounge to bring with me and always stay hydrated. Lots of water. These are very good. It's super difficult. I agree with you. You have to we have to maximize the carry on strategy in case your bag gets lost or even if you're just bumping around from city to city so much, it's so helpful to just have everything on you. Absolutely. Well, Molly, I wanna thank you so much for giving us your your time today. This has been a really exciting preview for the event in October. And you mentioned tickets are going on sale soon, right, for you need to leave? Yes. Around July first. Okay. We won't hold you to it, but people should keep in mind. Yeah. Start checking out. One last question. What is the process for getting your your ticket to Phoenix USA? Absolutely. So we have a few options of course, the main one is going to our website beneath the USA dot com. You can click on buyer and then there will be a registration page that you can purchase a ticket additionally. If you are a buyer, we do have a select amount of buyer tickets that we do offer through our sponsored buyer program so you can apply for that. And then they're eventually a time trading as you will also submit and open up a the opportunity for applying through them too. That's so great. This episode will probably come out, actually, right around July first or maybe a little later. So, hopefully, everyone's keeping it in mind that they should be looking for their unique to the USA tickets. Yes. Well, I wanna thank you again so much for your time, Molly. One final question, actually. How can our listeners connect with you, especially if they have questions about the Italy USA? Absolutely. So as I indicated before going on to our website, we need to the USA dot com there is a contact form so they can reach out and we do check that email every day. So you will get a swift response from us. And so that is the easiest way. However, if there's something specifically related to programming or you do have more intricate questions about buyers, you're welcome to reach out to me as well, and I can perhaps provide my email separately through LinkedIn or something like that. So they should reach out to you on LinkedIn with specific questions. Otherwise, the form on Vineiteeliosa dot com is a great place for them to go. Absolutely. Molly, one more time. Thank you again. I'm wishing you the best in the rest of these planning stages, and I will be there in October. So I hope I get to see you and congratulate you on all your incredible work for this event. Thank you so much. I could probably talk to you all day, and I'm so excited to know we here. So now I'm going to get help the phone and ask you. So what do you wanna see? How can I support you? Well, thank you for that. Well, I will see you in October. Thank you. Take care. And that's a wrap for this episode of Master Class US wine market. Thank you so much for joining us. If you enjoyed this episode and want to stay up to date with the latest industry trends, remember to like, follow and share our podcast. And if you find value in our conversations, please leave us a review to help others discover the show and grow our community. Stay tuned for new episodes every Monday. Until then.