CHANGE MAKER

Brancaia’s owner and winemaker Barbara Widmer and guests enjoying lunch on the terrace at the winery’s Osteria Brancaia, in the Chianti hills between Florence and Siena in Tuscany

As CMO at Gallo you have continually embraced innovation, be it in expanding into ready-to-drink beverages or through digital marketing channels. You played a key role during the pandemic in initiatives like the ROAR to support restaurants and communities, and you have been a big advocate for diversity and inclusion in the wine industry. What drives you?

I’m really passionate about our company’s purpose. We serve enjoyment in moments that matter. And the reason why I’m really passionate about this is the word “serve.” On the one hand it speaks to the physical act of serving the beverage to consumers. But it also speaks around this whole notion of a producer serving our consumers. It’s much more about the thought of being a servant leader to our consumers. And in order to do that, I am truly passionate that our organization has to reflect what consumers look like today, as well as what they look like tomorrow.

How would you describe this consumer landscape?

In the US, in particular, the next generation of wine consumers is a diverse audience. What I find very fascinating is where the wine category has positioned itself, as an exclusive category, while the next generation of consumers value inclusivity. As an industry, we have to adapt and evolve to their needs. We have to reflect the next generation consumers and their values.

This consumer landscape is exciting and constantly evolving. What insights have stood out to you from your research?

Consumers are telling us what they want. They say they want wine to be easy, they want wine to be fun, they want wine to be accessible, and they want wine to reflect themselves. You know 81 percent of wine consumers, at least in the US, say that their knowledge around wine is at best intermediate to beginner.

That’s fascinating statistics. How can Gallo best align and communicate with this audience?

From a communication point of view, we’re expecting a much higher standard of knowledge which just isn’t there, and communicating to them as if they are experts doesn’t work. I would challenge ourselves to say, are we presenting ourselves as fun? In our communications, are we reflective of how this generation is living their lives, their lifestyles, how they socialize?

I think that if consumers want wine to be easy, we have to reflect that. And yes, if we are being honest with ourselves, we have a lot of work to do. What consumers are pretty much saying is, “I will decide what I like and what I don’t like” – and that’s okay. I get this sense when I read VOICES, and I see that the viewers are smart.

At the recent Maze Row New York Wine Experience, Argiano’s head winemaker and CEO, Bernardino Sani, passionately shared his father’s teachings on the significance of wine in Italian culture. He emphasized the importance of introducing younger consumers to the joys of wine, encouraging them to learn how to enjoy, pair, and share it with family and friends. What are your thoughts on this statement?

Reading through this publication, it’s clear that today’s consumer embraces wine as a symbol of connection – they love that it makes a moment better. Yet, we tell them that in order to be part of this wine journey, they must obey certain rules. What consumers are really saying is, “Let me be free. Meet me where I am.”

Absolutely. When we we confine this journey to a set of rigid frameworks, we limit its ability to evolve with and reflect the world around us. Am I right in sensing optimism in your voice?

Here’s why I’m optimistic: I believe that whenever an industry, a space, is experiencing headwinds, that is the time when people are more willing to adapt and evolve in order to stay relevant. And so, I think that there is a growing appetite to do things differently in order to stimulate demand for a category.

Your recent initiative, Offscript, gives talented winemakers the freedom to bring their visions to life from grape to glass. Could you share more about this program and what you aim to achieve through it?

Offscript is a wine incubator that allows the next generation of talent to develop wines that they are passionate about. One of the principles that we are driving within our organization is this notion of “intrapreneurship” – of fostering an entrepreneurial culture within our organization. So, a little while ago our luxury group embarked upon a project to see how we can create a wine incubator where we allow our winemakers to present their ideas in terms of what inspires them, and what they like to drink.

And what has the experience been like so far?

I had an opportunity to taste through the wines recently and they are fabulous. It gives me great hope for the future of the wine industry, listening to each of the winemakers present their story, their inspiration, even what inspired them around the package design. It is a really cool project.

Do you see Offscript evolving further to introduce an education platform?

You use the word “education,” but do we need to educate people on drinking beer, for instance? Do we need to educate people on the food that they eat? None have an education platform. And so, even using the word education, are we broadcasting to people that you have to have knowledge in order to participate in that category?

Visiting Italy recently, it is such a great reminder of what a true wine-drinking culture looks like. You can’t tell me those people have been “educated” on what they like or don’t like. Wine is just a part of the culture. It’s there to enhance the meal, the moment, the occasion.

As the granddaughter of the company’s co-founder Ernest Gallo, you’ve grown up and worked within one of the largest wine producers in the world. How has being part of this legacy shaped your perspective on the wine industry, especially in terms of fostering a more expansive and inclusive approach?

To understand the company, you have to go back to the founding story, and the energy around our founders – Ernest and Julio Gallo, who started Gallo Winery 92 years ago.
It was during the repeal of Prohibition, and they wanted to transform the US from a beer and whiskey-drinking culture into a wine-drinking culture. They knew that in order to do this, they had to endeavor constantly to win new friends for wine. It was part of what they call the “Gallo Creed.”

The founding fathers were so unapologetic about producing and crafting wines that the American consumer would enjoy, as well as evolving as consumers’ palettes evolved. As an industry we have forgotten that we have to endeavor constantly to win new friends for wine.

That’s a great philosophy, and it seems it continues to drive both the company and you today.

I’m passionate to see how we, as an industry, endeavor constantly to win new friends for wine. And yes it is a challenge. But I do believe that at the heart, when wine is consumed and enjoyed responsibly, it does enhance the occasion and connections.

Am I right in that all of this ties back to your original goal of being more expansive, being more open in how you as a company communicate wine to reach and resonate with diverse audiences?

For us, at the heart of all this is the belief that seeking diversity in all dimensions encourages innovation and creativity. When we talk about diversity of thought and, particularly in this country, economic diversity, wine is losing amongst consumers at the lower socioeconomic spectrum.

Embracing diversity of backgrounds and experiences just makes us better – it makes us more empathetic as a company. Thinking in this way makes us respond to what is going on in the marketplace. It helps us solve problems and challenges in a better way. And if we get this right, then it will be a great competitive advantage for our organization.

Coming from a family so deeply rooted in wine, particularly in the story of wine in the US, did you always know this would be your path as well?

Yes, deep down inside, I knew that I wanted to continue to build upon the foundation that was started by our founders.

What is it about the world of wine that excited you then and continues to inspire you today?

The world of wine has always captivated me with its rich history, diverse cultures, and the profound sense of community it fosters. What excited me then, and continues to inspire me today, is the way wine brings people together, creating memorable experiences and connections that transcend borders.

The dynamic nature of the wine industry also keeps me continually engaged. There’s always something new to learn or explore, whether it’s a rising wine region, innovative sustainable practices, or emerging trends in consumer preferences. The commitment to excellence and the pursuit of innovation within the industry inspire me to push boundaries and strive for continuous improvement.

Ultimately, my passion for wine is deeply rooted in the joy it brings to people’s lives. Celebrating special moments, enhancing meals, and simply enjoying wine with friends and family has always resonated with me. This enduring connection is what drives my enthusiasm for the world of wine, both then and now.

And do you have a favorite wine and food pairing you’d like to share with our readers?

My favorite food and wine pairing is anyone that I get to enjoy with my family.