In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Jenna Steele, Vice President of E-commerce and Digital at Riboli Wines. Jenna shares how she is leading transformation in a category rooted in tradition, from building a tech-forward e-commerce function to using digital shelf insights to engage a new generation of wine drinkers.

She discusses how consumer confusion, generational preferences, and emerging wellness trends are reshaping the Alcohol landscape, and why she believes wine is poised for a major comeback. Jenna also outlines the tech stack powering her team, the role of retail media in attracting new customers, and how strong partnerships fuel innovation in a highly regulated category.

Key takeaways:

• Wine’s comeback depends on reducing consumer friction and repositioning it as approachable and wellness-aligned
• Tech stacks that integrate AI, digital shelf analytics, and compliant path-to-purchase tools are essential to modernizing Alcohol e-commerce
• Family-owned businesses can drive agile innovation by staying laser-focused on the consumer instead of Wall Street

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