The podcast that's interested in everything drinks. If you can drink it, sell it, and make money from it, we'll talk about it, though we're (mostly) fascinated by beverage alcohol. It's all about the intersection of drinks and commerce.
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The podcast that's interested in everything drinks. If you can drink it, sell it, and make money from it, we'll talk about it, though we're (mostly) fascinated by beverage alcohol. It's all about the intersection of drinks and commerce.
Ep 31: How Allison Luvera Tripled Juliet Wine’s Sales in Just One Quarter
Drinks Insider
51 minutes 32 seconds
4 months ago
Ep 31: How Allison Luvera Tripled Juliet Wine’s Sales in Just One Quarter
Allison Luvera, co-founder of Juliet, joins Drinks Insider to talk about how she built a premium boxed wine brand in the US. She reveals how pandemic insights led to launching Eco-Magnum, how her background in fashion and at Pernod Ricard shaped strategy, and the reality of creating a new wine packaging format. Allison explains fundraising challenges, distribution hurdles, and why direct-to-consumer is vital for proof of concept. She shares lessons on hiring, influencer marketing, customer insights, and what it takes to premiumise boxed wine in a sceptical market.
00:20 Allison realised during the pandemic that boxed wine offered convenience but lacked premium quality and branding.
01:30 Seeing boxed wine as eco-friendly drove Juliet’s mission to premiumise the format for aspirational consumers.
05:12 Despite a wine marketing background, Allison had to build supply chain knowledge from scratch through her network.
06:57 Juliet created its own cylindrical Eco-Magnum packaging to stand out in retail and convey luxury.
10:52 Allison did an MBA before launching Juliet to gain operations, finance, and fundraising skills.
15:30 Their first fundraising round started with family and friends before expanding to angels and family offices.
23:16 Distributors initially resisted because they wanted proof of retail success before onboarding Juliet.
29:33 For their first hire, Juliet prioritised marketing support while founders did direct sales themselves.
33:30 DTC data revealed their customer is predominantly women under 44, including strong suburban demand.
45:53 Allison warns founders not to enter alcohol without understanding compliance, distribution, and category nuance.
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Meet your host:
Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.
Drinks Insider
The podcast that's interested in everything drinks. If you can drink it, sell it, and make money from it, we'll talk about it, though we're (mostly) fascinated by beverage alcohol. It's all about the intersection of drinks and commerce.
