Ep 23: How GenZ Jess Druey Disrupted the Wine Industry and What Happens Next

02/05/25 • 59 min

Everybody says they want to attract a new generation of consumers to wine, but Jess Druey’s gone and done it.

In this episode of Drinks Insider she tells the unlikely story of how a college dropout launched a wine brand at 22, after Googling how to make wine. From getting her Mom to help package and send the bottles to partnership with the McBride Sisters, to taking home the $250,000 first prize on Gordon Ramsay’s Food Stars, this is one of the unlikeliest stories in wine.

But it works. Jess honed her skills at Red Bull, and she brings her relentless focus on social media and community building to Whiny Baby, along with a completely new way of looking at packaging.

If you need some inspiration, this is the episode for you. Jess shows that there’s a new consumer group out there who is not just open to wine — they’re waiting to hear more.

[2:08] Jess discusses the brand lessons she learned at Red Bull.

[5:10] The impetus for Whiny Baby and how she developed the brand.

[10:54] Early experiences, mistakes and reversals.

[14:13] Jess explains how she got her strategic partnership with the McBride sisters.

[28:58] Jess talks about her experience on Gordon Ramsay's Food Stars and that quarter of a million dollars.

[52:07] How to build a social community who’ve got your back and will help you develop your brand.

Your Host, Felicity Carter

Based in Europe, Felicity Carter is a well-known journalist, editor and researcher. Among other roles, she is currently Editorial Director of Areni Global, the fine wine think tank headquartered in London. Previously, she was founding Executive Editor of The Drop at Pix, editorial consultant for Liv-ex, and Editor in Chief of Meininger’s Wine Business International, which she built into the world’s premier business publication, with subscribers in 38 countries. Her work has appeared in The Age and Sydney Morning Herald newspapers in Australia, and in The Guardian US, among many others.

She was named a 2024 Industry Leader by WineBusiness Monthly.

And her other podcast is A Question of Drinks with the fabulous Lulie Halstead. It’s like the Freakonomics of Drinks. Check it out!

Everybody says they want to attract a new generation of consumers to wine, but Jess Druey’s gone and done it.

But it works. Jess honed her skills at Red Bull, and she brings her relentless focus on social media and community building to Whiny Baby, along with a completely new way of looking at packaging.

If you need some inspiration, this is the episode for you. Jess shows that there’s a new consumer group out there who is not just open to wine — they’re waiting to hear more.

[2:08] Jess discusses the brand lessons she learned at Red Bull.

[5:10] The impetus for Whiny Baby and how she developed the brand.

[10:54] Early experiences, mistakes and reversals.

[14:13] Jess explains how she got her strategic partnership with the McBride sisters.

[28:58] Jess talks about her experience on Gordon Ramsay's Food Stars and that quarter of a million dollars.

[52:07] How to build a social community who’ve got your back and will help you develop your brand.

Your Host, Felicity Carter

She was named a 2024 Industry Leader by WineBusiness Monthly.

And her other podcast is A Question of Drinks with the fabulous Lulie Halstead. It’s like the Freakonomics of Drinks. Check it out!

Previous Episode

Ep 22: The Fork In the Wine Road and Where to Go Next With Jeff Siegel

The wine trade is facing its worst trading conditions in 30 years — but it doesn’t have to be that way. That’s according to long-time wine industry observer and well-known journalist Jeff Siegel, who’s been immersed in the US market for going on 40 years.

This alternate title for this episode could be ‘Bitchin’ With Jeff’ as he offers his no-holds-barred take on what’s gone wrong and why.

Is there any hope? He says yes, and outlines what needs to be done to appeal to new consumers while retaining the old ones, and securing the future of wine for at least another generation.

In this episode of Drinks Insider we discuss:

[00:10:00] Premiumization, a term coined around 2010-2012. It’s the idea that Americans wanted to drink 'better' wine, leading to a focus on more expensive bottles, which increased margins for wineries, growers and retailers, but pushed out affordable options.

[00:14:09] The wine market has become very brand-focused and consumers are now brand loyal. But as the big brands become more homogenous and take up more shelf space, consumer choice is being narrowed.

[00:21:58] The restaurant industry's focus on high-priced wine to make up for costs has also hurt the industry, with many restaurants now selling poor-quality wine at high prices, with little appeal to consumers.

[00:28:21] How the wine trade can woo back entry-level wine drinkers.

[00:31:59] Despite a current grape glut, the moment for another "Two Buck Chuck" style wine is gone because the wine business has changed.

[00:41:08] Jeff knows exactly when the temperance movement re-emerged and why.

Sounds like fun? It is! It’s a lively conversation with someone who knows what they’re talking about and who can point the way forward.

And don’t miss the next episode, with Jess Druey, founder of Whiny Baby, who is living proof that a different approach can bring a whole new audience to wine.

Next Episode

Ep 24: Boosting Wine Profitability With Your Own Data, According to BevSuite’s Jonathan Reeve

Jonathan Reeve, co-founder of BevSuit, is on a mission to get the wine companies to improve profitability by embracing data-driven decision-making — using the data locked up in their own company.

He shares insights from his extensive experience at Treasury Wine Estates, Wine Searcher, and Liv-ex, and explains what he’s learned about email marketing strategies, the importance of data integration, and value-based selling.

Jonathan also touches on the impact of AI on the wine business and the growing market for low and no-alcohol products. This is a great episode for anybody who wants to improve profitability by embracing efficiency, flexibility, and data-driven decision-making — by using what already exists.

[00:01:55] The beginning of BevSuite and its mission.

[00:07:53] Working at WineSearcher and the creation of its wine database.

[00:12:04] Data disconnectedness: Why this is such a significant issue and how it hinders smooth information flor from winery to customer.

[00:25:02] Value-based selling and why data’s value should determine its price.

[00:34:09] Concierge email marketing and how it’s done.

[00:46:11] BevSuite's seven pillars: Sourcing, receiving, managing, marketing, selling, shipping, and customer analytics

[00:55:10] Profitability tips: Efficiency, calm decision-making, and flexibility

https://www.bevsuite.com/about