In a recent episode of Brave Commerce, Justin Noland, Vice President of Digital Experience at Treasury Wine Estates, sat down with host Rachel Tipograph and guest co-host Melissa Burdick to discuss the evolving landscape of the wine industry. Broadcast live from the ShopTalk floor, the conversation centered on how Treasury Wine Estates is responding to the industry’s challenges while enhancing its digital and consumer experiences.
During the discussion, Noland elaborated on how the company is tackling key issues such as climate change, regulatory obstacles, and shifting consumer preferences. He emphasized the importance of combining innovation, sustainability, and storytelling to effectively address these challenges.
Noland also shared insights into the growing luxury segment of the wine industry, highlighting how brands like DAOU are thriving by offering premium experiences that resonate with consumers’ meaningful occasions. He touched on the role of retail media in navigating a restricted category and discussed how Treasury is approaching influencer marketing with an emphasis on authenticity.
For brands operating within highly regulated or tradition-rich industries, this episode offers a valuable perspective on how collaboration and experimentation can serve as catalysts for growth.
Key Takeaways:
Collaboration Drives Innovation: Treasury Wine Estates relies on cross-functional teams to tackle sustainability, regulatory challenges, and digital transformation.
Luxury Resilience: Premium wine brands, like DAOU, are seeing success by aligning their offerings with significant consumer moments.
Creative Solutions for Regulation: Influencer partnerships, social media experimentation, and retailer collaboration play a crucial role in overcoming advertising constraints.
This episode underscores the importance of adaptability and creativity in navigating the complexities of a highly regulated industry.
You Might Be Interested In:
