What could the wine industry learn from whisky about branding, storytelling and connecting with today's consumers?

In this episode of the Whisky Wealth Warrior Podcast, Glen Palmer sits down with Iain Muggoch, founder of Madame F, for a fascinating conversation spanning decades in the international wine industry, entrepreneurship, brand building, social impact — and why wine might need to start taking a few lessons from whisky.

Iain's career has taken him from becoming the first management trainee at Direct Wines to South Africa, fine wine trading, international buying and overseeing vineyards, wineries and wholesale markets.

Then came Madame F.

What began during lockdown as an idea to create a wine label capable of raising money for the opening of Queer Britain developed into a purpose-led drinks brand that helped raise more than £100,000 and now supports and amplifies under-celebrated communities through art, sport and culture.

• The lessons Iain learned from decades in the wine industry • Why networking is essential in the drinks business • Living and working in South Africa • What separates a commercially successful wine from simply a good wine • How Madame F was created • Raising £100,000+ supporting Queer Britain • The story behind Susie the Frog • Building a genuinely purpose-led brand • The difference between authentic advocacy and pinkwashing • The challenges of bootstrapping a drinks company • Cash flow, distribution and funding • Why wine needs to learn from whisky • Why traditional wine branding can alienate consumers • Experimenting with whisky and wine casks • The creation of Madame F's rum RTD • Iain's long-term vision for Madame F • What a life well lived would ultimately mean to him.

It's a conversation about much more than what's inside the bottle.

It's about people, purpose, risk, authenticity and building something that genuinely stands for something.

🔗 LinkedIn: https://www.linkedin.com/in/iain-muggoch/

🌐 Madame F: https://madamef.com

📧 Email: hello@madamef.com

🔗 LinkedIn: https://www.linkedin.com/in/glen-palmer-online/

🌐 Whisky Wealth Mastery: https://whiskywealthmastery.com

📖 Download your FREE Whisky Investment Guide: https://whiskywealthmastery.com/free

🥃 Book a complimentary 15-minute whisky cask discovery call: https://app.onecal.io/b/glen-palmer/15-minute-discovery-call

🎙️ Want to be a guest on the Whisky Wealth Warrior Podcast? https://app.onecal.io/b/glen-palmer/whisky-wealth-warrior-podcast

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