In this episode of the Drinks.com Podcast, host Brandon Amoroso sits down with Carson Benham, newly minted VP of West Coast Sales at Martin Ray Winery, for a candid look at where wine sales are really headed.

Inside the conversation

🎯 80/20 in action: how Carson decides which markets and events deserve his time—and why Utah suddenly matters.
🔄 E-commerce vs. three-tier: practical ways to use DTC traction to unlock distributor deals.
💸 Price-point reset: turning California’s bulk-wine oversupply into everyday-luxury bottles under $25.
📱 Gen-Z playbook: digital storytelling, “better-for-you” labels, and checkout flows that match fashion-retail standards.
🌊 Surviving the RNDC exit: ripple effects of a top distributor leaving California and the new openings for small brands.
🚚 Hidden costs revealed: shipping math, six-bottle safeguards, and why Apple Pay should be on every winery site.

Whether you sell wine, study the industry, or love a good deal at dinner, this conversation delivers practical takeaways you can use right away.

Mores resources at Drinks.com

In this episode of the Drinks.com Podcast, Brandon Amoroso sits down with Pete Jones, co-founder of Aesthete Wines and former head of wine and spirits at Shopify, now at Stripe. From growing up in Sonoma County to pioneering digital transformation in the beverage alcohol industry, Pete shares how he blended tradition with technology. The conversation dives into the challenges wineries face in modernizing operations, the massive opportunities in direct-to-consumer (DTC) strategy, and how platforms like Shopify are reshaping the industry from the ground up.

Here's what you'll learn:

🛍️ What it was like to lead wine and spirits at Shopify during COVID-driven digital transformation.

⚠️ The biggest challenges facing the alcohol industry today — and the tech-forward solutions.

🤝 Why stakeholder buy-in and internal metrics are critical for digital change.

🌪️ How economic headwinds are driving a necessary evolution in alcohol e-commerce.

📬 The strategic value of building a direct-to-consumer relationship for wineries.

🧠 Lessons from lifestyle brands and what wineries can learn from them.

🌿 How consumer behavior is shifting — including the rise of non-alcoholic and cannabis alternatives.

🚫 Why first impressions of wine matter — and how bad wine turns people off forever.

Mores resources at Drinks.com

Brandon Amoroso sits down with Pedro Garcia—Managing Director USA & Canada for global wine powerhouse Felix Solis Avantis—to unpack the playbook he’s used to push a family‑owned Spanish brand into Costco, Sam’s Club, and dozens of regional chains. Pedro reveals how deep distributor know‑how, retailer‑focused “experience trips,” and relentless price‑to‑quality discipline can help any wine entrepreneur outmaneuver the three‑tier bottleneck, survive margin‑crunching headwinds, and prep for the coming DTC and “fourth‑tier” e‑commerce wave. Tune in for hard‑won lessons on activating chain buyers, choosing the right moments to invest in digital, and building a sustainability story that resonates with modern consumers. Perfect listening for founders, sales leads, and portfolio managers looking to scale smart in 2025’s hyper‑competitive U.S. market.

Here's what you'll learn:

🗺️ How to navigate—and sometimes outsmart—the U.S. three‑tier labyrinth.

🏬 Pedro’s playbook for landing family brands in Costco, Sam’s Club, and other big‑box chains.

✈️ Why vineyard “immersion trips” turn distributors and buyers into lifelong evangelists—and how to run them on a budget.

⚖️ The price‑to‑quality formula that keeps shelf space during margin‑squeezed times.

☀️ How solar power, low‑carbon logistics, and QR‑code transparency elevate your sustainability story.

💻 A realistic timeline for layering in DTC and emerging “fourth‑tier” e‑commerce without alienating wholesalers.

🎯 Content moves that keep your winery discoverable on TikTok and ChatGPT searches.

🚀 Where indie producers can outmaneuver celebrity labels and private brands in 2025.

Mores resources at Drinks.com