Ep. 2662 Wine Sales: How to Drive Growth, Build Demand & Reduce Friction with Philana Bouvier | Masterclass US Wine Market
Welcome to Episode 2662 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald speaks with Philana Bouvier, President of Demeine Estates, where she leads the vision behind a best-in-class sales and marketing organization.
Key Takeaways:
Precision drives growth in a down market: focus on discipline, portfolio clarity, and reallocating resources to the segments that matter most
Demand generation is essential: distribution alone no longer guarantees sales—brands must actively build demand, even if it means exiting certain markets
Friction is the biggest barrier: simplifying how wine is…
The skinny
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