Welcome to episode 1023 in which host Polly Hammond interviews Oli Purnell, this week on Uncorked. In this episode, we’re joined by Oli Purnell, co-founder of The Copper Crew canned wine company. With 14 international wine awards under their belt, The Copper Crew is exemplifying customer centricity; their focus on premium quality, an open discussion of moderation, and early adoption of seamless DTC has allowed them to build cache amongst everyday wine drinkers as well as MWs. Today, Oli and I talk about the value of great market research, and what it takes to build a customer-first wine brand. Let’s get into it.
More about today’s guest:
Oli Purnell is the co-founder of The Copper Crew Wine Company, a multi-award-winning premium canned wine producer. Following his studies at Cambridge and Harvard, Oli and his co-founders Theo Gough and Sam Lambson, set out to create a wine brand that appeals to today’s drinkers, respects a more moderate approach to consumption, and tackles environmental sustainability — all without sacrificing quality.
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More about the host:
Polly is Founder and CEO of 5forests. She splits her time between Barcelona, Auckland, and Napa, consulting, writing, and speaking about the trends that impact today’s wine businesses. She’s an advisor to New Zealand Trade & Enterprise, host of Uncorked with the Italian Wine Podcast, cohost of the Real Business of Wine with Robert Joseph, and, occasionally, a knitter.
Polly is a graduate of the University of Southern California, where she earned degrees in International Relations and French. Those studies led to a deep and abiding love affair with behavioral Economics, and her wine work is based on insights into all the crazy and irrational reasons consumers engage with brands. With over 20 years’ experience in growing successful companies, Polly knows first-hand the challenges faced by independent businesses. She approaches each client experience with empathy and understanding for what it takes to adapt and thrive in the real world.
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Until next time, Cin Cin!