Welcome to Episode 2611 of the Italian Wine Podcast. In this episode, Juliana Colangelo is in conversation with Luca Venturelli, Account Director at Colangelo & Partners, to explore the topic of OCM funding and how Italian wineries and consortia can use it strategically to promote their wines in the U.S. market.
Key Takeaways:
- Designing regional marketing programs that genuinely resonate with U.S. trade professionals and consumers.
- Most effective channels and activities for promoting Italian wines in the U.S. market.
- Common mistakes to avoid when allocating OCM budgets and how to make the most of subsidized resources.
More about the guest:
Luca Venturelli is an Account Director at Colangelo & Partners in New York, where he leads the Italian Division and oversees integrated marketing and PR programs for some of Italy’s most prominent wine regions and brands. He specializes in U.S. market strategy, OCM-funded initiatives, trade and media engagement, and large-scale consumer events. Luca has worked closely with consortia including Prosecco DOC, Chianti Classico, Barolo and Barbaresco, Brunello di Montalcino, Alto Adige, and Sicilia DOC, supporting their efforts to strengthen awareness and market share in the United States. His work focuses on aligning institutional objectives with clear execution plans, measurable outcomes, and long-term brand development in the U.S. market.
Connect:
Website: https://www.colangelopr.com/
Linkedin: https://www.linkedin.com/in/luca-venturelli-62b795354/
More about the host:
Juliana Colangelo is a leading communications and marketing professional for the beverage alcohol industry. Currently, Juliana is a Senior Brand Manager at Frederick Wildman, where she is focused on building their Italian wine portfolio. Prior to that, she led the California Division as a Vice President at Colangelo & Partners, the leading wine and spirits communications agency in the U.S. for over 10 years.
During her tenure at C&P, Juliana led the development of the California office, growing the agency’s domestic presence to a dedicated office of 15 people with representation of leading wine companies such as Jackson Family Wines, Far Niente, Charles Krug Winery, Foley Family Wines and more. Juliana has completed her WSET Level 3 and her eMBA in Wine Business with Sonoma State University. In 2021, Juliana was named one of PR News’ Top Women in PR in the “Rising Stars” category. In 2022, Juliana became a Vinitaly International Academy Italian Wine Ambassador.
Connect:
Instagram: https://www.instagram.com/julezcolang/
Facebook: https://www.facebook.com/jules.colangelo/
Twitter: https://x.com/JulezColang
LinkedIn: https://www.linkedin.com/in/juliana-colangelo-mba-04345539/
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Until next time, Cin Cin!
What is OCM funding?
OCM funding is a European Union financial support program that helps wine producers promote their products in non-EU markets, including the United States. The episode explains how this funding works and why strategic planning is essential to maximize its impact.
How should OCM budgets be allocated?
The discussion emphasizes allocating OCM budgets based on clear objectives, defined target audiences, and measurable KPIs. Rather than spreading funds thinly across many initiatives, the episode recommends building integrated campaigns that reinforce brand positioning and trade relationships.
How important is trade engagement?
Trade engagement is critical in the U.S. wine market because distributors, importers, sommeliers, and retail buyers ultimately determine market access and visibility. The episode highlights how OCM funds can be leveraged for education, tastings, and relationship-building initiatives that create lasting commercial impact beyond short-term promotional spikes.
