Welcome to Episode 2617 of the Italian Wine Podcast. In this episode, Juliana Colangelo is in conversation with the wine sales and brand development leader, Kevin Di Lucente, focusing on small regional markets in the Northeast US. Together, they discuss promising cities and areas, the advantages these markets offer compared to major metro areas, price “sweet spots”, and the common mistakes brands make when entering these markets.
Key Takeaways:
- Why smaller Northeast markets offer strong growth potential.
- How to adapt portfolio, pricing, and positioning for regional markets.
- What to understand about distribution, depletion, and velocity outside major metro areas.
More about the guest:
Kevin Di Lucente is an experienced leader in wine sales and brand development, with over 16 years of experience growing premium portfolios. He is an ambassador for the Vinitaly International Academy and a specialist in Italian wines. Kevin has focused much of his career on expanding distribution for family-owned producers in smaller communities across New York State. Outside of wine, Kevin is a musician, improv comedian, and proud cat dad.
Connect:
Linkedin: https://www.linkedin.com/in/kevin-di-lucente-a830712a/
Instagram: https://www.instagram.com/kdilucente/
Spotify: https://open.spotify.com/artist/5PVU6Atuoj0pwejKUlFYjt
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!
How can international wine brands grow in the US?
International wine brands can grow in the US by understanding the structure of the market, building strong partnerships within the three-tier distribution system, and adapting their positioning to local consumer preferences. Success requires more than simply exporting wine; it involves strategic brand storytelling, consistent supply, educational outreach, and long-term collaboration with importers and distributors. Markets like the Northeast US reward brands that invest in relationships and demonstrate commitment over time.
How do wine brands choose target regions?
Wine brands typically choose target regions by analyzing consumer demand, competitive landscape, purchasing power, and distribution accessibility. Factors such as local wine culture, openness to imports, and the presence of strong retail and restaurant networks influence decision-making. A region like the Northeast US can be attractive because it combines mature wine consumers with diverse sales channels and opportunities for both premium and niche products.
What makes a wine market attractive?
An attractive wine market typically combines consumer purchasing power, a strong restaurant and retail ecosystem, openness to imported wines, and a culture of wine appreciation. Regions with engaged buyers, active wine communities, and educational events provide fertile ground for new brands. Even smaller markets can be highly attractive if competition is manageable and there is space for differentiation.
