Welcome to Episode 2636 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald speaks with award-winning creator and digital strategist Georgia Panagopoulou about the role of digital marketing in today’s wine industry. Together, they explore how wineries and wine professionals can build meaningful online visibility through consistency, strategic platform choices, and focused storytelling.
Key Takeaways:
- Digital marketing requires discipline and consistency — building visibility means showing up regularly and communicating with purpose.
- Effective storytelling is selective — strong brand narratives focus on meaningful stories rather than trying to share everything.
- Brand clarity begins with listening — understanding consumers and the market helps businesses refine their message and focus their strategy.
More about the guest:
Georgia Panagopoulou is an international wine communicator and digital strategist and the founder of wine.gini, established in 2017. Through her agency, she works with wineries and wine institutions worldwide on digital strategy, content creation, and brand storytelling. Her work has been featured in international media including Wine Enthusiast, The Sunday Times, VinePair, and The Drinks Business. She has collaborated with partners in more than 25 countries and has visited over 45 wine regions globally.
Georgia has received several international recognitions, including World’s Best Social Media Marketer at the Women in Wine & Spirits Awards and World’s Best Wine Travel Creator at the VinoInfluencers World Awards. She holds an MSc in Chemical Engineering, an MSc in Wine Management from the International Organisation of Vine and Wine, and is an alumna of the Wine & Spirit Education Trust Level 4 Diploma.
Connect:
Instagram: https://www.instagram.com/wine.gini/
Linkedin: https://www.linkedin.com/in/gpanagopoulou/
Facebook: https://www.facebook.com/winegini
More about the host:
With a career of nearly two decades in the wine industry, Barbara Fitzgerald specializes in D2C marketing and business development. She’s led roles from entry level to senior management, combining her extensive experience with data analysis, critical thinking and storytelling while driving revenue growth and brand recognition for California wineries. As a part of the 4th generation of an Italian-American family among the California wine industry pioneers, Barbara has spent her life around wine growing, production, marketing, distribution and hospitality. A Syracuse University graduate, she returned to California to gain diverse industry perspectives from a range of wineries.
As an Italian Wine Ambassador, she brings her expertise to the Italian wine market, known for its authenticity and consumer demand. Barbara now runs Apri La Creative Consulting, coaching wineries in Italy and the US to strategically develop their D2C channels in line with their brand values. Together with her husband, Barbara also owns and operates a boutique wine production company, and a small import company specializing in Italian wines to the US.
Connect:
Instagram: https://www.instagram.com/barbarajeanfitz/
LinkedIn: https://www.linkedin.com/in/barbara-fitzgerald-iwa/
Website: https://www.aprilacreative.com/
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Until next time, Cin Cin!
How is AI changing wine marketing?
In 2026, AI has shifted from a novelty to a necessity for wine brands by powering “virtual sommeliers” and hyper-personalized email flows. Wineries are using generative engines to create localized content at scale and AI-driven data tools to predict which wine club members are at risk of canceling. By analyzing complex consumer purchase histories, these tools allow brands to offer real-time, relevant recommendations that mirror a high-end hospitality experience in a purely digital environment.
Why are "chillable reds" trending digitally?
“Chillable reds” have gained massive digital traction because they appeal to the “freshness” trend and fit into more casual, non-traditional wine-drinking occasions. These lighter-bodied, lower-tannin wines are highly photogenic and lend themselves well to vibrant, lifestyle-focused social media content. Marketing these wines as “the red for white wine drinkers” allows brands to capture a broader audience that prefers refreshing, easy-to-drink beverages during warmer months or social gatherings.
How do digital shelf tools impact sales?
Digital shelf optimization ensures that a winery’s product looks as good on an app like Instacart or Drizly as it does on a physical retail shelf. This involves managing high-quality “hero” images, accurate vintage information, and professional tasting notes across all third-party platforms. In a world where many consumers choose their wine based on a thumbnail image and a quick rating, the brand that maintains the most professional and complete digital shelf presence will consistently win the click.
