Show notes
What makes a drinks brand truly desirable — and how do you know when it’s ready to scale?In this episode of Business of Drinks, we talk with Carlos Zepeda, SVP of Strategy & Marketing - Wine & Spirits at Moët Hennessy USA. Carlos helps shape growth strategy across a portfolio that includes Belvedere, Glenmorangie, Ardbeg, Whispering Angel, Hennessy, Veuve Clicquot, Dom Pérignon, Krug, and Moët & Chandon.Carlos brings a CPG-trained lens to luxury wine and spirits, starting with what he calls “demand moments”: the role a brand plays in the consumer’s life. Is it built for a country club, a dinner party, a milestone celebration, a poolside bar, a fine-dining account, or a grocery delivery add-on? That answer shapes everything — distribution, content, partnerships, pricing, and activation.The big takeaway is that desirability comes before scale. Carlos defines desirability as both emotional and behavioral. Consumers have to want the brand, feel proud to be associated with it, talk about it, buy it, and refer it to others. And there’s an easy business test to measure desirability: If you have velocity without heavy discounting, that’s a sign of real demand. If you need promotions to move inventory, that tells you something else.We also dig into selective distribution, and why “being available” does not mean being everywhere. Carlos explains how a brand like Whispering Angel has to show up where consumers expect it — from restaurants and hotels to Instacart and Uber Eats — while a brand like Dom Pérignon requires a much more surgical account strategy.Plus, Carlos shares how luxury experiential marketing is changing, why the old influencer-driven FOMO model feels tired, how brands should think about creator-led content, and how he uses AI as a practical “thinking partner” while keeping human judgment at the center.For emerging brands, his advice is blunt: Less is more. Pick fewer markets, fewer programs, and fewer channels. Being small is not the problem. Acting too big too soon is.This episode is a deep dive into how drinks brands earn relevance: By understanding the occasion, building desirability, choosing the right accounts, listening for consumer signals, and staying focused on where growth is really coming from.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness of Drinks LinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.Erica Duecy LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.Scott Rosenbaum LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.Caroline Lamb LinkedInInstagram @borkalineIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!