47: Building a Gen Z Wine Brand with Jess Druey of Whiny Baby - Business of Drinks

In this episode of Business of Drinks, contributor Caroline Lamb interviews Jess Druey, founder of Whiny Baby, a wine brand that’s helping to redefine wine culture for Gen Z and new wine drinkers. In a market often seen as intimidating and exclusive, Whiny Baby brings a fresh, playful, and inclusive perspective. Since launching, Jess has scaled the brand to 6,000 cases in 2024, with plans to double production in 2025. Jess shares the story behind Whiny Baby, her bold approach to branding, and how she’s meeting new consumers where they are.In this episode, Jess shares: The inspiration behind Whiny Baby: an awkward date and an overwhelming wine aisle experience led Jess to create a wine brand that’s accessible and approachable for beginners. How naiveté can be a strength: Jess credits her lack of experience for allowing her to reimagine how things "should" be done in the wine industry, from branding to distribution. Breaking the wine mold: Whiny Baby features bold, sticker-inspired labels, crown caps, and playful bottle beads that resonate with Gen Z’s nostalgic and irreverent aesthetic. How a strategic partnership enabled the brand to scale quickly: Jess’s joint venture with the McBride Sisters Wine Company got Whiny Baby onto shelves in 27 states in just a couple of years. Viral growth through TikTok: Whiny Baby’s success was boosted by early viral TikToks, helping Jess sell out her first batches of wine and reach a broad audience.Last Call:This week, we discuss brands that are cruising marketing. Join in as Scott, Caroline, and Erica talk about what they’re seeing in the marketplace, from La Crema’s inclusive activations to Fireball’s viral stunt to Firestone Walker’s mini-format beers. Stay tuned for our next episode dropping on Jan. 22. For the latest updates, follow us:Business of Drinks: LinkedIn Instagram @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. LinkedIn Instagram @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. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. 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. LinkedInIf you enjoyed the conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach more listeners passionate about the drinks industry. Thank you!

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