Summary

In this conversation, Kerriann interviews Tana, the founder of Country Water, a canned wine brand based in North Carolina. They discuss Tana’s journey from California to North Carolina, the challenges of starting a canned wine business, and the unique branding strategies she employs to appeal to consumers. Tana shares insights into the local wine industry, her experiences with marketing, and the importance of community support in building her brand. The conversation highlights the significance of being a woman-owned business in a traditionally male-dominated industry and the creative approaches Tana takes to differentiate her products in the market. In this engaging conversation, the speaker discusses the challenges and triumphs of being a woman in the male-dominated wine industry, the importance of authenticity in branding and marketing, and the unique dynamics of raising children in a business environment. The conversation also touches on the stereotypes surrounding canned wine, the significance of social media in building a brand, and the aspirations for future growth and success in the business.

Takeaways

• ​Country Water offers four unique flavors of canned wine.
• ​Tana’s journey involved a significant life change after her father-in-law’s passing.
• ​The importance of local markets in selling products.
• ​Self-distribution presents challenges for small alcohol brands.
• ​Tana’s background in California wine influences her product development.
• ​The branding of Country Water aims to be fun and unpretentious.
• ​Consumer preferences in North Carolina lean towards sweeter wines.
• ​Tana emphasizes the need for collaboration and seeking help in business.
• ​The wine industry in North Carolina is growing and has high-quality offerings.
• ​Tana’s marketing strategy includes vibrant photography and social media presence. Perfectionism can be a double-edged sword in business.
• ​Women are often the primary consumers of wine, yet the industry remains male-dominated.
• ​It’s important to set a positive example for future generations, especially daughters.
• ​Social media can create a fun and mischievous brand identity.
• ​Authenticity in marketing is crucial for connecting with customers.
• ​Canned wine is often stigmatized, but it’s just a vessel for enjoyment.
• ​Overcoming objections in marketing can help change perceptions.
• ​Networking is essential for small business growth and scaling.
• ​Manifesting goals can lead to unexpected opportunities.
• ​Confidence and resourcefulness are key traits for successful entrepreneurs.
• ​

Chapters

00:00 Introduction to Country Water

02:58 The Journey of Starting a Canned Wine Business

06:11 Transitioning from California to North Carolina

09:00 Navigating the Alcohol Industry in North Carolina

11:55 Branding and Marketing Strategies

14:54 The Unique Selling Proposition of Country Water

18:12 Consumer Perceptions and Market Positioning

21:00 Challenges and Growth in the Wine Industry

24:09 Building an Audience and Brand Recognition

28:25 The Burden of Perfectionism

29:25 Navigating a Male-Dominated Industry

30:51 Raising Daughters in the Wine World

33:03 Social Media and Brand Identity

39:08 The Power of Authenticity in Marketing

45:36 Challenging Canned Wine Stereotypes

53:14 Scaling a Small Business

55:37 Manifesting Future Success

Tana Cowin

@drinkcountrywater

drinkcountrywater.com

Kerriann Hammock

@violetteveco

@unrulywomencollective

unrulywomencolllective.com