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How do you build a successful wine brandwithout owning a vineyard?

In this episode of The Wine Podcast,Suzanne Mustacich sits down with renowned wine thinker, author, consultant, and entrepreneur Robert Joseph to explore the realities of the modern wine business—from sourcing grapes and blending strategies to branding, distribution, and global market shifts.

Robert shares insider insights on how iconic wine brands are created, why owning land isn’t always the smartestinvestment, and what today’s entrepreneurs need to understand before entering the industry. From Georgia’s ancient vineyards to California-style brand-building, this is a masterclass in wine, business, and innovation.

Photos related to Georgia and K’avshiriwine courtesy of Luke Carver.

🍷This episode is brought to you by iDealwine

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Complimentary long-term storage for sixmonths following delivery of the En Primeur wine to iDealwine’s storage facility; after that date, storage fees will apply. Valid on En Primeur purchases over €3000 HT.

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Chapters

00:00 – How iconic wine brands are createdwithout vineyards

00:57 – Introduction to Robert Joseph

01:39 – Sourcing grapes: terroir vs flexibility

04:20 – Bulk wine & custom crush explained

08:13 – How to avoid losing money in wine

12:30 – Georgia: ancient wine culture & rare grapes

16:03 – Innovation vs tradition in winemaking

18:20 – Multi-vintage blends & climate realities

22:00 – Branding wine for modern consumers

23:22 – Is now a good time to enter the wine business?

27:45 – Upcoming books & the future of wine

31:26 – Industry disruption: alcohol trends & alternatives

33:27 – Emerging wine markets (Vietnam, Africa)