Celebrity partnerships in alcohol have a troubled track record. When a star is genuinely invested — creatively involved, personally passionate, publicly committed — the results can be transformative. When they're simply under contract, doing a weekly Instagram post and little else, the partnership quietly dies. So when Carlsberg announced that Robert Pattinson would become the face of 1664 Blanc, the obvious question was: which kind of partnership is this?

In this episode, Felicity Carter puts that question directly to Seva Nikolaev, Global Vice President of Premium Brands at Carlsberg. His answer is surprisingly candid. Pattinson wasn't just hired and handed a script — he was in the room (well, via Teams) from the beginning, shaping the creative direction of the campaign and bringing in his own trusted director, Brady Corbett, to helm it. Whether that level of involvement translates into the kind of authentic, enduring brand relationship that actually moves product is the big question running through this conversation. Along the way, Nikolaev also pulls back the curtain on why 1664 Blanc is one of beer's most unusual stories — a super-premium lager that draws up to 80% of its new customers away from wine, spirits, and other categories entirely — and where he sees premium beer heading as the wider category faces mounting pressure.

Kirk French teaches one of the most popular undergraduate courses in the United States. His so-called “Booze and Culture” course at Penn State, which covers the anthropology of alcohol, attracts 700 students a time. From him, they learn how fermented beverages reveal fundamental truths about human culture. From milking horses to create traditional Mongolian airag, to excavating beer cans at football tailgates, French uses alcohol as a lens to make anthropology accessible and engaging. His research spans Maya brewing traditions, Appalachian moonshine archaeology, and the social dynamics of college drinking, all while challenging students to understand that alcohol consumption patterns expose socioeconomic status, cultural values, and the universal human desire for social connection and altered consciousness.

In this wide-ranging conversation, French explores why alcohol and agriculture co-evolved, why Native North Americans never developed fermentation traditions, and whether the current push toward abstinence represents a permanent shift or temporary reaction to pandemic-era overconsumption. He argues that America's 21-year-old drinking age removes crucial guardrails that protect young drinkers in other countries, that prohibition movements always stem from fear of what intoxicated people might do when their inhibitions drop, and that cannabis and social media are now substituting for alcohol's traditional role in lowering social anxiety. His conclusion: alcohol is too deeply woven into human culture across millennia to ever disappear, though consumption patterns will continue their historical ebb and flow.

Meet your host:

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.

And Drinks Insider is an award-winning podcast! It has won the 67 Pall Mall Global Wine Communicator Award in Audio.

Bread & Butter is a rare bright spot in a category full of nervous wine producers. Caitlin Vartain Ward explains how the brand grew by treating wine as an easy everyday choice rather than a subject people must study. We talk through the origins of the Don't Overthink It campaign, the research behind a message that sounds obvious, and why understanding consumers matters more than heritage storytelling for attracting new drinkers.

She also challenges the panic narrative with what she actually sees in the data. Bread & Butter is not watching consumers race to the bottom on price in the US and she refuses to cheapen the brand to chase volume. We dig into why the $12 to $15 tier remains a sweet spot, why Chardonnay drinkers are unusually loyal, and why distinct packaging is so important when it comes to retail.

Jefferies beverage analyst Ed Mundy unpacks why alcohol’s post-pandemic slowdown isn’t a single story but a whole world of pressure. There are the macro shocks like tariffs and foreign exchange. The health and wellness trend. The shifting social role of alcohol.

And a big question about whether the industry is doing itself any favours in its approach to marketing and innovation.

In this conversation, Ed gets specific about what’s working and what isn’t; why some of the fastest-growing US products are cheap and fun; why GLP-1 drugs show a measurable but not catastrophic drag on alcohol; and why non-alcoholic beer has cracked taste and stigma while wine and spirits are still wrestling with the physics of flavour and mouthfeel.

Meet your host:

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.

And Drinks Insider is an award-winning podcast! It has won the 67 Pall Mall Global Wine Communicator Award in Audio.

Ready to hear marketing folklore dismantled? Justin Cohen from the Ehrenberg-Bass Institute takes the myths apart, one by one. In this episode of Drinks Insider, we talk about why mental availability wins out over awareness, how to prioritise category entry points, and why the law of double jeopardy means small brands should stop chasing “loyalty” and start recruiting light and occasional buyers. Cohen maps the mechanics of growth across wine and beyond, from media choices to where your brand physically shows up, and explains why reach beats narrow targeting when you’re trying to get from zero to one purchase.

We also get into distinctiveness versus differentiation, portfolio cohesion, and the duplication-of-purchase reality that your customers are also someone else’s customers. Cohen shows how to design tastings that encode the brand not just the occasion, how to defend against retailer private labels with consistent distinctive assets, and how to adapt when affluent Boomers age out and younger buyers refuse waiting lists.

Meet your host:

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.

And Drinks Insider is an award-winning podcast! It has won the 67 Pall Mall Global Wine Communicator Award in Audio.

What can dog food teach you about the wine market?

Heidi Scheid was walking through the supermarket in 2019 when she noticed that there was a low sugar, ‘better for you’ version of absolutely everything — including dog food.

The result of her insight is the blockbuster wine Sunny With a Chance of Flowers, which is 9% abv, zero sugar and barely any calories, but which has regularly scored 90 points.

In this lively conversation, she explains how Scheid Family Wines moved up the value chain, from being a grape supplier to a producer of private labels, and then to making its own brands. She talks about business decision-making, from when to create a brand to when to kill it, and what consumers are looking for right now. She also mounts a robust defence of the culture of wine drinking, explains the SKU-rat and goes into detail on their flowers-for-a-year sweepstakes.

You’ll come out the other side understanding what makes a successful wine business tick.

Meet your host:

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.

And Drinks Insider is an award-winning podcast! It has won the 67 Pall Mall Global Wine Communicator Award in Audio.

It’s the midnight idea that launched a sensation — Zoncello, the “it” drink of summer 2023 that’s now an established classic.

Micallef, a former electrician turned restaurateur and winemaker, created a limoncello/Prosecco spritz that hit the sweet spot between low-alcohol refreshment, Italian nostalgia, and post-lockdown escapism. From the restaurant floor to Dan Murphy’s shelves to Fresh Hippo’s 500 stores in China, Zoncello’s rise offers a masterclass in innovation and operational nerve.

Felicity and Rod unpack the real mechanics of the boom — from cashflow chaos and supplier contracts to the bizarre “vegetable wine” tax category that made the product viable. Micallef discusses what happened when his suppliers ran out of lemon, and how cohesive branding kept him ahead of imitators.

He also shares his new ideas, discusses his Zonzo Estate, and makes a prediction for the category.

The takeaways:

1. Innovation often starts at the bar — the best ideas come from direct contact with what customers are actually ordering.
   
   
2. The regulatory framework can make or break a product.
   
   
3. Rapid growth kills businesses that can’t manage cashflow.
   
   
4. Scarcity can be marketing.
   
   
5. Competitors copying your idea validates the category.
   
   
6. “Surprise and delight” launches still work.
   
   
7. Retailer relationships are everything.
   
   
8. Direct supplier deals can simultaneously secure volume and loyalty.
   
   
9. Community sourcing can double as PR.
   
   
10. Diversification should reinforce, not dilute.

Meet your host:

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.

And Drinks Insider is an award-winning podcast! It has won the 67 Pall Mall Global Wine Communicator Award in Audio.

Nicholas Crampton has pulled off what many in wine say can’t be done: turning a small redundancy pay out into a multi-million dollar wine juggernaut. As co-founder of Fourth Wave Wines, Nick has mastered the art of “trend-first, retail-ready” wine: spotting shifts in London, Paris or the Hamptons, adapting them to mainstream shelves, and negotiating hard with Australian retail giants like Dan Murphy’s and BWS. The result is a stable of 45 brands, including lighter, sustainable labels like Tread Softly and unapologetically full-flavoured wines like Elephant in the Room.

In this episode, Nick explains why consumer testing is overrated, why Dan Murphy’s functions as his “number one export salesman,” and how Fourth Wave uses packaging, pricing, and design to give boutique ideas mass appeal. We cover natural wine, flavoured sparkling, the rise of Bento for Asian dining, and even high-strength Shiraz under the Mullet brand. It’s a rare look at how a modern wine company thrives not through vineyard pedigree but through brand architecture, ruthless pragmatism, and a nose for what’s coming next. And it's a playbook that can be used in any market.

Meet your host:

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker at international events, she was named a 2024 Industry Leader by WineBusiness Monthly.

And Drinks Insider is an award-winning podcast! It has won the 67 Pall Mall Global Wine Communicator Award in Audio.