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Welcome to Episode 2807 of the Italian Wine Podcast. In this episode of the Masterclass US Wine Market, Barbara Fitzgerald is joined by Giuseppe LoCascio of Lucidity Wine Merchants to explore how Italian wine producers can find the right importer and turn that partnership into lasting success in the US market.
Giuseppe explains how his company chooses the producers it works with and the main pillars behind those decisions. He also breaks down the differences between key California markets, including Los Angeles, San Francisco, Oakland, Sacramento and San Diego, and shares how producers can support their importer once the contract is signed.
Key Takeaways:
Finding the importer that needs you is the first step toward a successful US launch.
Getting an importer is just the beginning — the real work starts after the contract is signed.
Choosing the right market within the US matters, as each region, even within California, has its own dynamics.
More about the guest:
Born in New York City, Giuseppe grew up in Italy, where he earned a degree in Economics and Business. He returned to New York in 2002 and obtained an MBA from the Fordham Graduate School of Business in 2010. In 2004, he spent a year in Florence as a Junior Associate at Matura, a consulting firm specializing in the wine business and owned by renowned Italian winemaker Alberto Antonini. Until August 2016, Giuseppe served as Vice President of Portfolio Management at Leonardo LoCascio Selections, the Italian wine import division of The Winebow Group. Prior to his current role, he worked as Brand Management Director for Italy and Austria, National Brand Manager for the Allegrini Group, and Sales Manager for New York City and Westchester County. Passionate about wine and food, Giuseppe enjoys sharing his knowledge and experience with friends and clients.
With a career of nearly two decades in the wine industry, Barbara Fitzgerald specializes in D2C marketing and business development. She's led roles from entry level to senior management, combining her extensive experience with data analysis, critical thinking and storytelling while driving revenue growth and brand recognition for California wineries. As a part of the 4th generation of an Italian-American family among the California wine industry pioneers, Barbara has spent her life around wine growing, production, marketing, distribution and hospitality. A Syracuse University graduate, she returned to California to gain diverse industry perspectives from a range of wineries.As an Italian Wine Ambassador, she brings her expertise to the Italian wine market, known for its authenticity and consumer demand. Barbara now runs Apri La Creative Consulting, coaching wineries in Italy and the US to strategically develop their D2C channels in line with their brand values. Together with her husband, Barbara also owns and operates a boutique wine production company, and a small import company specializing in Italian wines to the US.
