In this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter speak with Helen Kurtz, chief marketing officer at The Wine Group, about how one of the largest wine companies is navigating a category defined by intense competition and shifting consumer behavior.
Helen shares how her team is accelerating speed to market, bringing new products to shelf in months, not years, while moving earlier on emerging trends.
She also discusses the realities of innovating across product, packaging, and format, and what it takes to succeed within a complex system of distributors, retailers, and internal stakeholders.
Key takeaways:
- Speed to market is critical—brands must move quickly and be willing to act before trends fully mature.
- Low loyalty shifts the focus from retention to consistently winning the moment of purchase.
- Growth comes from identifying emerging trends early and entering them before the category gets crowded.
