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Earlier this year, I found myself on a guided tour of a winery as historic and captivating as it was charming and picturesque — and none of it by accident. Tucked away in the Victorian Highlands, in the storied town of Beechworth, just off Pennyweight Lane, sits Pennyweight Wines, a family-run gem helmed by the illustrious Morris family.
I had the privilege of being shown around by Stephen Morris Senior, who, along with his wife Elizabeth — a wonderful host in her own right — founded Pennyweight. Now, it was a bold move to give a tour in the middle of vintage, but it paid off in spades. I was treated to some authentic Beechworth hospitality and even managed to sneak a peek at winemaker Stephen Morris Junior at work in the barrel room.
Stephen Senior is as humble as he is generous. He avoids the spotlight but leaves no doubt about his confidence in the wines of Pennyweight and the Beechworth region. Like father, like son.
After some convincing, I managed to twist his arm into sitting down for a chat on the show. He joked that I was stuck with him because Stephen Junior was far too focused on the wines to be distracted — and honestly, that tells you just about everything you need to know about what’s in bottle at Pennyweight. If you get the chance to experience these wines, don’t hesitate. Gold takes many forms in Beechworth, and it seems some of the local producers are dabbling in alchemy.
It was a privilege to speak with Stephen Morris Senior — we talked Beechworth wines, the terroir, the region’s rich history, and a family legacy steeped in craftsmanship. A huge thank you to Stephen Senior for joining me. I hope you enjoy this conversation.
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Welcome to CDP Insights, a Cellar Door Podcast initiative where we stay up to date with market trends and get sharp industry insights. My guest is Joe Fattorini and in this episode we discuss how brands grow from a marketing perspective.
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In 2024, a new world wine region caught my attention for a very particular reason. While many wine-producing countries were grappling with declining export values, South Africa bucked the trend — not just holding steady, but actually gaining in value. It reminded me of my conversation back in Episode 37 of Season 4, with Anthony Hamilton Russell, who spoke so passionately about South Africa’s ambition, confidence, and its ongoing quest to command greater attention on the global wine stage.
The latest numbers hinted at something more than coincidence. It looked like a long-term strategy was finally hitting its stride. I wanted to understand what was happening behind the scenes — what was driving this momentum — so I reached out to Siobhan Thompson, the CEO of Wines of South Africa, the independent industry body solely focused on export markets and global activity.
Siobhan was generous with her time, and what followed was a fascinating conversation about market dynamics, strategic storytelling, and the bold, creative marketing mindset she’s bringing to the South African wine industry.
It’s a chat filled with insights from so many angles, and I’m thrilled to share it with you. So, without any further delay — a huge thank you to Siobhan for joining me, and I hope you enjoy this conversation.
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Paul Mabray is one of the original tech pioneers in the wine industry. Though he grew up in Napa Valley, his early influences came not from vineyards or cellars, but from lines of code—his father teaching him programming instead of the finer points of swirling and sniffing. Despite this unconventional beginning, Paul eventually found himself selling wine across California, a path that sparked his deep curiosity about not just wine, but the business behind it.
There’s never been more great wine available across the globe—but selling it? That’s another story. Paul has dedicated his career to solving this puzzle, leveraging digital tools and innovative thinking to help the industry evolve. Widely regarded as the wine world’s leading futurist, Paul brings a bold voice and sharp insight to conversations that matter.
In this episode, I had the privilege of sitting down with Paul for nearly 90 minutes. We covered everything from what he finds so impressive about Treasury Wine Estates, to his take on direct-to-consumer strategies, and whether the wine industry needs its own Jeffrey Dean Morgan-type figure. This was an electric first conversation with someone who isn’t just sounding the alarm—he’s rallying the troops for what comes next.
A huge thanks to Paul for joining me.
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Welcome to CDP Insights, a Cellar Door Podcast initiative where we stay up to date with market trends and get sharp industry insights. My guest is Joe Fattorini and in this episode we discuss meaningful identification of, and analysis, of consumers.
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Many people I’ve spoken to have had an eventful start to 2025, but few have experienced as much change as Giles Cooke of Thistledown Wines. Recently, Thistledown parted ways with Alliance Wines—a bold move that, for Giles, felt like the right timing. A self-professed contrarian, he thrives on zigging while others zag, and the results often speak for themselves.
Beyond his latest venture, Giles was kind enough to offer me some feedback on a recent project of mine, which sparked the idea to bring him back on the show. Given his deep expertise in marketing and market strategy—both areas he’s incredibly passionate about—it felt like the perfect opportunity to tap into his insights.
Despite a minor connection glitch, we pulled together what I hope is an engaging and thought-provoking conversation. A huge thank you to Giles for joining me!
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Welcome to CDP Insights, a Cellar Door Podcast initiative where we stay up to date with market trends and get sharp industry insights. My guest is Joe Fattorini and in this episode we discuss the demystification of wine and whether its really a good idea from a marketing angle.
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I first had the pleasure of meeting Travis Fuller nearly two and a half years ago when he shared the story of Kilikanoon and its deep connection to the magical Clare Valley. If you missed that conversation, you can find it in Season 1, Episode 30.
Today, Travis returns with exciting updates—not only on Kilikanoon’s latest releases but also on the winery’s strategic focus on the Chinese market. In a constantly shifting global wine landscape, understanding your target market is crucial, and Travis exemplifies this with his depth of knowledge and adaptability.
Markets open, close, and evolve, making it essential for wineries to navigate them with insight and strategy. Travis offers invaluable perspectives on these challenges and opportunities.
A huge thank you to Travis for joining me once again!
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Welcome to CDP Insights, a Cellar Door Podcast initiative where we stay up to date with market trends and get sharp industry insights. My guest is Joe Fattorini
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Michael Juergens runs a global wine consultancy practice for one of the big four consulting firms. With all the talk around tariffs I tracked Michael down to get his perspective on what is going on in the USA. Michael brought his usual energy and colour to what was an insightful catchup!
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Tom Donegan’s wine career is nothing short of dynamic. From working as a sommelier in Melbourne to studying wine in Adelaide, he’s built a deep understanding of the industry from multiple angles. As a founding member of Hudson Wine Brokers, he tackled the complexities of bringing Australian wine into the highly competitive U.S. market. Since returning to Australia, he’s led market strategy at Voyager Estate in Margaret River and now oversees key brands—Shaw + Smith, Tolpuddle, and MADD—within the Shaw + Smith Group.
In this episode, Tom takes us behind the scenes of launching a distributor in the world’s toughest wine market, sharing the lessons he’s learned from both successes and setbacks. We also dive into how today’s challenges are reshaping his approach to wine marketing and sales. With the industry facing uncertainty, Tom offers valuable insights on staying focused, adapting to change, and trusting your instincts.
This conversation is packed with wisdom from someone who’s seen the business from all sides. A huge thanks to Tom for joining me
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Welcome to CDP Insights, a Cellar Door Podcast initiative where we stay up to date with market trends and get sharp industry insights. This week Joe Fattorini shares his insights on innovation, what it is and what it may look like.
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I still remember the moment a close friend handed me a bottle of 2017 Barbaresco—Fletcher. The name stopped me in my tracks. Barbaresco, one of the crown jewels of Italian wine, and spiritual homes of Nebbiolo. And Fletcher? It didn’t exactly scream Italian heritage.
Curious, I started digging and soon uncovered the remarkable story of an Australian winemaker who had followed his passion all the way to Piedmont. Dave Fletcher, originally from Adelaide, found himself drawn to the magic of Italy, eventually becoming the head winemaker at Ceretto, where he played a pivotal role in refining their winemaking practices. But Dave’s ambitions didn’t stop there. He went on to establish his own label, Fletcher Wines—an expression of both innovation and deep respect for Piedmont’s traditions.
For Dave, Piedmont is a place of reverence—a "belt of sanctity," as he describes it—where the art of winemaking is a delicate dance between pushing boundaries and honoring history. He arrived as a determined and ambitious young winemaker eager to make his mark, and while he’s certainly done that, his journey has also instilled in him a profound appreciation for the legacy of those who came before.
It was a privilege to sit down with Dave and hear his reflections on Piedmont and the incredible path that led him there. A huge thank you to Dave for sharing his story.
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Welcome to CDP Insights, a Cellar Door Podcast initiative where we stay up to date with market trends and get sharp industry insights. This week Joe Fattorini shares his insights on AI and how he considers it will best help industry.
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Angus Hughson is one of Australia’s most respected wine writers, critics, and communicators. His deep understanding of wine is shaped not just by years in the industry but also by his PhD in psychology—specifically, the psychology of taste.
Psychology plays a crucial role in wine, from how we perceive flavors to the way pricing and marketing influence consumer behavior. Lately, Angus has turned his focus to Australia’s global wine presence, raising important questions about the national psyche and its impact on market confidence. He argues that Australia must take a bolder, more assertive approach in foreign markets, with pricing and positioning that reflect its true value.
In this fascinating conversation, Angus takes us through his journey—from his early days in wine to his deep dive into the psychology behind it, and his perspective on where Australia needs to go next.
A huge thanks to Angus for joining me
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Every so often, a wine brand rises above the rest—its quality, reputation, and influence extending far beyond the bottle. Clonakilla, led by the Kirk family for two generations, perhaps soon to be three, is one such name. Their iconic Shiraz Viognier has firmly secured its place among Australia’s greatest wines, while the rest of the Clonakilla range continues to showcase the unique terroir of Murrumbateman with remarkable precision.
At the heart of it all is Chief Winemaker Tim Kirk, a true Australian wine icon. Despite his own insistence that he has no formal winemaking qualifications, his wines tell a different story—one of mastery, intuition, and a deep connection to the land. Tim believes that wine is about stopping and paying attention—an invaluable skill in our fast-paced world.
Recently, I had the privilege of sitting down with Tim to discuss the Kirk family's journey from Ireland to Australia, their bond with the land they now cultivate, and the philosophy behind their winemaking. It’s a conversation that, much like Clonakilla’s wines, illustrates Tim’s depth of character. A huge thanks to Tim for joining me.
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At the time of this recording, I’m in the heart of the Hunter Valley, right in the middle of vintage. Despite a few close calls with wet weather leading up to picking, there’s an air of optimism in the region. It’s the perfect time to reconnect with a true Hunter Valley icon and explore what makes this place so special.
Longtime listeners might remember my earlier conversation with Bruce Tyrrell—a name synonymous with the Hunter Valley and Australian wine. If you need a refresher on the incredible Tyrrells story, check out Episode 8 of Season 1. I was lucky enough to catch Bruce again for a quick chat just before he headed into the lab to taste samples. As always, time flew by in his company.
The Hunter Valley might not always chase the spotlight, but it holds a unique and treasured place as the spiritual home of Australian wine. This is where the country’s wine story began, and that story is far from over. Few people are better qualified to share the next chapter than Bruce Tyrrell himself.
A huge thanks to Bruce for joining me once again.
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In today’s world of modern business, it’s crucial to hedge your bets, diversify your offerings, and have as many strings to your bow as possible. This rings especially true for the contemporary wine industry, where challenges are complex and ever-evolving. To navigate these challenges, solutions must be just as dynamic and multifaceted.
Italian Wine Cellars in inner Sydney is a shining example of this approach. They’ve prioritized creating a rich, immersive experience that goes beyond the singular pursuit of profit. Under the guidance of founder Claudio Pellegrino and Daniel Marcella, head sommelier at Italian Wine Cellars, the focus is on maintaining a temple dedicated not just to Italian wine, but to Italian culture as a whole. This vision extends to Italian cuisine, fashion, etiquette, and even language—crafting an experience that patrons can’t find anywhere else.
Innovation is at the heart of everything they do, with a constant drive to adapt and enhance the customer experience. Today, I have the pleasure of sitting down with Daniel Marcella to explore the origins of this vision, the driving forces behind it, and the exciting future ahead for Italian Wine Cellars.
A huge thanks to Daniel for joining me.
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The value of a great distributor is immeasurable. A distributor who truly understands the market, knows how to navigate it, provides meaningful support to their labels, and communicates clearly while setting realistic expectations can be a game-changer for successful market entry. Yet measuring a distributers impact is challenging — numbers shift with market trends, and intangible qualities like trust, relationships, and work ethic are difficult to quantify.
Occasionally, you meet someone who embodies what it takes to thrive in this space: someone with a sharp market IQ, a clear vision, and a genuine commitment to supporting their partners.
Enter Kosta Chernikov, founder of Saperavi Bros, an importer and distributor of Georgian wine. Despite moving to the U.S. at a young age, Kosta has stayed deeply connected to his Georgian roots. His entrepreneurial spirit and keen eye for opportunity inspired him to champion one of the world’s oldest wine regions.
Ironically, despite Georgia's role as the cradle of winemaking, its wines remain niche in global markets. Many consumers know little about the country, let alone its rich wine heritage. Undeterred, Kosta has set out to carve a space for Georgian wine in the highly competitive U.S. market.
Our conversation was both inspiring and insightful. Kosta’s deep market knowledge offers valuable lessons for any producer or label looking to establish themselves in the U.S. While not every producer can have a guide as dedicated as Kosta, his advice provides a roadmap for rethinking distributor relationships and setting better expectations.
It was the perfect first recorded conversation for 2025, and I’m deeply grateful to Kosta for sharing his wisdom.
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Long time listeners of the show will remember back to Season 1 Episode 24, the story of the adventurous Michael Juergens and the founding of the Bhutan Wine Industry. Well, ladies and gentlemen - Michael is back, and he’s back with a bang to give both you and me an update on all things regarding the development one of the world’s most exciting emerging wine scenes.
Michael has been busy, from managing the Bhutan Wine Companies first release, and gathering support for the project, including welcoming Jancis Robinson onto the Company board as a consultant, to ensuring he doesn’t lose sight of his mission or of his passion for Bhutan.
Michael brings enormous amounts of color to all his conversation and he had me in stitches for the majority of this interview. So, sit back, imagine yourself going on an adventure to the far away Himalayan kingdom of Bhutan, and then make a little room for some Orange County color – Michael’s is one heck of an adventure, and this was one heck of a conversation.
Bhutan Wine Odyssey: https://www.youtube.com/watch?v=8Xf4waQ8uUk
A huge thanks to Michael for joining me.Support the show
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