Sometimes when you speak to a consultant, you get consultant gobeldy gook. I can't tell you how many consultants I hired along the way at the WIne of the Month Club, but suffice it to say, most did not perform as expected. Why? Because selling wine is different than anything else in the world.

Courtney O'Brien is different. She knows wine, she knows branding and she brings corporate America along for the ride.

If you’re looking for a lighthearted yet informative take on this episode of Wine Talks with Paul K, here’s a quick summary with a wink:

This episode is like a masterclass in beverage branding—with a side of humor and plenty of entrepreneurial reality checks.

Paul Kalemkiarian sits down with Courtney O’Brien, a seasoned beverage veteran whose resume runs the gamut from water (Evian) to soda (Coca-Cola) and finally to wine (Gallo). She’s done it all—from “chief bottle washer” to innovator and now, consultant helping wine brands rise above the “product” level to become true brands.

Key takeaways from their chat:

• Brand vs. Product: Courtney suggests most wines are “products”—not brands. A brand, she says, is more than the stuff in the bottle, it’s an idea that people can connect with and rally around. (If your wine label just says “red,” you might want to call Courtney.)

• From Big Beverage to Boutique Bottles: Courtney shares laughs and learnings from corporate giants (Evian, Coca-Cola) to navigating the regulation-laden world of alcoholic beverages at Gallo. Spoiler: Half her marketing tricks from soda didn’t work in wine because wine has A LOT more rules.

• What’s the hardest for wine entrepreneurs? It isn’t always what you expect. Sometimes longtime winemakers come to her saying, “Help! Sales are flat, my DTC costs are sky-high, and I don’t even know who’s drinking my stuff—other than my mom.” Courtney’s advice? Before you chase TikTok fame or try to ride every trend, ask yourself what you actually want to achieve. (Pro tip: “Sell more wine” doesn’t count until you know to whom, why, and how much.)

• Innovation means different things: Want to slap your fancy Napa cab in a can? Considering non-alcoholic offerings? Courtney says: it depends. Know your brand, your consumer, your goals—then you can decide if canned Merlot or non-alc Bordeaux makes any sense.

• The Experience Matters: Paul and Courtney agree that great wine is about more than taste—it’s about the memories made, the story told, and the setting. (Whether that’s a luxury tour in France or just a really fun dinner with friends and family.)

There are laughs about management consulting, fun asides about industry legends fronting bottles in grocery stores, and a nice splash of advice for anyone dreaming of turning their wine project into a lasting, meaningful brand.

In short: If you want your wine to be more than a commodity, make sure it tells a story, stands for something, and—above all—know who you’re talking to and why. And maybe leave the TikTok dances until after you’ve figured that out.

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