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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 tension between CSR, Milton Friedman, sustainability as a marketing tool and consumer skepticism.

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It was just before 3 p.m. on Monday, 23 September 2024, when the Lebanese town of Rayak received a warning: Israeli Defence Forces were preparing to strike Hezbollah positions within the town. For the people of Rayak—including winemaker Elias Malouf—there was little time to react.

I recently sat down with Elias to hear what happened next. What unfolded is a story steeped in heartbreak and unimaginable loss, but also in quiet courage, relentless resilience, and an unshakable love for home. In the wake of devastation, Elias and his community didn’t flee. They stood their ground. And almost immediately, they began to rebuild—together, defiantly.

Lebanon is no stranger to suffering. From the ancient Phoenicians to modern times, it has endured countless cycles of destruction and rebirth. The phoenix is more than a symbol here—it’s a lived reality. And once again, amid rising tensions and tragic violence, innocent civilians like Elias have been left to pick up the pieces.

But Elias is not just a survivor. He is a builder. A man of peace. A winemaker carrying on his family’s legacy at Chateau Rayak, determined to shape a future grounded in heritage and hope.

Please be aware that parts of Elias’s story are deeply confronting. Throughout our conversation, you’ll hear him pause—at times, to speak with the workers helping to rebuild his winery. His life is a continuous act of restoration.

I encourage you to truly listen to Elias’s voice. To bear witness to the story of Chateau Rayak. And if you’re in a position to help, please consider supporting their recovery.

This conversation is presented in two parts. The first recounts the harrowing events of September 2024. The second reveals Elias’s deep passion for Lebanon—its land, its people, and its extraordinary cultural legacy.

To say I feel honoured to share this story is an understatement. My heartfelt thanks to my dear friend Salim Haddad, whose generosity made this conversation possible. And to Elias—thank you, deeply, for your honesty, your strength, and your incredible spirit.

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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 use of social media in the wine marketing landscape and how it can be implemented effectively as part of a larger market strategy.

Support the show