Wine AND? Niche Festivals & Experiences in Wine – Why They Work and How They Appeal to New Consumers
January 27, 2026
10:15 am - 11:15 am
Wine AND? Niche Festivals & Experiences in Wine – Why They Work and How They Appeal to New Consumers
In today’s crowded beverage landscape, simply offering great wine is no longer enough. Consumers—especially younger and more diverse audiences—are seeking deeper, more personal connections through experiences that reflect their identity, passions, and values. This panel will explore the rise of hybrid wine experiences that fuse wine with music, art, fashion, and community-building.
This dynamic session brings together trailblazers who are redefining wine culture through niche, highly curated events and creative platforms.
Attendees will walk away with insights into how these unique intersections are successfully attracting new audiences, what makes niche experiences sticky, and how wineries and marketers of all sizes can think more expansively about what “wine culture” really means in 2025 and beyond.
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Moderator
Juliana Colangelo
Frederick Wildman & Sons, New York
Sessions:
Wine AND? Niche Festivals & Experiences in Wine – Why They Work and How They Appeal to New Consumers
Juliana Colangelo is a senior brand manager at Frederick Wildman & Sons, a leading importer and wholesaler of fine wine and spirits. She is a leader in their Italian wine marketing division with a focus on developing the shareholder brands under the Gruppo Italiani Vino and Cantine Riunite portfolios.
Juliana was previously a Vice President at Colangelo & Partners, the leading wine and spirits communications agency in the U.S. During her tenure at C&P, Juliana established the first secondary headquarters for the agency, moving to the Bay Area in 2016 to open up a California office.
Over the last decade plus, Juliana has become one of the most dynamic and influential public relations and marketing executives in the wine business. She has also served as a mentor and connector for women in the industry, using her network and platform to connect others with jobs, press and opportunities. Her entrepreneurial spirit and leadership is admired by peers, colleagues and clients alike. She is on the forefront of the changes in marketing and communications in the beverage alcohol industry and passionate about working with new and established brands to attract younger drinkers. Juliana has been featured speaking on the topic of how the wine industry can attract new consumers in Forbes, Fortune and more.
Speakers
Stacy Buchanan
Blood of Gods, Washington
Sessions:
Wine AND? Niche Festivals & Experiences in Wine – Why They Work and How They Appeal to New Consumers
To be announced.
Kate McManus
Far Niente Family of Wineries & Vineyards, California
Sessions:
Wine AND? Niche Festivals & Experiences in Wine – Why They Work and How They Appeal to New Consumers
To be announced.
Jermaine Stone
Wine and Hip Hop, New York
Sessions:
Wine AND? Niche Festivals & Experiences in Wine – Why They Work and How They Appeal to New Consumers
Twenty years ago, Jermaine Stone went from rapping to packing boxes in the shipping department at Zachy’s to becoming the first black commercial wine auctioneer. He has since been heralded as one of Wine Enthusiast’s 40 under 40. The Bronx native’s rise in the wine industry has been driven by one key mission: to challenge the narrative about and for black men in America. In founding Cru Luv Selections, an innovative creative agency based in NYC, Stone has found a space that can use marketing, brand partnerships, and content creation to connect wine and hip-hop cultures and bring wine to an audience that has traditionally been ignored.
In 2023, Stone was featured in the New York Times, on Sway in the Morning, and in Us Weekly. He also became the star of the Tastemade original streaming series Street Somm, which has been nominated for both a James Beard Award and an Emmy Award. Additionally, he was a guest lecturer at Cornell University for the second year in a row and hosted the first-ever Wine & Hip Hop event at the Clos de Vougeot, arguably the most historic site in one of, if not the most prestigious wine regions in the world, Burgundy, France. This year, Stone plans to elevate his efforts to bring wine and hip-hop culture together by being more hands-on with the direct integration of wine and hip-hop culture in a way that only he can.