Welcome to Episode 2422 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald interviews Bourcard Nesin, VP of Research at Rabobank and co-host of the Liquid Assets podcast. The conversation is based on Bourcard’s report, “The Real Reasons Generation Z Is Drinking Less Alcohol.”
Key Takeaways:
The foundational data misread crisis: What must companies understand before building Gen Z strategies?
The organizational readiness gap: Why leadership composition is a strategic prerequisite—not just an HR initiative.
The investment timeline paradox: How can companies navigate resource allocation effectively?
More about the guest:
Bourcard Nesin is a beverage industry analyst specializing in trends and strategy across wine, spirits, distribution, and technology in the U.S. and globally. At Rabobank, he helps food and beverage companies navigate disruption in areas such as e-commerce, digital transformation, diversity and demographics, and sustainability.
He also co-hosts the acclaimed Liquid Assets podcast and is a sought-after public speaker. His research has been featured in leading publications, and he holds a master’s degree in Applied Economics from Cornell University. Bourcard has authored multiple peer-reviewed academic papers on food security, entrepreneurship, and digital strategy.
Read the Report:
The Real Reasons Generation Z Is Drinking Less Alcohol
Connect:
Website: Liquid Assets – Rabobank
LinkedIn: https://www.linkedin.com/in/bourcard/
More about the host:
With a career of nearly two decades in the wine industry, Barbara specializes in D2C marketing and business development. She's led roles from entry level to senior management, combining her extensive experience with data analysis, critical thinking and storytelling while driving revenue growth and brand recognition for California wineries. As a part of the 4th generation of an Italian-American family among the California wine industry pioneers, Barbara has spent her life around wine growing, production, marketing, distribution and hospitality. A Syracuse University graduate, she returned to California to gain diverse industry perspectives from a range of wineries.
As an Italian Wine Ambassador, she brings her expertise to the Italian wine market, known for its authenticity and consumer demand. Barbara now runs Apri La Creative Consulting, coaching wineries in Italy and the US to strategically develop their D2C channels in line with their brand values. Together with her husband, Barbara also owns and operates a boutique wine production company, and a small import company specializing in Italian wines to the US.
Connect:Instagram: https://www.instagram.com/barbarajeanfitz/ LinkedIn: https://www.linkedin.com/in/barbara-fitzgerald-iwa/ Website: https://www.aprilacreative.com/
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