56: How La Crema is Growing its Audience with Shilah Salmon of Jackson Family Wines - Business of Drinks

In a time when much of the wine industry is seeing declining sales, La Crema is growing its audience and strengthening its brand by tapping into new communities and leveraging data-driven marketing strategies. The 1.4 million-case winery, part of Jackson Family Wines, has become a case study in how to connect with modern consumers, thanks to bold marketing initiatives, strategic partnerships, and a long-term approach to brand building.

Shilah Salmon, SVP of Marketing at Jackson Family Wines, joins us to break down the real data behind wine’s challenges—and opportunities. She shares how La Crema continues to expand its reach, including through partnerships like the WNBA sponsorship, highly effective experiential marketing activations, and a focus on under-targeted audiences with real conversion potential.

In this episode, Shilah shares:

• How La Crema has grown to 1.4 million cases annually and why it continues to resonate with consumers

• How the brand is attracting younger, more diverse audiences through events, digital marketing, and non-traditional wine activations

• The "leaky bucket" problem in wine — why the industry is losing more drinkers than it gains, and how La Crema is countering this trend

• Why marketing campaigns should be built over months and years — not weeks, and how brands that pivot too quickly risk losing their audience

• What wine brands need to do to optimize digital marketing in the era of AI-powered search tools — ensuring SEO, earned media, and branding are working in sync

• Why La Crema focuses on lifestyle moments rather than traditional wine-drinking occasions, and how this shift has driven growth

Last Call: This week, we discuss a listener question: “Should a mid-sized wine distributor embrace non-alc, or stay focused on fine wine?”

It’s a BIG question, and one that many distributors are asking as non-alcoholic and THC beverages gain traction. Hear us talk through the pros and cons.

Don’t miss our next episode, dropping on March 26.

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Erica Duecy, co-host:Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host:Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor:Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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Instagram @borkaline

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