85: How Taraji P. Henson Reignited Seven Daughters with Bill Terlato - Business of Drinks

When a 20-year-old Moscato brand suddenly becomes one of the fastest-growing wines in America, the industry takes notice.

In this episode, Bill Terlato, President and CEO of Terlato Wine Group, shares how his fourth-generation family business pulled off one of wine’s biggest rebound stories — relaunching Seven Daughters with actress Taraji P. Henson and turning it into a phenomenon with younger consumers.

According to Nielsen, Seven Daughters is now the #8 ranked Moscato in the U.S. between $9–15, with over $3.4 million in 2024 sales and on pace to hit nearly $4 million in 2025. Right now, it’s the only Top 10 Moscato showing growth across every metric — sales, velocity, and distribution.

Bill walks us through how his team — and Taraji — completely reimagined a legacy brand through bold packaging, inclusive storytelling, and a billion-impression media blitz. From 800 fans lining up at a Miami retailer to a Times Square takeover, the results speak for themselves.

But this episode isn’t just about celebrity partnerships. It’s about how to reignite growth for any brand:

🔸 Why packaging and positioning — not product — often hold brands back🔸 How to identify the “authentic overlap” between your brand and a potential partner🔸 The marketing formula that drives trial and sustained repeat purchases🔸 How “everyday luxury” wines can win over younger, wellness-minded consumers🔸 Why Bill believes wine’s future remains bright — and why cycles, not collapse, define this industry

For drinks entrepreneurs, Bill also shares advice from decades of leading one of the world’s top privately held beverage portfolios, spanning more than 85 brands across wine, spirits, and non-alc.

Last Call:

The latest Sovos ShipCompliant Mid-Year DTC Wine Shipping Report confirms what many in the industry have been sensing: the once-unstoppable DTC channel is losing momentum.

🔸 Shipments are down 12% in volume (to 2.7 million cases) and down 6% in value (to $1.7 billion) — the steepest mid-year decline since 2018.🔸 The average DTC bottle price reached $52.68, an 8% year-over-year rise and 38% higher than 2018, showing steady premiumization across regions.🔸 The average order value climbed 13% to $521, with shipments averaging 9.9 bottles per order — consumers are consolidating purchases and trading up.

Are we witnessing the premiumization of DTC wine — or are we pricing out the next generation of consumers?

Don’t miss our next episode, dropping on Oct. 15.

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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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was 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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