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Boxed wine had a reputation problem until Lauren De Niro Pipher turned it into a sustainable, design-forward product that now moves across both direct-to-consumer and wholesale channels.
Juliet Wine was born from a simple question: why doesn’t high-quality boxed wine exist? Lauren and her co-founder, Allison Luvera, saw an opportunity and built a premium product that’s as practical as it is planet-friendly, without any prior experience in the wine industry. In this episode, Lauren shares how they took the idea from concept to shelf, starting with a custom crush model, distinctive cylindrical packaging, and a brand that challenges the stigma around boxed wine.
They also talk about the power of community, how their networks shaped their businesses, served as focus groups, and helped them make crucial early hires. Lauren opens up about the risks they took, from firing an expensive agency to bootstrapping the initial phase of the company before raising over $6 million in funding.
With a go-to-market strategy that launched both direct-to-consumer and wholesale at the same time, Juliet Wine was built to scale. Instead of traditional influencer marketing, they focused on gifting and letting the product speak for itself, building authentic relationships that continue to drive word-of-mouth growth.
This episode of Dear FoundHer… shows us what it takes to build something new in a crowded category, and how a smart, scrappy approach can cut through the noise.
Episode Breakdown:
00:00 Why Community Matters for Founders
06:00 Lauren’s Career Journey Before Juliet Wine
07:06 The Spark Behind a Sustainable Wine Brand
08:47 From Idea to Product: Early Decisions and Setbacks
13:04 Redesigning Boxed Wine with Packaging Innovation
15:02 Bootstrapping and Raising Over $6 Million
20:10 Hiring Independent Talent Over Big Agencies
25:32 Customer Feedback as a Growth Engine
31:02 Go-to-Market Strategy: Direct to Consumer and Wholesale
38:48 Influencer Marketing Without Paying for Posts
43:46 What’s Next for Juliet Wine
Connect with Lauren De Niro Pipher:
http://www.instagram.com/iamldp
Get on the Marketing Made Simple Waitlist: https://lindsaypinchuk.myflodesk.com/waitlist
Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum
Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk
Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher
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