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343 | Testing High in Luxury Market | with Allison Luvera & Lauren De Niro Pipher

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Manage episode 500985828 series 2470924
Content provided by Shopify Expert Chase Clymer. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Shopify Expert Chase Clymer or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Allison Luvera and Lauren De Niro Pipher are the Co-Founders of Juliet Wine, where they’re redefining boxed wine with award-winning California varietals and eco-conscious cylindrical packaging that challenges the category’s decades-old perception. Allison is an award-winning brand builder with a dual BS in Finance and Marketing from Boston College, an MBA from The Wharton School, and WSET Level 2 Certification in Wine. She’s also a founding member of the Alternative Packaging Alliance, a coalition of high-end boxed wine brands dedicated to advancing sustainable packaging in the wine industry.

Lauren brings nearly two decades of sales, business development, investor relations, and design expertise from leading roles at Virgin Galactic, Uber, and Douglas Elliman, along with a BS in Culture & Communications from NYU and a Sustainability Certification from Cambridge University’s Judge School of Business.

Before launching Juliet, Allison built a career leading brand strategy, design, and storytelling for premium products, earning a reputation for transforming overlooked categories into high-value lifestyle experiences. Lauren honed her skills in building relationships, scaling sales, and translating brand vision into tangible growth. Together, they’ve created a brand that blends “affordable luxury” with modern consumer expectations and a design-first approach that stands apart from traditional boxed wine.

In this episode, Allison and Lauren share how they spotted an opportunity to reimagine boxed wine, why they launched DTC first to prove product-market fit, and how they tested seven price points to find the sweet spot before expanding to retail. They also reveal how early customer data shaped their go-to-market strategy and helped secure high-quality retail partners who understood Juliet’s unique value.

In This Conversation We Discuss:

  • [00:40] Intro
  • [01:07] Highlighting sustainability as a core advantage
  • [01:58] Reimagining a category for modern consumers
  • [03:46] Meeting evolving consumer demands head-on
  • [05:21] Sourcing partners to match product vision
  • [06:55] Reframing consumer perceptions of boxed wine
  • [09:03] Prototyping early to speed market entry
  • [09:20] Testing multiple price points before scaling
  • [11:47] Episode Sponsors: Electric Eye, Heatmap, Zamp
  • [15:44] Adjusting pricing after early market feedback
  • [17:33] Making decisions to drive progress forward
  • [19:21] Proving product-market fit to win distributors
  • [20:48] Proving demand before pitching big retailers
  • [21:10] Meeting online customers where they are
  • [22:38] Boosting AOV with strategic bundles

Resources:

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

  continue reading

493 episodes

Artwork
iconShare
 
Manage episode 500985828 series 2470924
Content provided by Shopify Expert Chase Clymer. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Shopify Expert Chase Clymer or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Allison Luvera and Lauren De Niro Pipher are the Co-Founders of Juliet Wine, where they’re redefining boxed wine with award-winning California varietals and eco-conscious cylindrical packaging that challenges the category’s decades-old perception. Allison is an award-winning brand builder with a dual BS in Finance and Marketing from Boston College, an MBA from The Wharton School, and WSET Level 2 Certification in Wine. She’s also a founding member of the Alternative Packaging Alliance, a coalition of high-end boxed wine brands dedicated to advancing sustainable packaging in the wine industry.

Lauren brings nearly two decades of sales, business development, investor relations, and design expertise from leading roles at Virgin Galactic, Uber, and Douglas Elliman, along with a BS in Culture & Communications from NYU and a Sustainability Certification from Cambridge University’s Judge School of Business.

Before launching Juliet, Allison built a career leading brand strategy, design, and storytelling for premium products, earning a reputation for transforming overlooked categories into high-value lifestyle experiences. Lauren honed her skills in building relationships, scaling sales, and translating brand vision into tangible growth. Together, they’ve created a brand that blends “affordable luxury” with modern consumer expectations and a design-first approach that stands apart from traditional boxed wine.

In this episode, Allison and Lauren share how they spotted an opportunity to reimagine boxed wine, why they launched DTC first to prove product-market fit, and how they tested seven price points to find the sweet spot before expanding to retail. They also reveal how early customer data shaped their go-to-market strategy and helped secure high-quality retail partners who understood Juliet’s unique value.

In This Conversation We Discuss:

  • [00:40] Intro
  • [01:07] Highlighting sustainability as a core advantage
  • [01:58] Reimagining a category for modern consumers
  • [03:46] Meeting evolving consumer demands head-on
  • [05:21] Sourcing partners to match product vision
  • [06:55] Reframing consumer perceptions of boxed wine
  • [09:03] Prototyping early to speed market entry
  • [09:20] Testing multiple price points before scaling
  • [11:47] Episode Sponsors: Electric Eye, Heatmap, Zamp
  • [15:44] Adjusting pricing after early market feedback
  • [17:33] Making decisions to drive progress forward
  • [19:21] Proving product-market fit to win distributors
  • [20:48] Proving demand before pitching big retailers
  • [21:10] Meeting online customers where they are
  • [22:38] Boosting AOV with strategic bundles

Resources:

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

  continue reading

493 episodes

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