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In this episode of The Wine Podcast, Suzanne Mustacich sits down with Robert Joseph—wine thinker, international consultant, former critic, and creator behind brands like Le Grand Noir, Greener Planet, and K’avshiri—to unpack the real business of wine.
From launching a “New World wine from France” to blending 11 Georgian grape varieties into a single experimental cuvée, Robert shares the strategy behind building wines that actually sell—and the hard truths most producers ignore.
We dive into:
🔸Why most wines are “labels,” not brands
🔸The three things every successful wine needs: packaging, quality, distribution
🔸How to create a wine for a specific customer (not just a terroir)
🔸The difference between supermarket wines and “discovery wines”
🔸Why storytelling—and even confusion—can be part of the appeal
🔸How K’avshiri (meaning “coming together”) blends grapes, vintages, and cultures into one bottle
If you’re interested in wine, branding, or building a product in a crowded market, this conversation is essential.
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Chapters
00:00 Introduction to Kevshiri and Its Meaning
04:52 The Journey of Le Grand Noir and Its Creation
09:39 Understanding the Wine Market and Consumer Needs
14:17 The Concept of Discovery Wines
19:16 What you need to know about blending grape varieties