Michelle Erland IWA
Michelle Erland is a New York-based Sommelier and a Senior Account Executive with Colangelo & Partners Public Relations, an integrated communications agency that specializes in fine wine, spirits, and food. At C&P she works on an array of campaigns including Charles Krug, Marques de Murrieta, Benchmark Wine Group, Prosecco DOC, Frescobaldi, Barolo & Barbaresco, and Livio Felluga. Michelle is a graduate of the Intensive Sommelier Program at the International Culinary Center (French Culinary Institute) and a Certified Sommelier through the Court of Master Sommeliers, Americas. In 2017, she became a Vinitaly Italian Wine Ambassador. She holds an MBA with a concentration in the hospitality sector through Johnson & Wales University. In 2020, Michelle earned her Crisis Communication Certificate through Cornell University’s Johnson Graduate School of Management.
The pursuit of education has always been a driving force in Michelle’s hunger for all things wine, food, and hospitality. Even more so, her enjoyment can be found in sharing her knowledge and experience with others. In 2011, she founded Elle Hospitality, LLC where for the past decade, she has not only consulted but has hosted everything from Wine 101 classes to corporate restaurant training programs. Besides the United States, Michelle has taught wine classes in London and Italy and has been an associate judge in the international wine competition, 5StarWines.
Refreshing your band story for the US Market
With a changing consumer demographic and preferences, distributor consolidation, and brand explosion, we can all agree the wine business is more competitive today than ever before. The key to success in this day and age is brand pull, recall, strength, notoriety, recognition → brand awareness. A brand refresh strategy requires less risk than a total rebranding, and it can still get you the results you need to remain competitive. By making subtle changes to your positioning, messaging, and how you communicate, you can:
- Protect the integrity of your brand
- Expand your reach to new customers
- Ensure your company image keeps up with the changing marketplace.
Michelle Erland, Senior Account Executive and Juliana Colangelo, Vice President of Colangelo & Partners, will talk about strategies and tools to refresh and differentiate your brand story to stand-out in the U.S. market for both press and trade audiences. Using case studies and data, they will share some of the most current and successful tactics for communicating your brand story to reach your target audience.