Miriam Lee Masciarelli

Miriam Lee Masciarelli, Brand Manager of Masciarelli Tenute Agricole, was born in Ortona in 1989. Gianni Masciarelli and Marina Cvetic’s daughter, Miriam Lee showed a lively and curious nature since her childhood. She soon begin to travel frequently, and follow her father and grandfather in all the company’s activities: from logistics, to production, cultivation, and processing, thus gaining an excellent oenological foundation and becoming especially passionate about the enhancement of the agrarian territory.

After graduating in Economics and Management from the Luiss University of Rome, Miriam Lee began working in New York first for a wine import company and later for a communications and PR agency specializing in Food & Beverage. These were formative experiences that add to those gained in the restaurant world during her high school years.

After the sudden death of her father Gianni, eighteen-year-old Miriam took over the family business as Administrator, while studying in Rome, and became passionate about the role of junior brand manager. She recently made a significant contribution in redefining the style of Montepulciano d’Abruzzo DOC Riserva Villa Gemma, Casa Masciarelli’s iconic wine and one of Italy’s best-known reds, personally overseeing its production starting with the 2012 vintage.

Today Miriam Lee works full time in the family company as Brand Manager.


Finding your audience and spreading your message on YouTube

Since 2020, Konstantin Baum has built one of the biggest and fastest growing wine channels in the world on YouTube with his entertaining and educational videos. On his channel he tastes everything, from discount wines to a 159-year-old bottle, and takes the viewers on a journey around the wine world. In this session, Konstantin will share his experiences with the platform and will show how to gain traction on YouTube or how to use YouTube to get your message across.