Rodrigo Lanari is fascinated by the business of wine, just as many are captivated by the nuances of viticulture, winemaking, and tasting. He has extensive experience in the industry, primarily focused on building and managing wine brands in Brazil.
Rodrigo Lanari has two decades of experience in the world of wine. He began his career as a product manager at the importer Expand, where he was responsible for iconic brands such as Concha y Toro, Zuccardi, Achával-Ferrer, Antinori, among others. He later took on the leadership of the company's marketing department, directing the team for three years. His next challenge was launching the wine division of the importer Aurora, named Inovini. In 2013, he joined Wine.com.br to develop a sales channel focused on restaurants, hotels, and stores, where he was also responsible for managing the American brand E&J Gallo in Brazil.
After years of experience in the dynamic and challenging Brazilian wine market, Rodrigo decided to embark on an entrepreneurial journey and founded Winext, a consultancy that offers tailored solutions for companies looking to expand their presence in Brazil by creating authentic and impactful brand experiences for customers and partners.
Graduating in Business Administration from Fundação Getúlio Vargas (FGV-SP), with a specialization in International Trade from the Vienna Business School, Rodrigo was the first Brazilian to earn the Wine MBA title from Bordeaux Management School. His master’s thesis, "Building Premium Wine Brands in Emerging Markets," was awarded Thesis of the Year.
Additionally, Rodrigo is a professor of Wine Business at the WSET diploma and has taught at renowned institutions such as FGV-SP, Senac, the Brazilian Association of Sommeliers, and Enocultura. A member of the tasting panel for Paladar from the Estado de São Paulo newspaper, he has also contributed to tastings for Prazeres da Mesa magazine.
Selected Cases
-
Concha y Toro: Brand Management
Management of the largest wine brand in Brazil, responsible for developing the category of Chilean entry level wines, popularly known as "reservado," which remains one of the largest market segments to this day.
-
Don Melchor: Premium Branding
Roadshow conceptualization and implementation for the Chilean icon Don Melchor across Brazil, which were instrumental in creating a loyal fan base and solidifying the brand as one of the most prestigious in the super-premium wine segment.
-
Inovini: Brand Strategy
Introduction of the Inovini brand to the Brazilian market, the wine division of Aurora importer. Responsible for market positioning, portfolio structuring, and managing the commercial and marketing activities of the new business division. Today, Inovini is among the leading importers in the premium segment in Brazil.
-
How to build premium brands in emerging markets: Market Intelligence
A study on building brands in markets where wine culture is still not widespread. Using case studies of successful premium brands in Brazil, Rodrigo Lanari identifies common factors that help us understand how brands become known among wine consumers. Awarded Thesis of the Year in the Wine MBA 2008/09.
-
Cata de Berlin event in em São Paulo: premium brand positioning
Organization of the first edition of the Cata de Berlín in Brazil, featuring british critic Steven Spurrier, Eduardo Chadwick, and the most prominent local wine critics. The event brought together the iconic wines Seña, Viñedo Chadwick, and Don Maximiano alongside some of the world’s most legendary wines—the five Grand Cru Classé from Bordeaux, as well as the most famous supertuscans and californian wines.
-
Wine2B: trade channel B2B development
Development of the first online sales channel for the B2B segment, targeting restaurants, hotels, and specialty stores across Brazil.
Professional Experience
Jan 16 - present
Winext Brazil – Founder
Market intelligence and brand management for wine companies
Apr 13 - Nov 15
Wine.com.br – Manager B2B Division
Responsible for the B2B business unit of the largest wine e-commerce platform in Latin America. Development and implementation of the brand strategy for the Californian brand E&J Gallo in Brazil
Mai 08 – Apr 13
Aurora Importadora / Inovini – Manager Wine Division
Creation and management of the wine division at the importer
Jan 05 – Apr 08
Expand Group Brasil – Marketing Manager
Brand management and, later, overseeing the marketing department at the importer
Jan 03 – Dez 04
Duratex SA (Itaú Group) – International Trader
Market development overseas for Deca divison
Jul 01 – Abr 03
Argos Global Partner Services – Export Manager
Customer service for foreign clients, followed by responsibility for opening the subsidiary in the U.S.
Jan 00 – Fev 01
Dresdner Bank Global Capital Markets – Trainee
Global market assistant
Jan – Dez 1998
Thyssen Stahlunion GmbH – AIESEC Internship Program
Exchange program in Germany and Portugal in the area of international controlling
Achievements
First Brazilian to receive the Wine MBA diploma from Bordeaux Management School.
Solid academic and professional experience abroad, with time spent in the U.S. and Europe.
Extensive experience in marketing and brand management in the wine industry, working with leading brands in their segments.
Commercial expertise in the wine market, leading marketing and sales teams across different segments and sales channels.
Academic Background
Courses
Wine MBA Bordeaux Management School (2008/2009)
Wine and Spirits Education Trust – WSET Level III Diploma (2012)
Management in Business Administration at EAESP Fundação Getulio Vargas São Paulo (1996–2001)
Economic specialization at Vienna University of Business and Economics (1999-2000)
Bilingual Education at Humboldt Schule São Paulo (1987-1995)
Fluent in German, English, Spanish intermediary
Wine Appreciation Course at Gallo Wine & Spirits Academy
Teaching
Teacher at Wine Business Modules for WSET Diploma - Enocultura School
Wine Marketing Professor at ABS-SP (2011/12)
Wine Markets teaching at GV PEC FGV/SP (2010-12)
Wine Business Teacher at SENAC (2010)
Speech at “Wine Market Trends for Brazil” at Expovinis (Apr 2010)
Best thesis award Wine MBA 2008/09 – “How to build premium brands in emerging markets- selected case studies” – Supervisor: Prof. Larry Lockshin