Winext bridges the best from the wine world traditions with the vision and tools of forward-thinking businesses, empowering wine companies to thrive through authentic brand experiences for customers and the trade.
Why Next?
Regardless of the product or service they offer, successful companies can express their values and connect with the minds and hearts of their consumers. "People don’t buy what you do, but why you do it," as wisely captured by Simon Sinek in his Golden Circle principle.
In a business as fragmented as wine, with so many product variations, we should start by asking why we do what we do, rather than spending so much energy trying to convince customers that our product is better than the competition’s. When a purpose is clear and well-communicated, everything else follows naturally.
"First, we’ll produce a fantastic wine. Customers will come as a consequence." This belief may seem outdated today, but it still holds true for much of our community. The days when making a good wine was enough are long gone. In a highly competitive market with an agricultural product, you must be able to sell your wine better than the competition. That’s why careful planning and knowing your next move are essential.
Winext is a blend of purpose and direction. Our mission is to help wine businesses succeed in Brazil by creating authentic brand experiences for both customers and the trade.
Meet the Team
-
Anderson Cardoso
Marketing professional with over 20 years of experience, Anderson is a specialist in marketing and passionate about travel, gastronomy, and great conversations with friends. Originally from Florianópolis, has lived in São Paulo and Buenos Aires and now resides in Porto, Portugal. Throughout his career, led major companies such as Wine and Decolar.com and currently heads projects at Camino Marketing, a partner of Winext in digital marketing. Recognized for creating three major case studies that revolutionized affiliate management, he brings innovation and strategy to every challenge. In his free time, he enjoys walking, running, going to the movies, and attending the theater, always making the most of what life has to offer.
-
Julio Cesar Gostisa
A winemaker passionate about the world of wine, graduated from Miolo in Bento Gonçalves (class of 2011), currently the Commercial Director at Vinícola Routhier & Darricarrere in Rosário do Sul (Campanha Gaúcha), Director of Innovations at Lacava Adegas Personalizadas, and a columnist for newspapers and specialized magazines, writing about the business of the wine world. He graduated from the University of Miami, Florida, and is passionate about new challenges in team management.
-
Maria Paula Almeida
A lawyer by training, she found her true passion in the world of wine. She is an educator and regional director of Sommelier School, a leading sommelier training institution in Brazil. At Winext, she writes for the blog Em Volta da Taça, covering relevant topics about the wine market. She also contributes to other publications, such as the English website Glass of Bubbly.
A specialist in French wines certified by the Wine Scholar Guild, she recently achieved the Champagne Master Level and is completing the WSET Diploma, reaffirming her commitment to continuously enhancing her expertise. She loves traveling, exploring new cultures, learning new languages, and, of course, tasting great wines.
-
Marina Boggio
An economist by training, Marina became fascinated with the world of wine in 2006 while living in London. Since then, she has worked on developing new businesses in both Brazilian and international markets, wine brand management, and sales and marketing strategies. With nearly 20 years of experience, she has worked at companies such as Atlantico (England), Idealdrinks (Portugal), and Distell (South Africa) before joining the Winext team.
-
Rodrigo Lanari
Fascinated by the wine business, Rodrigo Lanari has over 20 years of experience in managing leading brands in their respective segments. He has worked at the top importers in the country (Expand, Wine.com.br, Aurora/Inovini) before founding Winext, a consultancy specializing in wine brand strategy for the Brazilian market. He holds a degree in Business Administration from FGV-SP, a specialization in international trade from the Vienna Business School, a Wine-MBA from Bordeaux Management School, and WSET Level III certification. He teaches marketing and wine business courses at GV-PEC, ABS-SP, and Senac-SP. A traveling salesman by duty and passion, in his spare time, he enjoys cycling and listening to jazz with a glass in hand.
Meet the founder
In pursuit of making Winext’s mission a reality, founder Rodrigo Lanari has been redirecting his extensive market experience toward a new challenge: improving the wine industry through innovative brand strategies.
Questions?
Reach us at contato@wine-xt.com