Episode
Ep. 2766 Inside the U.S. Non-Alcoholic Wine Market: What Wineries Need to Know with Jill Sites | Masterclass US Wine Market
- Podcast
- Italian Wine Podcast
- Published
- Aug 17, 2026
- Duration seconds
- 1700
- Processing state
not_requested- Canonical source
- https://www.italianwinepodcast.com/
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Summary
Welcome to Episode 2766 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald sits down with Jill Sites to explore the fast-growing U.S. non-alcoholic wine market. Drawing on more than two decades of beverage industry experience, Jill shares practical insights into the opportunities, challenges, and future of the category for wineries looking to succeed in the U.S. market. Key Takeaways: What every winery should know about the U.S. non-alcoholic wine market. How the non-alcoholic wine category is evolving and where the biggest opportunities lie. What separates the brands that succeed in the non-alcoholic space from those that struggle to gain traction. More about the guest: Jill Sites is the founder of Soak Up the Sites, a beverage strategy consultancy launched in 2024 that advises innovative beverage brands on sales, distribution, and growth strategy. Her clients have included Almave, Little Saints, Moth Drinks, St. Buena Vida, Just Enough Wines, and Ted Segers. With more than 20 years of experience in the beverage industry, Jill has built a career spanning brand building, strategic sales, and market expansion. She most recently served as Fractional EVP of Sales at The Pathfinder Spirit, where she expanded national distribution from 5 to 41 states and led growth with major accounts including Whole Foods and Total Wine. Previously, as Vice President of Wholesale at Boisson, she built the company’s wholesale division and developed national retail partnerships for a portfolio of non-alcoholic brands. Earlier in her career, Jill held leadership roles at Betty Buzz, Redwood Brands, and Breakthru Beverage Group, leading national brand strategies, sales initiatives, and growth across emerging craft and premium beverage categories. Connect: Website: http://www.soak…