Jess Druey's Now/Next in wine.

Jues Druey is making wine fun again.      

Spotting that wine had an 'old people problem', Jess set out to create a brand that make 'FUN, approachable and accessible'. 

Here, she tells Future State what is happening now and next in the world of wine. 

Jess, thank you for chatting with us today.


First question - where are you right now? 

Bakersfield, CA - my hometown!!!

Tell us about Whiny Baby?

Whiny Baby is the wine that is welcoming the next generation of wine lovers!!


You reimagined the experience of wine for the Gen Z consumer. Why was the wine category ripe for revolution?

I had no previous experience in wine. I was 22 years old working at Red Bull in Los Angeles, CA and found myself in a position that may seem familiar to many…. I had a first date with a guy I matched with on a dating app. It was 2020 and peak pandemic so all the restaurants were closed. He said “why don’t you come over, I’ll cook for you and you bring a bottle of wine.” Now let’s ignore the fact that you should never go to someone's house on a first date and skip to the simple ask of me bringing a bottle of wine. Up until that point my experience with wine was minimal, maybe grabbing a rosé to bring to a girls night, and when on a date staring at the wine list and saying “I will just have what he is having.” I grew up with parents who didn’t drink, so the world of wine was completely unfamiliar to me. I had no clue what the different varieties were let alone how to pronounce them. So standing in the Whole Foods wine aisle I found myself like many: lost, confused, and unsure the correct bottle for the occasion. BOOM! Whiny Baby was born. After some research I quickly realized that the experience I had, many others who are new to wine also have. I saw a need and have set out to create the solution.




Rather than the type of wine, your product names focus on the consumer mood and consumption moment. What inspired this bold approach to naming and what impact has it had for your brand? 

I wanted to reimagine the consumer experience from shelf to sip. I realized that many who are entering the wine category for the first time and not setting out and trying all the varietals - they simply start by grabbing a bottle for a REASON: Book club, engagement celebration, a birthday or even just a solo night in. For this reason we have 3 blends that are labels with words to embody a mood or occasions - to remove the confusion of varietals and to make it clear, what bottle may pair best with the reason you are buying.

Whiny Baby is built around the concept of ‘connection based consumption’, can you tell us more about this? 

Whiny Baby is made by someone who is new to wine, FOR people who are new to wine. I know better than anyone that Gen Z is the loneliest generation because well, I am part of Gen Z. With the rise of social media and remote work - we have found ourselves more disconnected than ever. We are CRAVING connection and I believe that there is no greater connector than wine. Wine is an invitation to slow down, disconnect from screens, connect with others. Wine is magic - it sparks moments and makes memories.




What role has community played in developing your brand and product? 

Community is such an overused word with brands, but there is no better word to describe the group of people who have followed along and supported the Whiny Baby journey. I am socially native and so is my brand. I have leaned on our community and have utilized social media for them to vote on our label design, tell me what flavor profiles they are looking for and even have an interactive phone number for them to send us their pictures.

I have heard you say in an interview that before starting Whiny Baby you didn’t know the most about wine. I love that so much, because it’s a great reminder of the advantage of having an outsider's perspective. What advice do you have for someone who wants to shake up a space where they are not yet an expert? 

I say all the time - because I don’t know how things SHOULD be done in the wine industry, I can reimagine how they COULD be done. I really believe that part of Whiny Baby’s magic is that I have the mindset of our consumers. The longer you are in an industry, it can be easy to lose touch with how people who are not in it are seeing your product. I would encourage all aspiring entrepreneurs to lean into what they don’t know, and also partner with experts who can ensure premium quality.

What is one goal that you are working towards right now?

So many!!! I am excited to finally get our Whiny Baby orange wine out, I am developing Whiny Baby educational materials, planning upcoming in person events and other exciting new products. There are some MAJOR announcements coming up that I can share soon!

If it all worked out better than you could imagine, what is a future version of you doing in 5 years?

I love this so much!!  Whiny Baby is a household name and leading the way for the future of wine! Me and Whiny Baby are creating entertaining and educational content and shows in the wine space. Whiny Baby has its first tasting rooms rolling out! And my book is finally released! 

If this chapter of your life had a name, what would it be? 

MOMENTUM: An object in motion stays in motion - so just.keep.moving!

Jess, thank you so much for chatting with us. Cheers!


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