Vinepair Wants to Be Your Essential Guide to Booze
*By Madison Alworth*
Vinepair wants to be the premier source for all things booze, and since the website's founding in 2014, it has advised millennials on what and where to drink, as well as how to mix the latest concoctions.
"Eater already existed for the food world. So we figured why not create Vinepair for the drinks world," said Adam Teeter, co-founder and CEO of Vinepair.
"Millennials are looking for content that is informative and teaches them something," Teeter said in an interview Monday with Cheddar.
Vinepair includes editorial articles and sponsored content and sells merchandise online. But in Teeter's view, all content is created equal, even the sponsored pieces.
"We see some sponsored content perform as well, if not better, than some of our editorial content," he said. "It gets the same treatment, it goes to our homepage. It gets tested on social, just like all of our other content."
He may have a point: according to [a recent study](https://www.forbes.com/sites/andrewarnold/2018/01/21/millennials-hate-ads-but-58-of-them-wouldnt-mind-if-its-from-their-favorite-digital-stars/#2b5e536259ca) by the McCarthy Group, a brand strategy firm, 84 percent of millennials don't like traditional marketingーand many don't trust it.
The strategy may be working. Vinepair, with an audience of 24 million, says it's on track to generate $1.5 million in ad revenue this year. In Teeter's mind, it's all about the data.
"We are hyper-focused on data. I think that's also why we've grown so quickly. In that regard, we're focused on making sure the sponsored content performs well too, but it's not getting a ton more exposure than any of our normal content would get."
As for the ["drink of the summer"](https://www.newsday.com/business/how-the-aperol-spritz-became-summer-s-1-cocktail-1.20140467), Teeter thinks one liqueur in particular can claim victory.
"You could say Campari has had a huge success with pushing the Aperol Spritz."
For more on this story, [click here](https://cheddar.com/videos/vinepair-the-media-company-for-people-who-feel-drinking-is-culture).
Nestlé has dismissed its CEO Laurent Freixe after an investigation into an undisclosed relationship with a direct subordinate. The company announced on Monday that the dismissal was effective immediately. An investigation found that Freixe violated Nestlé’s code of conduct. He had been CEO for a year. Philipp Navratil, a longtime Nestlé executive, will replace him. Chairman Paul Bulcke stated that the decision was necessary to uphold the company’s values and governance. Navratil began his career with Nestlé in 2001 and has held various roles, including CEO of Nestlé's Nespresso division since 2024.
Kraft Heinz is splitting into two companies a decade after they joined in a massive merger that created one of the biggest food companies on the planet. One of the companies will include brands such as Heinz, Philadelphia cream cheese and Kraft Mac & Cheese. The other will include brands like Oscar Mayer, Kraft Singles and Lunchables. When the company formed in 2015 it wanted to capitalize on its massive scale, but shifting tastes complicated those plans, with households seeking to introduce healthier options at the table. Kraft Heinz's net revenue has fallen every year since 2020.
