JOIY // Episode 47
Today's guest Cath founded the business we're about to hear all about along with her husband Chris, after enjoying a solid career in food and beverage marketing and events, including running TOAST Martinborough, running a vineyard, and even setting up Le Cordon Bleu cookery school in New Zealand.
Combining powers with her winemaker husband, Cath launched JOIY wine from little old Martinborough, just 10 mins down the road from where I live, with world domination in mind from the get go.
Their unique 'wine in a can' creation successfully disrupted the wine industry, and introduced the joiy (heh) of wine to a new generation. They really led the 'wine in can' movement, proving it's just as good as regular wine by winning a bunch of prestigious wine awards.
And now JOIY is indeed smashing it on the world stage – amazingly they are even bigger in Canada than they are here – and are taking on the big guys in an industry that is dominated by heavy hitters and intense government regulation.
Join me on this chat today to hear about how it all works behind the scenes, the challenges they've faced along the way (and trust me there are some goodies in there!), and how the JOIY philosophy of 'live for today' comes to life. Grab a glass (or can!) of wine, pop your feet up, and settle in for a chat...