Where Two Passions Meet: Turning a Love for Wine into a Marketing Niche

Combining career with passion is something many people strive for. In Courtney Malengo’s case, she’s been able to do just that. 

With 22 years in a variety of marketing and communications leadership roles, she realized the one constant in these disparate industries was helping brands and executives tell their stories. Seeking greater work-life balance, she decided to launch her own strategic communications consultancy in 2019—Spark + Buzz Communications—allowing her to spend more time with her son and pursue work that reflects her interests and priorities. 

“The entrepreneurial bug bit early,” she said. “I've always dabbled in different endeavors—everything from selling friendship bracelets in elementary school to side hustles in my professional career.” 

As a “bubbly lover” whose travels include tasting rooms from Napa, California, to Niagara-on-the-Lake in Canada, Courtney found herself appraising her wine experiences from a marketing perspective. 

“I am constantly evaluating how a brand or company presents itself—from how I am greeted in a tasting room to the look and feel of a wine label,” she said. “The customer experience is paramount, and having good wine isn’t enough. It should be complemented by a buzzworthy experience brimming with hospitality.” 

As she began contemplating how to integrate wine into her communications business, a local winery approached her to help commemorate the release of its first sparkling rosé. 

“Naturally, I jumped at the chance to blend my personal interests with my professional passion,” she said. 

Looking to better understand the wine industry, Courtney enrolled in UC Davis Continuing and Professional Education's Wine Marketing Program. 

“In my spare time, I was consuming wine industry articles and trends, but I didn’t have the intricate industry knowledge and nuance to pair with it,” she said. “The program was integral in creating connections and encouraging me to parlay my professional expertise into the world of wine. While Spark + Buzz was already dabbling in the wine world prior to the program, it gave us the extra boost we needed.” 

Now, Courtney is committed to elevating the wine scene in her home state of Maryland. 

What drew you to the UC Davis Wine Marketing Program, and what were you hoping to achieve? 

I loved that UC Davis had a week-long onsite intensive with the ability to connect and meet the guest lecturers and other attendees. It’s no secret that UC Davis is known for its winemaking program, and since Spark + Buzz already had non-winery clients in California, it seemed like the perfect opportunity to take a trek to Davis, enjoy the program and visit with clients in the Sacramento area. Plus, it was also an excuse to taste my way through Lodi for a few days. 

My goal for the program was to make connections, better understand the wine industry and its specific nuances, as well as to learn more about the laws and regulations surrounding labeling, marketing and advertising. 

What aspect of the program did you find most valuable? 

I found a lot of value in the connections I made and the access to a supportive community of students and instructors. Plus, the oodles of information you walk away with! It’s almost like a mini MBA on how to take a wine brand to market. 

Did it shift how you think about marketing, branding or the wine industry as a whole? 

It wasn’t so much a shift as it was an affirmation that I was already headed in the right direction. 

I don’t believe wineries should alienate customers by solely focusing on the hype of their awards and telling people what notes to taste. Many people—especially younger generations—are turned off by the elitist attitudes long held by some in the industry. Each person’s palette is different, and wine is an experience—and ultimately, that experience should be one you enjoy in the company of good food and good friends. 

Whether it is a gold medal winner or boasts 91 points from a wine critic, none of that matters if you don’t like the wine. So instead of telling people what they should taste or like, let’s create buzzworthy brand experiences in the tasting room and beyond, inviting people to write the narrative of their wine journey—one bottle, one winery at a time.

Do you see yourself going even deeper into the wine industry? 

I'm the person who always has a running list of business ideas and businesses I'd be interested in running—a winery is just one on that list. So, it could be in my future one day, as well as learning how to make wine, but from a practical standpoint, it made the most sense to dive into the marketing aspect first and put that to good use. Given the enormous costs and investment with wineries, this is a good foray into the industry and allows me the benefit of learning from others' journeys. 

What’s next for you? Are there any projects, roles or plans you're excited about as you move forward in your career?

 While Spark + Buzz supports clients in our backyard and beyond, across a variety of industries, I am personally keen to help elevate my home state’s wine scene and challenge assumptions about Maryland wine. There are a few exciting projects underway, but I have to keep those under wraps for now!