[00:00:10] Ray Latif: Hello, friends. I'm Ray Latif, and you're listening to the number one podcast for anyone building a business in food or beverage, Taste Radio. In this episode, we're joined by Katie Lee Biegel, who is the co-founder of organic wine brand, Kind of Wild. What happens when a celebrated food personality brings her passion for clean eating to the wine aisle and helps launch a brand that's redefining what's in your glass? Katie Lee Biegel, the best-selling author, Food Network celebrity, and co-founder of Kind of Wild Wines, discusses her journey into the organic wine business and how she's building a purpose-driven brand rooted in sustainability, transparency, and clean ingredients. Launched in 2023, Kind of Wild markets certified organic, zero-sugar, vegan-friendly wines with no harmful additives and a growing portfolio of varietals from around the world. Within our conversation, Katie opens up about the challenges and evolution of the food and beverage industry over the past two decades, including the rise of social media and the changing role of food influencers. From grassroots wine tastings to strategic distribution through Southern Glazer, she outlines how Kind of Wild is balancing digital engagement with real-world connection to scale its reach and stay close to its consumers. Hey, folks, it's Ray with Taste Radio. Right now, I am supremely honored to be sitting down with the one and only Katie Lee Biegel.
[00:01:43] Katie Lee: Katie, how are you? Hi, I'm so happy to be here. Thanks for having me.
[00:01:46] Ray Latif: Thank you so much for joining me. It is a gorgeous day here in Paradise Island at the Atlantis. We're here for the Atlantis Wine and Food Festival, the Nassau Paradise Island Wine and Food Festival. I got to get that right.
[00:01:58] Katie Lee: It's a mouthful.
[00:01:59] Ray Latif: It is a mouthful for sure. Are you enjoying yourself?
[00:02:02] Katie Lee: I'm having the best time. I mean, it's so beautiful here. The weather's perfect. We've had great food, and I have my daughter and my niece with me, and they are having the time of their life in this Atlantis water park.
[00:02:15] Ray Latif: Nice. I heard you were on some sort of river earlier today?
[00:02:18] Katie Lee: The River Rapids. They will correct you if you say it's a lazy river because it has rapids.
[00:02:24] Ray Latif: Okay.
[00:02:25] Katie Lee: And I think my daughter's been on it about 10 times. Nice. Very nice.
[00:02:28] Ray Latif: I hope you're getting some time in for yourself as well, though, and not having to run around after.
[00:02:32] Katie Lee: Yes, we've been having a great time.
[00:02:34] Ray Latif: Good, good, good. Well, you're about to host a wine dinner here, and everything looks incredible. And your wine, your wine brand, Kind of Wild, is the star of the show. I mean, in addition to you, obviously, here. And you've had a lot of involvement in preparing this dinner, and I'm Kind Of curious, when you're thinking about planning something like this, or even a casual Thursday night dinner with some friends, how do you curate that menu? Do you think about the wine first and then the food second, or does it Kind Of go the other way around?
[00:03:04] Katie Lee: The first thing I do usually is think of what the theme of the dinner that I want to be. I'm a big believer in themes. I think it goes back to like my days as the social chair of my sorority plan theme parties. It just Kind Of stuck with me. So I love a theme. And tonight, thinking about where we are here in The Bahamas, wanting to have some of that island flair to the menu and use some of those flavors, but stay true also to the Kind Of food that I like to cook. I love comfort food. I love classics, little touch of Southern cooking. I'm from West Virginia originally. So that was the theme that I was going with. However, now that I have gotten into the wine business and it's become such a part of my life, I do think about what I'm serving more now so about the wine. So when I went to craft this menu, I thought about, well, I want to serve my gruner. What would be good with gruner? And that gruner, Veltliner, is delicious with vegetables. So I thought, let's do the Thai coconut curry soup, a broccoli soup. It's a creamy soup. The broccoli pairs really nicely with the gruner that coconut does as well, and the little bit of spice really holds up to the wine. So I do think about the wine more now so than I used to, but it really is fun to put those pairings together.
[00:04:32] Ray Latif: Yeah, well, I'm sure you're thinking about wine a lot more often than you had in the past. As the co-founder of Kind of Wild, you joined the company in 2023. What drew you to this brand and how are you supporting its growth and development?
[00:04:45] Katie Lee: Well, I have always loved wine. Food bone and the wine bone are connected. So obviously they go hand in hand. And I, for years, have wanted to be in the wine business. And I've looked for a partner. I could not find exactly what I wanted. I had a baby and then I started feeling like, gosh, I can't even have one glass of wine without feeling hungover the next day. I just would get like that Kind Of foggy feeling, headachy. And I thought, man, do I have to give up my wine now too? And so I started learning more about organic wine and that a lot of times it's all those additives that are in there that make you feel bad. And the more and more I learned about the organic, the more I wanted to drink organic. And simultaneously, I was introduced to my partners, Jordan Adam Adam Stern. And I loved what they were doing with creating this brand, Kind of Wild. And I spent a lot of time with them. And we decided to partner together. And we have the same ideas, the same values. I really believe in sustainability. I believe in organic eating. I thought, why have I been eating organically for 20 plus years, but I'm drinking conventionally? Like, it didn't make sense. I buy organic grapes to eat. Why am I not drinking organic grapes? And I really and truly feel different when I drink this. And the next day, I don't feel bad. We're zero sugar, which also really makes a big difference. I'm sure you know that you can have 70 additives in wine, and they don't have to be on the label, so you don't know what you're getting all the time. And I just feel so much better with it. And I think the more people learn about organic wine, it's going to be the same as people learning about organic food 20, 30 years ago. That's how people are going to gravitate towards wanting to have that. And there's so much in the news now about alcohol and alcohol contributing to cancer. I just have a hard time believing that a cheap vodka is doing the same thing to my body as an organic red wine. I just don't think that it's all created equal when it comes to alcohol.
[00:07:07] Ray Latif: Well, organic, it's interesting you bring up that you buy organic grapes because I do the same. And then typically I don't really care or look at the label to find out whether organic grapes were used in this wine. And I don't know if I have that same experience and your customers have had that same experience as well. When you do see that USDA certification, it means a lot, or at least it means a lot to me. But does it mean a lot to wine consumers? Because yes, it does mean that when you are buying, I don't know, chips or beverages or what have you, non-alcoholic beverages, that is. But how does that relate? How does that certification relate to quality when it comes to wine?
[00:07:44] Katie Lee: I think that it hasn't really dawned on people for the most part yet. And it's one of those things that when you bring it up, people go, oh yeah, I didn't think about that. You're right. I go to Whole Foods and I pay a couple dollars extra to have the organic grapes. Why am I drinking conventional grapes? Why am I not thinking about that? And the more that you talk about it, the more that people want it. And I found specifically when I am speaking to women in my age group, and talking about organic, talking about zero sugar, that I see them light up and say, oh my gosh, that's what I need to have. And I do think it means a lot to people. The more that they learn about it, the more that they want it.
[00:08:29] Ray Latif: Is the organic certification generating the most trial and awareness for Kind of Wild or is it some other part of the brand?
[00:08:36] Katie Lee: I think it's the organic and the zero sugar. I think that those are the two biggest qualities that are drawing people to the brand. Also, no harmful additives or preservatives. We put the ingredients on our label. We put our nutrition facts on our label. As you know, neither one required by law. And so just having that transparency for people, I think makes a big difference. We're also certified vegan, which before I got into the wine business, I thought, well, it's grape juice, isn't it vegan? Of course, no, it can be filtered through animal products, whether it's egg whites or fish bladders. So I think that it checks every box.
[00:09:16] Ray Latif: Fish bladders in your wine, always a good choice, right? And eggs too. Yeah.
[00:09:21] Katie Lee: And you know, if there's somebody, they might not be vegan, but if they have an egg allergy, the wine could irritate them.
[00:09:27] Ray Latif: That's a very good point. I think something people have never thought about when they're drinking wine, and then all of a sudden they stop drinking wine. They're like, why do I feel better? Maybe it's the alcohol. It could be the eggs.
[00:09:36] Katie Lee: It could be. You never know.
[00:09:37] Ray Latif: Yeah. You also have an amazing selection in your portfolio. One that I didn't expect to see was Kind of Wild. And I think typically when you see up-and-coming wine brands, they maybe have four or five varietals. You have about eight or ten?
[00:09:52] Katie Lee: I think we're at nine.
[00:09:53] Ray Latif: Nine? Okay, so right in between.
[00:09:54] Katie Lee: Yeah, yeah.
[00:09:55] Ray Latif: Are people shopping Kind of Wild because of your variety as much as they are looking for great flavor?
[00:10:01] Katie Lee: Well, I think we have something for everyone. And I'm like always wanting to add another varietal because I'm like, I love palangina. Let's make a palangina. But I want to have wines that stay true to our values, that are sustainable, that are organic. and we work with all single estate vineyards for each of these wine varietals. But we have Acava from Spain, we have the Gruner from Austria, Rosé from south of France, Chardonnay from France, Sauvignon Blanc from South Africa, Malbec from Argentina, our Cab is from Washington State, a Montepulciano from Italy, and we're doing right now a limited edition run of an orange wine that's also from France.
[00:10:49] Ray Latif: And I think that is one of the most amazing parts of Kind of Wild in that you're trying to source the best, highest quality wine. But quality can sometimes be in the eye of the beholder. And it really comes down to taste and getting people, in our business, the term is liquid to lips. What's your trial strategy? What's working when it comes to getting people to try the products?
[00:11:10] Katie Lee: Well, I really love going and being face to face with consumers. So I love to go to a wine store and do a tasting and pour for people and let them taste. And then they can try something maybe that they haven't had before and take it home and enjoy it. So I really like. meeting consumers. I love doing Food Festival like this where I can meet people, hear what they like to drink at home, hear why they like to drink certain wines. I am old school. You know, I think that we get a lot from being in person with people. On the other hand, I also love connecting with people on social media and people sending me a message saying, I tried your Sauvignon Blanc and I loved it. Or I'm thinking about serving pasta with mushrooms. What would you pair with it? So that's also a great way of connecting. But I'm so curious about people and their tastes and what they have to say and what they drink and why they drink it.
[00:12:13] Ray Latif: I think it's difficult sometimes when you're doing business direct-to-consumer to get the best response, the most honest response, as you might when you are standing in front of someone and they're tasting your wine. But you do get a lot of information and it is an opportunity for you to have a one-on-one conversation anywhere in the world at any given time. But you do need to be out there, I think, right? Oh, yeah. Yeah. So was it you that really recommended, because you were direct-to-consumer for a long time, But when did you make that decision to be distributed through Wholesalers?
[00:12:43] Katie Lee: Well, we're really excited to be in retail. So we started as direct-to-consumer, always with the intention of trying to get that wholesale partner. And we're really lucky to be with Southern Glazer Wine and Spirits. We love working with them. And I am thrilled to now be across the country. Yes, direct to consumer is great because you can have it delivered right to your door, but it's also nice to be running into your wine store and able to grab it off the shelf because you ran out and you want to serve it for dinner that night or you're watching TV and want your favorite glass of wine to go with your favorite show.
[00:13:23] SPEAKER_??: Yeah.
[00:13:23] Ray Latif: Katie, you've been a very visible and influential person in the food business for a long time. And I'd love to hear your thoughts on the evolution of this business, because you've been doing it now. This is your... Over 20 years. Two decades in, yeah. I mean, it's a long time, but a lot's changed. A lot has changed so much. What do you see as the best part of its evolution? And what do you see as the most challenging or not so best parts of that evolution?
[00:13:51] Katie Lee: I think what's changed the most is the amount of people who are into food. You know, when I first started in this, it was still pretty niche and you were still like, considered a little on the outside to be super into food. And it was like at the time that the word foodie had just been like, I remember hearing that word for the first time when I was like 21 years old. Now I don't even think we say foodie anymore. It's true. But that term was just coined when I got started in this business. And so now I think it's just become such a part of life that people care more about what they eat. They care about the way that it tastes. Food is not just an afterthought. It's more at the forefront. Mm hmm. Which makes me excited because I just I love to eat. I love to eat. I love to cook. I love to see people enjoy. And I think that it's the same with wine. You know, I think that it's so great to pour a delicious glass of wine with what you're eating and make it all work together. I think the thing that has changed the most is social media, because that Kind Of leveled the playing field for anybody can be. a star in food media now. You just need a phone.
[00:15:10] Ray Latif: Is that a good thing?
[00:15:12] Katie Lee: Yes and no. There are people who I think are amazing on social media and I love seeing what they are cooking and their ideas and they're so creative. But then I also see stuff sometimes where it's like, oh, that's just being made for clicks and to try to get their likes up and not real food.
[00:15:36] Ray Latif: And they're not experts necessarily. Yeah.
[00:15:39] Katie Lee: And I think there's a lot of misinformation out there, especially in the wellness influencer space and when it comes to wellness and food. And so I don't always love it, but I think in general, I like the idea that anybody can have a platform if they're doing something valuable.
[00:16:01] Ray Latif: Can I ask you a bonus question? I've been waiting to ask this to all the chefs that are here at the festival, but I don't know how to say it in a way that's not necessarily the best. I'll just ask. Do you like the term celebrity chef?
[00:16:13] Katie Lee: No. I figured that was going to be your answer. I don't think of myself as a celebrity at all. I don't even think of myself as a chef.
[00:16:20] Ray Latif: Okay.
[00:16:21] Katie Lee: I think of myself as somebody who's a really good cook.
[00:16:24] Ray Latif: I mean, do you tell folks, don't call me that?
[00:16:26] Katie Lee: Yeah. I don't like when somebody calls me chef. Not that I don't like it. I just don't think that that's the proper term for me. And I certainly don't think of myself as a celebrity.
[00:16:35] Ray Latif: Okay, I'm happy you said that.
[00:16:37] Katie Lee: I think of myself as like somebody who's got a job that makes people know me. A certain group of people know me, but no, not a celebrity.
[00:16:46] Ray Latif: Yeah, I almost feel like it. there's not the best connotation. It almost feels like you're a chef only because you're a celebrity or the other way around. You're a celebrity only because you're a chef. And I don't think, I think when it comes to the reason that people have gotten to the position that they're in right now has nothing to do with celebrity. It has everything to do with their hard work typically and their ability to make people eat good food or create good food for good people. So. Katie, I know you're about to start the dinner. Thank you so much for taking this time. It's been so wonderful. I really appreciate it.
[00:17:17] Katie Lee: So great to talk to you. This was a great conversation. I love talking about wine and food.
[00:17:21] Ray Latif: Yeah, absolutely.
[00:17:22] Katie Lee: Especially in this setting.
[00:17:23] Ray Latif: Yeah, this is not a bad place to talk about wine and food. Yeah. Good luck with everything going forward with Pine & Wild. Thank you. Thanks. That brings us to the end of this episode of Taste Radio. Thank you so much for listening. Taste Radio is a production of BevNET.com, Incorporated. Our audio engineer for Taste Radio is Joe Cracci. Our technical director is Joshua Pratt, and our video editor is Ryan Galang. Our social marketing manager is Amanda Smerlinski, and our designer is Amanda Huang. Just a reminder, if you like what you hear on Taste Radio, please share the podcast with friends and colleagues. And of course, we would love it if you could review us on the Apple Podcasts app or your listening platform of choice. Check us out on Instagram. Our handle is BevNetTasteRadio. As always, for questions, comments, ideas for future podcasts, please send us an email to ask at Taste Radio.com. On behalf of the entire Taste Radio team, thank you for listening, and we'll talk to you next time.
[00:18:23] Katie Lee: you
