October 17, 2013
Meet Coravin's VP of Marketing
Behind the scenes, Coravin is comprised of a group of great employees. Some are wine experts, others are wine lovers, and armed with the Coravin, some are just starting to exploring wine. In the coming months we’ll be sharing employee profiles, stories, advice, and recommendations -- so that you can get to know us a little better.
Howard Leyda, the VP of Marketing at Coravin, weighs in on working at a startup and how Coravin has changed the way he is enjoying wine.
What are you responsible for at Coravin?
HL: I’m the VP of Marketing, responsible for all marketing activities from product to promotion to where we go to market.
Why did you decide to join the company?
HL: I had the good fortune of working locally and one of my close friends from Coravin, Mike Rider, had me stop by and showed me the product. It was obvious to me that it had a great benefit to the end consumers who truly enjoy wine. I, like many people, have experienced wine that has been oxidized. I saw how it could change my life and potentially many others.
What do you like most about your job?
HL: The People. It is great being part of a start-up and being part of the team that is building the company and its culture, as opposed to parachuting into a company and hoping that it is a fit.
Has Coravin allowed you to expand your horizons when it comes to wine?
HL: Yes. There is no question about that. Not to say I wasn’t a wine enthusiast. I have always loved wine and have some great bottles of wines over my years of international travel – especially into Italy, France, Germany and Spain. But the enjoyment of fine wine didn’t follow me in to my home life because every time I thought about buying wine for consumption at home I focused on the cost of the bottle and steered away from finer wines. Now that I own of Coravin system I think about my wine purchases differently. I consider the cost of the bottle of wine by the glass, $10, $15 or $20 a glass thus leading me to purchase a $50, $75, or $100 bottle of wine.
What once was me enjoying fine wine during business meals has now become my wife and I exploring fine wine together. We started in Northern Italy and have moved down into Tuscany.
What advice would you give to someone who is using the Coravin to expand their knowledge and appreciation of wine?
HL: If you are a person that goes out to dinner on a regular basis and orders a glass or two of wine, use that as a reference point for what you are willing to spend by the glass at home and you’re going to find that the options and quality of wine will improve profoundly.
Any recommendations from Italy?
Of the wines I have sampled from Italy, these are my favorites:
Montevertine Le Pergole Torte Vino da Tavola – 2006
Giuseppe Rinaldi Barolo Brunate le Coste – 2007
Arturo Pelizzanti Perego Valtellina Superiore Sassella Riserva Vigna Regina – 2001
Lisini Brunello di Montalcino Riserva – 2006
Le Salette Amarone della Valpolicella Pergole Vece – 2006