Season 2: Episode 13

In this episode of the Wine Marketing Podcast, I’m joined by Dan Petroski, founder and winemaker of Massican Winery. We talk about how his background in publishing shaped the way he approaches wine marketing.

We dig into the emotional side of wine and how powerful it can be when brands focus less on prestige and more on making people feel something. Dan also shares why platforms like Substack matter, how to make your wine brand more consumer-friendly, and why Massican leans into curiosity over convention.

About Our Guest:

Dan Petroski is the founder and winemaker of Massican Winery in Napa Valley. Known for his thoughtful, Mediterranean-inspired white wines and fresh approach to communication, Dan brings a unique perspective to the wine industry, combining a background in publishing with a deep respect for honest storytelling. He also writes a Substack called The Italian Dinner Party.

Instagram: https://www.instagram.com/massicanwinery/

LinkedIn: https://www.linkedin.com/in/danpetroski/

Substack: https://substack.com/@danpetroski

The Italian Dinner Party: https://massican.substack.com/

Season 2: Episode 12

In this episode of The Wine Marketing Podcast, I talk with Erin Kirschenmann, Managing Editor of Wine Business Monthly and founder of Novel Pairings, about the fine line between a clever wine collab and a cringe-worthy marketing ploy. We dig into a recent example involving a romantasy novella and a wine brand, and why it missed the mark for its intended audience.We also explore what authentic partnerships should look like, the importance of understanding your community, and what trends Erin is seeing across the industry as both a journalist and a DTC Symposium panel moderator. If you're wondering how to build long-term brand loyalty through meaningful collaborations, this one’s for you.

About Our Guest

Erin Kirschenmann, DipWSET, is the Managing Editor of Wine Business Monthly, where she’s been covering the intersection of business, marketing, tech, and trends in the wine industry since 2012. She also oversees the content and programming for WBM’s symposia and frequently speaks at conferences and universities on wine, media, and public relations.

Erin is an instructor with the Napa Valley Wine Academy. She’s judged wines internationally at the Concours Mondial de Bruxelles and served on panels for several regional wine competitions. In 2025, she was named to Beverage Dynamics’ 40 Under Forty list for her contributions to the industry.

This year, she also launched Novel Pairings, an online membership designed to bring women together to talk books, wine, and life through thoughtful, no-pressure gatherings that center connection and community.

Novel Pairings’ Instagram: Instagram.com/novel_pairings

Erin’s Instagram: Instagram.com/erinakirsch

LinkedIn: https://www.linkedin.com/in/erin-kirschenmann-017b2234/

Get your first month of Novel Pairings free when you use code WMP at checkout!

https://www.novel-pairings.com/

Don’t forget to get your tickets to DTC Wine Symposium! Erin and I will both be speaking in workshops and panels, it’s going to be dope.

If you loved this episode, please share it with a friend and don’t forget to rate and review it wherever you’re tuning in. If you’re watching on YouTube, please like and subscribe! It really helps us get in front of more people. Want to dive deeper into wine marketing? Subscribe to the Wine Marketing Field Guide on Substack where I post weekly wine marketing tips and we have conversations on the wine industry news that keeps me up at night.

Season 2: Episode 11

In this episode, I’m joined by Warner Boin of Confidence Uncorked, in which we talk about making wine education more fun and approachable without dumbing it down. We cover what Warner and fellow wine communicators wish wineries knew, including how to communicate complexity without infantilizing the people you’re talking to and why vulnerability and transparency are such powerful tools in wine marketing.

We also dig into what wineries often get wrong when working with influencers and what makes a great collaboration. Warner shares actionable strategies for showing up online, building trust with your audience, and making wine feel more human.

About Our Guest:

Warner Boin is a certified sommelier and the founder of Confidence Uncorked, a wine communication brand dedicated to transforming wine education into a fun and approachable experience. A native Texan who now calls California wine country home, she’s on a mission to help everyone enjoy wine without judgment - regardless of your knowledge or budget. Follow along @ConfidenceUncorked on social media for winery recommendations, fun educational content, and a behind-the-scenes look at the fascinating world of wine!

Instagram: https://www.instagram.com/confidenceuncorked

TikTok: https://www.tiktok.com/@confidenceuncorked

Substack: https://confidenceuncorked.substack.com/

Listeners to the Wine Marketing Podcast get 20% off of Warner’s Pocket Confidence guide - 26 pages of tips and secrets she’s learned on how to taste, shop, and pick out wines with confidence!

If you loved this episode, please share it with a friend and don’t forget to rate and review it wherever you’re tuning in. If you’re watching on YouTube, please like and subscribe! It really helps us get in front of more people. Want to dive deeper into wine marketing? Subscribe to the Wine Marketing Field Guide on Substack where I post weekly wine marketing tips and we have conversations on the wine industry news that keeps me up at night.

Season 2: Episode 10

In this episode of the Wine Marketing Podcast, I sit down with Ed Feuchuk, who I believe is one of the boldest voices in modern wine marketing. With nearly 20 years of experience and a portfolio that includes the wildly creative Tank Garage Winery, Ed shares success through taking risks, being authentic (in a non-douchey way), and building a brand that actually connects with people.

We talk about how Tank built an engaged audience through TikTok during the pandemic and why they’ve committed to never making the same wine twice.

We also dig into what it’s like opening a new tasting room in Paso Robles, what most wineries get wrong when it comes to authenticity, and how the Direct to Consumer Wine Symposium is evolving to meet the real needs of today’s marketers.

This was such a fun episode to record with a lot of really interesting and inspiring takeaways.

About Our Guest: Ed Feuchuk of Farm Collective Napa Valley

Ed is a marketer and self-proclaimed mistake maker with nearly 20 years of experience building innovative DTC wine brands.

As the General Manager for Farm Collective Napa Valley, Ed has led creative, strategic, and technical initiatives for brands like Tank Garage Winery, James Cole Winery, Regusci Winery, and T-Vine Winery.

With a passion for authentic experiences and renegade marketing, Ed and his work have been featured in the San Francisco Chronicle, the New York Times, Wine Spectator, and Playboy!

Website: https://www.tankgaragewinery.com/

Instagram: @TankWinery

TikTok: @TankWinery

Connect with Ed on LinkedIn: https://www.linkedin.com/in/edfeuchuk/

Don’t forget to get your tickets to the 2026 DTC Wine Symposium! Ed and I will both be there on various panels and would love to meet you!

These episodes might also interest you:

What Happens when Wine Nerds Throw a Conference?

Crafting Emotional Connections in Wine Marketing

Holistic Wine Marketing

In this episode of The Wine Marketing Podcast, I’m joined by Jason Haas, Partner and General Manager of Tablas Creek Vineyard in Paso Robles, California.

Under Jason’s leadership, Tablas Creek has become a model for innovation in the wine industry—from their long-running blog and Instagram Live series, to the launch of a premium boxed wine and earning the country’s first Regenerative Organic Certification. But at the heart of it all is something deceptively simple: a strong company culture and a clear long-term vision.

We talk about how marketing is built on trust and storytelling, how to balance short-term business needs with long-term brand goals, and why it’s worth showing up consistently, even if it doesn’t always go viral.

This is a must-listen conversation for any winery that wants to think more strategically, communicate more authentically, and build a community that lasts.

About Our Guest: Jason Haas of Tablas Creek

Jason Haas is a partner and the general manager at Tablas Creek Vineyard, a pioneering winery in Paso Robles focused on Rhône varieties and sustainable practices. Under his leadership, Tablas Creek has become known for their transparent communication, innovative marketing, and environmental leadership. Jason is also a widely respected voice on platforms like LinkedIn and Threads, where he advocates for authenticity, community, and progress in the wine industry.

Website: https://www.tablascreek.comInstagram: @tablascreek

In this episode of the Wine Marketing Podcast, I’m joined by Barbara Gorder, Managing Partner of the DTC Wine Symposium, the nation’s premier conference dedicated to direct-to-consumer wine sales and marketing.

We talk about what makes this event so unique and what’s in store for 2026 as the event continues its second year in Monterey, California.

Barbara shares how the symposium has evolved to serve wineries of all sizes, especially family-owned and independent producers, and why ongoing education, networking, and advocacy are central to the mission. We also discuss how wine marketing is evolving, the critical role influencers now play, and how wineries can create more welcoming and engaging experiences for today’s consumers.

About Our Guest: Barbara Gorder of the DTC Wine Symposium

Barbara Gorder is the Managing Partner of the Direct to Consumer Wine Symposium, the nation’s leading conference dedicated to direct-to-consumer sales and marketing for wineries. A seasoned marketer and strategist, Barbara is passionate about fostering community, advancing education, and supporting Free the Grapes!—the nonprofit advocacy group behind the event. She also runs Undisclosed Location, a branding and creative agency based in the Napa Valley.

Learn more: https://dtcwinesymposium.com/

Register before October 1 for early bird pricing: https://dtcwinesymposium.regfox.com/2026-dtc-wine-symposium

Connect with DTC Wine Symposium on LinkedIn: https://www.linkedin.com/company/dtc-wine-symposium/

See my recap of the 2025 DTC Wine Symposium here: https://www.winemarketingfieldguide.com/p/unpacking-the-2025-dtc-wine-symposium

Learn more about Barbara’s business, Undisclosed Location: https://www.unlo.com/

Get in touch with Barbara: [email protected]

Time Stamps

00:00 – Introduction to the DTC Wine Symposium02:55 – Unique Aspects of the Symposium04:47 – Keynote Speakers and Events12:50 – Workshop Sneak Peeks for 202627:22 – The Role of Influencers in Wine28:45 – Breaking Down Gatekeeping47:02 – Getting the Most Out of Your DTCWS Attendance

In this episode of the Wine Marketing Podcast, I’m joined by my friend Sonja Magdevski of Clementine Carter Wines to talk about her bold and deeply personal decision to rebrand from Casa Dumetz, a beloved Central Coast staple, to a new identity that feels more aligned with who she is today.

Sonja shares the story behind that transition: why it was time for a change, how she approached the rebrand creatively and emotionally, and what it taught her about identity, storytelling, and community.

We talk about how branding goes beyond a business decision, about making sure your outward presence reflects your internal evolution, and how that kind of clarity can be both terrifying and liberating.

This episode is an honest and moving conversation about trusting your instincts, honoring your history while letting go of what no longer fits, and finding the courage to tell your story in a new way.

Key Takeaways:

* Branding is a deeply personal process—especially when your name is tied to the label.

* Rebranding doesn’t mean erasing your past; it’s about realigning with your present and future.

* Community matters. Sonja’s shift was supported and celebrated by the people who know and love her work.

* Storytelling is everything in wine marketing. Your label, your tasting room, your emails—all of it is narrative.

* Clarity in purpose and identity is worth the discomfort of change.

* Surround yourself with supportive people. Building a brand isn’t a solo act.

* Emotional decisions can be the smartest business moves when they come from a place of deep truth.

* Small producers should trust their unique perspective. That’s where the magic is.

About Our Guest: Sonja Magdevski of Clementine Carter Wines

Sonja Magdevski is the winemaker and founder of Clementine Carter Wines, a Rhône-focused label rooted in Los Alamos, California. Formerly known as Casa Dumetz Wines, with sub-labels Feminist Party and Clementine Carter, Sonja recently evolved the brand to reflect her own growth and creative direction. Her wines are known for their vibrancy, her storytelling for its honesty, and her presence in the community for its warmth and consistency.

Website: https://www.clementinecarter.comInstagram: @clementinecarterwines

Time Stamps

00:00 – Introduction to Sonja Magdevski and Clementine Carter Wines02:21 – The Journey from Casa Dumetz to Clementine Carter14:50 – The Emotional Shift: Why Change Was Necessary24:26 – Reclaiming Identity: The Significance of the Name Change37:54 – Community Response and Building a New Brand41:25 – Advice for Small Producers Considering Rebranding

In this solo episode of The Wine Marketing Podcast, I’m answering the wine marketing questions you’ve been asking. We cover things like whether social media is actually necessary for wineries and how to bridge the gap between your winemaking, hospitality, and marketing teams.

We’ll talk about what matters most when your time and budget are limited, how to build sustainable social media habits, where SEO fits into your strategy, and what it really means to be “successful” without social media. I also share a few favorite winery examples and practical ways to create better alignment across your internal teams.

Key Takeaways:

You can succeed without social media, but it takes intention.Strong SEO, an excellent in-person experience, and consistent email marketing are non-negotiable if you plan to skip social.

Work smarter, not harder.Instead of quitting it altogether, build sustainable habits and repurpose what you’re already creating for email, events, or your website.

Email > everything.If you’re low on time or money, email marketing is the highest-return marketing activity a winery can invest in. Start collecting emails and make it easy to stay in touch.

Bridge internal gaps with systems.Shared iPhone albums, monthly check-ins, and positive affirmations all help improve collaboration across winemaking, hospitality, and marketing teams.

Adapt.Brands like Tablas Creek and Carhartt Family Wines are doing incredible work, but the goal isn’t to copy them. Take what works and make it fit your brand and resources.

Mentioned in This Episode:

* Episode 003: Email Marketing with Erica from Email Mavens

* Episode 004: Winery Website Strategy with Ivy from Hardpour Designs

* Tablas Creek’s Blog: https://tablascreek.typepad.com/

* Brave & Maiden Estate:

* TikTok: https://www.tiktok.com/@braveandmaiden

* Instagram: https://www.instagram.com/braveandmaiden/

* Foxen:

* TikTok: https://www.tiktok.com/@foxenwines

* Instagram: https://www.instagram.com/foxenwines/

* Carhartt Family Wines: https://www.carharttfamilywines.com/

* Book rec: Unreasonable Hospitality by Will Guidara: https://amzn.to/468OkDU

Want to submit a question for a future episode?DM me @craftandcluster on Instagram or email me at [email protected]. I’d love to feature your question next time!

If you enjoyed this episode...Please consider sharing it with a friend and rating and reviewing wherever you listen. It helps more people in the wine industry find the show! We love word of mouth around here.

Never miss an episode:

In this episode of the Wine Marketing Podcast, I’m joined by Andrew Means, CEO and Creative Director of Transom Design, to explore how wineries can use storytelling and emotion to build more resonant brands and long-term customer loyalty.

Andrew shares why the best wine brands don’t just inform; they move people. We dig into why our brains remember feelings, not details, and how knowing that can help wineries create more memorable, emotionally anchored experiences.

We also get into the importance of defining a brand’s core belief, how to approach rebranding without losing your identity, how to reach younger consumers who crave authenticity, and what’s changing in the design world as AI and automation reshape marketing.

Finally, Andrew shares a peek at an upcoming workshop from Transom and practical advice for wineries ready to refine their branding.

Key Takeaways:

* A brand is a “feeling delivery vehicle.”Look at every touchpoint in your marketing through the lens of emotional impact.

* Our brains are wired for emotion, not details.Effective branding taps into feelings first, facts second. That’s what makes storytelling such a powerful tool.

* Know your core belief.What do you stand for beyond wine? Clarifying this helps your brand resonate and gives it staying power through generational shifts.

About Our Guest: Andrew Means of Transom Design

Andrew Means is the founder and CEO of Transom, a creative agency helping wineries and hospitality brands build emotionally resonant, high-performance websites and brand systems. With 20 years of experience as an entrepreneur, Andrew combines functional beauty with deep psychological insight into how and why people connect with brands.

He currently lives in Barcelona with his wife, Amy, and their Boston Terrier, Hugo.

Website:

https://transom.designInstagram: @transom.design

Time Stamps

00:00 – Introduction and Background02:55 – Andrew's Journey into Branding and Design05:52 – Emotion vs. Information: What Really Builds Loyalty08:52 – Our Brains Are Built for Feelings11:39 – Identifying Core Beliefs in Branding14:32 – Case Study: Kayona Winery’s Brand Narrative20:43 – Branding for New vs. Established Wineries25:32 – Engaging Younger Generations Authentically29:35 – Designing the Emotional Landscape of a Wine Experience38:29 – Standing Out in a Crowded Market40:24 – Understanding the Luxury Buyer Mindset42:23 – Why Branding Is the Slowest (but Most Valuable) ROI44:35 – Memory-Making in Wine Experiences48:36 – Storytelling as a Marketing Strategy53:26 – Evolving Design Trends and Inspirations01:01:25 – Reviving Historical Brands01:03:22 – Actionable Advice for Wineries

In this episode of the Wine Marketing Podcast, Ivy Kehoe helps us understand what wineries often get wrong on their websites and how they can be improved to help you sell more wine online.

We get into some of the common mistakes wineries make, like, poor homepage hierarchy, weak or missing calls-to-action, neglecting updates, and not aligning your homepage with current promotions.

We also dig into the importance of designing your website around your customer journey, why your e-commerce shop should not live on a subdomain, what wineries can learn from non-wine brands (think: loyalty programs, referral incentives, subscriptions), what to have ready before you start a web project—like brand values, visual identity, and digital assets and simple changes you can make today that actually move the needle (including automation and traffic strategies).

Finally, we talk about what the Commerce7 and WineDirect merger means for winery DTC operations (and things you can be excited about with a move to C7!)

Key Takeaways:

* Your homepage should reflect your business goals.Don’t lead with an aerial vineyard shot or your origin story. Instead, highlight what you want people to do—shop, visit, or join—above the fold with clear calls to action.

* Keep your website active.Regular updates—like new product listings, blog posts, or photos—signal to Google that your site is relevant. The more frequently you update your site, the better it can perform in search.

* Treat your website like a storefront, not a brochure.Think like your customer. What journey do you want them to take? Map that out and structure your homepage and navigation accordingly.

* Don’t sleep on subscriptions, rewards, and referrals.Wineries can learn a lot from brands like Sephora and Ulta. Loyalty programs and refer-a-friend incentives deepen engagement and drive DTC sales.

* Audit your purchase path regularly.Start from your social media or email and walk yourself through the entire buying journey on both mobile and desktop. Place an order, join your own wine club, and see what’s working—and what needs to change.

About Our Guest: Ivy Kehoe of Hardpour Designs

Ivy Kehoe is the founder of Hardpour Designs, a web design studio focused on building modern, effective websites for beverage brands. With a background in engineering, human-centered design, and wine hospitality, Ivy blends technical expertise with deep industry insight. Before launching Hardpour Designs, she worked for Jameson, Teeling, and NASA’s Jet Propulsion Lab and later trained as a sommelier while studying design at the University of Washington. She now lives on Orcas Island, WA, and serves clients across the wine and beverage space.

* Website: https://www.hardpourdesigns.com/

* Instagram: @hardpourdesigns

* Email: [email protected]

Time Stamps

00:00 Introduction and Background

05:01 Transitioning to E-commerce in the Wine Industry

11:41 The Impact of COVID-19 on Wine Marketing

17:10 Common Mistakes in Winery Websites

22:12 The Importance of Effective Website Design

25:32 Clichés in Vineyard Photography

28:06 Website Non-Negotiables for Wineries

33:12 Learning from Non-Wine Brands

39:20 The Power of Subscriptions and Loyalty Points

48:37 Understanding Reward Points in Wine Clubs

55:05 Innovative Referral Strategies in the Wine Industry

01:00:14 Essential Preparations for Winery Website Projects

01:08:26 Exploring Customer Journey Enhancements

01:10:11 Small Changes for Big Impact

01:12:47 Leveraging Automations for E-commerce Success

01:18:05 Integrating Website with POS and E-commerce Systems

01:25:40 Actionable Steps for Immediate Improvement