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

Season 2: Episode 3

In this episode of the Wine Marketing Podcast, Erica Walter gives us the 30,000-foot view of Email Marketing for Wineries!

We discuss the various types of emails wineries can send, the importance of maintaining a consistent cadence, and the critical role of welcome emails in engaging new subscribers.

Erica shares creative strategies for lead generation and emphasizes the need for wineries to view their email list as a valuable asset that requires thoughtful management and engagement. We also get nerdy and explore innovative strategies for wineries to enhance their email marketing and customer engagement.

We discuss gamifying wine-tasting experiences, effective email capture techniques, and the importance of creating engaging content that resonates with customers. Erica emphasizes the need for wineries to revamp their newsletters, measure success through engagement metrics, and implement segmentation strategies to improve communication with different customer groups.

Key Takeaways

* Email marketing is still a powerful revenue channel for wineries.

* Effective email marketing for wineries goes beyond just sending newsletters.

* Cadence is crucial; wineries should email at least once a month.

* Welcome emails set the tone for future communications.

* Personalized emails enhance customer engagement, so wineries should segment their email lists for better engagement.

About Our Guest: Erica Walter of Email Mavens

Erica Walter is the CEO and Founder of Email Mavens, an email marketing agency that helps wineries sell more wine online by sending better email marketing campaigns. Erica is committed to giving every winery the tools, knowledge, and resources to send marketing emails that sell and don't suck.

* Website: https://emailmavens.com/

* Instagram: @EmailMavens

* Email: [email protected]

Time Stamps

00:00 Introduction to Email Marketing for Wineries

02:50 The Importance of Email as a Sales Channel

06:02 Types of Emails Wineries Can Send

09:10 Cadence and Frequency of Emails

11:57 The Power of Welcome Emails

14:58 Creative Lead Generation Strategies

35:46 Gamifying Wine Tasting Experiences

38:04 Innovative Email Capture Strategies

39:49 Creating Engaging Wine Experiences

43:14 Revamping Winery Newsletters

52:52 Measuring Email Marketing Success

56:34 Key Actions for Email Marketing Improvement

Season 2: Episode 2

In this episode of the Wine Marketing Podcast, I speak with Maggie Tillman, co-owner of Alta Colina Winery, about Alta Colina’s new SIPscription service. We discuss the differences between subscription services and traditional wine clubs, their journey of launching the service, and the challenges faced in marketing and operational logistics. Our conversation highlights the importance of customer experience and the evolving landscape of wine sales.

We delve into the intricacies of wine subscriptions, the challenges faced by wine clubs, and Maggie’s vision for a more inclusive wine culture. We discuss the importance of educating consumers about the quality of US wines, breaking down the exclusivity that has long surrounded the industry, and the actionable steps that can be taken to enhance the wine experience for enthusiasts. We also emphasize the need for better communication within the wine community and the potential for subscription models to revolutionize how consumers engage with wine.

Key Takeaways

* Maggie emphasizes the importance of messaging in marketing the subscription service.

* Shipping costs are a major consideration in the subscription model. Wineries need to find a way to manage shipping in a way that’s both profitable for the winery and desirable/easy for the consumer.

* There is a growing demand for transparency in wine production and sourcing, and educating consumers about US wine quality is crucial to changing perceptions.

* Subscription models can provide a consistent and enjoyable wine experience.

* Maggie envisions a future where wine is integrated into everyday life.

About Our Guest: Maggie Tillman of Alta Colina

Maggie Tillman is the co-owner of Alta Colina Vineyard & Winery, a family-run, estate winery in Paso Robles. For over 15 years, she’s led the charge on direct-to-consumer and wholesale sales, brand development, and customer experience at Alta Colina—working alongside her dad and business partner, Bob Tillman, and a small but mighty team.

Maggie’s work focuses on cultivating deep customer relationships and sharing the Alta Colina story through standout experiences like their tasting room, robust membership program, and creative initiatives such as The Trailer Pond and the A.C. SIPscription.

In addition to her role at Alta Colina, Maggie actively supports the broader wine industry by serving on the boards of the Paso Robles Wine Country Alliance, Rhone Rangers, and Leadership SLO.

Her goal is to grow a respected, community-connected wine brand that both customers and team members are proud to be part of.

* Website: https://altacolina.com/

* Instagram: @AltaColina

* Email: [email protected]

Time Stamps

00:00 Introduction to Alta Colina Winery and their SIPscription

03:27 Understanding the Subscription Service vs. Wine Club

06:56 The Journey of Launching the Subscription Service

11:39 Challenges in Marketing and Messaging

16:53 Operational Challenges and Email Automation

23:21 Navigating Wine Club Challenges

25:57 Envisioning the Future of Wine Subscriptions

29:56 Breaking Down Wine Industry Exclusivity Culture

33:43 Educating Consumers on the quality of US-made wine

37:43 Actionable Steps for Wineries

Season 2: Episode 1

In this episode of the Wine Marketing Podcast, Heather Daenitz speaks with Katy Rogers and Tamara Bingham from Likely Story Strategies about the importance of branding in the wine industry.

We discuss how branding goes beyond just visual elements and encompasses every interaction a brand has with its consumers. Our conversation covers common mistakes wineries make in their branding efforts, the significance of consistency, and practical steps for conducting a brand audit and creating brand guidelines.

This episode emphasizes the need for wineries to understand their unique differentiators and to document their brand standards to improve communication and trust with consumers. This conversation also explores the creative process, the value of collaboration, and how to refresh an established brand without losing its core identity.

Our discussion includes practical tips for wineries to improve their branding and marketing strategies, with a strong focus on consistency, consumer experience, and storytelling.

Key Takeaways:

* Consistency in branding builds consumer trust—A consumer needs to see something, on average, eight times to take action.

* An audit is the first step in a brand refresh and documenting brand standards saves time and money.

* Regular audits help maintain brand integrity.

* Learning from other industries can provide valuable insights.

* Building in public engages consumers during brand changes and can help smooth the path when those branding changes do come.

About Our Guests: Likely Story Strategies

Likely Story Strategies is a boutique, women-owned, full-service brand strategy and marketing agency working to amplify the stories of people who are driven and passionate about building their businesses. Focusing on the luxury wine, food, and hospitality industries, we use our combined 20+ years of marketing experience to get serious results.

Co-founded by industry veterans Katy Rogers and Tamara Bingham, LSS offers a comprehensive suite of services, including strategic planning, brand development, 360-degree campaign activation, and much more.

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

* Instagram: @likelystorystrategies

* Email: [email protected]

Time Stamps

00:00 – Introduction and Backgrounds02:57 – Understanding Branding in the Wine Industry05:58 – Common Branding Mistakes and Touchpoints08:55 – The Importance of Consistency in Branding11:55 – Starting a Brand Refresh Process14:56 – Conducting a Brand Audit18:09 – Creating Brand Guidelines and Documentation24:56 – The Importance of Brand Consistency27:51 – Defining Brand Identity and Voice31:39 – Learning from Other Industries35:38 – The Role of Collaboration in Creativity43:54 – Refreshing Established Brands48:50 – Building in Public During Brand Refreshes50:22 – The Importance of Brand Storytelling54:40 – Navigating Brand Changes Responsibly55:02 – Examples of Successful Branding in Wine01:01:32 – Quick Branding Fixes for Wineries01:10:39 – Final Thoughts and Resources for Improvement

By now, you've probably gathered that Instagram is my personal favorite social media platform. It's the place I have the most experience in and it's also the platform I think is best suited to marketing wine. However, there are a number of other social media platforms that I think are worth talking about, so that you can decide where your social media marketing energy is best spent.

On this episode we touch briefly on Facebook, TikTok, Twitter, and Clubhouse as well as Pinterest and YouTube and talk about why you would or would not want to put your marketing energy and resources into each of these platforms!

Tell me which platform(s) your wine brand will be focusing on by DMing me on Instagram @craftandcluster or emailing me at [email protected]

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.