Wine Marketing Podcast

Extending the Pleasure of Wine Beyond the Tasting Room with Dan Petroski of Massican Winery

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 [https://massican.substack.com/]. Instagram: https://www.instagram.com/massicanwinery/ [https://www.instagram.com/massicanwinery/] LinkedIn: https://www.linkedin.com/in/danpetroski/ [https://www.linkedin.com/in/danpetroski/] Substack: https://substack.com/@danpetroski [https://substack.com/@danpetroski] The Italian Dinner Party: https://massican.substack.com/ [https://massican.substack.com/] Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe [https://www.winemarketingfieldguide.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

What Makes a Wine Collab Actually Work? with Erin Kirschenmann of Wine Business Monthly & Novel Pairings

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 [https://www.winebusiness.com/], 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 [https://www.novel-pairings.com/], 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 [http://instagram.com/novel_pairings] Erin’s Instagram: Instagram.com/erinakirsch [http://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/ [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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe [https://www.winemarketingfieldguide.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

Wine Doesn’t Need to Be So Serious with Warner Boin of Confidence Uncorked

Season 2: Episode 11 In this episode, I’m joined by Warner Boin of  [https://www.instagram.com/confidenceuncorked]Confidence Uncorked [https://www.instagram.com/confidenceuncorked], 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 [https://www.instagram.com/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/ [https://confidenceuncorked.substack.com/] Listeners to the Wine Marketing Podcast get 20% off of Warner’s Pocket Confidence guide [https://www.confidenceuncorked.com/shop/p/pocket-confidence] - 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe [https://www.winemarketingfieldguide.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

Be Authentic & Do Cool Shit with Ed Feuchuk of Farm Collective

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/ [https://www.tankgaragewinery.com/] Instagram: @TankWinery [https://www.instagram.com/tankwinery/] TikTok: @TankWinery [https://www.tiktok.com/@tankwinery?lang=en] Connect with Ed on LinkedIn: https://www.linkedin.com/in/edfeuchuk/ [https://www.linkedin.com/in/edfeuchuk/] Don’t forget to get your tickets to the 2026 DTC Wine Symposium [https://dtcwinesymposium.com/]! 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? [https://www.winemarketingfieldguide.com/p/008] Crafting Emotional Connections in Wine Marketing [https://www.winemarketingfieldguide.com/p/005] Holistic Wine Marketing [https://www.winemarketingfieldguide.com/p/009] Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe [https://www.winemarketingfieldguide.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

Holistic Wine Marketing with Jason Haas of Tablas Creek

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.com [https://www.tablascreek.com]Instagram: @tablascreek [https://instagram.com/tablascreek] Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe [https://www.winemarketingfieldguide.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]