Wine Marketing Podcast

Season 2: Episode 13In 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/@danpetroskiThe Italian Dinner Party: https://massican.substack.com/ Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Season 2: Episode 12In 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 GuestErin 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_pairingsErin’s Instagram: Instagram.com/erinakirschLinkedIn: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Season 2: Episode 11In 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/confidenceuncorkedTikTok: https://www.tiktok.com/@confidenceuncorkedSubstack: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Season 2: Episode 10In 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 ValleyEd 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: @TankWineryTikTok: @TankWineryConnect 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 MarketingHolistic Wine Marketing Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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 CreekJason 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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 SymposiumBarbara 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-symposiumConnect 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-symposiumLearn more about Barbara’s business, Undisclosed Location: https://www.unlo.com/Get in touch with Barbara: [email protected] Stamps00:00 – 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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 WinesSonja 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: @clementinecarterwinesTime Stamps00:00 – 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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/468OkDUWant 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: Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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 DesignAndrew 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.designTime Stamps00:00 – 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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 DesignsIvy 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] Stamps00:00 Introduction and Background05:01 Transitioning to E-commerce in the Wine Industry11:41 The Impact of COVID-19 on Wine Marketing17:10 Common Mistakes in Winery Websites22:12 The Importance of Effective Website Design25:32 Clichés in Vineyard Photography28:06 Website Non-Negotiables for Wineries33:12 Learning from Non-Wine Brands39:20 The Power of Subscriptions and Loyalty Points48:37 Understanding Reward Points in Wine Clubs55:05 Innovative Referral Strategies in the Wine Industry01:00:14 Essential Preparations for Winery Website Projects01:08:26 Exploring Customer Journey Enhancements01:10:11 Small Changes for Big Impact01:12:47 Leveraging Automations for E-commerce Success01:18:05 Integrating Website with POS and E-commerce Systems01:25:40 Actionable Steps for Immediate Improvement Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Season 2: Episode 3In 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 MavensErica 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] Stamps00:00 Introduction to Email Marketing for Wineries02:50 The Importance of Email as a Sales Channel06:02 Types of Emails Wineries Can Send09:10 Cadence and Frequency of Emails11:57 The Power of Welcome Emails14:58 Creative Lead Generation Strategies35:46 Gamifying Wine Tasting Experiences38:04 Innovative Email Capture Strategies39:49 Creating Engaging Wine Experiences43:14 Revamping Winery Newsletters52:52 Measuring Email Marketing Success56:34 Key Actions for Email Marketing Improvement Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Season 2: Episode 2In 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 ColinaMaggie 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] Stamps00:00 Introduction to Alta Colina Winery and their SIPscription03:27 Understanding the Subscription Service vs. Wine Club06:56 The Journey of Launching the Subscription Service11:39 Challenges in Marketing and Messaging16:53 Operational Challenges and Email Automation23:21 Navigating Wine Club Challenges25:57 Envisioning the Future of Wine Subscriptions29:56 Breaking Down Wine Industry Exclusivity Culture33:43 Educating Consumers on the quality of US-made wine37:43 Actionable Steps for Wineries Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Season 2: Episode 1In 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 StrategiesLikely 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] Stamps00:00 – 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

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]: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

You've heard me mention often my deep unrestrained love for Building a StoryBrand the marketing framework by Donald Miller, but we've never gone deep into it before, until now, today I've invited my awesome StoryBrand guide, Christy Kern onto the podcast to walk us through the seven-part framework that makes marketing easy.Christy Kern is a Business Made Simple & StoryBrand Certified Guide, who works with purpose-driven leaders to help them clarify their vision, sharpen their message, and find an effective strategy that enables them to do their unique work in the world.  Connect with Christy Kern:https://www.onpurposeproject.com/Sign Up for Her Summer Cohort before June 24thResources Mentioned in this Episode:You can find all the books mentioned in this episode hereGet Access to Business Made Simple University at https://www.businessmadesimple.com/If you found this show super valuable, please rate and review it! and don't forget to connect with me on Instagram @craftandcluster. And to make sure you never miss an episode, be sure to follow the show on Apple Podcasts, Spotify, or wherever you like to listen. 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Today I had the privilege of talking with Alisha Sommer about incorporating diversity and inclusion messaging into your marketing. Particularly on social media. This topic is something we should be talking about regularly and all the time and revisiting often.  But it's particularly timely as this month, we will be celebrating the 155th anniversary of Juneteenth. Alisha gives us a brief history of what Juneteenth is and talks about how to incorporated DEI messaging into your business intentionallyI also ask her if brands who haven't yet put in the work of incorporating this messaging into their marketing or even into their business should start with Juneteenth. Spoiler alert, her answer is NO. Alisha is of the opinion that you need to put in the work internally (and really WANT to do this work) before you go sharing that messaging, and I have to agree. Now, should you choose to stay silent on this holiday, that doesn't mean you shouldn't be putting in the work: Alisha gives several awesome ideas for you to start doing this work internally and then gives ideas on how to start sharing those values publicly.Support and follow Alisha:http://www.alishasommer.com/@alisha_sommer*Craft & Cluster is a company founded on the belief that the wine industry should be a diverse and inclusive space.  As such, I am committed to donating 5% of my profits from 2021 to the Cal Poly Scholarship for Black, Indigenous, and People of Color in Wine & Viticulture. My hope is that this scholarship will help BIPOC students (who are extremely underrepresented in the wine industry) get an education and help contribute their exceptional talent to the Wine Industry.  If you would also like to donate to this scholarship fund, you may do so by visiting this link: https://www.calfund.org/calpoly_bipoc_wvit-_scholarship/ No donation is too small. 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

You've heard me say it often enough on this podcast: the first place to start when creating a marketing strategy is to know your audience.  But what does that mean? How do you identify your audience? How do you market to them once you do know them?  Well, that's precisely what I asked my new friend Zoë Dove-Many of Helloë Creative on this episode of the podcast.  Zoë is a Brand Strategist and Designer based in LA who serves women & BIPOC owned and run brands that prioritize sustainability. As with many of my new friends, I met Zoë via Instagram.  She's been helping a mutual friend plan and execute a  marketing strategy for her new wine brand: Responsible Hedonist Wines.  Zoe walked me through the strategy they created together and I was immediately impressed with how detailed the Target Audience section was of the strategy and knew I had to have her on the podcast to talk more about it.Connect with Zoë:Website: www.helloecreative.comInstagram: @helloecreativeResources Mentioned in this Episode:Building a StoryBrand by Donald MillerThis episode is brought to you by my favorite social media planning app: Plann. Try Plann for free today!If you loved this episode, please rate and review the podcast, it really helps new listeners find me! Also, please come connect with me on Instagram @craftandcluster I love seeing how you apply what you learn hereDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

As restrictions surrounding the pandemic are easing and we are moving towards reopening, I wanted to invite my friend Chelsea Boss of SeaBoss Marketing back on the podcast to talk about how to market your wine brand in a post-pandemic world.It's no secret that the way we marketed changed drastically during the pandemic. Wholesale marketing was largely put on pause, while e-commerce boomed for many wine brands.  In this episode, Chelsea and I discuss how to market on social media, via your email list, your e-commerce platform(s), and in retail. We also touch on what our predictions are going to be for the once-ubiquitous virtual tastings, now that tasting rooms are beginning to open up.This hour and a half episode is jam-packed with actionable tips for how to stay relevant and adjust your strategy with the times.Key Takeaways from this Episode:Establish a cadence for how often you'll post or email your audience.Now is the time to update your website and marketing strategiesHire photographers, web designers, and social media consultants to help you get your strategy and website in order so when things open up fully and the rush of summer and harvest take hold, you can rest easy knowing your marketing is handledEstablish and/or rebuild relationships with your audience online and with your retailersResources mentioned in this episode:Episode 2: Mapping Our your Marketing Strategy for the YearSocial Media Scheduler: Plann That Work with SeaBoss MarketingWork with Craft & ClusterDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

One of the complaints I get most when I'm taking on a new social media management client is that they simply do not have the time to plan their marketing content and don't know what to post in the first place.Before they come to me, I see one of two things happening: they either posting something on the fly (which rarely delivers results or meets their marketing goals) or they don't post anything at all (which DEFINITELY doesn't deliver results of help meet their marketing needs).I was there once too, but then I learned how to use the process of batching to create more content in a smaller amount of time. So, in this episode, I am going to walk you through the step-by-step framework I use to batch plan content for myself and my clients every month.Resources Mentioned In This Episode:Episode 16: Measuring Your Success on InstagramDigital Instagram & Facebook Scheduler: PlannThatInstagram Field Guide Course WaitlistBook a 1:1 Instagram Strategy Session with Me!For the Show Notes, head to https://www.craftandcluster.com/020Disclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

I am currently recovering from getting my second Covid-19 vaccine and though I am extremely excited about it, it really knocked me on my ass. So, in an effort to preserve my energy, and work smarter not harder, I have decided to pull some audio from one of my more popular Instagram Lives I did back in March.Appropriately enough, in this live, we talked about why "going viral" is not a strategy, and what you can do to grow in a more sustainable and predictable way in the future.If you would like to watch the unabridged replay of the Instagram Live, complete with post live Q&As, me getting distracted by dogs walking by my house, and my own dog jumping on my lap, then click here: WATCH LIVE REPLAYConnect with me on Instagram @craftandclusterWould you like to be a guest on the podcast, or do you have a topic you wish I would cover in a future episode? Email me at [email protected]: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Nathan and Courtney Marton (known as Winery Reflections on Instagram) don't consider themselves "wine influencers" in the traditional sense. In fact, they consider themselves more along the lines of wine writers, penning thoughtful tasting notes and reviews and interesting wines crafted by unique wineries across the globe. In today's interview, I talk with them not only about what wineries can and should expect from influencer partnerships but also how burgeoning wine influencers/communicators/writers (whatever you want to call them) can give value to the wineries they are serving.Connect with Courtney & Nathan:Instagram: @wineryreflectionsWebsite: https://wineryreflections.com/Email: [email protected]: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Today I was joined by guest co-hose Chelsea Boss of SeaBoss Marketing a chat all about wine branding! We interviewed Lindsay Regan and Byron Hoffman of Offset Partners, a brand design and technology company serving the wine industry all about what branding even is, how it's different from marketing, and how to discover your own brand's identity. Important linksOffset Partners Website: https://offsetpartners.com/Offset Partners Instagram: @offsetpartnersConnect with Chelsea boss of Seaboss Marketing on Instagram: @seabossmarketingConnect with Heather Daenitz of Craft & Cluster on Instagram: @craftandclusterHave something you'd like me to cover on the podcast in the future?  Send me an email at [email protected]: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

At the start of every good marketing strategy is a goal or goals that you are reaching towards. But how do you know if the content you're putting out is actually helping you meet those goals?Today we talk about how you can use Instagram Insights and Analytics to determine whether or not your content is working for you OR if you're going to need to course correct!Resources mentioned in this episode:Instagram Insights Tracking Tool:www.craftandcluster.com/016PlannThat Instagram PlannerFollow me on Instagram @craftandclusterDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

As we’ve talked about multiple times on this podcast, Millennials and Gen Z are using their buying power to highlight and support their own personal values.  This includes purchasing products that are responsibly made and sustainable. Today, I invited Beth Vukmanic Lopez, the program director for SIP Certified (which stands for Sustainability in Practice), onto the podcast to talk with us about why communicating your sustainability in your marketing is important in ensuring your brand’s economic sustainability.Beth even lists a few resources on HOW to communicate your sustainability in your various marketing channels.Resources Mentioned in this Episode:Social Media & Sustainability FREE Online Workshop Seasons of Sustainability PDF NewsletterInstagram: @sipcertifiedwww.SIPcertified.orghttps://www.vineyardteam.org/scholarship/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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

In today’s episode, I talk with Nathaniel Crawford who is a Chicago-based commercial food, portrait & lifestyle photographer, learned home baker, and a person who stutters. He has worked with numerous brands like Aberlour Scotch Whiskey, Aunt Millie's Bread, and Godiva Chocolate!I started following Nathaniel on Instagram last year, finding his food photos engaging and evocative.  We began talking regularly in the DMs about photography and marketing as they relate to the food and beverage industries and our conversations were so good that I knew I had to have him on the podcast!In fact, we had so much fun talking that the original recorded conversation was about 3 hours long! I trimmed it down as best as I could to 1 hour but it is clear that I’m going to need to have Nathaniel back on the podcast soon.Connect with Nathaniel:Instagram: @capturesbytkcoWebsite: https://www.capturesbytk.com/__Connect with HeatherInstagram: @craftandclusterWebsite: https://www.craftandcluster.com/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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

If you're looking for a wine brand that absolutely crushes it on social media, look no further than Tablas Creek Vineyard!On today's episode of the Craft & Cluster Podcast, I talked with Ian Consoli, the marketing director for Tablas Creek, one of my absolute favorite wineries on the central coast. In this conversation, Ian and I talk about the importance of listening to your audience and how a good company culture is crucial to the success of any business.  Indeed, much of our conversation centers around how Tablas Creek’s successful marketing efforts are due in large part to their team’s ability to collaborate and support each other.Follow Tablas Creek online:Blog: https://tablascreek.typepad.com/Instagram: @tablascreekFacebook: Tablas Creek VineyardTwitter: @tablascreekYouTube: Tablas Creek (Let's help get them to 1000 subscribers!)You can contact Ian directly at [email protected] you found this episode super valuable, PLEASE rate and review it, and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe!If you have any questions, feel free to email me at [email protected] and if you would like to learn more about me and my services, head to www.craftandcluster.com!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

In about mid-January, I finally got an invite to one of the most coveted social media platforms in 2021: Clubhouse. For those who don't know, Clubhouse is a new social media platform that uses the power of voice as a means of connecting people far and wide. It was on Clubhouse that I connected with the amazing wine communicator, Renée Sferrazza, known as @wine.by.renee on Instagram. Renée is a Certified Sommelier with the Court of Master Sommeliers; she’s also a writer, communicator, consultant, and host who is breaking down the world into simple sips, one glass at a time. I invited Renée onto the podcast to talk to us about this new social media sensation and give some actionable tips on how and why brands should be using it to create deeper connections with their fans online.Join Renée's room on Clubhouse every Saturday at 8pm EST/5pm PSTFollow Renée on Instagram and Clubhouse at @wine.by.renee Follow Heather on Instagram and Clubhouse at @craftandclusterOther ways to connect with RenéeEmail: [email protected]: www.reneesferrazza.comDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

One of the biggest complaints people have about marketing is not knowing what to post on social media or what content will perform well in emails, so today I am sharing three strategies I use to generate ideas for content on the regular.  RESOURCESI am hosting a webinar on March 2, 2021 at 5pm PST where I will help you plan your content for the month of March!Head to www.craftandcluster.com/webinar to register!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Chelsea Boss of SeaBoss Marketing is back for another episode of the Craft & Cluster Podcast, this time to help you decide if your email marketing sucks!  The good news is, if it does, she is here to clear that shit up for you.  In this episode, we talk about how the "spray & pray method" of emailing your entire list without segmenting is bad news bears and we give you a few actionable strategies to help you improve your email marketing strategy this week!To get on the waitlist for Chelsea's Wine Email Marketing Masterclass course just head to https://seabossmarketing.com/waitlistIf you found this episode super helpful don't forget to rate and review it, and please, tell me where you're listening by tagging @craftandcluster on Instagram!Get into contact with Chelsea@seabossmarketingDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Today we are talking all about how to use the power of storytelling to sell your wine online!Articles, Books, and Resources Mentioned in this Episode:The Science of Storytelling: Why We Love Stories by Joshua VanDeBrakeBuilding a StoryBrand: Clarify Your Message So Customers Listen by Donald MillerThe Seven Basic Plots: Why We Tell Stories by Christopher BookerIf you found it super valuable be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram.  And to make sure you never miss an episode, be sure to subscribe wherever you like to listen!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

In today’s episode, we are talking with Brian Simas, an Alcohol Beverage Attorney based in Los Alamos, California. Brian provides experienced counsel to alcohol beverage and agribusiness industry stakeholders, with emphasis on industry commercial and real estate transactions, mergers & acquisitions, and alcohol beverage licensing / trade compliance.In addition to his practice, Brian is a Professor in the Wine and Viticulture Department at Cal Poly San Luis Obispo where he teaches an upper-division course in wine law and compliance. Brian previously taught wine law and compliance as an Adjunct Professor of Law at Pepperdine University School of Law and regularly speaks at symposiums, universities, and continuing education seminars on alcohol beverage law. In this episode, Brian and I talk about how wine brands can stay legal while marketing their wine on social media, and give practical tips on some social media best practices.___References in this Episode to look up:Labeling & Advertising of Wine: 27 CFR Part 4Prohibition | Tied House Laws: 27 CFR Part 6Notable Exception: 27 CFR 6.98California Business & Professions Code 25500Notable Exception: Code 25500.1California Business & Professions Code 25502California Business & Professions Code 25503.4 & 25503.56Connect with Brian:[email protected]://www.simaslawfirm.com/Other Useful Resources:STAYING LEGAL WITH SOCIAL MEDIA by Tracy Genesen, Vice President and General Counsel, Wine Institute | Direct to Consumer Wine Symposium 2019 | January 24, 2019___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 thDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Today’s episode is very special as I am currently celebrating my two year anniversary of being in business! So I thought it would be fun to take questions from you on Instagram about what I’ve learned in the last two years of running a wine photography & social media marketing business!The questions I got from you all were really deep and great for me to think about and share:What’s your why?What were your biggest wins and lessons learned in these two years?How are you setting goals for the future of Craft & Cluster?What would you do different business strategy-wise?How long did it take you to get confident tooting your own horn?When you wear ALL the hats, how do you plan for growth and not let the day-to-day bog you down?What sort of support system have you built around yourself for when times get tough and how does it help you?How do you overcome artistic blocks?If you found this episode super valuable be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram.  And to make sure you never miss an episode, be sure to subscribeDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

We have a very special guest on today’s episode, my friend Simonne Mitchelson, a fellow millennial woman in the wine industry, who I have had the immense pleasure of getting to know in the last year.  Today we are talking all about how wine brands can successfully market to Millennials and Gen Z, how we can be more inclusive as an industry, and how millennials, wine, and social justice are no longer things that can be separated.Resources mentioned in this episode:Wine Enthusiast Article: Millennials and Gen Z Could Save the Wine Industry BY AMBER LUCAS Annual Women in Wine Conference:  Batonnage Forum: Stirring up the Conversation on Women in WineAll-natural marketplace by all-black artisans: BLK & GRNResources for Black Wine ProfessionalsPLEASE DONATE TO THESE SCHOLARSHIPS:Cal Poly Scholarship for Black, Indigenous, People of Color in Wine and ViticultureMajor Taylor Wine  FellowshipBrands Mentioned in this Episode:Bodega de EdgarRaft WinesWhitcraft WinesZafa WinesDomestique Wine ShopFollow Simonne on Instagram to keep up with her on her various amazing products including her upcoming secret wine projects!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

In today’s episode, we talk about why people follow wine brands on Instagram, why they unfollow, and what types of content people want to see more or less of.See full show notes at https://www.craftandcluster.com/005Mentioned in this episode:Amber LeBeau of the Spit Bucket Blog's articles:"Stop Scaring the Newbies""Why do Wineries Instagrams Such So Much?"Get on the waitlist for the Instagram Field Guide course by visiting the link below:https://www.craftandcluster.com/course/If you found this episode super valuable, be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe on Apple Podcasts, Spotify, or wherever you like to listen!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Welcome to Episode 4 of the Craft & Cluster podcast!In today’s episode, we will talk about the importance of serving your audience before you sell to them.If I’ve learned anything from 2020, it’s that nurturing one’s audience is of the utmost importance, especially in times of crisis.In the wake of the announcement that we were to shelter in place in March of last year, I received dozens of emails and social media communications from companies I hadn’t heard from in months (and in some cases, YEARS) all of a sudden asking me for my support.You probably got a lot of those types of emails too, and if you are anything like me, you were at least slightly annoyed.Listen, I don’t blame these companies.  We had no idea how to handle that situation at the time, but what I will say is this: the companies that had consistently shown up in my inbox and my social media feed before the lockdown didn’t need to ask for my support. I was already giving it.I say this to highlight the importance of showing up and nurturing your audience consistently rather than only showing up when you need something.That way, when shit hits the fan (like in this global pandemic), your audience doesn’t feel like your parents did when you would only ever call them for money because you were on your last Cup O’Noodles (sorry, mom!)Here are the three things you should do to serve your audience before you sell to them:Share Valuable Content 80% of the time and give direct calls-to-action 20% of the time.Give excellent customer service on social media by responding to your comments and DMs quickly.Be consistent in your digital marketing communications by sharing content at least once per week. If you found this episode super valuable, be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe on Apple Podcasts, Spotify, or wherever you like to listen!Resources Mentioned in this Episode:Social Media Success for Every Brand by Claire Diaz-OrtizGet on the waitlist for the Instagram Field Guide course by visiting the link below:https://www.craftandcluster.com/course/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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

In today’s episode, we are talking about what NOT to do on Instagram and what TO do instead!As a social media manager, nothing is more frustrating to me than seeing brands I love making easily avoidable mistakes on Instagram.Back in August 2020, I had finally had enough and decided to go live on Instagram to talk about all of the things I wish brands would stop doing on Instagram and what I suggest they do instead.  It remains one of my most popular Instagram lives to date, so today I wanted to go over those five don’ts and do’s of Instagram once again, so that you can stop wasting your time on b.s. strategies that DON’T WORK.These 5 DON'TS includeDON’T post to your feed multiple times per day. Instead post 2-3 quality feed posts per week and save your daily posts for your Instagram storiesDon’t split your feed photos into multiple posts that only look good in your grid but instead use a carousel post to give your audience amazing valueDO plan and schedule your posts in advance but don't use the auto-post feature on your planning app, just post them manually.Don’t post and ghost, instead spend 5 minutes before and five minutes after you post to engage with your audience.Don’t forget the three E’s of Social Media which are to Entertain, Educate, and Engage your audienceIf you think I missed something or you have any questions at all, please connect with me on Instagram @craftandcluster! I love chatting with you in the DMs and would love to hear any hot takes you have. And to make sure you never miss an episode, be sure to subscribe on iTunes, Spotify, or wherever you like to listen!  Resources mentioned in this episode:PlanolyLaterMy favorite Instagram planning app:PlannThatGet on the waitlist for the Instagram Field Guide course by visiting the link below:https://www.craftandcluster.com/course/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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

In today’s episode, we welcome my friend Chelsea Boss of SeaBoss Marketing, who will be a regular contributor to the podcast! Chelsea & I will be outlining  5 steps to plan your entire marketing strategy and then show you how to build out your content calendar for the year, so you can put your content creation on cruise control each month.GET YOUR FREE MARKETING STRATEGY WORKBOOK HEREThe five steps to plan out your Marketing Strategy are:Step One: Define your mission statementStep Two: Complete a SWOT AnalysisStep Three: Define your target audienceStep Four: Create three marketing objectives (AKA marketing Goals)Step Five: Create specific initiatives to achieve each objectiveOnce you've completed your marketing strategy for the year, you'll then want to start applying those strategies to an actual calendar for the year. Start by laying out the kinds of things we do quarterly. Wine is a product of farming, so we have certain things that happen with the seasons:Winter: dormancy & holidaysSpring: bud break and rosé releaseSummer: veraison and travelFall: Harvest and holiday prep Then break that down further by month into holidays that we typically run promotions for, like Valentine's Day, Mother's Day, & Christmas, to name a few.Once we’ve laid out the holidays and seasonal activities (like rosé releases), I want to encourage wine brands to count backward by about 4 to 6 weeks so you know when you’re going to need to hire your photographer or videographer for your content assets.Follow Chelsea on Instagram at@SeaBossMarketingFollow me on Instagram at@craftandclusterResources Mentioned in this Episode:Marketing Strategy & Content Calendar WorkbookBuilding a StoryBrand by Donald MillerDisclaimer: 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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

We are starting from the ground up today and talking about how to get going with marketing your business on Instagram!I had no idea what I was doing when I first started marketing on social media, but I did know that I needed to have a strategy.Today, we are going to go over the steps I took to create and build up my first two wine brand accounts, as well as a few tips I’ve picked up in my four years of marketing wine on Instagram. Here they are:Know Your PurposeIdentify your Target AudienceSet up or overhaul your profile by optimizing yourUsernameName fieldBioCall to actionLinks & contact infoCreate your content categoriesPost your first nine postsBonus: get consistent by scheduling what days you’ll post moving forwardOkay, now it is your turn! I find that it’s easy for people to just listen to podcasts like this and then NEVER take action on it, so, YOUR MISSION SHOULD YOU CHOOSE TO ACCEPT IT: Put half an hour on your schedule today to outline each of these steps we talked about above for your wine brand. And because I really care about you and I want you to succeed, as an incentive: the first three of you to do this will receive a FREE Instagram bio audit from me when you email your finished outline to [email protected], get outlining!Brands mentioned in this episode:Camins 2 DreamsBrave & MaidenSeaBoss MarketingResources Mentioned in this episode:Building a StoryBrand by Donald MillerPlannThat Instagram planner & SchedulerGet weekly Instagram tips delivered to your inbox every week: www.craftandcluster.com/subscribeIf you found this episode super valuable, be sure to spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram so I can connect with you and see all the awesome ways you’re implementing what you learn here. And to make sure you never miss an episode, be sure to subscribe on iTunes, Spotify, or wherever you listen! I’ll see you next Monday!Disclosure: Some of the resources mentioned in this show and in the show notes contain affiliate links. I may make a small commission from purchases made through some of those links, at no extra cost to you. I promise to only ever link products I know and believe in! Do know that any purchase you make via one of these affiliate links is greatly appreciated, as it will allow me to continue to provide free content to you!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe

Welcome to the Craft & Cluster Podcast, I'm your host Heather Daenitz!I am the owner & photographer of Craft & Cluster, a photography and social media consulting company based in Santa Barbara Wine Country.I help wineries tell the true stories behind their brands with beautiful photos & social media marketing.I’ve worked in the wine industry for many years in tasting rooms, cellars, & vineyards; so I know exactly what it takes to get your wine from grape to glass.On this podcast, we are going to dive into how to market your wine in the digital age.  We’ll talk about easy social media marketing strategies as well as email list building, influencers, and website optimization.From time to time I’ll have expert guests on here who are super badass movers and shakers in the marketing world!I know your time is valuable and the digital world is daunting. You wear many hats at your small wine brand: you’re the owner, winemaker, yellow-jacket trap cleaner, wine club manager, janitor, tasting room attendant, and now you have to market your wine brand in a digital world that seems to change every time you blink. Well, have no fear! I’m here to make your life easier. Tune in every Monday to learn actionable marketing strategies that will get you results, eliminate your overwhelm, and get you back to doing what you love!Hit subscribe so you never miss an episode!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. Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe