Explore every episode of the podcast Wine Marketing Podcast
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Winery Emails that Don't Suck with Erica Walter of Email Mavens | 06 May 2025 | 00:57:10 | |
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: erica@emailmavens.com 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe | |||
| Subscription Models vs Wine Clubs with Maggie Tillman of Alta Colina Winery | 21 Apr 2025 | 00:37:34 | |
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: visit@altacolina.com 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe | |||
| Not Your Average Wine Influencers w/ Winery Reflections | 19 Apr 2021 | 00:33:10 | |
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. 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 | |||
| Everything You Need to Know About Wine Branding w/ Offset Partners | 12 Apr 2021 | 01:03:38 | |
Today I was joined by guest co-hose Chelsea Boss of SeaBoss Marketing a chat all about wine branding! 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 | |||
| Measuring Your Success on Instagram | 05 Apr 2021 | 00:10:33 | |
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! 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 | |||
| How to Communicate Sustainability w/ Beth Vukmanic Lopez of The Vineyard Team | 29 Mar 2021 | 00:35:13 | |
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.
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 | |||
| What is Content Photography & Marketing? w/ Nathaniel Crawford | 22 Mar 2021 | 00:47:51 | |
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! 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. 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 | |||
| Why Company Culture Matters w/ Ian Consoli of Tablas Creek Vineyard | 15 Mar 2021 | 01:06:55 | |
If you're looking for a wine brand that absolutely crushes it on social media, look no further than Tablas Creek Vineyard!
You can contact Ian directly at ian@tablascreek.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 | |||
| Connecting on Clubhouse w/ Renée Sferazza | 08 Mar 2021 | 00:46:55 | |
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. 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. 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 | |||
| 3 Ways to Generate Content Ideas | 01 Mar 2021 | 00:09:47 | |
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. 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 | |||
| Does Your Email Marketing Suck? w/ Chelsea Boss | 22 Feb 2021 | 01:02:47 | |
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. 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 | |||
| Using the Power of Story to Sell Your Wine Online | 15 Feb 2021 | 00:11:46 | |
Today we are talking all about how to use the power of storytelling to sell your wine online!
If 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 | |||
| Brand Rehab with Likely Story Strategies | 07 Apr 2025 | 01:05:56 | |
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: hello@likelystorystrategies.com 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe | |||
| How to be Legal on Social Media | A Discussion with Alcohol Beverage Attorney Brian Simas | 08 Feb 2021 | 01:15:43 | |
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:
Connect with Brian: 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 | |||
| It's my 2 Year Anniversary! | 01 Feb 2021 | 00:16:51 | |
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:
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 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 | |||
| Marketing Wine to Millennials & Gen Z w/ Simonne Mitchelson | 25 Jan 2021 | 00:59:48 | |
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.
PLEASE DONATE TO THESE SCHOLARSHIPS:
Brands Mentioned in this Episode: Follow 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 | |||
| What Wine Brands Should Post on Instagram | 18 Jan 2021 | 00:16:02 | |
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. 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 | |||
| How to Serve Before You Sell | 11 Jan 2021 | 00:13:38 | |
Welcome to Episode 4 of the Craft & Cluster podcast! 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!)
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: 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 | |||
| 5 Things to STOP Doing on Instagram | 04 Jan 2021 | 00:13:36 | |
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 include
If 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! My favorite Instagram planning app: Get on the waitlist for the Instagram Field Guide course by visiting the link below: 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 | |||
| Mapping Out Your Marketing Strategy & Content Calendar for the Year | 28 Dec 2020 | 01:00:32 | |
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.
Once 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:
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 Follow me on Instagram at Resources Mentioned in this Episode: Marketing Strategy & Content Calendar Workbook Building a StoryBrand by Donald Miller 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 | |||
| How to Get Started on Instagram | 21 Dec 2020 | 00:21:35 | |
We are starting from the ground up today and talking about how to get going with marketing your business on Instagram!
Bonus: get consistent by scheduling what days you’ll post moving forward 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 podcast@craftandcluster.com
Resources Mentioned in this episode:
Get weekly Instagram tips delivered to your inbox every week: www.craftandcluster.com/subscribe 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 | |||
| Trailer | Craft & Cluster | 15 Dec 2020 | 00:02:18 | |
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’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. 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. 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 | |||
| What Social Media Platform Should Your Winery Be On? | 05 Jul 2021 | 00:29:58 | |
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! 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 | |||
| This Framework Makes Marketing Your Wine Easy w/ Christy Kern | 21 Jun 2021 | 00:42:52 | |
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. Resources Mentioned in this Episode:
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 | |||
| Incorporating Diversity & Inclusion Messaging into Your Marketing w/ Alisha Sommer | 14 Jun 2021 | 00:48:03 | |
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. 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 | |||
| How to Identify Your Target Audience | 07 Jun 2021 | 00:36:58 | |
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. 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 | |||
| Marketing Your Wine, Post-Pandemic w/ Chelsea Boss | 31 May 2021 | 01:26:39 | |
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.
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 | |||
| How to Plan A Month of Content | 03 May 2021 | 00:14:25 | |
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.
For the Show Notes, head to https://www.craftandcluster.com/020 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 | |||
| Why going Viral is NOT a Strategy | 26 Apr 2021 | 00:21:35 | |
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. 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 | |||
| Can Your Winery Skip Social Media? | 16 Jul 2025 | 00:57:02 | |
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 hello@winemarketingpodcast.com. 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 | |||
| Crafting Emotional Connections in Wine Marketing with Andrew Means of Transom | 25 Jun 2025 | 00:58:04 | |
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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe | |||
| Making Awesome Winery Websites with Ivy Kehoe of Hardpour Designs | 02 Jun 2025 | 01:15:26 | |
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: hello@hardpourdesigns.com 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 Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe | |||