Season 2: Episode 13

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

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

About Our Guest:

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

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

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

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

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

Season 2: Episode 12

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

About Our Guest

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

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

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

Novel Pairings’ Instagram: Instagram.com/novel_pairings

Erin’s Instagram: Instagram.com/erinakirsch

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

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

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

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

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

Season 2: Episode 11

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

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

About Our Guest:

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

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

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

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

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

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