Weekly marketing tips, strategies, and thoughts that help wineries and wine brands thrive online. Hosted by Heather Daenitz of Craft & Cluster.
www.winemarketingfieldguide.com (https://www.winemarketingfieldguide.com?utm_medium=podcast)
Extending the Pleasure of Wine Beyond the Tasting Room with Dan Petroski of Massican Winery
Season 2: Episode 13
In this episode of the Wine Marketing Podcast, I’m joined by Dan Petroski, founder and winemaker of Massican Winery. We talk about how his background in publishing shaped the way he approaches wine marketing.
We dig into the emotional side of wine and how powerful it can be when brands focus less on prestige and more on making people feel something. Dan also shares why platforms like Substack matter, how to make your wine brand more consumer-friendly, and why Massican leans into curiosity over convention.
About Our Guest:
Dan Petroski is the founder and winemaker of Massican Winery in Napa Valley. Known for his thoughtful, Mediterranean-inspired white wines and fresh approach to communication, Dan brings a unique perspective to the wine industry, combining a background in publishing with a deep respect for honest storytelling. He also writes a Substack called The Italian Dinner Party (https://massican.substack.com/).
Instagram: https://www.instagram.com/massicanwinery/ (https://www.instagram.com/massicanwinery/)
LinkedIn: https://www.linkedin.com/in/danpetroski/ (https://www.linkedin.com/in/danpetroski/)
Substack: https://substack.com/@danpetroski (https://substack.com/@danpetroski)
The Italian Dinner Party: https://massican.substack.com/ (https://massican.substack.com/)
Get full access to The Wine Marketing Field Guide at www.winemarketingfieldguide.com/subscribe (https://www.winemarketingfieldguide.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
5 Jan 2026
What Makes a Wine Collab Actually Work? with Erin Kirschenmann of Wine Business Monthly & Novel Pairings
Erin Kirschenmann of Wine Business Monthly explores effective wine collaborations, dissecting a recent romantasy novella pairing and emphasizing authentic partnerships that foster long-term brand loyalty in this interview.
24 Dec 2025
Wine Doesn’t Need to Be So Serious with Warner Boin of Confidence Uncorked
Certified sommelier Warner Boin of Confidence Uncorked discusses making wine education fun and approachable, communicating complexity, and using vulnerability in wine marketing in this interview.
Who has been a guest on Wine Marketing Podcast
Names identified in recent episode analyses. Showing up to five guests.
Erin Kirschenmann
Warner Boin
Ed Feuchuk
Jason Haas
Barbara Gorder
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
7 ratings
Podcast Authority Score: 22 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
30
Social presence
0
YouTube
0
Engagement
32
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