In the latest episode of Uncorked, Polly Hammond sits down with Dan Petroski, founder and winemaker at Massican. Known for his forward-thinking approach, Dan shared insights on how he challenges conventional wine marketing, the influence of social media, and the importance of adapting to change in the wine industry.

From Tradition to Innovation in Wine

Dan Petroski, self-taught winemaker and innovator, has always gone against the grain. Massican, his Napa Valley winery focused solely on white wines, was born out of a need to bridge the gap between Mediterranean drinking culture and Californian wine production. “My website looks more like a travel site than a wine site,” Dan shares, emphasizing the value of building connections that go beyond the bottle.

This perspective reflects Dan’s understanding of shifting consumer preferences, particularly as climate change and evolving lifestyles affect what and how we drink. His experience living in Italy informed his vision, helping him identify cultural differences that continue to shape his brand today.

Exploring the Intersection of Wine, Culture, and Social Issues

Beyond wine, Dan uses his platform to address broader social issues. On Instagram, he discusses topics from homelessness to mental health, connecting with audiences in meaningful ways. “Wine brings people together, but it’s also a gateway to talk about things that matter,” Dan explains, seeing his social presence as a way to foster conversation.

This broader focus distinguishes Dan from many winemakers. He shares long-form stories on Instagram and Substack, challenging the “polished” marketing common in wine. During the pandemic, he supported journalists and writers who highlighted societal challenges, donating to charities with every story. “Wine creates conversation,” he says, embracing the role of storyteller and community builder.

Embracing NFTs and Digital Marketing for Wine

A pioneer in the wine industry’s digital space, Dan has ventured into NFTs and cryptocurrency, exploring how these technologies could engage the next generation of wine drinkers. He’s also critical of the metaverse’s current marketing structure, seeing untapped potential for brand storytelling that resonates beyond superficial trends. By staying curious and experimenting with new media, Dan believes that wine brands can build stronger, more resilient identities.

Creating the Mediterranean Lifestyle Cookbook

Dan’s latest project, a Mediterranean lifestyle cookbook, combines his love for wine with his passion for culinary experiences. Featuring recipes inspired by his travels and Massican’s wines, the cookbook is presented across platforms like Instagram and TikTok, allowing followers to join the journey in real-time. With a final printed edition planned, Dan aims to blend digital engagement with a tangible product that invites readers into the Massican experience.

Changing the Rules of Wine Marketing

Dan’s marketing investment stands out in an industry where brands typically allocate minimal resources to marketing. Spending approximately 25% of annual revenue on brand-building, Dan aims to create content that stops people in their tracks. By focusing on creative, authentic storytelling, he hopes to inspire wine brands to invest in marketing that resonates.

Key Takeaways from Polly and Dan’s Conversation

Adaptability and Innovation: Dan advocates for challenging norms and embracing change. For wine brands, this means staying attuned to shifting consumer values and societal issues.
Beyond the Bottle: Wine is more than a product. Dan emphasizes using wine as a vehicle for storytelling and cultural engagement, showing that wine brands can have a meaningful voice on social issues.
Invest in Creativity: With a marketing budget that exceeds industry norms, Dan demonstrates the value of investing in brand-building to compete in a crowded market.

As Polly Hammond sums it up, Dan’s approach exemplifies what’s possible when winemakers look beyond wine, taking inspiration from social, cultural, and digital spaces. His journey serves as a reminder that building a wine brand today is as much about storytelling as it is about the wine itself.