Massican
Digital readiness and paid ad strategy for a cult Napa wine brand
Massican, founded by Dan Petroski, built its reputation by doing something few Napa Valley wineries attempt: focusing entirely on white wines, with a philosophy rooted in Mediterranean structure and restraint. But while the wines stood apart, the digital infrastructure needed support.
5forests was brought in to troubleshoot and correct issues on the existing website that were hindering performance and blocking effective advertising. We addressed technical bugs, UX inconsistencies, and structural limitations that were preventing conversion-focused campaigns from running smoothly.
Once the foundation was stable, we launched and managed targeted Meta and Google ad campaigns to drive brand discovery, engagement, and online sales—supporting Massican’s continued growth and visibility during a pivotal time in its evolution.