When we launched the Sustainable Winegrowing Podcast in 2016, we weren’t sure where it would go. Now, 300 episodes later, it’s become a go-to resource for growers, researchers, educators, and wine industry professionals dedicated to sustainability. To mark this milestone, we flipped the mic around and interviewed our host, Craig Macmillan, PhD — long-time vineyard and winery professional, educator, and now podcasting veteran — to reflect on some favorite episodes, meaningful moments, and what’s ahead. From Zoom Recordings to Global Reach Craig began hosting when the podcast was just an idea sparked by the Vineyard Team’s goal to make sustainable winegrowing knowledge more accessible. “I wasn't a podcast listener at all,” Craig admits. “But I said sure, why not? Let's try it.” Since then, the show has featured scientists, growers, and innovators from all over the world, creating a ripple effect of conversations and c

The clink of glasses, the warmth of late afternoon sun across the vines—these are the moments that define a winery. But digital marketers can get stuck in the rut of Facebook posts and Instagram stories that have become repetitive and rote. How do you translate the sensory magic of a tasting room into strategies that make visitors show up in person? Take a look at some marketing channels that are not as used by wineries, where old-school storytelling and next-gen tech converge to give you a competitive edge. Connected TV: Your Vineyard in 4K Another banner ad, another still photo, another yawn. Sometimes the channel itself can leave you feeling confined to content that lacks vitality. If you’re facing that, and you’ve got the budget, think about going big on video and distributing it via Connected TV.. Connected TV (CTV) lets you beam the romance of your winery directly into living rooms, framed by the cinematic power of streaming. Think smart TVs, Roku, Apple TV&

8 innovative marketing ideas for wineries in 2024 In a world brimming with choices, grabbing consumers' attention is an art, and in the wine industry, standing out is essential. It's very important this year to get the attention of new wine drinkers, even people that you may have never considered in your marketing plan. To compete effectively, wineries must employ novel and forward-thinking marketing strategies. Here are 8 innovative ways to inspire action from wine enthusiasts and newcomers alike. Summary Living wine labels: Utilize QR codes on labels for immersive storytelling experiences, deepening brand connection and setting wineries apart. AI-powered virtual sommeliers: Enhance at-home tasting experiences with personalized suggestions, driving sales and fostering loyalty through convenience and innovation. Sustainable sips: Lightweight bottles signify eco-consciousness, aligning with consumer values and endorsing environmental responsibility. Hyperlocal wine clubs: Cur

How to take advantage of this popular medium to grow your wine brand or business Are you in need of a fresh and effective way to market your winery or wine brand? It’s impossible to deny the impact of podcasting. The podcast market is estimated to hit $25.85 billion in 2023. In the age of digital media, podcasts are a powerful tool to engage with your audience, build your brand, and establish your expertise. Don’t know how to start a podcast? You’ll be ready to take action and be the best podcast with this FREE guide to podcasting for wineries, crafted with advice from some of the best voices in the business. Inside you’ll learn how to: Plan, record, edit, and distribute your own podcast Make your show stand out in a crowded landscape Take advantage of advertising your brand on a podcast Score earned media as a wine industry podcast guest And more! ACCESS PDF NOW Heads up! You'll be prompted to create a free Outshinery Studio account to access thi

"Podcasts get you the most traction out of any media out there!”  ~Katherine Cole, founder of The Four Top podcast and instructor for the recent Outshinery client workshop. Access the replay here. Catch the three reasons why podcasts are so “sticky” according to Katherine Cole, founder of The Four Top podcast and instructor for the recent Outshinery client workshop. If you weren’t one of our clients in attendance, but if you’re interested, here’s a recap: This is “listening by appointment” They build implicit trust People aren’t skipping the ads Don’t miss all the background on this list, plus all that GOLD from Katherine and her co-panelist, Steve Raye of Bevology Inc. and the Italian Wine Podcast Channel’s, “Get U.S. Market-Ready with Italian Wine People”.

Plus 5 ways forward-looking wine brands can use audio to stay relevant to younger consumers. Guest post from Lawrence Francis, founder of Interpreting Wine I often think about podcasting as a hidden revolution.  Perhaps because 92% of us listen to podcasts alone, it’s not an activity that drives Fear of Missing Out (FOMO) that other social media channels do with their explicitly displayed popularity scores in the form of play and like counts. Just as surprising for me was discovering that 34% of us listen to podcasts as the main activity, rather than listening while doing something else. Dispelling the myth that we only listen to podcasts when we’re doing something else, such as working out or commuting. These two stats taken together suggest podcast audiences are uniquely engaged with the content they are consuming, with the possible exception of a big Netflix breakout series or the latest Marvel blockbuster; but then again those cost big bucks to produce and promote

Podcasting for the wine industry Outshinery client-exclusive workshop Save your seat now! Not yet an Outshinery client? Win a free ticket here. Join our expert panel for an Outshinery client-only workshop that will guide you through this topic and empower you to take growth action within this medium. Podcasting for the wine industry March 23, 2022 10am PST | 1pm EST RSVP now. In this session, you’ll get actionable tips from some of the wine world’s most talented podcasters, including Steve Raye, Bevology Inc. and the Italian Wine Podcast Channel’s, “Get U.S. Market-Ready with Italian Wine People” and Katherine Cole, wine writer and creator of The Four Top podcast. You’ll walk away with: Tools and tips for starting your own podcast Strategies to be a guest on well-known podcasts An understanding of ad placement in podcasts Learn how to demystify the untapped potential of podcasting for the wine industry. When consumers can’t taste your p

Podcasting for the wine industry Outshinery client-exclusive workshop Save your seat now! Not yet an Outshinery client? Win a free ticket here. Join our expert panel for an Outshinery client-only workshop that will guide you through this topic and empower you to take growth action within this medium. Podcasting for the wine industry March 23, 2022 10am PST | 1pm EST RSVP now. In this session, you’ll get actionable tips from some of the wine world’s most talented podcasters, including Steve Raye, Bevology Inc. and the Italian Wine Podcast Channel’s, “Get U.S. Market-Ready with Italian Wine People” and Katherine Cole, wine writer and creator of The Four Top podcast. You’ll walk away with: Tools and tips for starting your own podcast Strategies to be a guest on well-known podcasts An understanding of ad placement in podcasts Learn how to demystify the untapped potential of podcasting for the wine industry. When consumers can’t taste your