Wine Marketing Podcast · Heather Daenitz

Be Authentic & Do Cool Shit with Ed Feuchuk of Farm Collective

·54 min·3 clips

Tank has made almost 300 different wines by refusing to repeat the same release every year.

Heather Danitz opens with Ed Fuchek, a marketer and self-proclaimed mistake maker with nearly 20 years of experience building DTC wine brands. He is the general manager for farm collective Napa Valley and has led creative, strategic, and technical work for Tank Garage Winery, James Cole Winery, Rigucci Winery, and T-Vine Winery. The opening banter stays with how strange it feels to hear a carefully written bio read back out loud. Ed jokes about writing his own short version years ago for a panel and then watching everyone else's bios balloon into dramatic mini-autobiographies. From there, the conversation settles into the everyday realities of winery marketing. Ed keeps bringing it back to practical choices, from how brands show up online to how they keep their voice believable. The discussion keeps circling authenticity and marketing that feels real in the work, not just in the pitch. TikTok comes up quickly. Ed says the platform is still growing, but it is growing faster than some others, and his team jokes every month about how the bare minimum there can outperform heavier Instagram effort. Instagram is not dismissed, but it is clearly the harder road to traction. The conversation then widens to niche channels that wineries often overlook. Ed points to LinkedIn, Pinterest, and especially Reddit as places where real audiences already talk about wine, travel, and collecting. He describes how people search for wineries in Reddit threads, plan trips, and compare notes with one another. That matters more than it used to. Ed also notes that search tools and AI systems are increasingly pulling from Reddit, which gives those conversations extra weight. The point is simple. Brands should pay attention to where conversation is already happening instead of assuming attention only lives on the usual social feeds. The episode keeps Heather and Ed in a loose interview rhythm, with anecdotes, practical examples, and a few side trips that make the discussion feel lived-in. It ends by circling back to the reminder that sometimes the useful part of wine marketing is just showing up where other wine people are already paying attention.

As heard by us

Plainspoken winery marketing advice that stays close to real audience behavior.

Ed Fuchek keeps the focus on what winery marketing looks like when it is actually being done. He talks from DTC experience and does not dress it up, which makes the points land: TikTok seems to do more than heavier Instagram effort, and LinkedIn, Pinterest, and Reddit all have a…

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You want winery marketing advice that favors what actually gets noticed.

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