Wine Marketing Podcast · Heather Daenitz

Holistic Wine Marketing with Jason Haas of Tablas Creek

·59 min·3 clips

Tablas Creek sold a $95 three-liter box of wine in four hours.

Heather Danitz opens by welcoming Jason Haas. She introduces him as partner and general manager of Tablas Creek Vineyard in Paso Robles and says she has long admired the winery's marketing and community building. That sets the tone for the conversation. Heather points back to her earlier interview with Ian Consoli, Tablas Creek's director of marketing, and says the winery's culture comes through clearly from the outside. Jason then talks about how his on-camera habits changed during the pandemic. Before that period he had not spent much time on camera, so he started recording short five-minute updates about what was happening at the winery, what they understood, and what was changing. Those updates became part of the routine. When it was clear that wine could keep being made but normal places for talking about it had disappeared, he shifted to conversations with members of his own team. He used those talks to let each department explain its own world. He names people such as Neil, Chelsea, Nathan, and John as part of that internal series. The format gave listeners a closer look inside the winery. After a while, Ian suggested reaching out to writers who had interviewed Tablas Creek in the past, which opened the show up beyond the winery and gave them space to talk about their own work. Jason says the first two guests were Elizabeth Schneider of Wine for Normal People and Patrick Comiskey. Both had just published books. He liked that the conversations were deliberately not promotional of Tablas Creek. The show also gets into Jason's own social-media boundaries. He says he does not post wine or business material on his personal social accounts except on LinkedIn, where he is just Jason Haas. For deeper updates, he points listeners to the Tablas Creek blog, plus email and RSS subscriptions. He closes by saying the blog is where he talks about the things keeping him up at night and the things he finds exciting.

As heard by us

Culture-first marketing gives the tactics their shape.

Heather Danitz calls Tablas Creek a standard for DTC marketing and community building, and Jason Haas gives that praise a practical base. He traces the winery's voice to quick pandemic video updates, then to regular team conversations that pulled in what was happening across…

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Why you'd press play

See how one winery kept marketing human when the usual touchpoints vanished.

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