Like almost everyone else who had big ideas this past year, he considered starting a Substack newsletter, but decided against it. I want to understand who in my universe of social media actually cares about the white-wine emoji." "I want to understand who is into crypto. He believes that California wineries have been too complacent when it comes to reaching new customers, and he's hoping that by branching out into non-wine-related spaces he'll be able to find some fresh blood."You can't just wait for the same people to call your phone line and fax you their orders," he said. "I've been trying to think, what does a 21st century wine brand look like? It can't just be, 'Oh, you need to be on TikTok,'" he said. All of these side projects are forms of marketing for Massican's wine, he said.
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Turns out, it's his attempt to answer one of the wine business's most pressing questions: how to attract a broader, younger audience. We don't often report on personnel changes around here, but the direction that Petroski seems to be taking Massican feels so unusual - and, maybe, a little bit confusing - that I was curious to see how he would explain enveloping magazines, emojis and crypto-funded digital art into a wine business. He elevated the quality of Larkmead wines - so much so that the winery was able to pull off a formidable price increase, bringing the Lark, one of its Cabernet Sauvignons, to over $300 a bottle, up from $150 in 2009. He hosted a constant succession of "salons" in which wine-industry players discussed important issues.
He oversaw the planting of an experimental vineyard designed to adapt to climate change. Larkmead has always been an important Napa Valley estate - going back to its 1895 founding by Lillie Hitchcock Coit, the namesake of San Francisco's famous tower - but Petroski made it newly relevant. Now, Petroski, who was The Chronicle's 2017 Winemaker of the Year, plans to focus full-time on Massican, which he began as a side business in 2009. Larkmead has promoted associate winemaker Avery Heelan to replace him. Last Friday was his final day at Calistoga's Larkmead Vineyards, where he had worked since 2006, initially as a harvest intern. Given all of these extracurriculars, it came as a surprise to no one that Petroski finally quit his day job. Next week Petroski will debut a "news magazine" that will live primarily on Instagram, comprised of articles written by wine writers about subjects other than wine. On the same day, he launched an app whose main draw is a white-wine emoji, which remains unavailable in Unicode's emoji lexicon. Last week Petroski, the owner of Massican Wines in Napa, introduced an NFT. Mason Trinca/Special to The Chronicleįor a winemaker, Dan Petroski sure is doing a lot of un-winemaker-like things. Dan Petroski in the cellar at Larkmead Vineyards in Calistoga in 2017.
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