Legends Behind the Craft

Hosted by Drew Thomas Hendricks

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100

Latest episode

May 2026

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About the show

This is the Legends Behind the Craft Podcast where we feature top leaders in the wine and craft beverage industry.

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60 recent

May 5, 202631 min

Why Wine Needs to Learn How to Play With Kristin Harris Luis of Cote of Paint

Kristin Harris Luis is the co-founder and winemaker of Cote of Paint, which she built alongside her husband, Nick Luis. Together, they are redefining how modern audiences connect with wine by blending gaming culture, digital communities, and creative storytelling. Moving beyond traditional wine marketing, their approach focuses on authenticity, subcultures, and community-driven experiences, positioning Cote of Paint as a forward-looking brand in the evolving wine industry. Here's a glimpse of what you'll learn: Kristin shares her unconventional path into wine and the story behind Cote of Paint Why traditional wine marketing no longer connects with today's consumers What building a successful wine brand in 2026 really requires How niche positioning and digital strategy unlock new wine audiences Why experience-driven brands outperform product-focused ones The biggest mistake in direct-to-consumer wine sales How tasting rooms are being reinvented for modern consumers What the future of wine looks like through subcultures and brand diversity In this episode with Kristin Harris Luis In this episode of Legends Behind the Craft, Drew Thomas Hendricks sits down with Kristin Harris Luis, co-founder of Cote of Paint, to explore how gaming culture, storytelling, and community-driven branding are reshaping the wine industry. Kristin breaks down why traditional wine marketing and legacy messaging no longer work, and what modern wine brands must do to connect with today's audiences. From niche positioning and DTC wine strategy to reinventing tasting rooms and building experience-first brands, this conversation dives into the future of wine branding in 2026. A must-listen for anyone interested in wine marketing, brand storytelling, and the evolution of the wine industry. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

May 20, 202548 min

The Secret Weapon for Winery Marketing With Jared Siebert of Vintools

Meet Jared Siebert, Owner and Developer of Vintools, a company revolutionizing winery eCommerce through smart integrations and streamlined marketing solutions. Jared combines deep web development expertise with a passion for solving real-world challenges in the wine industry. Here's a glimpse of what you'll learn: Learn about Vintools' offerings and their expertise with Commerce7 and WineDirect Explore the journey from customizable website templates to API-driven email marketing solutions Explore practical tips for integrating tools into winery campaigns Discover how Vintools' referral engine boosts customer referrals and amplifies word-of-mouth sales Understand the role of client feedback in driving new integrations Get a peek into how AI tools are shaping code development In this episode with Jared Siebert Join us for a deep dive into the intersection of wine, tech, and marketing. In today's episode of Legends Behind the Craft, Drew Thomas Hendricks chats with Jared Siebert, the founder of Vintools, about how modern APIs, integrations, and thoughtful design are helping wineries grow their online presence with less friction. Whether you're a tech-savvy winery or just starting your digital journey, this episode uncorks the tools and strategies that are reshaping how wine brands connect with customers. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

July 18, 202459 min

Canned Wine Revolution: Winemaking Reinvented With Cory Assink and Zeke Blattler of Los Cuernos Wine

Meet Cory Assink and Zeke Blattler, the visionary co-founders of Los Cuernos Wine. With a passion for wine and extensive experience in the industry, they're revolutionizing the market with premium canned wines. Their brand emphasizes quality, convenience, and accessibility, making great wine approachable for enthusiasts everywhere. Here's a glimpse of what you'll learn: Explore their entrepreneurial journey from sommeliers to founders of Los Cuernos Wine Gain insights into their innovative approach to wine packaging, why they chose cans, and the benefits this choice brings to consumers Dive into their strategic decision to go non-vintage Discover their inclusive marketing strategy, aimed at reaching wine enthusiasts across demographics and settings Gain practical advice on navigating the competitive world of wine shelf placement Learn about their collaboration with winemaker Gerardo Espinosa, blending traditional craftsmanship with modern innovation in every can In this episode with Cory Assink and Zeke Blattler Have you ever wondered how the convenience of canned beverages could revolutionize the wine industry? In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Cory Assink and Zeke Blattler, co-founders of Los Cuernos Wine. Discover how these industry veterans are disrupting traditional winemaking with their innovative canned wines, bringing premium quality and convenience to wine lovers everywhere. From their serendipitous journey in the wine world to navigating the challenges of launching a brand, Cory and Zeke share their passion and vision for the future of wine. Whether you're a wine enthusiast or a budding entrepreneur, this episode promises a refreshing take on the world of wine. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

May 13, 202439 min

Social Media Success for Wineries With Duncan Alney of Firebelly Marketing

Meet Duncan Alney, the visionary Founder and CEO of Firebelly Marketing, leading the charge in social media innovation. With a passion for problem-solving and client satisfaction, Duncan sets the vision and values for the company. He believes in the power of social media as the frontline of communication, where content, conversation, community, and commerce converge. Here's a glimpse of what you'll learn: Learn about Firebelly Marketing and their expertise Explore the evolution of social media marketing for wineries and learn practical tips on tracking and measuring ROI Explore advice on KPIs and budget considerations for generating authentic, engaging content without extensive paid strategies Explore the concept of "lo-fi marketing" Learn why authenticity resonates with younger audiences and discover the performance metrics of highly produced versus authentic, relatable content Discover the potential of user-generated content (UGC) in elevating your winery's social presence Delve into innovative strategies for wineries to drive purchase intention and enhance brand loyalty In this episode with Duncan Alney Join us as we traverse the world of social media marketing for wineries. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Duncan Alney, Founder and CEO of Firebelly Marketing. We explore Firebelly's expertise in social media execution, particularly within the food and beverage industry. Discover how you can transform your winery's online presence. From organic content creation to user-generated engagement, Duncan shares invaluable advice on maximizing ROI and navigating the complexities of social media marketing in the wine industry. Whether you're a boutique winery or a seasoned producer, this episode uncorks the secrets to leveraging social media for success. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

February 29, 202443 min

Crafting Cocktails and Building Brands: Mixology Insights With Chris Tunstall of A Bar Above

Meet Chris Tunstall, Co-Founder and Chief of Brand and Product Development at A Bar Above. With a decade of hospitality experience and a passion for mixology, Chris is dedicated to sharing advanced cocktail techniques. As host of the A Bar Above Podcast, they lead bar education content creation and product development, ensuring A Bar Above sets the standard in the industry. Here's a glimpse of what you'll learn: Delve into Chris's vision for A Bar Above, born in 2008, aimed at revolutionizing cocktail crafting Explore Chris's entrepreneurial journey and strategic decisions for success Learn about A Bar Above's meticulously crafted products, designed to address the shortcomings of cheaper alternatives in the market Gain insights into the evolving landscape of mixology Dive into the burgeoning trend of low-alcohol to no-alcohol cocktails and the art of non-alcoholic mixology Hear Chris's insights on the future of hard alcohol and the mixology space, as the industry continues to evolve and innovate Benefit from Chris's years of experience as he shares valuable advice for individuals considering starting a business in the drinks industry In this episode with Chris Tunstall Discover how a passion for mixology sparked the inception of A Bar Above, and how they transformed their bartending expertise into a global online platform. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Chris Tunstall, the Co-Founder and Chief of Brand and Product Development at A Bar Above. From navigating entrepreneurial hurdles to mastering the art of crafting premium bar tools, Chris shares invaluable insights into building a successful venture in the drinks industry. Explore the dynamic evolution of mixology, the rise of non-alcoholic spirits, and gain expert advice on launching a mocktail program with finesse. Whether you're an aspiring entrepreneur or a cocktail connoisseur, this podcast offers a sip of mixology mastery from the mind behind A Bar Above. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

December 28, 202339 min

From Homebrewing to Award-Winning Tonic With Mary Pellettieri of Top Note Tonic

Mary Pellettieri, Co-Founder and creative mind behind Top Note Tonic began her beverage industry journey as a homebrewer with a focus on craft beer. After gaining technical expertise at the Siebel Institute and making waves at Goose Island, she transitioned from larger breweries to launch her own venture. Top Note Tonic, born from her entrepreneurial spirit, explores innovative possibilities in tonic syrups, herbal beers, and tinctures, showcasing Mary's expertise and commitment to pushing and brewing boundaries. Here's a glimpse of what you'll learn: Mary Pellettieri's journey from homebrewer to craft tonic maven Crafting Top Note Tonic's unique flavor profile Balancing bitter and sweet and creating tinctures for the American palate Top Note Tonic's flavor portfolio and shifting trends Top Note Tonic's transition from supplying bars to capturing the non-alcoholic market Supply chain challenges and ingredient sourcing in the beverage industry Mary recommends the style of gin that best complements Top Note Tonic The challenges and strategies involved in scaling up production to meet the demand The percentage of sales through the online store and the company's cost-effective moves Reflections on growth and marketing strategies Mary Pellettieri's advice for launching success in the beverage category In this episode with Mary Pellettieri Join us for an engaging discussion with Mary Pellettieri of Top Note Tonic. From her roots as a basement brewer to being a trailblazer at Goose Island, Mary shares her journey in the beverage industry. Discover how Top Note Tonic evolved from kitchen experiments to a thriving craft tonic company. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Mary Pellettieri, the Co-founder and Creator of Top Note Tonic. Mary delves into the challenges of creating beverages for diverse tastes, the shift to non-alcoholic markets, and the impact of the pandemic on scaling the business. Gain insights into marketing strategies, the importance of a clear brand story, and the lessons learned in navigating the ever-changing beverage landscape. Whether you're a beverage enthusiast or a budding entrepreneur, this episode offers a taste of success in the craft beverage world. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

December 21, 202342 min

Producing Premium Sangria Made in Spain and White Labeling With Eamon McDonald of Pasmosa Sangria

Meet Eamon McDonald, a seasoned entrepreneur who excelled in circuit boards and off-road race cars. Inspired by a Belgian customer, he ventured into the sangria business, importing and selling thousands of cases. Facing a change in partnerships, McDonald collaborated with a legacy winery in Spain to create Pasmosa Sangria. Now, as Pasmosa Sangria's President and CEO, McDonald's commitment to excellence and innovation sets his premium product apart in a competitive market. Here's a glimpse of what you'll learn: Explore the story behind Pasmosa Sangria's inception and the journey to create a sangria that breaks the mold, boasting a robust flavor that doesn't dilute on ice Delve into the use of quality Spanish varietals like Tempranillo and Garnache Uncover the staggering financial breakdown of the profit potential for bars and restaurants that choose Pasmosa Sangria over DIY alternatives Explore insights into importing premium sangria from Spain and Pasmosa Sangria's retail pricing Explore the distinct flavor profiles of Pasmosa Sangria's red, rosé, and white varieties Learn about Pasmosa Sangria's white label program Examine the changing perception of bag-in-box wine and its positive impact on reducing waste Gain insights into Pasmosa Sangria's seamless supply chain Discover how Pasmosa Sangria emerges as the profitable and authentic alternative for wineries In this episode with Eamon McDonald Join us as we dive into the world of sangria with Eamon McDonald of Pasmosa Sangria. Savor the artistry behind Pasmosa's sangria, a concoction that defies convention with its shockingly unique qualities. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Eamon McDonald, President, CEO, and Director of Pasmosa Sangria. From importing a Belgian blend to embarking on a transformative quest in Spain, Eamon shares the secrets behind Pasmosa's success. Discover the financial benefits for bars and restaurants choosing a pre-made white label option over DIY, and explore the premium Spanish varietals used by Pasmosa. Uncover the white label program's flexibility and the changing perceptions of bag-in-box wine. Whether you're a sangria enthusiast, a business owner, or simply curious about the world of wine, this episode promises to leave your taste buds tingling and your business strategies reimagined. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

December 14, 202342 min

Introducing the World of Cannabis Beverages With Paul Weaver of TeaPot

Meet Paul Weaver, The Head of Cannabis at the Boston Beer Company. With over a decade in the beverage industry, he started in Toronto's beer business before joining Canopy Growth Corporation in 2017. There, he led innovation, playing a crucial role in launching recreational cannabis in Canada. Paul's expertise in cannabis beverages brought him to the Boston Beer Company, where he continues to shape the future of this evolving market. Here's a glimpse of what you'll learn: Explore the decision-making process behind Boston Beer Company's entry into the cannabis beverage category Delve into the intricacies of crafting a cannabis beverage Get an exclusive look at TeaPot's accessible lineup Uncover the complexities of cannabis distribution, understanding TeaPot's availability in Canada and the United States Understand the unique marketing challenges in the cannabis industry Explore Canada's progressive relationship with cannabis Explore the taste and efficacy considerations in cannabis beverages Navigate legal restrictions in Canada and the explicit laws preventing alcohol brands from extending into cannabis Paul's vision for the ready-to-drink cannabis drink category over the next 10 years Uncover the differences between THC-based and hemp-based drinks A thought-provoking discussion on advocacy, legal preparation, and flexibility in the ever-evolving cannabis beverage industry In this episode with Paul Weaver Tune in with us in this interesting episode with Paul Weaver of TeaPot. Explore the genesis of TeaPot, Boston Beer's foray into the rising cannabis beverage market. From tackling potency challenges to demystifying marijuana through accessible flavors, Paul discusses the unique aspects of TeaPot. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Paul Weaver, Head of Cannabis at the Boston Beer Company. Discover the journey of TeaPot's lineup, the evolving perceptions of cannabis in Canada, and the legal intricacies of marketing. Gain insights into the future of the cannabis drink category, the impact of hemp-based drinks, and the ethical considerations in product sourcing. This episode offers a concise yet comprehensive look at the TeaPot brand, the cannabis beverage industry, and the evolving landscape of advocacy and legal preparedness. Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

December 7, 202347 min

How to Succeed in Wine Operations With Reed Woogerd of Valdemar Estates

Reed Woogerd, the Director of Operations at Valdemar Estates, is a seasoned leader with a history of success in Ohio's hospitality scene. After venturing into markets like the Bay Area and Austin, Reed now oversees multi-site operations for Valdemar Estates in Walla Walla, WA. His journey began during a working holiday visa in Hawkes Bay, New Zealand, where he discovered his passion for wine. Despite a challenging start pruning vines, Reed's career took off when he managed a popular ale house. Back in the U.S., he excelled in nightclub management and later managed a restaurant company marked by accolades and high-profile ventures. Now at Valdemar Estates, Reed's passion for wine and extensive hospitality expertise ensure continued success. Here's a glimpse of what you'll learn: Reed's rich background, personal journey, and advice for aspiring young professionals Exploring the unique challenges and opportunities in running operations for a family-owned winery with a rich history Navigating cross-functional teams within a winery and strategies for fostering cohesiveness and camaraderie Tips for identifying the right individuals for winery operations Valdemar Estates' notable commitment to accessibility and hospitality The winery's diverse wine offerings and restaurant, showcasing the marriage of food and wine Reed details his role overseeing operations in the U.S, managing disparate locations, including Woodinville Insights into maintaining a healthy work-life balance while overseeing the multifaceted operations of a winery Tips on addressing conflicts within teams, ensuring a cohesive and productive work environment In this episode with Reed Woogerd Dive into the world of wine operations with Reed Woogerd of Valdemar Estates in Walla Walla. Reed shares the unique challenges and joys of his journey, from running a New Zealand ale house to overseeing a prestigious winery. Explore topics like team cohesion, talent acquisition, and Valdemar's commitment to accessibility. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks and Bianca Harmon are joined by Reed Woogerd, Director of Operations at Valdemar Estates. Discover the intricacies of managing operations in Woodinville and maintaining synchrony in a geographically diverse organization. Reed also offers insights into work-life balance, conflict resolution, and valuable advice for aspiring wine industry professionals. Join us for a vintage conversation on the ins and outs of wine operations! Sponsor for this episode… This episode is brought to you by Barrels Ahead. Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search. At Barrels Ahead, we know that your business is unique. That's why we work with you to create a one-of-a-kind marketing strategy that highlights your authenticity, tells your story, and makes your business stand out from your competitors. Our team at Barrels Ahead helps you leverage your knowledge so you can enjoy the results and revenue your business deserves. So, what are you waiting for? Unlock your results today! To learn more, visit barrelsahead.com or email us at hello@barrelsahead.com to schedule a strategy call.

November 30, 202343 min

The First Bourbon Crafted by an All-Female Team With Rachel Svoboda of Lynxx Spirits

Meet Rachel Svoboda, the trailblazing founder of Lynxx Spirits, known for pioneering the first-ever bourbon crafted by an all-female team. With a background in running a successful marketing company, Rachel's journey into the liquor business began during a bike ride with her father, sparking the idea to create a bourbon tailored for women. Her vision led her to assemble a team of talented female experts, from master blenders to distillers, setting Lynxx Bourbon apart when it comes to taste and innovation. Today, Rachel Svoboda stands at the forefront of reshaping perceptions in the spirits industry, challenging stereotypes, and bringing a unique and refined experience to bourbon enthusiasts. Here's a glimpse of what you'll learn: Discover the story behind the first-ever bourbon crafted by an all-female team Learn the differences between launching a service-based business and a groundbreaking product Explore the unique taste profile and barrel choices designed for a sophisticated unwind Addressing misconceptions about bourbon, gluten, and the distillation process Rachel shares insights on the importance of accolades in the competitive spirits industry Breaking the news of Rachel Svoboda's decision to sell Lynxx Spirits Navigating the double-edged sword of marketing expertise and the Lynxx Spirits Owners' Club Rachel predicts the evolution of the bourbon category and envisions a Lynxx clear bourbon A glimpse into Rachel's agency, Sunday Brunch, and its unique angle in helping spirit brands thrive In this episode with Rachel Svoboda Join us for an exclusive conversation with Rachel Svoboda of Lynxx, breaking barriers as the force behind the first bourbon crafted entirely by an all-female team. Rachel shares the inspiring journey of transition from a successful marketing career to venturing into the intricate world of bourbon creation. In today's episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks and Bianca Harmon are joined by Rachel Svoboda, Founder of Lynxx Spirits. Discover the unique taste profile designed for a feminine palate, the surprising truths about gluten in spirits, and the untold story behind Lynxx Bourbon's distinctive growth. In a special announcement, Rachel unveils her plans for the future of Lynxx Spirits. Explore the Lynxx Spirits Owners' Club and get a sneak peek into Rachel's thoughts on the future of the bourbon category. From the explosion of micro-distilleries to her vision for a clear bourbon. It's a spirited episode filled with revelations, misperceptions, and the artistry of crafting an award-winning bourbon brand.