Word & Mouth Blog

Where food, hospitality, branding, and human behavior all crash into each other. I write about restaurants, wine, placemaking, customer experience, and the small details that make people talk about a business long after they leave.

For even more snarky takes on marketing, pop culture, branding, and the internet, visit my Substack, Burnt Popcorn & Branding: Substack

Marketing Is Still Important—Even During a Crisis

For many of us in the hospitality industry, all of our marketing efforts were directed at getting people into the tasting room, restaurant or hotel, and letting our tasting room staff sell wine club memberships/wine/food, etc. And even though this crisis is temporary, the brands that adapt will be able to move forward stronger, and the brands that simply want to revert to the status quo will be left behind.

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Digital Marketing, Wine County Shana Bull Digital Marketing, Wine County Shana Bull

Top 11 Wineries in California on Instagram

My picks for top CA Wineries on Instagram are not based on who has the most followers, the prettiest pictures, or which wineries get the most Instagram location check-ins. While those are important, I chose these wineries based on their community engagement and unique brands… I chose wineries on Instagram that were true to their brand passions and connected with their target audience.

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Wine Country Afternoon, Wine County Shana Bull Wine Country Afternoon, Wine County Shana Bull

Calistoga Girls Weekend {Advice for planning a trip to Napa Valley with Friends}

Spend time in Napa Valley’s rustic town for a Calistoga Girls Weekend is the mini-staycation or vacation you need. Especially great for moms or a Calistoga bachelorette party to enjoy Napa or Sonoma County wine county! Wine tasting, cocktails, relaxing by a mineral pool, great food, and dancing the night away at a local pub on Main Street - seriously, this is my go-to wine country destination for a girl’s weekend.

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Recipe for Instagram Class - Santa Rosa Workshop

Yes, having gorgeous photos is important to Instagram - but trust me, it isn’t the ONLY thing that connects you with potential customers through social media. I will provide you with simple tricks that will grow your community on Instagram, get people engaged with YOUR BRAND and get them to purchase.

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On The Subject Of Wine Influencers

Within this blog post, I feel the need to defend wine influencer marketing within the wine world. Many of the conversations I see taking place within Facebook groups definitely reminds me of when I started wine blogging – arguments about how it was hard to tell who was a real, dedicated wine blogger, and who was merely in it for the free stuff…. Who actually had a community they were talking to, and who else was just talking to other wine bloggers because they were friends with each other.


Now, it’s also about trying to figure out if someone who is emailing your winery asking for a free tasting in return for an “Instagram feature” is legit, and whether you should pay attention to, or ignore that person.


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