By turning wine knowledge into compelling episodes, you can carve a niche in a crowded field.
By Karen M. Wetzel
Have you ever considered creating a wine podcast? As a former wine podcast host, guest and avid listener, this topic is near and dear to my heart. The number of podcasts has exploded in recent years; according to SQ Magazine, there were more than 2.6 million podcast shows available on Apple in 2025, which is a 9% increase over 2024. And there are thousands of wine shows to choose from. One search I conducted showed upwards of 280 podcasts just covering “Wine 101.”
I recently interviewed the hosts of three successful wine podcasts to learn their secrets.
Sip, Sip, Hooray
James Beard award winners and journalists Mary Orlin and Mary Babbitt pool their talents on the Sip, Sip Hooray Podcast!, with the goal of making wine less intimidating while taking you behind the wine label to meet some amazing guests.
Before starting your own podcast, Ms. Orlin suggests you “establish your voice and mission, and fill a void in some way.” Booking guests, prepping, producing, editing and promoting on social media, takes time and special skills. To lighten the load, she and her partner use the complimentary version of Spotify for Creators, which distributes to iHeartRadio, Apple, iTunes and Google Play. As such, aside from recording equipment, their overhead is relatively low.
The Business of Drinks Podcast
Sommeliers Choice Award Winner and founder of Business of Drinks, Erica Duecy “recognized a gap in the industry conversation, leaving a void where legacy companies could speak honestly about how they grow.” Her best advice?
- Define what only you can bring to the table.
- Invest in audio quality.
- Plan for distribution as seriously as production.
- Play the long game and don’t give up.
- Don’t chase big audiences — chase the right audience.
- Think beyond the podcast with newsletters, events and a strong social presence.
- Most important: Have a point of view.
Erica also suggests that, although podcasting has gotten easier and less expensive, launching a professional show requires a solid platform and high-quality recording equipment, as well as a producer, editor and social media designer.
She adds that the Business of Drinks Podcast generates revenue through sponsored episodes and drink-related paid advertisements, which are presented by the host and meticulously edited to maintain both continuity and the integrity of the program.
Where Wine Takes You
As Executive Director at Paso Robles Wine Country Alliance, Joel Peterson launched the Paso Robles-focused podcast, “Where Wine Takes You,” which focuses on upbeat stories and discussions about industry challenges such as weather impacts and vintage variability.
The show is hosted by Adam Montiel. Together, he and Peterson plan guest lineups and themes, ensuring content stays relevant and exciting. Peterson credits Montiel’s background as a radio host and his charismatic personality as critical factors in retaining and growing the audience.
Peterson offered this practical advice for starting a podcast:
- Select a compelling host with storytelling skills who resonates with the audience and can sustain listener interest.
- Choose topics that can sustain frequent episodes to build and maintain your audience.
- Develop themes focusing on regional stories to help attract listeners and encourage discovery.
- Build a strong team to manage production and promotion as podcasts require significant ongoing effort and resources to succeed.
- Podcasting is a long-term commitment where frequency and consistency are crucial for building listenership.
- Integrate the podcast into a wider marketing program, including social media and email outreach to maximize visibility and impact.
Wine podcasts connect like-minded people and, for that reason, they are on the rise. All of these experienced podcasters I spoke with agreed that the key to success in a crowded field is offering a unique point of view. A successful podcast takes creativity, time, patience and perhaps a little money, but if you can differentiate yourself from the pack, it can be very rewarding.
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This series is designed to help you find your place in our industry. Please send any ideas, topics or questions you’d like us to address to Karen.wetzel@outlook.com