Season 2: Episode 12
In this episode of The Wine Marketing Podcast, I talk with Erin Kirschenmann, Managing Editor of Wine Business Monthly and founder of Novel Pairings, about the fine line between a clever wine collab and a cringe-worthy marketing ploy. We dig into a recent example involving a romantasy novella and a wine brand, and why it missed the mark for its intended audience.
We also explore what authentic partnerships should look like, the importance of understanding your community, and what trends Erin is seeing across the industry as both a journalist and a DTC Symposium panel moderator. If you're wondering how to build long-term brand loyalty through meaningful collaborations, this one’s for you.
About Our Guest
Erin Kirschenmann, DipWSET, is the Managing Editor of Wine Business Monthly, where she’s been covering the intersection of business, marketing, tech, and trends in the wine industry since 2012. She also oversees the content and programming for WBM’s symposia and frequently speaks at conferences and universities on wine, media, and public relations.
Erin is an instructor with the Napa Valley Wine Academy. She’s judged wines internationally at the Concours Mondial de Bruxelles and served on panels for several regional wine competitions. In 2025, she was named to Beverage Dynamics’ 40 Under Forty list for her contributions to the industry.
This year, she also launched Novel Pairings, an online membership designed to bring women together to talk books, wine, and life through thoughtful, no-pressure gatherings that center connection and community.
Novel Pairings’ Instagram: Instagram.com/novel_pairings
Erin’s Instagram: Instagram.com/erinakirsch
LinkedIn: https://www.linkedin.com/in/erin-kirschenmann-017b2234/
Get your first month of Novel Pairings free when you use code WMP at checkout!
https://www.novel-pairings.com/
Don’t forget to get your tickets to DTC Wine Symposium! Erin and I will both be speaking in workshops and panels, it’s going to be dope.
If you loved this episode, please share it with a friend and don’t forget to rate and review it wherever you’re tuning in. If you’re watching on YouTube, please like and subscribe! It really helps us get in front of more people. Want to dive deeper into wine marketing? Subscribe to the Wine Marketing Field Guide on Substack where I post weekly wine marketing tips and we have conversations on the wine industry news that keeps me up at night.
