In this episode of the Wine Marketing Podcast, I’m joined by my friend Sonja Magdevski of Clementine Carter Wines to talk about her bold and deeply personal decision to rebrand from Casa Dumetz, a beloved Central Coast staple, to a new identity that feels more aligned with who she is today.
Sonja shares the story behind that transition: why it was time for a change, how she approached the rebrand creatively and emotionally, and what it taught her about identity, storytelling, and community.
We talk about how branding goes beyond a business decision, about making sure your outward presence reflects your internal evolution, and how that kind of clarity can be both terrifying and liberating.
This episode is an honest and moving conversation about trusting your instincts, honoring your history while letting go of what no longer fits, and finding the courage to tell your story in a new way.
Key Takeaways:
Branding is a deeply personal process—especially when your name is tied to the label.
Rebranding doesn’t mean erasing your past; it’s about realigning with your present and future.
Community matters. Sonja’s shift was supported and celebrated by the people who know and love her work.
Storytelling is everything in wine marketing. Your label, your tasting room, your emails—all of it is narrative.
Clarity in purpose and identity is worth the discomfort of change.
Surround yourself with supportive people. Building a brand isn’t a solo act.
Emotional decisions can be the smartest business moves when they come from a place of deep truth.
Small producers should trust their unique perspective. That’s where the magic is.
About Our Guest: Sonja Magdevski of Clementine Carter Wines
Sonja Magdevski is the winemaker and founder of Clementine Carter Wines, a Rhône-focused label rooted in Los Alamos, California. Formerly known as Casa Dumetz Wines, with sub-labels Feminist Party and Clementine Carter, Sonja recently evolved the brand to reflect her own growth and creative direction. Her wines are known for their vibrancy, her storytelling for its honesty, and her presence in the community for its warmth and consistency.
Website: https://www.clementinecarter.com
Instagram: @clementinecarterwines
Time Stamps
00:00 – Introduction to Sonja Magdevski and Clementine Carter Wines
02:21 – The Journey from Casa Dumetz to Clementine Carter
14:50 – The Emotional Shift: Why Change Was Necessary
24:26 – Reclaiming Identity: The Significance of the Name Change
37:54 – Community Response and Building a New Brand
41:25 – Advice for Small Producers Considering Rebranding
