A conversation with Lisa Mattson

Feb 18

Q&A: Real Talk with Industry Pros

Our new interview series where marketing leaders share their secrets, reveal their bold ideas and tell all about their game-changing strategies.

In today’s interview we dive into advice for wine marketers with consultant, Lisa Mattson.

Lisa is a powerhouse Creative Marketing & Branding Consultant with decades of experience in the wine industry. She has collaborated with globally recognized brands like Gallo, Wilson Daniels, and Jordan Vineyard & Winery before launching her own business. Today, she partners with esteemed names such as Darioush, Far Niente Wine Estates, Jordan, and Bonterra Organic Estates. She has a hugely vast background in all things marketing, including but not limited to: communications, public relations, event production, hospitality design, copywriting and strategy.

From her knack for staying current with cultural trends to her emphasis on relatability in content, Lisa offers a wealth of insights that are invaluable for anyone working in marketing today. Read on to learn how she approaches new clients, her thoughts on common industry pitfalls and how AI might shape the future of visuals and storytelling.

Subscribe to the newsletter

Lisa Mattson and I most recently collaborated on a three-day project shooting stills and motion for Far Niente Wine Estate’s new Bella Union Winery in Rutherford, Napa Valley. You will see those images sprinkled throughout this post.

Okay, let’s dive in and hear what lisa has to say…

Dawn: What are some of the biggest challenges wineries face today when it comes to marketing, and how do you see opportunities for them to overcome these hurdles—especially smaller and mid-sized wineries.

Lisa: A big challenge for wineries today is not having the resources or expertise to create and manage their own creative content. Brands have so many pieces of content today: social media posts, email blasts, landing pages, SMS messages, website copy, photos, videos, press releases, etc. Many don’t have the staff or budget, so they do what they think is right, with the resources they have. The biggest pitfalls I see are content that is not brand-appropriate, amateur imagery composition and lack of creativity or relevance. In some cases the content can even harm the brand. It’s better to do nothing than to put out something completely off-brand or something of low quality.

With consumption down and competition high, wineries need to realize the importance of investing in marketing. There’s so much more to do now compared to 15 or 20 years ago—managing social media, executing e-commerce communications, creating video, photography, writing—it’s all more complex, but most wineries haven’t seen their budgets or staff grow to match these demands. For mid-sized and smaller wineries it’s about finding the right partners who can handle those tasks and make the right recommendations. Nowadays, it's imperative to understand the value of trusting experts to elevate their brand and tell their story vividly and authentically. This type of storytelling builds emotional connections with your target consumer.

Dawn: How did it come to be that you took the job at Jordan after working with companies that market wine portfolios? At the time, Jordan was relatively small compared to where you were coming from, right?

Lisa: With my work at Gallo and Wilson Daniels I was handling events and communications for anywhere from 15 to 30 brands. Because Wilson Daniels is the “trade” sales company behind many prestige wineries, I was well removed from the people who ultimately buy the wine at the end of the distribution line. I wanted to be closer to the consumer. People thought I was crazy to go from working with 30+ wineries in my portfolio to just one. They thought I was going to be bored!

After seeing a confidential posting for a luxury winery in Healdsburg, I was curious and went in for my interview with John (owner of Jordan). We totally hit it off right away and he practically offered me the job on the spot. I was interested at that point, but I knew I had to taste the wines before I could commit - I didn't want to work with a big California wine that I wouldn’t drink myself or be proud to show to the media or share with my friends. (I am more of a classic European wine drinker). If you know John, you know he’s smart, trusts his instincts and believes in moving swiftly. (It’s one of the reasons why Jordan is so successful.) I had to decide quickly if I was going to accept the position.

Knowing I needed to make the decision fast, I went to Safeway. (At the time, in 2009, Jordan was sold at Safeway because of the Great Recession). I bought both bottles off the shelf on my commute to work and stood in the bathroom of the Safeway on Mendocino Avenue in Santa Rosa. I brought in my Ridel glasses in my handbag and did a tasting, spitting into the sink of the Safeway bathroom. It turned out that I really liked the wines!

My work at Jordan was so powerful for my career, and for Jordan as a brand, because I had a boss who believed in me, my creativity and my expertise. John trusted me to protect the brand while also knowing where and when to push things a little further. And, most importantly, he gave me the resources to set up my own in-house team to handle content creation to support the overall vision. (Myself and one other person shooting and posting.) With all of this we were able to put marketing first and make it part of our culture.

Dawn: What are some common mistakes you see wine brands make in their overall marketing?

Lisa: A lot of brands continue to focus too much on the product itself. Wineries often lean heavily on showing the bottle, but the real story is in the experience the consumer will have with your wine; what you do to make the wine pleasurable for the consumer. What does this wine mean to someone? How does it make someone feel? What type of occasion or vibe does it pair with?That’s the storytelling piece that a lot of brands miss.

The idea is to really think about the consumer and consumer relatability and how to put the consumer first and become part of the supporting conversation. When you put your brand in context for the consumer you see that everybody wants wine to be relatable. You have to think of the lifestyle, not just the product. I feel strongly that the modern consumer needs to relate to the product and we get there through current events and lifestyle. And so, I put people or hints of people in most shots. I make sure the consumer can see themselves in the content and lifestyle we are presenting and selling. Transactional bottle shots, once a consumer is inside your online shop, are appropriate, but they should not be your gateway. The days of the unopened trophy bottle are numbered.

Dawn: So how do you relate to the consumer in these ways, can you share some examples?

Lisa: One approach I have seen great success with is joining a social conversation in an authentic way. Even when, from a distance, it may not seem like your brand has anything to do with those events. If you dive a bit deeper, and use some creative thinking, you absolutely can and should meet the consumer where they are and relate to what's on their minds in real time.

Here are some examples of how and when I have done this. Years ago, there was a polar vortex or a big snow storm that was hitting the East Coast and the news channels were forecasting record amounts of snow. A local station in the Northeast made a funny image of its weatherman with a map graphic showing how many bottles of wine you would need to make it through the blizzard. All we did was reshare it and I wrote a humorous PSA-style post about how Jordan was there to assist with their storm preparedness plan. The organic engagement was so fantastic. It was a simple thing to do because the world was attuned to what was happening with the snow storm. We also posted snow angels made with bottles of Jordan wine. People reacted. The idea is to be a part of people's lives and a part of the conversation when they have these events on their minds.

Jordan Winery Facebook post in reaction to large winter storm

We also posted snow angels made with bottles of Jordan wine. People reacted. The idea is to be a part of people's lives and a part of the conversation when they have these events on their minds.

Another social conversation opportunity occurred when Maurizio Cattelan's “Comedian” conceptual art sold at Art Basel. (The banana duct-taped to the canvas). On that day I went to a wall in my home and taped a bottle of Jordan wine up and took a picture and posted it with a fun line about the “Cabernet Comedian” and asked who would rip it off the wall at a gallery and drink it. People went crazy over it. To be thinking that way you have to get into the heads of your audience. As a communication strategist and creative director, my brain is conditioned to think this way about social. A tactical social strategy is not the same as the way an old-school communications strategist will think and operate.

Jordan Winery IG Post in reaction to Maurizio Cattelan’s “Comedian”

Even during a time of crisis, such as the 2017-2020 wildfires in Northern California, it is important to make sure your posts are both brand appropriate and Instagram friendly. We chose to put a face mask on the Bacchus Courtyard statue at Jordan and show beautiful imagery that was in real time with a hazy sky rather than scorched earth or an irrelevant photo.

Jordan Winery Facebook post in reaction to Sonoma County Wildfires

Dawn: As a consultant now, what is your starting process when beginning a relationship with a brand?

Lisa: We usually start with an audit; a summary of my observations. When I audit a brand I look at everything—social media, website, tasting experiences, online shopping, packaging, emails, Google reviews, even how they interact with customers online. It’s all about consistency. Does every touchpoint feel cohesive? Are the visuals, tone and message aligned? Does this winery stand out amid the sea of others? And just as importantly, does the content reflect the values and personality of the brand?

Optics are critical. If something feels off, like a visual that’s overly polished when your brand is supposed to be down-to-earth, it creates a disconnect. It’s about making sure the brand feels authentic at every level. We are in an era of authenticity. If your brand isn't being honest the consumer sees right through that.

If a winery doesn't have a style guide or brand book, I begin there to help them really understand who they are beyond the vineyard and the bottle. Consumers need more than a brand who makes good wine. They want a brand who shares their values and supports their lifestyle. Once a brand has this high level guide the team can feel more confident and comfortable to follow it in the visuals and messaging they are putting out. Then, I typically help hire consultants or staff who I believe can not only achieve the storytelling and rich content they need but will work well with key players at the winery.

Dawn: In your opinion, what are wineries struggling with most right now, and where do you see opportunities?

Lisa: Wineries are struggling to keep up with the pace of content creation and mobile technology advancements. Social media has created what feels like a need for constant visuals and stories, and algorithms and UIs keep changing the game, SEO, SEM, SMS, iOS, CCPA, SPF (and I’m not talking sunscreen). These are all acronyms marketing and DTC managers need to stay on top of. I haven’t met any marketer of late who doesn’t feel exhausted and overwhelmed. The other challenge is standing out. The wine space is crowded, so you have to find a way to differentiate yourself.

One of the biggest opportunities is leaning into relatability and humor. Don’t be afraid to show the lighter side of your brand. People connect with brands that feel human, and sometimes that means embracing imperfection. Also, investing in high-quality storytelling, whether through video, photography or written content, will always pay off.

Dawn: AI is starting to play a bigger role in marketing. What are your thoughts on its potential impact?

Lisa: AI is a fascinating tool and it can be used with great benefit strategically as an internal support tool. Ultimately, personality is the most important thing to come through for a brand in their marketing efforts. Consumers have the best BS radars ever and a consumer can look at something, and when it's robotic feeling or inauthentic in any way, they notice. The heart of good marketing will always be the human connection. AI can assist, but it can’t replicate the authenticity of a genuine story or the nuance of a well-crafted visual that feels alive.

Dawn: Lisa, this has been such an insightful conversation. Before we wrap up, are there any parting thoughts or advice you’d like to share?

Lisa: Stay curious and stay flexible. Marketing is constantly changing, and the best thing you can do is to keep watching, keep learning and experimenting. Be willing to take risks and try new things. Know when a trend is not worth chasing. The brands that succeed are the ones that adapt and stand out while staying true to who they are.

For more from Lisa follow her on IG