Craft & Cluster

Craft & Cluster Craft & Cluster is a Photography and Content Creation biz located on the Central Coast of California.

Bottling… in Black & White.This is one of those winemaking practices that I think wineries find kind of boring to show, ...
06/12/2026

Bottling… in Black & White.

This is one of those winemaking practices that I think wineries find kind of boring to show, particularly if you use a mobile line, but I find creatively challenging (in a fun way!)

There’s lots of leading lines and frames within frames you can use and even if it’s not exciting to you, it’s a good way to tease upcoming releases to your customers (like new labels 👀)

Showing it in black & white strips it down, too, and admittedly makes some of the interior photos look better because those bottling line lights aren’t the sexiest.

Bottle P**n: A brief rundown of the different types of bottle photography and when & where you might use themNot all bot...
06/04/2026

Bottle P**n: A brief rundown of the different types of bottle photography and when & where you might use them

Not all bottle shots serve the same purpose. There are three types every winery should have in their asset library:

The knockout: A cleanly lit, professional image of your bottle, isolated against a white or transparent background. Best for your online shop.

The "Beauty" Shot: These photos are stylized and are often photographed in a studio. These can be used on social media, website homepages, print and digital ads, your winery brochure, etc.

The lifestyle shot (Or what I like to call bottles in the wild): These photos show your product in situ. These shots tend to do really well on social media, websites, and in email newsletters, but they also look great in publications and in digital ads.

I wrote a full breakdown of each of these types of photos on Substack, covering when and how to use each type, plus tips for briefing your photographer!

https://www.winemarketingfieldguide.com/p/bottle-porn

I am officially taking photoshoots starting in mid-June! I have a new (to me) film camera, and I am itching to use it. I...
05/11/2026

I am officially taking photoshoots starting in mid-June! I have a new (to me) film camera, and I am itching to use it.

In the meantime, here are some photos from one of my last days before maternity leave with my medium format (on Portra 400 for the nerds)

It’s my seven-year anniversary! Whenever I talk to people about the work I do, I can’t help but tack on, “This is the co...
02/04/2026

It’s my seven-year anniversary! Whenever I talk to people about the work I do, I can’t help but tack on, “This is the coolest job I’ve ever had.”

And that’s not just me being cute. I genuinely feel that way! I mean, I get to spend my days photographing some of the most interesting people who care deeply about what they do, many of whom are longtime friends I now consider family. What more could I ask for?

Among these friends-turned-family are the fine folks at FOXEN.

I got my start in the wine industry working in the tasting room at Foxen in 2010, did my first harvest with them in 2012, did another two harvests in 2015 & 2016, and they were instrumental in me getting the vineyard management job that ultimately led to me starting Craft & Cluster.

AND they were my very first clients in 2019 when Craft & Cluster became an official business (with a business license, business insurance, lawyers, accountants, and everything!)!

I’ve said it before when talking about Brave & Maiden (another client who has been with me since the beginning), it’s a privilege to spend so much time documenting the same people and places. I get to see how my work has improved, and I get to help tell the story of how these wineries and people have changed over time. What a gift.

I’m looking forward to another several years working with these awesome people and drinking their awesome wine.

Swipe through for a semi-chronological view of my work with them over the years.

12/24/2025

We really need to stop marketing wine only as a special occasion beverage. Think instead about how your average customers are *actually* enjoying your wine when they bring it home. Are they exclusively drinking it out of a Zalto for a special occasion? Maybe! But more likely they are sipping it on their back porch out of a thick wine glass they got for free at a tasting they went to 20 years ago.

If your goal is to get your customers to buy more wine more frequently, then only marketing it for special occasions is counter productive.

Listen to this episode of The Wine Marketing Podcast with Warner of on Apple Podcasts, Spotify, and PocketCasts or watch it on YouTube!

11/26/2025

Sometimes you gotta f**k around a little bit in your marketing!

In Episode 10 of the Wine Marketing Podcast, I talk with Ed Feuchuk of about how Tank built an engaged audience through TikTok during the pandemic and why they’ve committed to never making the same wine twice.

This was genuinely one of my favorite episodes to date. I hope you enjoy it too!

You can now listen to it on Spotify, Apple Podcasts, and PocketCasts. You can also watch the whole video on YouTube, should you want to stare at our faces for an hour.

https://www.winemarketingfieldguide.com/p/010

Stay awesome, friends.

2025 Harvest Diaries: October 10, 2025 | Foxen Vineyard & Winery.Working in wine really is, to paraphrase Barbara Kingso...
11/24/2025

2025 Harvest Diaries: October 10, 2025 | Foxen Vineyard & Winery.

Working in wine really is, to paraphrase Barbara Kingsolver, birdwatching with benefits.

I was gifted a really magical moment with this juvenile red-tailed hawk during this harvest.

I always try to get a photo of the oak tree that sits on the hill above Foxen's Tinaquaic-bajita Vineyard (fourth photo), and spotted the hawk perched in a nearby tree.

As I moved closer, the bird flew down into a nearby row and was even kind enough to turn around so I could get the cover photo (see video on final slide!)

Such a special encounter!

Address

140 West Highway 246, #1059
Buellton, CA
93427

Opening Hours

Monday 10am - 5pm
Tuesday 10am - 5pm
Wednesday 10am - 5pm
Thursday 10am - 5pm
Friday 10am - 5pm

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