I totally understand the feeling and want you to know that doing what feels most natural to you is always the right choice. I personally enjoy when you share the wines and places you love, it feels so authentic. I’ve stepped back from wine a bit myself when it wasn’t bringing me joy, and sometimes that pause is what we need to reset and find our way again. Whatever direction you choose your community values your voice and perspective more than you might realize. Also I saw Chismosa at one of my fav wine bars in Ft. Lauderdale! So cool
I love your insta content and would be stoked to see more from you on here too! I think you're paving the way for other baddies like yourself to be voices in such an obnoxiously male dominated industry, so I hope the recognition and community will follow, but def understand how it could be a lonely endeavor. I'm honestly blown away that you do so much in wine with a full time job!
Your instagram is one of my favorite ways of engaging with you and Mas Vino Please. I’m in Seattle so I always view pop up events, shops, local recommendations, etc etc as fun from afar. But on your instagram I love the way that you incorporate food and life events and culture with wine which I can then incorporate into my life here. Like I don’t need to go to an Italian spot to enjoy wine pairings, I can also do that while eating Ethiopian food or Mexican food, or whatever I want!! More of that type of content on IG and the Newsletter is where my vote is and also just YOU and your life/lifestyle. 💜
I totally can relate. It can feel lonely, too, to build a brand by yourself — I lose motivation sometimes simply because I’m tired of pushing for things on my own. If ever you want to grab a glass of wine and chat (or a coffee! or a snack!) you know where to find me!
We could never hate you--and we appreciate the honesty and vulnerability. I can only imagine working so hard to build something only to feel...left out and uninspired. But please know, that we're here to support you! I come for your voice, your recommendations, and your enthusiasm...whether that's wine related or not! So I look forward to your next evolution <3
Having worked in the wine industry myself since 2010, I can tell you, you’re not alone when you say that you’re tired of wine. The wine industry can be an ugly place sometimes and burnout around it is a real and hard thing to deal with. The thing with wine though is it somehow always brings people back to it, especially once you “find your place” in it.
I worked in tasting rooms, cellars, and vineyards, and I loved them all for various reasons, but it wasn’t until I started my wine photography and marketing company, Craft & Cluster, that I really felt like I found my calling if you will.
I worked with a guy who got sick of the wine industry but then came back and started his own winery and is now thriving; I know a woman who worked the tasting room then left the industry to work as an HR person in the tech industry—she’s now the vice president of the winery she and I worked at together.
The long story short is that taking breaks and finding the thing that *you* like to do in wine is how you’ll find your way back to it when you’re ready.
"I'm just an Aries" LOL felt that. I love your honesty and it's so refreshing to see the other – very real and true – side to online leadership which is what happens when we burn the candle at every possible end to build the dream but then the thanklessness starts to outweigh the reward. The reason why I have always been drawn to your content and your voice and your vibe in general isn't even so much about the wine (although it has expanded my love for it in so many ways) but the energy you have held around it. The creativity (I love your video and photo style SO much and find myself saving every single post as inspo) and the community (there is this felt sense of... I want to be in the rooms she is in) and admiring the way people rally behind you locally. I think those are just traits of yours, not necessarily exclusive to wine, and I'd bet that any passion you followed or thread you pulled would result in the exact same feeling. YOU are the reason I'm here. Wine is a bonus. <3
That's a common dilemma! I'm a winemaker and a longer time wine enthusiast. In my 19 years of winemaking I've experienced the same malaise. It's always been good for me to rethink everything I know about wine and experiment with new techniques, new regions, different types of fermentation and aging styles. Fatigue with the industry is normal, don't beat yourself up.
Joining the choir to make sure I say out loud and on the record how much I've enjoyed your writing and videos this past year and change. I've been a mostly silent follower, even though I'm here in LA with you, but I'm usually working my own tasting room job whenever your events are happening so hadn't had the opportunity to attend one yet! But have always wanted to. And as someone only 1 year into his own wine industry side hustle, I often looked to what you were doing and thought: okay, yeah, that's where I'd like to be a few years from now. (Though my own version thereof, of course.)
As someone who only started in wine a year ago, I didn't grow up with it or have a family that was in the food and beverage industry or agriculture, etc. I don't think I'll ever be tired of wine itself, but I was bored with the wine *industry* pretty much from the get-go, hence the reason I'm trying all the odd duck approaches on my own substack. There are only so many variations of the same vineyard / winery / winemaker stories one can read or listen to, so many dinners, so many basic tastings, and then what? Everything that's exciting about the wine world in terms of current innovations and new stories are the very things the industry pushes back against or doesn't really know what to do with.
The wine industry is very good at talking to itself, in established, traditional ways. Having preaching-to-the-choir conversations and resisting change for decades before relenting even a little bit. I don't see much in the way of speaking to the wine curious or consumers who aren't already wine nerds and/or are uninvolved in the industry. And the attitude just seems to be "Eh, they'll find us when/if they want to." The industry needs new blood, new thoughts, new people, it's all a slog to get accepted and appreciated, and I think we'll mostly be appreciated by younger folks, fellow new guard peers vs. the old guard. But know that appreciation exists!
I am so grateful for this post and can relate. I think it's incredible that you can recognize when wine does/doesn't bring you joy and adjust accordingly. This industry is exhausting and its progress is glacial— after ten years of working in it I can't say it has gotten any easier to fight for a seat at the table or combat burnout. But I will say this: you definitely belong here. Your content is authentic. Your content is joyful. That's something that the boys club can't (and probably won't ever) get right— anything different from the bland, whitewashed version of what they think our industry is supposed to be is instantly a threat. And they purposefully don't make it their business to be inclusive. I think you have a lot of power in your voice: a fresh perspective, oodles of charisma, and an uncomplicated way of discussing wine that is both accessible and fun. I believe I voted for short format videos, but really I'm here for whatever you create (if you choose to do so).
Partly because I'm curious and partly because I've had to manage a lot of expectations myself, what would it specifically look like for you to feel recognized by the wine industry?
Reallyyyy appreciated the honesty - as someone who likes wine, but doesn't know if I like it enough to do something about it, this post free'd me from thinking those who "work in wine" are always wearing rose-tinted glasses. Loving something doesn't mean you always have to like it all the time! I appreciate your approach to wine and how it's a means for community and living life, and however you continue to pursue it will be enough for us all following along.
Burn out is real but perspective is much needed. Think of how far you’ve come to only come this far, hell no. The recognition or acknowledgment from the industry that you seek will come, just needs time. Keep building, keep growing knowing there’s so much more to see, learn and do. You’ve killed it so far, go get after it!
Sounds familiar. It comes and goes. It’s hard when you commercialize your passion to keep it going full strength. You may just need a solid break for a while who knows!
You’re a wonderful writer and it’s delightful to read your adventures and musings. Whatever the content, you have a dedicated base and following and we adore you. Especially your honesty, especially this post! <3
I totally understand the feeling and want you to know that doing what feels most natural to you is always the right choice. I personally enjoy when you share the wines and places you love, it feels so authentic. I’ve stepped back from wine a bit myself when it wasn’t bringing me joy, and sometimes that pause is what we need to reset and find our way again. Whatever direction you choose your community values your voice and perspective more than you might realize. Also I saw Chismosa at one of my fav wine bars in Ft. Lauderdale! So cool
I love your insta content and would be stoked to see more from you on here too! I think you're paving the way for other baddies like yourself to be voices in such an obnoxiously male dominated industry, so I hope the recognition and community will follow, but def understand how it could be a lonely endeavor. I'm honestly blown away that you do so much in wine with a full time job!
Your instagram is one of my favorite ways of engaging with you and Mas Vino Please. I’m in Seattle so I always view pop up events, shops, local recommendations, etc etc as fun from afar. But on your instagram I love the way that you incorporate food and life events and culture with wine which I can then incorporate into my life here. Like I don’t need to go to an Italian spot to enjoy wine pairings, I can also do that while eating Ethiopian food or Mexican food, or whatever I want!! More of that type of content on IG and the Newsletter is where my vote is and also just YOU and your life/lifestyle. 💜
I totally can relate. It can feel lonely, too, to build a brand by yourself — I lose motivation sometimes simply because I’m tired of pushing for things on my own. If ever you want to grab a glass of wine and chat (or a coffee! or a snack!) you know where to find me!
We could never hate you--and we appreciate the honesty and vulnerability. I can only imagine working so hard to build something only to feel...left out and uninspired. But please know, that we're here to support you! I come for your voice, your recommendations, and your enthusiasm...whether that's wine related or not! So I look forward to your next evolution <3
Having worked in the wine industry myself since 2010, I can tell you, you’re not alone when you say that you’re tired of wine. The wine industry can be an ugly place sometimes and burnout around it is a real and hard thing to deal with. The thing with wine though is it somehow always brings people back to it, especially once you “find your place” in it.
I worked in tasting rooms, cellars, and vineyards, and I loved them all for various reasons, but it wasn’t until I started my wine photography and marketing company, Craft & Cluster, that I really felt like I found my calling if you will.
I worked with a guy who got sick of the wine industry but then came back and started his own winery and is now thriving; I know a woman who worked the tasting room then left the industry to work as an HR person in the tech industry—she’s now the vice president of the winery she and I worked at together.
The long story short is that taking breaks and finding the thing that *you* like to do in wine is how you’ll find your way back to it when you’re ready.
"I'm just an Aries" LOL felt that. I love your honesty and it's so refreshing to see the other – very real and true – side to online leadership which is what happens when we burn the candle at every possible end to build the dream but then the thanklessness starts to outweigh the reward. The reason why I have always been drawn to your content and your voice and your vibe in general isn't even so much about the wine (although it has expanded my love for it in so many ways) but the energy you have held around it. The creativity (I love your video and photo style SO much and find myself saving every single post as inspo) and the community (there is this felt sense of... I want to be in the rooms she is in) and admiring the way people rally behind you locally. I think those are just traits of yours, not necessarily exclusive to wine, and I'd bet that any passion you followed or thread you pulled would result in the exact same feeling. YOU are the reason I'm here. Wine is a bonus. <3
That's a common dilemma! I'm a winemaker and a longer time wine enthusiast. In my 19 years of winemaking I've experienced the same malaise. It's always been good for me to rethink everything I know about wine and experiment with new techniques, new regions, different types of fermentation and aging styles. Fatigue with the industry is normal, don't beat yourself up.
Joining the choir to make sure I say out loud and on the record how much I've enjoyed your writing and videos this past year and change. I've been a mostly silent follower, even though I'm here in LA with you, but I'm usually working my own tasting room job whenever your events are happening so hadn't had the opportunity to attend one yet! But have always wanted to. And as someone only 1 year into his own wine industry side hustle, I often looked to what you were doing and thought: okay, yeah, that's where I'd like to be a few years from now. (Though my own version thereof, of course.)
As someone who only started in wine a year ago, I didn't grow up with it or have a family that was in the food and beverage industry or agriculture, etc. I don't think I'll ever be tired of wine itself, but I was bored with the wine *industry* pretty much from the get-go, hence the reason I'm trying all the odd duck approaches on my own substack. There are only so many variations of the same vineyard / winery / winemaker stories one can read or listen to, so many dinners, so many basic tastings, and then what? Everything that's exciting about the wine world in terms of current innovations and new stories are the very things the industry pushes back against or doesn't really know what to do with.
The wine industry is very good at talking to itself, in established, traditional ways. Having preaching-to-the-choir conversations and resisting change for decades before relenting even a little bit. I don't see much in the way of speaking to the wine curious or consumers who aren't already wine nerds and/or are uninvolved in the industry. And the attitude just seems to be "Eh, they'll find us when/if they want to." The industry needs new blood, new thoughts, new people, it's all a slog to get accepted and appreciated, and I think we'll mostly be appreciated by younger folks, fellow new guard peers vs. the old guard. But know that appreciation exists!
I am so grateful for this post and can relate. I think it's incredible that you can recognize when wine does/doesn't bring you joy and adjust accordingly. This industry is exhausting and its progress is glacial— after ten years of working in it I can't say it has gotten any easier to fight for a seat at the table or combat burnout. But I will say this: you definitely belong here. Your content is authentic. Your content is joyful. That's something that the boys club can't (and probably won't ever) get right— anything different from the bland, whitewashed version of what they think our industry is supposed to be is instantly a threat. And they purposefully don't make it their business to be inclusive. I think you have a lot of power in your voice: a fresh perspective, oodles of charisma, and an uncomplicated way of discussing wine that is both accessible and fun. I believe I voted for short format videos, but really I'm here for whatever you create (if you choose to do so).
Partly because I'm curious and partly because I've had to manage a lot of expectations myself, what would it specifically look like for you to feel recognized by the wine industry?
Reallyyyy appreciated the honesty - as someone who likes wine, but doesn't know if I like it enough to do something about it, this post free'd me from thinking those who "work in wine" are always wearing rose-tinted glasses. Loving something doesn't mean you always have to like it all the time! I appreciate your approach to wine and how it's a means for community and living life, and however you continue to pursue it will be enough for us all following along.
Burn out is real but perspective is much needed. Think of how far you’ve come to only come this far, hell no. The recognition or acknowledgment from the industry that you seek will come, just needs time. Keep building, keep growing knowing there’s so much more to see, learn and do. You’ve killed it so far, go get after it!
Sounds familiar. It comes and goes. It’s hard when you commercialize your passion to keep it going full strength. You may just need a solid break for a while who knows!
You’re a wonderful writer and it’s delightful to read your adventures and musings. Whatever the content, you have a dedicated base and following and we adore you. Especially your honesty, especially this post! <3
We’d love for you to join us at SocialSomm! We are launching this quarter and I’m sure your followers would love to subscribe to your wine club
Sent you a longer form love note via email, but pushing more support n love your way. Team Mas Vino Please forever!