Dan Petroski is the founder and winemaker of Massican Wines. Massican was recently acquired by Gallo and is the only solely white wine producer in Napa Valley—a region famed for reds. Dan is known as a world-class marketer, combining storytelling, positioning and distribution insights to make Massican what it is today. In our conversation, we discuss:

• The theory of pricing (and the sweet spot in wine pricing)
• Why you should build your distribution channel before the product
• The key to building a premium brand experience
• Massican’s secret for reducing risk in a very risky market
• How to use language to build customer confidence 

This episode is packed with fresh insights onpricing psychology,brand storytelling, and the art (and behavioral science) of crafting memorablecustomer experiences.

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