If you consider wine, you may think a picturesque winery, the place your favourite Syrah, Sauvignon, and Merlot are made.
However for Pierre Ferland, wine isn’t nearly what’s within the bottle, it’s in regards to the individuals behind it.
Pierre, a former enterprise advisor and branding specialist who now runs a enterprise specializing in branding for wineries, can be the host of Learn Between the Wines, a storytelling podcast about winemakers and their journeys.
However Pierre’s journey to launching Learn Between the Wines is as layered because the wines he loves.
Let’s take a more in-depth take a look at how he turned one of many high podcasts within the winemaking style.
From Cubicles to Vineyards
Pierre’s story begins with a ardour for storytelling. Impressed by the podcast How I Constructed This by Man Raz, Pierre needed to create one thing comparable for Canadian entrepreneurs. However a pivotal dialog with mates modified the whole lot.
“Two mates of mine stated, ‘You’re going to do a podcast on wine, proper?’ I stated, ‘Nope, I’m doing a podcast on enterprise.’ And so they stated, ‘Pierre, you retired since you have been sick and uninterested in that enterprise. Why are you going again there? You must do a podcast on wine as an alternative—you’re the wine man.’”
Although he hesitated, doubting he may discuss wine in a subject that’s dominated by specialists, Pierre determined to lean into what he beloved. He crafted an idea that rejected conventional wine scoring, and as an alternative targeted on the tales behind the bottles.
“Who am I to inform somebody what wine they need to love? I needed to give attention to the individuals—their journeys, their philosophies, their connection to the land.”
That private contact turned the core of his podcast.
A Podcast That Places Storytelling First
Not like many wine podcasts that depend on tasting notes or rankings, Learn Between the Wines is at first in regards to the human connection and the historical past. Pierre interviews winemakers (a few of them being Tenth-generation winemakers,) diving into their lives, challenges, and philosophies that form what’s within the bottle.
And one of the best half? You received’t expect a proper interview-style setting. Pierre’s podcast thrives in a conversational model that feels intimate and genuine. He crafts an in depth interview plan however leaves room for the surprising. “9 occasions out of ten, the plan goes out the window after the primary quarter-hour,” he laughs.
This mix of construction and circulation helps Pierre draw out essentially the most unimaginable tales for his listeners, who’ve responded with nothing however enthusiasm, citing the give attention to storytelling (and the step away from wine scoring) as their favourite points.
How Pierre Reached a World Viewers with His Podcast
Pierre’s podcast began small, specializing in native wineries in Ontario, Canada. However phrase unfold shortly. As he started that includes worldwide friends, the present gained traction, connecting with audiences worldwide.
And regardless of not focusing closely on social media, Pierre has constructed a loyal viewers. He promotes his podcast on Instagram and LinkedIn, however extra importantly, he leverages a rising community of over 1,200 trade contacts to unfold the phrase.
Every episode’s promotion contains press releases despatched to winemakers, distributors, and importers worldwide. Visitors additionally play a job, sharing episodes inside their networks. This collaborative method has paid off, with Learn Between the Wines attaining spectacular electronic mail open charges of as much as 64%.
The worldwide attain of Learn Between the Wines has additionally opened doorways to distinctive alternatives. Pierre proudly notes that his podcast is the one wine podcast featured on main airways like Air Canada. “Seeing my podcast on a flight’s leisure system was one of many coolest moments of my life,” he admits.
However immediately, Pierre’s episodes are loved by listeners in over 70 nations. No small feat!
High quality Performs a Huge Half (and That is How Podcastle Helped)
One of many biggest issues to level out about Pierre is the truth that he’s extraordinarily meticulous, and his dedication to high quality has performed a giant function in his podcast’s success. “I characterize my friends’ manufacturers, and that’s an enormous duty. If I miss the mark, it’s their fame on the road.”
Early on, this consideration to element meant hours of modifying. However discovering Podcastle’s instruments streamlined his workflow, slicing post-production time by a minimum of eight hours per episode:
“I did an interview domestically right here as soon as…we have been within the cellar. It was very echo-y, with excessive ceilings. I got here again and tried to work on the episode in post-production, but it surely was horrible. I referred to as him again and stated, ‘Hear, I’m sorry, however we’re going to need to tape it once more as a result of I don’t need to publish that. It sounds horrible.”
Later, he talked about utilizing Podcastle’s Magic Mud to deal with comparable points:
“I had one episode the place it was tremendous echo-y, and I attempted Magic Mud. It got here again, and I used to be virtually crying.”
And sure, these have been tears of pleasure.
Surprises, Challenges, and Milestones
For Pierre, the journey of podcasting has been filled with surprises. Technical challenges, like attaining top-notch audio high quality, have been initially daunting. However discovering instruments like Podcastle reworked his workflow, turning a painstaking modifying course of that might take 10-15 hours every week for a single 1-hour episode right into a easy, environment friendly course of that could possibly be completed in a single afternoon.
The podcast’s reputation additionally exceeded his expectations. A survey revealed that listeners overwhelmingly appreciated the storytelling focus and non-critical method. This validation bolstered Pierre’s perception in staying true to his values.
From Podcasts to Documentaries? A Peek Into Mission 2025
Whereas Learn Between the Wines has discovered success as an audio podcast, Pierre has his eyes set on a brand new problem: video content material.
Impressed by the model of Anthony Bourdain, he plans to launch a YouTube channel in 2025. This received’t simply be a easy video model of his podcast, however somewhat a documentary-style sequence that brings viewers into vineyards and cellars, displaying the center and soul of winemakers and winemaking areas.
“It’s about greater than wine, it’s in regards to the tradition, the land, and the individuals. I need to create one thing immersive and visually gorgeous,” he explains. This bold undertaking continues to be in its planning phases, however Pierre is already conducting analysis and getting ready to movie his first episodes.
A Toast to the Tales that Form Us
Learn Between the Wines is the proper instance of what the facility of storytelling can accomplish. By specializing in individuals and their journeys, Pierre has created an area the place listeners can join with winemakers on a deeply private stage.
Because the podcast continues to develop, increasing into video and new distribution channels, one factor stays clear: Pierre’s ardour for authenticity and human connection is the center of the whole lot he does.
In the event you haven’t but listened to Learn Between the Wines, think about this your invitation to pour a glass and press play!
