Episode 27: How Value Pricing & Digital Storytelling Are Rewriting Wine Sales with Carson Benham

In this episode of the Drinks.com Podcast, host Brandon Amoroso sits down with Carson Benham, newly promoted VP of West Coast Sales at family-run Martin Ray Winery. Carson explains how his team is turning California’s current grape surplus into a $20 Napa-Cab bargain, why focusing on the right 20 percent of markets drives most of their revenue, and how e-commerce and digital storytelling are helping younger drinkers feel welcome in the world of wine.

Carson also unpacks the ripple effects of a major distributor leaving California, shares simple website tweaks that boost six-bottle carts, and makes the case for clear “better-for-you” labeling—think low-alc, vegan, and sustainable—to meet modern demand. Whether you sell wine, study the industry, or love a good deal at dinner, this conversation delivers practical takeaways you can use right away.

‍