Talking with Larkmead Vineyards’ Erinn Maloney

Her career includes roles at Foley Family Wines, Copia, and Boisset Family Estates, all of which have shaped her innovative approach to storytelling and brand strategy. At Larkmead, Erinn continues to elevate the winery’s legacy through impactful campaigns and memorable guest connections.

How do you balance honoring Larkmead’s legacy, which dates back to 1895, while keeping the brand relevant to modern wine enthusiasts?

At Larkmead, we view our legacy as both a foundation and a compass. Our history provides a deep well of inspiration, from the stewardship of the Solari Baker family to our estate’s evolution over more than a century. Yet, relevance lies in connecting that history to today’s wine lovers. We honor our past by focusing on timeless values—craftsmanship, sustainability, and authenticity—while embracing contemporary storytelling methods to share those values. For example, our tasting experiences weave in the estate’s rich and historic narrative, while also highlighting modern innovations, like our organic certification, commitment to regenerative farming, and innovation in our Research Block—a three-acre vineyard planted to evaluate the performance of diverse grape varieties under changing climatic conditions. This combination creates a meaningful bridge between the past and present, engaging collectors and new audiences alike.

The wine industry has seen significant shifts in recent years, from e-commerce growth to evolving consumer preferences. How has Larkmead’s marketing strategy adapted to these changes?

The wine world has indeed evolved rapidly, and we’ve leaned into these changes while staying true to who we are. Digital media has allowed us to deepen direct connections with our customers through our website and digital campaigns, offering personalized wine allocations and engagement on social media platforms—the latter a vital component to telling our story visually and in real time, making the estate more accessible to those who haven’t visited in person. However, even as we utilize these tools, we remain focused on our core strength: offering a highly personal and intimate experience at our family-owned estate in Calistoga, Napa Valley. Whether it’s through a private tasting at the estate or a handwritten note of thanks included with a club member shipment, we prioritize relationships over transactions.

What marketing trends or innovations are you most excited about and how do you see them influencing the way Larkmead engages with its audience?

I’m particularly excited about the intersection of videography and personalization. Video has become an incredibly powerful storytelling tool, especially on platforms like our website and social media. Through cinematic drone vineyard reels, behind-the-scenes glimpses of harvest, or snapshots of our winemaking and hospitality teams, we want to immerse our audience in the Larkmead experience no matter where they are. It’s about creating a sense of place—letting viewers hear the crunch of gravel underfoot in the vineyard or see the sunlight filtering through a glass of Lillie Estate Sauvignon Blanc.

As we embrace video storytelling more, we want to connect on a personal level by tailoring content to different audiences. For example, for long-time collectors, we might share a deep dive into the aging potential of our flagship bottling, Solari Estate Cabernet Sauvignon, or the nuanced blending process of our estate-grown and produced wines. For newer enthusiasts, we emphasize accessible and engaging introductions to our estate, covering sustainable farming practices, and our century-old legacy in Napa Valley. These stories help us bridge the gap between the digital and physical worlds, fostering a sense of belonging and curiosity that inspires customers to explore Larkmead further. We are incredibly fortunate to have a digital and historic foundry that goes back to the 1880s, from original diary entries from our founder, Lillie Hitchcock Coit, to historic bottles of Larkmead wine dating back to the 1930s following the repeal of Prohibition. So few wineries have a legacy that is this rich, varied, and authentic.

Storytelling is integral to wine marketing, especially for a brand with such a rich history. What is your approach to crafting stories that resonate with both long-time collectors and new wine enthusiasts?

Storytelling at Larkmead is all about authenticity and connection. For long-time collectors, we dive deep into the estate’s history and the legacy of our flagship wines, like Solari Estate Cabernet Sauvignon, which carries the family namesake. For new enthusiasts, we focus on approachable narratives—walking them through our vineyards, sharing the diversity of our soils, and introducing younger consumers to our innovative and organic farming, and sustainable practices. By blending education with a sense of discovery, we create stories that feel personal. And of course, we let our wines do the talking. Each bottle is an expression of our land and history, and sharing that connection resonates universally.

With Larkmead’s focus on estate-grown wines and the unique terroir of Napa Valley, how do you convey the importance of these elements to your customers in a way that deepens their connection to the brand?

For us, terroir is more than a concept—it’s the soul of Larkmead. We take every opportunity to bring customers into this understanding. Our Estate Tasting allows guests to walk through the vineyards, touch the soil, and see firsthand how the interplay of gravel, clay, and sand in different blocks shapes the wines they’re tasting. This hands-on experience fosters an immediate connection to the land and its story.

But terroir goes beyond soil and climate—it encompasses the entire ecosystem in which our vines thrive. The Solari Baker family has spent decades restoring and strengthening this ecosystem, ensuring it is as dynamic and alive as the wines it nurtures. From restoring local rivers to creating pollinator gardens to planting bird-attractant trees and native grasses, their stewardship has made the Larkmead estate a sanctuary. These efforts support wildlife like river otters, hawks, owls, and countless pollinators that are essential to the health of our vineyards.

We weave these stories into our marketing and guest experiences because they illustrate the deeper narrative behind each bottle of wine. By showing how our commitment to biodiversity and sustainability contributes to the vibrancy of our terroir, we help our customers appreciate the intricate web of life that defines Larkmead. When someone opens a bottle of our wine, they’re not just enjoying its flavors—they’re savoring a piece of a thriving, balanced ecosystem, cared for by generations of thoughtful stewardship.