When you think of wine, you might imagine a picturesque vineyard, where your favorite Syrah, Sauvignon, and Merlot are made.
But for Pierre Ferland, wine isn’t just about what’s in the bottle, it’s about the people behind it.
Pierre, a former management and financial restructuring expert who now runs a business specializing in branding for wineries, is also the host of Read Between the Wines, a storytelling podcast about winemakers and their journeys.
But Pierre’s journey to launching Read Between the Wines is as layered as the wines he loves.
Let’s take a closer look at how he became one of the top podcasts in the winemaking genre.
From Cubicles to Vineyards
Pierre’s story begins with a passion for storytelling. Inspired by the podcast How I Built This by Guy Raz, Pierre wanted to create something similar for Canadian entrepreneurs. But a pivotal conversation with friends changed everything.
“Two friends of mine said, ‘You’re going to do a podcast on wine, right?’ I said, ‘Nope, I’m doing a podcast on business.’ And they said, ‘Pierre, you retired because you were sick and tired of that business. Why are you going back there? You should do a podcast on wine instead—you’re the wine guy.’”
Though he hesitated, doubting he could talk about wine in a field that’s dominated by experts, Pierre decided to lean into what he loved. He crafted a concept that rejected traditional wine scoring, and instead focused on the stories behind the bottles.
“Who am I to tell someone what wine they should love? I wanted to focus on the people—their journeys, their philosophies, their connection to the land.”
That personal touch became the core of his podcast.
A Podcast That Puts Storytelling First
Unlike many wine podcasts that rely on tasting notes or ratings, Read Between the Wines is first and foremost about the human connection and the history. Pierre interviews winemakers (some of them being 10th-generation winemakers,) diving into their lives, challenges, and philosophies that shape what’s in the bottle.
And the best part? You won’t be expecting a formal interview-style setting. Pierre’s podcast thrives in a conversational style that feels intimate and authentic. He crafts a detailed interview plan but leaves room for the unexpected. “Nine times out of ten, the plan goes out the window after the first 15 minutes,” he laughs.
This blend of structure and flow helps Pierre draw out the most incredible stories for his listeners, who have responded with nothing but enthusiasm, citing the focus on storytelling (and the step away from wine scoring) as their favorite aspects.
How Pierre Reached a Global Audience with His Podcast
Pierre’s podcast started small, focusing on local wineries in Ontario, Canada. But word spread quickly. As he began featuring international guests, the show gained traction, connecting with audiences worldwide.
And despite not focusing heavily on social media, Pierre has built a loyal audience. He promotes his podcast on Instagram and LinkedIn, but more importantly, he leverages a growing network of over 1,200 industry contacts to spread the word.
Each episode’s promotion includes press releases sent to winemakers, distributors, and importers worldwide. Guests also play a role, sharing episodes within their networks. This collaborative approach has paid off, with Read Between the Wines achieving impressive email open rates of up to 64%.
The global reach of Read Between the Wines has also opened doors to unique opportunities. Pierre proudly notes that his podcast is the only wine podcast featured on major airlines like Air Canada. “Seeing my podcast on a flight’s entertainment system was one of the coolest moments of my life,” he admits.
But today, Pierre’s episodes are enjoyed by listeners in over 70 countries. No small feat!
Quality Plays a Big Part (and This is How Podcastle Helped)
One of the greatest things to point out about Pierre is the fact that he is extremely meticulous, and his dedication to quality has played a big role in his podcast’s success. “I represent my guests’ brands, and that’s a huge responsibility. If I miss the mark, it’s their reputation on the line.”
Early on, this attention to detail meant hours of editing. But discovering Podcastle’s tools streamlined his workflow, cutting post-production time by at least eight hours per episode:
“I did an interview locally here once…we were in the cellar. It was very echo-y, with high ceilings. I came back and tried to work on the episode in post-production, but it was horrible. I called him back and said, ‘Listen, I’m sorry, but we’re going to have to tape it again because I don’t want to publish that. It sounds horrible.”
Later, he mentioned using Podcastle’s Magic Dust to handle similar issues:
“I had one episode where it was super echo-y, and I tried Magic Dust. It came back, and I was almost crying.”
And yes, those were tears of joy.
Surprises, Challenges, and Milestones
For Pierre, the journey of podcasting has been full of surprises. Technical challenges, like achieving top-notch audio quality, were initially daunting. But finding tools like Podcastle transformed his workflow, turning a painstaking editing process that would take 10-15 hours a week for a single 1-hour episode into a smooth, efficient process that could be accomplished in a single afternoon.
The podcast’s popularity also exceeded his expectations. A survey revealed that listeners overwhelmingly appreciated the storytelling focus and non-critical approach. This validation reinforced Pierre’s belief in staying true to his values.
From Podcasts to Documentaries? A Peek Into Project 2025
While Read Between the Wines has found success as an audio podcast, Pierre has his eyes set on a new challenge: video content.
Inspired by the style of Anthony Bourdain, he plans to launch a YouTube channel in 2025. This won’t just be a simple video version of his podcast, but rather a documentary-style series that brings viewers into vineyards and cellars, displaying the heart and soul of winemakers and winemaking regions.
“It’s about more than wine, it’s about the culture, the land, and the people. I want to create something immersive and visually stunning,” he explains. This ambitious project is still in its planning stages, but Pierre is already conducting research and preparing to film his first episodes.
A Toast to the Stories that Shape Us
Read Between the Wines is the perfect example of what the power of storytelling can accomplish. By focusing on people and their journeys, Pierre has created a space where listeners can connect with winemakers on a deeply personal level.
As the podcast continues to grow, expanding into video and new distribution channels, one thing remains clear: Pierre’s passion for authenticity and human connection is the heart of everything he does.
If you haven’t yet listened to Read Between the Wines, consider this your invitation to pour a glass and press play!
