Text size Between turning out Cabernet Sauvignon for historic Larkmead Vineyards and California riffs on crisp Italian-style whites at Massican Winery, his own label, Napa Valley winemaker Dan Petroski had his hands full. Still, in 2018, when Massican was celebrating its 10 th vintage and unveiling a rebrand, Petroski had an idea for another ambitious project: the launch of a lifestyle magazine. “As a wine brand, I was always struggling with what kind of media presence I wanted,” says Petroski, 47. “Based on my time living in Italy, I could have put a bunch of great Sophia Loren, Amalfi coast, and Fellini movie images on Instagram, but I’m also upset when I see people just posting others’ photos. How do we create our own content?”