Barrels & Roots

Sean Trace

Welcome to Barrels & Roots, a journey through the world of wine and food, where every vineyard, kitchen, and cellar holds a story worth telling. Hosted by Sean Trace, this show explores the passion, tradition, and creativity that turn simple ingredients into art and shared moments into legacy. From the heart of Napa Valley to the tables and tasting rooms of the world, Sean sits down with winemakers, chefs, and artisans who live by their craft. Each conversation dives into the culture, the community, and the human stories that give flavor to what we create and share. Whether you are a sommelier, a chef, a storyteller, or someone who simply loves the ritual of a good meal and a better conversation, Barrels & Roots invites you to slow down, listen closely, and taste the stories that connect us all.

  1. FEB 10

    Stop Selling Wine | Ben Salisbury | Barrels and Roots

    In this Barrels and Roots episode, I sit down with Ben Salisbury, founder of Salisbury Creative Group, who has spent more than four decades in wine and hospitality and now helps wineries and distilleries accelerate sales, improve execution, and win in today’s brutal market. We talk about the biggest misconceptions wineries still cling to, especially the idea that great wine, great packaging, luxury branding, and a beautiful estate will magically carry the business.  Ben breaks it down in plain terms, that is table stakes now, and the real game is understanding your customer, serving their needs, and adapting fast because the wine industry has changed dramatically. We get into the unsexy realities of distribution and the three tier system, why relying on distributors to “sell it for you” is a trap, and why “more accounts, more states, more placements” can actually be the wrong strategy. Ben shares the behind the scenes truth about what keeps restaurant and retail accounts, consistent supply, logistics, trust, and dependability, not a fancy pitch or a perfect origin story.  I connect it to content and media, because the same shift is happening everywhere, your product can be excellent, but if you do not learn modern selling, focus on the right buyers, and go narrow and deep instead of wide and thin, you get buried.  If you are a winery owner, founder, sales leader, or anyone trying to grow in a crowded market, this conversation is a straight up reset on wine sales strategy, customer empathy, and what it actually takes to sell through in 2026 and beyond.

    52 min

About

Welcome to Barrels & Roots, a journey through the world of wine and food, where every vineyard, kitchen, and cellar holds a story worth telling. Hosted by Sean Trace, this show explores the passion, tradition, and creativity that turn simple ingredients into art and shared moments into legacy. From the heart of Napa Valley to the tables and tasting rooms of the world, Sean sits down with winemakers, chefs, and artisans who live by their craft. Each conversation dives into the culture, the community, and the human stories that give flavor to what we create and share. Whether you are a sommelier, a chef, a storyteller, or someone who simply loves the ritual of a good meal and a better conversation, Barrels & Roots invites you to slow down, listen closely, and taste the stories that connect us all.