There was a time Heather Daenitz planned to be a photojournalist, and a time she planned to be a vineyard manager and winemaker. Little did she know the two dreams would converge. After earning a degree from Oregon State University in viticulture and enology, Daenitz began working for a vineyard management company, for which she started a social media account. She dusted off her old Canon EOS 40D and began making photos to post. Before long, her images garnered notice from other area wineries, so she decided to set out on her own. In 2019, she launched Craft & Cluster, a California-based photography and social media firm focused on the wine industry in Santa Barbara and San Luis Obispo Counties, what she calls “the coolest job I’ve ever had.”

Daenitz offers three tips on attracting clients in the wine niche:

• Leverage social media. It’s a powerful tool for building connections, so engage directly with wineries by following them on Instagram and interacting with their posts. “It’s a long game for sure,” she says, but it’s a solid way to build a connection before you make a pitch.

• Create targeted content. When she posts to Instagram, she always has a specific winery in mind. “If I see a winery might need behind-the-scenes shots of their winemaking process or vineyard work, I make sure to post my cellar and vineyard photos.”

• Nerd out. People like to work with a photographer who loves their brand as much as they do, so don’t be afraid to show that. “I fan girl out about my clients,” she says. “I drink their wine, I talk about it, I ask them questions about their new project, and generally get stoked about what they’re up to.” 

Amanda Arnold is a senior editor.