How Psychographic Marketing Transforms Wine Sales and Mental Health Practices With Drew Hendricks

Drew Thomas Hendricks is the President of Barrels Ahead, a wine and craft marketing agency that accelerates company growth through content development, SEO, and paid search. Drew is also the President of Nimbletoad, Inc., a digital marketing agency specializing in web design, SEO, and PPC. He is the Founder of VineCat, which allowed users to inventory and track their wine through a cloud-based cellar management application, before closing its doors in 2010.

In this episode…

Businesses in industries experiencing downturns, like the wine and mental health spaces, struggle to connect with their ideal audiences, often relying on outdated marketing tactics or one-size-fits-all messaging. When these industries face increased competition and changing consumer behavior, how can brands create deeper, more authentic relationships with the people they serve?

According to digital marketing strategist Drew Hendricks, psychographic targeting — understanding customer identity through lifestyle, interests, and values — can help businesses break free from generic demographic segmentation. For wineries, Drew emphasizes moving beyond age-based marketing to identify a shared cultural ethos. For mental health providers, he recommends crafting websites that guide potential clients through complex therapy options using a Socratic funnel approach. 

In this episode of The Tao of Pizza Podcast, Mark Hiddleson welcomes Drew Hendricks, President of Barrels Ahead and Nimbletoad, Inc., to discuss building human-centered marketing systems. Drew talks about using AI-powered agents, crafting therapeutic websites that educate clients, and how to find fulfillment.