2025 Program & Schedule

Uncork Your Sales Potential to Increase Profits

Wednesday, May 14, 2025
An In-Person Event

This year’s program will kick off with an in-depth look at how the wine category is performing overall and what the key indicators could mean for sales in the near future. The conference will also touch on every aspect of sales and marketing efforts including 3-Tier and Direct channel strategies, packaging and public relations programs, and more. The day will close with a panel of brands thriving in today’s challenging market, sharing real-world strategies for success.

The Symposium will feature two data-focused sessions that will provide attendees with an in-depth look at the current state of the wine industry, key insights on consumer demographics, motivations, and behaviors, and how data-driven decision-making can provide a competitive edge and ensure long-term growth.

Additional topics will include customer communication best practices, converting website traffic into revenue, wine club retention strategies, and more.

“Despite the reality that these are challenging times for our industry, there are still many brands who are winning over new consumers without losing the ones they have,” says George Christie, President of Wine Industry Network.

“It’s easier said than done, but what those brand leaders have in common is that they embrace change and find new ways to engage. They’re willing to innovate in how they promote their products and they more often than not, work harder than the average,” adds Christie.

EARLY BIRD! = $295
Through April 9, 2025

Regular Price: $395

Symposium Topics & Schedule

Ballroom Foyer

Alexander Ballroom

Break: 9:30am - 9:50am

Break: 10:35am - 10:55am

Lunch (Outdoors): 11:40am - 12:40pm

Break: 1:25pm - 1:45pm

Break: 2:30pm - 2:45pm

Ballroom Foyer

Symposium Program

Registration / Check-In / Breakfast

7:30am - 8:30am

Sponsored by:

Enter through the Hyatt’s Main Lobby and follow the signage to the Conference’s registration / check-in area. Grab your name badge then hang out and mingle while enjoying some coffee and breakfast pastries before the conference begins.

Welcome / Introduction + Opening Remarks

8:30am - 8:45am

Wine Industry Network’s President & CEO, George Christie, will kick-off the Symposium by giving you a brief overview of what to expect for the day’s schedule.

Alexander Ballroom

State of the Industry; The Wine Market and Consumer Are Evolving – So Should You

8:45am - 9:30am

Topic Description

Wine consumption is declining, and that trend isn’t likely to reverse anytime soon. But beneath the headlines, there’s a more complex story—one that reveals important nuances, shifting consumer behaviors, and untapped opportunities for wineries willing to evolve. The brands that succeed in this new landscape will be those that understand the challenges, adapt to market realities, and embrace strategic change.

In this data-driven session, Dr. Chris Bitter, Senior Wine and Grape Analyst for Terrain / American AgCredit, will break down the key trends shaping both retail and direct-to-consumer wine sales. He’ll examine the structural headwinds impacting the industry, provide a forward-looking outlook on wine sales, and highlight areas where innovative wineries are still finding growth.

This interactive session will also include live polling to establish industry benchmarks, allowing attendees to compare their performance with their peers. Come prepared to gain valuable insights, challenge assumptions, and walk away with a clearer picture of where the wine market is headed—and how your business can stay ahead.

Speakers

Chris Bitter, Ph.D.

Senior Wine & Grape Analyst / Terrain, American AgCredit

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Break: 9:30am - 9:50am

Mastering Modern Media: How to Secure & Leverage Media Coverage That Drives Sales

9:50am - 10:35am

Topic Description

Wine media has evolved—have your PR and marketing strategies kept up? Today, securing media coverage is just the beginning. The real power lies in how you leverage that exposure to build your brand, drive tasting room traffic, and boost sales.

In this session, top wine journalists and PR experts will share insider insights on what makes a winery brand’s story worth covering, how to pitch effectively in today’s media landscape, and how to turn press mentions into tangible business growth. Whether you work with an agency or manage outreach in-house, you’ll walk away with actionable strategies to amplify your media presence and maximize its impact.

Come ready to engage, strategize, and refine your media approach in an interactive setting designed to set your winery up for success!

Moderator

Carl Giavanti

Winery Publicist & Wine Writer / Carl Giavanti Consulting

Speakers

Brianne Cohen

Freelance Wine Writer / Decanter, Monarch Wine, SommTV

Deborah Parker Wong

National Editor / Slow Wine Guide USA

Liz Thach

Wine Writer & President / Wine Market Council

Alder Yarrow

Wine Writer & Founder / Vinography

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The Evolving Tasting Room Experience: How to Drive Sales and Increase Customer Loyalty

9:50am - 10:35am

Topic Description

Is your tasting room experience turning guests into loyal customers? In today’s competitive market, great wine alone isn’t enough—wineries that fail to evolve risk declining sales, fewer club sign-ups, and lost repeat business. To thrive, you must create an experience that captivates guests, builds lasting connections, and turns every visit into a revenue-driving opportunity.

Join Karen Wetzel, Wine Education & Guest Experience Specialist, as she shares insights from over 30 years in the wine industry—including her expertise as a secret shopper evaluating tasting rooms throughout California. She’ll reveal what today’s wine consumers expect, where wineries often fall short, and how small but strategic changes can make all the difference. Learn how to elevate guest interactions to increase sales, design unforgettable experiences that set your winery apart, and improve long-term customer retention.

Adapt, innovate, and take your tasting room experience to the next level—because in today’s market, unforgettable experiences aren’t optional, they’re essential.

Speakers

Karen Wetzel

Wine Education & Guest Experience Specialist / Karen Wetzel Consulting

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Russian River Room

Send Less, Sell More: RedChirp’s New AI Sentiment Forecasting

9:50am - 10:35am

Topic Description

Striking the right balance in text messaging is a constant challenge—too many messages can annoy your best customers, too few mean missed sales opportunities. In this session, we’ll explore how RedChirp’s groundbreaking Sentiment Forecasting uses AI to predict customer reactions before you hit send. You’ll learn how to:

  • Focus your budget on customers most likely to buy
  • Reduce opt-outs by filtering out low-score recipients
  • And customize AI predictions for your unique brand

Real-world DTC professionals will share their experiences using RedChirp’s new Sentiment Forecasting to send smarter texts and drive more revenue. Walk away with actionable insights to level up your winery’s communication strategy.

Session Host

Moderator

Jennie Gilbert

Founder / RedChirp

Speakers

Adam Gurzenski

E-Commerce Manager / Lawrence Wine Estates

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Break: 10:35am - 10:55am

New Markets, New Strategies: Expanding Your Marketing Mix to Reach New Customers for Your Brand

10:55am - 11:40am

Topic Description

Now more than ever we need to expand our sales channels and develop new customers for our wines. In this session, Honore Comfort, Vice President of International Marketing with Wine Institute will share insights to help unlock new opportunities while building a global reputation for your brand.

Fresh consumer insights from Wine Institute’s proprietary global tracking study along with data on global market trends fuel strategies used to help build brands in key markets. Learn how you can take advantage of these opportunities and participate in marketing programs designed to connect key media, trade, importers, retailers, sommeliers and consumers with your wines.

We’ll walk through a step by step approach to prime your brand for international markets, including what buyers are looking for and ways to get your wines in front of them. Finally, we’ll close with an overview of Wine Institute’s strategy to connect with next gen consumers and how you can put it to work in your marketing and brand communications.

Speakers

Honore Comfort

Vice President, International Marketing / Wine Institute

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The New Wine Club Playbook: Reimagined Strategies for Recruitment, Retention, & Growth

10:55am - 11:40am

Topic Description

The wine club landscape has changed—have your strategies kept up? With shifting consumer behavior, declining tasting room traffic, and increased competition, wineries can no longer rely on the same old tactics to attract and retain members. To drive sustainable growth, clubs must evolve into dynamic, high-value membership programs that keep customers engaged and loyal.

In this expert-led panel, we’ll dive into the latest data on wine club performance, uncover the pitfalls of outdated approaches, and reveal innovative strategies that are delivering real results. Learn how to refine your recruitment efforts, enhance member engagement, and create an experience that maximizes retention, revenue, and long-term loyalty.

The wine club model is evolving—make sure you future proof yours!

Moderator

Jennifer Warrington

The Glue / WISE Academy

Speakers

Megan Currie

Executive Director, Memberships and Fulfillment / Lawrence Wine Estates

Cyrus Hazzard

Partner & President / Crocker & Starr

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Russian River Room

Smart Shipping Strategies: Finding the Right Balance Between Cost and Customer Experience

10:55am - 11:40am

Topic Description

Free shipping isn’t the only way to win customers—it’s about finding the right strategy that supports both your winery’s profitability and your customers’ expectations. In this session, we’ll review various shipping models and showcase real-life examples of how wineries successfully implement these strategies to increase conversions, boost retention, and maximize margins.

Session Host

Moderator

Karin Strykowski

Director of Client Change Management / Wineshipping

Speakers

Andrea Myers

Director of DTC Sales & Marketing / Round Pond Estate

Jordan Rudy

Founder & Lead Consultant / Peak Wine Solutions

Bryce Young

VP of Growth / Wine Spies

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Lunch

11:40am - 12:40pm

Enjoy a beautiful Outdoor Buffet lunch specially prepared by the Hyatt Regency Sonoma Wine Country Chef.

Menu Coming in April

How Archetypes Make Unforgettable Wine Brands

12:40pm - 1:25pm

Topic Description

The wine industry is facing an identity crisis—traditional buyers are aging out, and younger consumers aren’t connecting with wine the way they do with craft beer and spirits. The difference? Branding. While other industries have mastered storytelling, many wineries still rely on taste and tradition alone.

This session will explore how brand archetypes create stronger emotional connections, helping wineries craft stories that make their wines more memorable and desirable. Learn how to position your brand in a way that resonates with modern consumers and keeps them coming back.

Key takeaways:

  • How brand archetypes shape a brand’s personality and messaging.
  • Why story-driven branding makes wine stand out in a crowded market.
  • Simple ways to make your brand more relatable, repeatable, and engaging.

If you want your wine to be more than just another bottle on the shelf, this session is for you.

Speakers

Adam Bird

Partner & Director of Strategy / Highway 29 Creative

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Unlocking Wine Sales: Strategies for Wholesale Success

12:40pm - 1:25pm

Topic Description

Navigating the complexities of wine distribution requires a deep understanding of pricing, relationship management, and market expansion. In this engaging and informative session, join a seasoned wine industry expert in wholesale and distribution for a candid conversation on the key strategies for increasing wine sales in retail and on-premise channels.

We’ll explore effective pricing structures that maximize profitability while remaining competitive, as well as proven tactics for strengthening relationships with distributors and retailers. Learn how to position your brand for success by understanding what buyers are looking for, how to communicate value effectively, and how to create the momentum needed to expand distribution.

This session will provide actionable insights on working with distributors, leveraging market trends, and building long-term partnerships that drive sustainable growth. Come prepared with your questions and challenges. Don’t miss this opportunity to elevate your wine sales game. You’ll walk away with inspiration and a fresh perspective on how to navigate the evolving landscape of wine sales.

Moderator

Kim Badenfort

Director of Business Development / Wine Industry Network

Speakers

Dave Moore

Founder & Principal Consultant / D Moore Enterprises

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Russian River Room

The Rise of CRM: How Wineries Are Transforming DTC Sales & Customer Relationships

12:40pm - 1:25pm

Topic Description

The rise of CRM is reshaping the way wineries connect with their customers, turning data into deeper relationships and higher DTC sales. This session will focus on how wineries can create a 360-degree view of their customers by integrating wine club, e-commerce, and tasting room data. Learn how better segmentation, personalized marketing, and automation can enhance the customer experience, drive engagement, and boost lifetime value.

Session Host

Speakers

Andrew Kamphuis

Founder & President / Commerce7

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Break: 1:25pm - 1:45pm

Social Media Strategies to Grow Your Audience—and Sales

1:45pm - 2:30pm

Topic Description

The ‘social’ in social media matters—engagement and responsiveness are key to building brand loyalty.

Social media isn’t just posting—it’s creating real connections with consumers. This session will explore how different audiences and demographics engage with different platforms, why Gen Z and Millennials aren’t as difficult to reach as you think, and how to craft authentic content that resonates—and ultimately boost sales.

The discussion will also cover the cost of investment, whether working with consultants or influencers, and targeting strategies that ensure your content reaches the right audience and your business’s bottom line. Finally, this session will connect the dots between content strategy and actual sales growth, providing actionable takeaways that wineries and wine brands can implement right away to strengthen digital presence and increase conversions.

Moderator

Stacy Briscoe

Wine Industry Journalist

Speakers

Warner Boin

Founder / Confidence Uncorked

Alisha Zaveri

Digital Director / Colangelo & Partners

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Aligning Wine Packaging with Brand Values in the Thriving Market

1:45pm - 2:30pm

Topic Description

In today’s competitive market, packaging is more important than ever—not just for standing out on the shelf but for telling your brand’s story and influencing consumer choices. Wineries aren’t just competing with other wines; they’re competing with a growing variety of beverages, making intentional, well-designed packaging a key to success.

This session will showcase a wine brand that has embraced sustainable packaging and explore why different wineries choose specific formats, from traditional bottles to innovative alternatives. Attendees will see a range of packaging styles and gain insights into how thoughtful design choices align with core branding messages while appealing to modern consumers.

Leave this session inspired and energized, ready to elevate your winery’s packaging strategy and create an unforgettable brand experience.

Moderator

Susan Owen

Sr. Director, Sales / G3 Enterprises

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Russian River Room

The Secret to Seamless Wine Fulfillment: How to Reduce Costs While Improving Customer Satisfaction

1:45pm - 2:30pm

Topic Description

Wine fulfillment isn’t just about getting bottles from point A to B—it’s about delivering an exceptional customer experience while keeping costs under control. In this session, we’ll break down the key strategies wineries can use to streamline fulfillment, minimize expenses, and enhance customer loyalty. From smart inventory management to optimizing packaging, discover how the right fulfillment approach can drive both efficiency and satisfaction.

Session Host

Moderator

Jim Agger

Chief Revenue Officer / WineDirect Fulfillment

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Alexander Ballroom

Cracking the Code: Why Some Wine Brands Are Thriving Against the Odds

2:45pm - 3:30pm

Topic Description

Some wine brands are outperforming the competition, even in today’s challenging market—but why? What are they doing differently, and how can others apply those strategies to their own business?

This interactive session brings together leaders from the winery, retail, and distribution sides of the industry for a candid conversation about what’s working right now. They’ll share examples of proven strategies, bold decisions, and innovative approaches that are setting certain brands apart—offering real-world insights that go beyond theory and into actionable results.

Get ready for a lively, thought-provoking discussion that reveals unexpected trends, real-world strategies, and fresh perspectives on growth in an evolving market. Whether your focus is on increasing sales, strengthening your brand, or forging stronger partnerships, this session will deliver the insights and inspiration you need to adapt and succeed.

The challenges are real, but so are the opportunities!

Moderator

Barbara Fitzgerald

International Wine Marketing Strategist / Apri La Creative Consulting

Speakers

Steve Lohr

Co-Owner, President & CEO / J. Lohr Vineyards & Wines

Caine Thompson

Head of Sustainability / O'Neill Vintners & Distillers

Debbie Zachareas

Owner & Partner / Ferry Plaza Wine Merchant & Oxbow Wine & Cheese Merchant

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Networking Social & Wine Tasting

3:30pm - 4:30pm

Sponsored by:

Finish the day visiting with sponsors, exhibitors and other attendees at a networking session featuring hors d’oeuvres and select wines.

Meet the Experts

Jim Agger

An expert in the wine industry with more than 15 years experience in software-as-a-service (SaaS) and logistics, Jim is WineDirect Fulfillment’s CRO.

Since joining WineDirect Fulfillment, Jim has been instrumental in growing their fulfillment business as well as leading the sales and marketing teams.

Previously, Jim held positions with ShipCompliant and FedEx Services. At FedEx, he was Subject Matter Expert in field sales and earned recognition as a top performer and leader (President’s Club and Five Star). He also created the landmark affinity relationship between the Wine Institute and FedEx. Jim was responsible for sales at ShipCompliant, a leading regulatory compliance SaaS provider. He played an integral part during the early years of their explosive growth.

Jim and his family live in Napa. He loves being a dad and all things outdoors.

Kim Badenfort

Kim Badenfort is the Director of Business Development for Wine Industry Network (WIN) and is dedicated to continually improving the services WIN offers the wine industry, as the business resource, making valuable information, news and educational content more accessible to wine industry professionals as well as helping suppliers communicate their expertise, innovations and practical solutions for the industry.

Kim was the founding editor for the Wine Industry Advisor and Afternoon Brief newsletter, setting the editorial direction for what is now the wine industry’s most popular daily newsletter, and developing wine business focused content. He remains passionate about communicating insights from industry experts and data analysis, and continues to be deeply involved in WIN’s educational programming for both in-person and virtual conferences.

Adam Bird

Adam Bird is a marketing strategist dedicated to helping wineries build stronger brands and drive direct-to-consumer sales. As a partner and Director of Strategy at Highway 29 Creative—a Deksia company—he leads branding, messaging, and campaign development, ensuring wineries connect with their ideal customers while standing out in a competitive market.

Adam works closely with clients nationwide on marketing programs that deliver measurable results. His expertise, combined with the full-service capabilities of Highway 29 Creative and the resources of Deksia, helps wineries refine their brands and connect with customers.

Based in Michigan and working with clients across the country, Adam applies a hands-on, results-driven approach to marketing. When he’s not helping brands grow, he’s likely in his garden or workshop—always building something, whether it’s a brand strategy or a weekend project.

Chris Bitter, Ph.D.

Chris Bitter, Ph.D., is Terrain’s senior wine and grape analyst. As a part of the Terrain team of economists, he delivers expert analysis to the customers of American AgCredit, Farm Credit Services of America and Frontier Farm Credit. Chris is responsible for the Winescape™ report series, which shares research and insights for the business of vineyards and wineries.

With more than 20 years of experience as an economist and market analyst, Chris is a former faculty member of the University of Washington’s Runstad Center for Real Estate Studies. In 2016, he left his academic position to launch Vintage Economics, a market research and consulting firm focused on the wine industry. Chris earned his Ph.D. in economic geography with a minor in agricultural and resource economics from the University of Arizona. His research has been published in a variety of national and international publications, including the Journal of Wine Economics, and he has delivered presentations at wine industry conferences around the globe.

Learn more about Chris Bitter, watch Bold Predictions: What to Expect in 2025.

Warner Boin

Warner is the Certified Sommelier, wine educator, and content creator behind @ConfidenceUncorked. Based out of Sonoma County, CA, she’s dedicated to making wine education fun, accessible, and approachable. Through creative content, reports on the state of the wine industry, travel resources, and more, she’s on a mission to help everyone enjoy wine without judgement, regardless of your knowledge or bank account. 

Stacy Briscoe

Stacy Briscoe is an award winning journalist with 10 years experience writing for and about the wine industry. She’s held multiple roles throughout her career, including managing editor of Wine Enthusiast magazine, managing editor for Wine Industry Network, assistant editor of Wine Business Monthly and staff writer of Wines & Vines magazine. Flying her freelance flag, you can find her byline in notable publications such as Somm Journal, SevenFifty Daily, Sonoma Magazine, Full Pour, GuildSomm and the SF Chronicle, among many others. Briscoe regularly speaks at wine industry events, has completed her WSET Diploma and teaches WSET wine education courses at the Napa Valley Wine Academy. She holds her Bachelor of Arts in English-Language Literature from the University of California Santa Cruz and is often found with a book in hand (and a glass of wine in the other).

Learn more about Stacy Briscoe, read their interview.

George Christie

George Christie, a New Jersey native, settled in Sonoma County after college in 1991 where he quickly realized that the wine industry was where he wanted to concentrate his efforts. Since that time, he has been involved in nearly every aspect of the wine industry, from vineyard operations and grower relations to distributor realignments and national marketing campaigns. Always an active member in the wine community, Christie has also held board positions with the Russian River Wine Road, Winegrowers of Dry Creek Valley and the Sonoma County Vintners. In 2008, George and his wife Tami, along with the Saini Family, partnered to create Saini Vineyards, a winery specializing on Old Vine Zinfandel from Dry Creek Valley.

In 2009, with Elizabeth ‘E’ Slater, George launched the Wine Industry Network (WIN). What began as an online directory has evolved over the years into one of the leading B2B marketing and media companies serving the wine industry. WIN works with over 600 industry product and service providers and produces the Wine Industry Expo (WIN Expo), the 2nd largest trade show for the wine industry, along with the Wine & Weed Symposium, the Wine Industry Advisor news site and the Afternoon Brief daily news email with over 35,000 industry subscribers.

Brianne Cohen

Brianne Cohen, certified sommelier, is the principal in a lifestyle brand and business based out of Los Angeles, offering her services as a wine educator, wine writer, and event producer. Since COVID hit, Brianne has educated and entertained over 6,000 people through her “Virtual Vino” online wine classes, both public and private. Brianne regularly judges at international wine competitions and holds the WSET Diploma certificate, which is one of the most coveted and difficult wine certifications. She also holds a Master of Business Administration from Loyola Marymount University.

Learn more about Brianne Cohen, read their interview.

Honore Comfort

As Vice President of International Marketing for California Wines, Honore draws on her more than 20+ years of experience in international wine marketing, brand strategy, and association management to build the global brand for California wines and promote export sales. Prior to joining Wine Institute, Honore held several senior leadership positions in the wine sector including Executive Director of the Sonoma County Vintners, President of Brack Mountain Wine Company, and North American Brand Director for Penfolds and Rosemount Estate with Foster’s Wine Estates (now Treasury Wine Estates). Before joining the wine industry, Ms. Comfort worked in marketing and advertising in both public and private sector roles and holds post-graduate degrees in both Business and Arts administration. She lives in Healdsburg, California with her husband, where they grow and make their own wines in the heart of Sonoma County’s Dry Creek Valley.

Megan Currie

In her 8 years in DTC wine sales, Megan Currie has overseen every stage of the sales funnel, from email marketing to tasting room to inventory and sales operations. In her current role as Executive Director of Membership and Fulfillment for Heitz Cellar, Stony Hill, Ink Grade, Burgess, Haynes, and Trailside, she oversees wine club sales and guest service, devising new benefits and initiatives to drive engagement through a strong sense of community, belonging, and brand purpose. Through a combination of feedback surveys, targeted pilot programs, and obsessive data gathering and analysis, she has refined the benefits and offerings of the wine club programs she oversees to focus on the initiatives that make the biggest impact.

Megan’s mission is to help wineries reform their systems to run more smoothly, from overcoming complex inventory challenges to optimizing internal processes like setting up products and promotions so that everyone on the team can spend less time on fire drills and more time on revenue generation. She can be reached for advice and support at info@thewinelass.com.

Barbara Fitzgerald

With nearly two decades in the international wine industry, Barbara is a dynamic and results-driven marketing and business development expert. Her career has spanned roles from entry-level to senior executive, consistently driving revenue growth and elevating brand recognition for the wineries she serves. Known for her keen analytical skills, creative storytelling, and strategic approach, she develops impactful marketing campaigns that resonate with both trade and consumers.

Barbara holds a BS from Syracuse University and is an MBA candidate at SDA Bocconi, one of the world’s leading business schools. Her expertise spans marketing, distribution, and hospitality, allowing her to craft comprehensive, omnichannel strategies that build brand awareness, foster growth, and strengthen team synergies.

As the founder of Apri La Creative Consulting, Barbara specializes in DTC strategy and international brand development, guiding wineries through the complexities of expanding into new markets. She also serves as the project manager for Come Over October and Share & Pair Sundays, global campaigns founded by Karen MacNeil, Kimberly Charles, and Gino Colangelo, aimed at reshaping the conversation around wine and fostering meaningful connections through shared experiences.

Beyond her consultancy work, Barbara is the co-host of Masterclass US Wine Market, a series on the Italian Wine Podcast that unpacks essential insights for wine producers, exporters, and industry professionals looking to navigate the complexities of the U.S. market. Her passion for education, strategic vision, and deep industry knowledge make her a trusted voice in the global wine business.

Carl Giavanti

Carl Giavanti is a winery publicist in his 16th year of consulting. Carl has been in business marketing and public relations for over 30 years; his background in tech, marketing and project management informs his role as a publicist and wine writer. Clients are or have been in Willamette Valley, Napa Valley, and Columbia Valley https://carlgiavanticonsulting.com/

He is the author of “Turning The Tables”, a wine writer interview column on Wine Industry Advisor, and recently launched Wine Characters, a winemaker interview series. He also writes for several wine and travel publications https://linktr.ee/carlgiavanti.

Learn more about Carl Giavanti, read their interview.

Jennie Gilbert

As a Founder of RedChirp, Jennie is obsessed with helping businesses meet consumers’ newly expanded expectations for virtual interactions. Calling and emailing may have been enough before, but now 89% of consumers want to text with businesses. RedChirp makes business texting easy: compliance, web chat, payments, marketing campaigns, club communications, automation, and wine industry-specific integrations to tie it all together.

A true nerd at heart, Jennie loves spreadsheets and a good data set to dig into, is a frequent speaker at business conferences, and the co-author of two books. When not in the office, Jennie spends time cooking with her husband and chasing her preschool-aged son. Her most prized possession is their well-worn – and heavily stained – wine-tasting notebook.

Learn more about Jennie Gilbert, watch their interview.

Adam Gurzenski

Adam is a seasoned e-commerce and digital marketing professional with a strong background in the wine industry. With expertise in DTC sales and digital strategy, he has successfully driven revenue growth and enhanced customer engagement for top wine brands by optimizing e-commerce platforms, developing targeted email and text marketing campaigns, and leveraging data-driven insights.

Passionate about innovation, Adam stays at the forefront of emerging technologies and digital trends to elevate online sales and brand engagement. His expertise in website management, CRM automation, A/B testing, and SEO ensures seamless shopping experiences that drive conversions and customer retention, helping wineries maximize their digital potential.

Cyrus Hazzard

Cyrus Hazzard joined Crocker & Starr Winery in April 2021 as Executive Vice President.  Originally from the Bay Area, Cyrus grew up in Humboldt County and started his career with Safeway.  He later moved on to Dean & Deluca in Napa Valley, where his deep love with the valley and wine took root. As the General Manager of Dean & Deluca, he had the good fortune of being mentored by a great team in the wine hall there, tasting wine several days per week.  Prior to that, he was focused primarily on learning how to run a successful business: driving sales, managing costs, and cultivating a successful tight knit team.  Wine became a passion and hobby, along with being the focus for his career.  Cyrus moved around pursuing wine in various states and has always come back to Napa annually to visit friends.

In 2006, Cyrus met his wife and moved to the DC metro area, where he joined Total Wine & More as a Wine Manager in Northern Virginia. Rising through the ranks, he ultimately founded the Concierge Sales division, surpassing expectations and redefining success for the company. However, the dream of living and working in Napa Valley remained strong. After 12 years of building lasting relationships and driving business growth at Total Wine & More, Cyrus accepted a newly created role as Executive Vice President at Crocker & Starr Winery, dedicated to promoting, preserving, and strengthening loyalty for its wines. His leadership and contributions have been instrumental to the winery’s success, and in January 2025, Cyrus joined Pam & Charlie as a Partner and President of Crocker & Starr, shaping the future of the estate.

Cyrus has many past times, but his friends sing his praises for his culinary skills. He and his wife Andrea and happily settled into Napa and are enjoying the beauty of the valley and their friends who live nearby

Andrew Kamphuis

Andrew Kamphuis is the Founder and President of Commerce7, the leading direct-to-consumer commerce platform built for the wine industry. With over a decade of experience in the DTC wine space, Andrew has been instrumental in modernizing how wineries use data and digital tools, building a platform that enables them to better connect with today’s consumer. His vision and expertise have helped Commerce7 power over 3,000 wineries globally, empowering them to create exceptional shopping experiences across all direct-to-consumer sales channels.

Steve Lohr

As the President and CEO of J. Lohr Vineyards & Wines, Steve Lohr combines a big picture view of the wine industry with a hands-on work ethic. Steve is responsible for the overall management and strategic planning of J. Lohr Vineyards & Wines, with a particular focus on sales and finance.

In 1972, at the age of 10, Steve helped his father Jerry plant the family’s first vineyards in Greenfield, in what was to become the Arroyo Seco appellation of Monterey County. From that point through high school, he often spent weekends working with his father in the vineyards and learning about winegrowing, which fostered his lifelong passion for the industry.

After graduating from Stanford University with degrees in civil engineering and economics, Steve split his time between winegrowing, and designing and building high-end custom homes on the San Francisco Peninsula. During his two decades in the home building business, Steve refined a detail-oriented, relationship-driven style of management, while also honing his approach to finance, sales, and marketing. During this period, he developed an expertise working with all levels of local and state government—a skill set that has proven invaluable to his work with J. Lohr. At the same time, Steve emphasized a personal approach to home building. “For me, building custom homes was about establishing authentic relationships with clients, understanding their tastes and dreams, and finding realistic ways to achieve what were often lofty aspirations. That mix of hard work, creativity, and artisan values is also at the core of great winegrowing and winemaking.”

In 2003, Steve wrapped up his flourishing custom home building career at the height of the building boom to devote his full energy to J. Lohr Vineyards & Wines as the company’s VP of planning & development. During six years in this key position, Steve expanded his already intimate understanding of operations, delving deeply into the management of J. Lohr’s 4,000-acre estate vineyard program, and working alongside J. Lohr’s veteran team to support and enhance all areas of the business.

In 2009, Steve was named EVP/COO for J. Lohr Vineyards, and for the next four years oversaw the management and development of J. Lohr’s vineyards in Paso Robles, Monterey County, and St. Helena. In 2013, he was promoted to CEO of J. Lohr Winery and added the title of company President in 2021. Steve continues to champion J. Lohr’s position as an industry leader. From the winery’s pioneering work in the area of viticultural research to its unveiling of the largest photovoltaic solar tracking array in the wine industry and its many industry and appellation-based policy initiatives, Steve works locally, nationally, and internationally on behalf of his family’s winery and the broader wine industry.

Steve completed a three-term chairmanship of the Paso Robles Wine Country Alliance in 2009 and continues to advocate on behalf of the appellation and its 200+ wineries; in 2018, the Alliance named him its Wine Industry Person of the Year. Recognizing the importance of sustainability to a multigenerational family business, Steve chairs J. Lohr’s internal Sustainability Committee, and sits on the Board (and was the Chairman from 2016-18) of the California Sustainable Winegrowing Alliance, which promotes the adoption of sustainable practices throughout California’s vineyards and wineries. A longtime Board member of Wine Institute, he served as an officer of the organization for five years, and was its Chairman in 2017-18, bringing together the resources of 1,000 wineries and affiliated businesses to support legislative and regulatory advocacy, international market development, media relations, scientific research, and education programs that benefit the entire California wine industry.

Dave Moore

Dave Moore is the General Manager and Partner at Schug Winery in Sonoma, California. With over two decades of wine industry expertise spanning all three tiers of the distribution system, Dave brings a wealth of knowledge and experience to his leadership role at the winery.

Throughout his career, Dave has held strategic positions at major distributors including Southern Glazers and Republic National Distributing Company. These roles, combined with his current position at Schug Winery, have given him a unique perspective on the challenges and opportunities facing wineries in today’s market.

A Certified Specialist of Wine with WSET Level 2 certification, Dave is passionate about building strong relationships across the industry and empowering brands to thrive in a competitive landscape. He recently authored a book sharing his insights and expertise from his years in the business.

Andrea Myers

Andrea Myers is a graduate of Syracuse University and has spent over 15 years in the Napa wine industry, exclusively focused on luxury winery DTC sales and marketing. Currently she oversees all aspects of Marketing and DTC sales and operations at Round Pond Estate. She’s previously held roles at Boisset Collection, overseeing DTC sales for five luxury wine brands – Raymond Vineyards, JCB by Jean-Charles Boisset, Buena Vista Winery, DeLoach Vineyards and Wattle Creek — and Chatterbox Wine Marketing, overseeing a sales team of eight. Andrea is a senior leader with demonstrated success in driving profitability and producing high-level results across multiple business channels through omni-channel sales initiatives, process refinement and elevated team performance.

Susan Owen

Susan J Owen fell in love with wine 15 years ago while living in Valparaiso, Chile near Casablanca Valley. It was there that her passion for combining travel and all things wine began. Today, Susan is the Sr. Director of Sales at G3 Enterprises leading a team of wine & spirits packaging experts across North America as well as serving as the 2025 & 2026 Unified Wine and Grape Symposium Program Development Co-Chair. Prior to joining G3 she was the General Manager of Juclas USA, the California based subsidiary of the Vason Group headquartered in Italy, specializing in enological ingredients and membrane technology equipment. She has her Bachelor of Science degree in Business Administration with an emphasis in International Business from Fresno State. When not out exploring new wine brands and regions Susan can be found either reading a good book or spending time with her horses, dogs, chickens, and cats. Apart from being an avid lover of animals she is also an active long-time member of Rotary International attempting to embody their slogan of “Service Above Self”.

Deborah Parker Wong

Deborah Parker Wong, DipWSET is an opinion-leading journalist, educator and author who has been writing about the beverage alcohol industry since 2004. As Global Wine Editor for SOMM Journal and contributor to The Tasting Panel magazines, she writes monthly industry columns and reports on the global wine and spirits industries with an emphasis on sensory science, producers and trends.

In 2020 Deborah was appointed National Editor for the Slow Wine Guide USA, the nation’s only annual guide to eco-friendly wineries in California, Oregon, Washington and New York states.

Deborah teaches wine studies as an associate instructor at San Jose State University, Santa Rosa Junior College and Cabrillo College and owns a Wine & Spirit Education Trust school offering Level 2 and Level 3 certifications.

In addition to writing and speaking about wine, she is currently pursuing a Master’s Degree in Viticulture and Enology at California State University, Fresno.  Her motto is: To learn, read. To know, write. To master, teach.

Learn more about Deborah Parker Wong, read their interview.

Jordan Rudy

Jordan Rudy has spent over 20 years in the wine industry, focusing on sales, marketing, and direct-to-consumer (DTC) growth. He began his career working at wineries, where he developed a strong foundation in consumer engagement and personalized sales. Seeking a broader perspective, he spent several years managing wholesale accounts in Sonoma County before shifting his focus to DTC sales. As Vice President of Business Strategy at VinoPRO, he refined sales strategies, implemented data-driven marketing, and helped wineries increase customer engagement and profitability.

Now the Founder and Lead Consultant of Peak Wine Solutions, Jordan partners with wineries to develop and expand their DTC programs, specializing in marketing, customer acquisition, and outbound sales. He also shares his expertise as a coach and instructor with WISE, helping industry professionals optimize their sales techniques. Based in Santa Rosa, he enjoys time with his wife and two sons and staying connected to the community.

Karin Strykowski

Karin Strykowski has been in the wine industry for over 18 years where her journey began in Navarro Vineyards’s tasting room and evolved into management where she developed a passion for DtC wine sales and customer success. From Navarro, Karin joined VinoPRO as the Director of Operations where she helped wineries achieve their DtC sales goals. In April 2022, Karin joined Wineshipping and is now the Director of Client Change Management. She works to keep the client at the heart of Wineshipping and is passionate about helping them succeed. When she is not leading in-person or virtual training on ACP, she enjoys walking her dog Yogi, spending time with her family, hiking, going to see live music, and traveling the world.

Liz Thach

Dr. Liz Thach, MW is the President of Wine Market Council, a non-profit firm that provides research on U.S. wine consumer purchasing habits, attitudes and trends.  She also works as a Professor, Wine Writer and Consultant based in Napa and Sonoma, California. She is an award-winning author and educator, specializing in wine business strategy, marketing, leadership/executive development, and wine lifestyle. 

Liz is considered to be one of the nation’s leading wine experts, and has visited most of the major wine regions of the world and over 75 countries. She teaches wine classes at Stanford Continuing Education, Burgundy School of Business, and Sonoma State University, and has published over 300 articles and 9 books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & Sales. She frequently publishes in Forbes, Wine Business Monthly, Wine Spectator, and The Somm Journal, amongst others. In addition, she serves as a wine judge and on several non-profit boards.

A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain. Liz obtained the distinction of Master of Wine (MW) in May of 2011, becoming the first female MW from California. Website: https://lizthachmw.com/, Email: Liz@lizthach.com.

Learn more about Liz Thach, watch their Wine Industry Insiders Interview or read their interview here.

Caine Thompson

Caine Thompson, Head of Sustainability at O’Neill Vintners & Distillers, has cemented his industry leadership in sustainable winegrowing and operations throughout his wine industry career. Since joining O’Neill Vintners & Distillers in 2020, he has led the company to the forefront of regenerative organic innovation and global sustainability networking.

For more than 15 years, Caine has been a leading force in viticultural sustainability. In 2020, He initiated a pioneering three-year regenerative viticulture case study across a 40-acre block of O’Neill’s estate vineyards in Paso Robles. In 2024, all 140 acres of the Paso Robles estate officially became Regenerative Organic Certified (ROC), the most prestigious certification of its kind. Caine also led O’Neill Vintners & Distillers to becoming both the largest B-Corp Certified beverage company and the largest Zero Waste Certified beverage company in the world. Caine was also named by Wine Enthusiast as a “Future 40 Tastemaker” in 2023. The award noted that Caine is
“constantly searching for new or forgotten forms of farming to ‘farm softer,’ working to be more transparent in viticultural practices and helping the industry at large become more resilient to climate change.”

Caine’s passion for sustainability extends beyond the company and into the realms of global organizations and think tanks that are setting the pace for the worldwide wine industry. He is one of eight board members on the Regenerative Viticulture Foundation and one of 12 board members on the Sustainable Wine Roundtable. Caine also supports the wine community through board positions with the Wine Institute, Cal Poly University Wine & Viticulture, the Organic Trade Association, and the Paso Robles CAB Collective, where he is Chairman of Viticulture & Wine Research. In 2024, he helped lead a Paso Robles CAB Collective team to a summit in Bordeaux, where they connected with local vintners to discuss climate mitigation strategies and observe future-forward vineyard practices, such as polyculture and agroforestry.

Caine was born and raised in Tauranga, New Zealand and grew up on a family orchard which led to his interest and studies in horticulture (BSC) at Massey University in New Zealand. He holds an MBA and has multifaceted wine industry experience in executive management, viticultural operations and technical research. His ascent in the wine industry was rapid. He was named New Zealand’s “Young Viticulturist of the Year” in 2009 and earned “Horticulturist of the year” in 2010.

Caine later worked in viticulture and executive leadership at New Zealand and California wineries before joining O’Neill Vintners & Distillers in October 2020, where he has evolved his regenerative viticulture case study to 800 acres in conversion to regenerative farming. He also initiates and implements green practices, leading the charge for sustainable certification for more than 200 growers across 15,000 acres on behalf of the entire O’Neill organization. Working with top stakeholders worldwide, Caine continues to embark on innovations that promise to combat climate change, regenerate soil health and conserve natural resources for generations to come.

Jennifer Warrington

Jennifer is an industry professional with 24 years of experience, including 12 years with WISE. She began her career in the wine industry working for Lesley Berglund (Co-Founder & Chairman of WISE) at Ambrosia Wine Catalog/The Winetasting Network shortly after completing her BA in English Literature. Over the course of her career, she has developed expertise in project and account management, market research, copywriting, and editing. Today, in her role as The Glue, Jennifer oversees WISE Operations which includes spearheading the WISE Mystery Shopping Program (now over 5,000 shops); overseeing content development; coaching; account management of WISE wineries; overseeing marketing programs; moderating WISE Cabinets; coordinating, scheduling, and communicating with coaches, attendees and winery partners for a robust class schedule of 20+ courses and onsite training programs throughout California, Oregon, Washington, New York and more.

Learn more about Jennifer Warrington, watch their interview.

Karen Wetzel

My love of wine and enthusiasm to teach others inspired me to pursue a career in the Wine Industry. I have been fortunate to have built a life-long career doing what I love most. And now, as a wine industry career coach, I am helping others join the industry as well.

As an experienced Wine Educator and Guest Experience Specialist, I have earned a highly regarded reputation for dynamic, creative presentations that educate and inspire tasting room staff, trade partners, and consumers.

Alder Yarrow

San Francisco Magazine has called Alder Yarrow “The Wine World’s Brightest Cyberstar” and he is widely accepted as a pioneer of wine blogging. He has been publishing Vinography.Com daily since 2004 and was nominated for a James Beard Award in 2013. In addition to writing for outlets as diverse as the World of Fine Wine and Fine Cooking Magazine, he is currently a monthly columnist for Jancis Robinson, and the author of The Essence of Wine, named one of the best wine books of 2014 by The New York Times and Wine & Spirits Magazine among others. In 2013 Alder was inducted into the Wine Media Guild of New York’s Wine Writers’ Hall of Fame, an honor he shares with only 24 other living wine writers. Alder was born in the heart of the western Sonoma Coast, and currently lives with his family in Oakland.

Learn more about Alder Yarrow, read their interview.

Bryce Young

By day, I’m the Agent Crush, VP of Growth at Wine Spies, optimizing the customer experience from, “Hmm, that looks good”, to full-blown wine fanatic. I’m newish to the wine world, having started in 2023, but I bring 20+ years of marketing and e-commerce experience to the table—because selling great wine online is both an art and a science.

My claim to fame? I can sing with my mouth closed, a talent that’s both impressive and slightly unsettling. When I’m not at Wine Spies HQ or belting out muffled tunes, I’m usually adventuring in nature, navigating the multiverse of youth sports, or working to preserve the historic charm of buildings in Petaluma. 

Whether it’s a bold Napa Cab after a long day or hunting down the perfect glass of Chablis, my quest for great wine is never-ending.

Debbie Zachareas

Debbie Zachareas is the Proprietor and Managing Partner at the Ferry Plaza Wine Merchant in San Francisco’s restored Ferry Building, Mission Bay Wine & Cheese in San Francisco, and the Oxbow Cheese & Wine Merchant in downtown Napa. She was the consulting wine director to the Warriors at the Chase Center and has recently opened her latest wine bar at Chase Center’s Thrive City, the Mission Bay Wine Bar. She is the wine consultant to Izzy’s Steak House in the Bay Area, and the Madrona in Healdsburg. She is also a well-known wine judge, lecturer, sommelier, and guest speaker throughout the country.

Zachareas has served as a trustee for the French American International School and International High School, as well as Family House, San Francisco. She chairs and volunteers for a number of fundraisers close to her heart, including Make a Wish, Meals on Wheels and the Food Bank, just to name a few.

Zachareas’ past includes developing some of the most innovative wine programs that have helped to shape the city’s wine culture. She was the founder of one of San Francisco’s most extensive wine programs at the Bacar Restaurant, the wine buyer for the Ashbury Market, EOS Restaurant and Wine Bar, the opening sommelier at Rubicon Restaurant, and the opening wine director at Vertigo in the TransAmerica Building. She won the inaugural Wine Director of the year award for San Francisco Magazine and was the only sommelier ever to have won the award twice. Nationally recognized by Food and Wine Magazine, Market Watch, Wine Spectator and Saveur Magazines, Bloomberg, Women in Wine Leadership, The California Wine Institute and she remains a renowned international wine judge and brings a passion and expertise for wine to her profession.

Alisha Zaveri

Alisha is the Digital Director at top agency Colangelo & Partners, where she leads her team in developing cutting-edge digital strategies for wine and spirits clients, boosting e-commerce sales and creating buzz through influencer collaborations. Her career includes work with big names like Quaker Oats, Dannon Yogurt, and renowned chefs such as Guy Fieri and Jacques Torres. Alisha’s campaigns have earned prestigious awards like the PRSA Big Apple Award and the PR Bulldog Award. Alisha holds a Double Masters in Global Media and Communication Management from The London School of Economics and the University of Southern California, along with a Media, Culture & Communications degree from NYU.

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