2026 DTC Wine Symposium Conference Schedule

10:30 AM - Noon
OTR to Monterey: The Wines of the Santa Lucia Highlands

Get Tickets Here

Tasting at ROAR Winery featuring the wines of the Santa Lucia Highlands AVA. This will be a ticketed event around $35.

8 Wineries Pouring

• Bernardus
• Caraccioli Cellars
• McIntyre Family Wines
• Morgan Winery
• Odonata
• ROAR Wines
• Talbott Vineyards
• Wrath Wines

This is a ticketed event. $35

2 PM - 2:45 PM

Wine Keynote

Main Ballroom

Making Sense of Chaos: building the future of the wine industry

Elaine Chukan Brown

The industry today faces not just climate change, and financial challenges, but also generational transformation, global economic uncertainty, consumer diversification, and more. We are living, arguably, in one of the most chaotic periods the wine industry has ever seen. But how do we succeed in business, or build good strategy in the midst of chaos?

This keynote digs into making smart decisions when dealing with uncertainty, creating opportunity from inside the mayhem, and the power of collaboration to create solutions.

2:45 PM - 3:45 PM

Outside the Box: New Rules for Winning the Modern Wine Consumer

The era of one-size-fits-all wine marketing is over. As consumer expectations evolve, winning their attention requires more than just knowing their age and location. It's about understanding what motivates them, what they believe in, and how they live. Join us for a discussion with some of the wine industry's most creative minds on how they are differentiating their brands and winning new customers. Moderated by Jason Haas of Tablas Creek Vineyards, this panel will feature pioneers in unconventional engagement for the DTC wine community.

Attendees will learn:

• Actionable ways to identify and engage with communities of consumers who share a common mindset, not just a stereotype.
• Real-world examples of successful, unconventional campaigns that have driven sales and built lasting loyalty.
• How to create an authentic brand experience that stands out in a crowded market.

Moderator: Jason Haas, Tablas Creek | Partner & General Manager
Panelist: Christine Noonan, Edio Vineyards | General Manager
Panelist: Sam Coturri, Winery Sixteen600 | CEO - Winemaker
Panelist: Janie Heuck, Brooks Winery | Managing Director
Panelist: Suzy Garcia, Vina Robles | Wine Club Manager

3:45 PM-4:05 PM

Coffee Break + TradeShow

4:05-5:15 PM

Pour Decisions & Perfect Service: The Ultimate Hospitality Challenge with Kelly Cornett

This high energy, educational session, led by podcaster Kelly Cornett from A Cork in the Road, is an interactive competition designed to test the skills of wine hospitality professionals. Four regional representatives who work in tasting rooms, hospitality, or wine club management will compete for fun and prizes.
The challenge features three engaging rounds:

• Blind Tasting Challenge: Contestants must describe a mystery wine to the audience in under a minute. They will need to identify the grape, its origin, and the bottle price. The audience will vote on who "sold it best" to a particular audience.
• “What Would You Do?” Rapid-Fire Scenarios: Participants will have two minutes to rapid-fire answers to real-world customer service situations, such as a guest complaining their white wine is too warm or a large bachelorette party arriving without a reservation. The audience will react with green or red cards to show their approval.
• Final Jeopardy!: The final round is a knowledge-based game show in the classic Jeopardy! format, with categories like "Shipping Shenanigans" and "Tasting Room Etiquette". Contestants will buzz in to answer questions, earn points and win valuable prizes.

Laura Schermeister - Sonoma
Harry Oranges - Napa
Taylor Simpson - Michigan
Matt Kleefisch - Paso Robles

3:45 PM-4:05 PM

6:15-8:15 PM

One Night in Monterey Bay

You're Invited!

Join us for One Night in Monterey Bay on the opening night of the DTC Wine Symposium!

• • When: January 20^th
  • 6:15-8:15 PM
  • Where: The iconic Monterey Bay Aquarium, Monterey, CA
  • $130 per ticket
  • Get Tickets Here
  • Very Limited VIP Seating is available. Contact us at info@DTCWineSymposium.com.

8:30 AM- 9:15 AM Keynote

Uncorking the Future: How Brands Thrive When They Focus on Meaning Over Metrics

Louis Monoyudis - CMO Artware Editions/DTC Brand Marketer/NYC

In an industry defined by centuries of tradition and shaped by regulations and logistics, it’s easy to forget that at the heart of every great brand lies something deeply human: meaning.

After years of chasing funnels, click-through rates, and attribution models, a shift is underway. Today, the brands that win are not necessarily the most efficient, they're the most emotionally resonant. They make people feel something. And that feeling turns into loyalty, community, and long-term growth.

In this keynote, Louis draws on his experience helping build some of today’s most compelling brands, from global icons like Coca-Cola and Calvin Klein to fast-growing DTC startups like Bokksu and Fable Pets. Through stories, strategy, and a healthy dose of candor, he shows how the most successful companies today are not just selling products, they’re building relationships, identities, and belonging.

This is not a talk about tricks, tools, or temporary wins. It’s a mindset shift. A call to action to move from marketing as a transaction to showing up in a way that truly matters to your customer. Whether you're a legacy winery or an upstart DTC player, this keynote will challenge you to think bigger, speak more personally, and build a brand that resonates in a noisy world.

9:15 AM

Steve Gross State of the States

This annual "State of the States" presentation has long been one of the highlights of the DTCWS show each year. Interim President for Wine Institute, Steve Gross, will provide you a state-by-state summary of recent legislative wins, upcoming challenges, and DTC priorities facing wineries around the country as we head into 2026. This is one presentation you should not miss!

10:00 - 10:20 AM 

Coffee Break + TradeShow

10:20-10:50 AM

Session Transfer

10:55 - 11:45AM

Wine Connects Us: The Share Wine Co‑Lab Story

In this session, Honore Comfort, VP Marketing of the Wine Institute shares how the Share Wine campaign evolved into a bold experiment in connection—bridging brands, markets, and mindsets. From Gen Z engagement strategies to DTC activations that actually work, you’ll hear what this new era of collaboration is teaching us about relevance, reach, and resilience.

What if sharing wasn’t just a value—but a strategy? Launched by Wine Institute, the Share Wine Co‑Lab is part think tank, part test kitchen—a collaborative space where wine professionals come together to test ideas, trade insights, and reach the modern wine drinker in new ways.
Key takeaways:
• Real-world lessons from Co‑Lab experiments and activations
• New tools for connecting with today’s evolving wine consumer
• Why “sharing what works” could be your most powerful growth strategy

Cracking the Code on Luxury Wine: Customer Acquisition Costs – Smarter Spending for Scalable Growth

Are your marketing dollars working hard enough?

Join us for an eye-opening workshop designed for marketers, brand leaders, and founders who want to get serious about customer acquisition efficiency. You’ll learn how to evaluate your CAC, ROI, reach, and frequency across the wine industries top-performing channels
We’ll walk through real benchmarks, scorecards, and frameworks you can start using immediately to optimize your spend and scale smarter—whether you're managing wine club signups or luxury brand rollouts.

Walk away with:

• A plug-and-play CAC scorecard
• Channel-specific ROI benchmarks
• A roadmap to reallocate budget for real growth

Speakers:
Karen Freese: Freese Consulting
Brian Baker: Cultivar Marketing

WBIs, BIDs & Heritage Districts: A Discussion on Tourism-Opportunities, Difficulties, Successes and Options

Wineries are fiercely debating the pros and cons of Wine Business Improvement Districts and Heritage Districts. This session will explore factual, real-world experiences from California's diverse wine regions to understand what works, what doesn't, and what is debatable. We'll examine regions at different stages of development:

• Temecula Valley: We will discuss the outcomes of their long-standing district, which is well underway and has iterated along the way.
• Livermore Valley: We will explore the challenges and successes of their district, which is in the middle of its first term.
• Sonoma County: We'll address the heated debates during their public comment and discussion phase and what is next.
• Lodi: We'll examine their current proposal and their process. What they hope to achieve.

This discussion will cover opportunities, from branding and shared marketing to the practical difficulties, such as fair assessment collection and transparent governance and communication. We’ll dive into the differing perspectives of small versus large wineries. Join us to learn from the experiences of others in the wine community and the facts

Patricia O’Brien (Temecula), James Lovaas (Livermore), Robyn Sebastiani (Sonoma), Kyle Lerner (Lodi)

Inside the Top 10%:  Exploring the data from 3500 wineries at Commerce7

With the largest dataset in DTC wine, Commerce7 will take you through the top 10% and what separates them from the rest.

In this data-driven session, we’ll unpack insights from thousands of wineries using Commerce7 to power their DTC business. You’ll see how the top performers are leveraging CRM, personalization, and connected sales channels to create customer experiences that convert, retain, and grow revenue.

Sponsored by: Commerce7

A Better Blend: How Brands Turn Disconnected Touchpoints into Generational Customers

Most wineries believe growth comes from selling more bottles. The reality? The most significant opportunities lie in everything around the bottle—and in how seamlessly those experiences blend.

In this session, you’ll see how wine and vineyard brands are turning fragmented customer moments into unified journeys that drive repeat purchases, stronger loyalty, and new revenue—all without juggling multiple systems. We’ll unpack overlooked growth levers like events, workshops, digital content, collaborations, and curated releases, and show how they become far more powerful when built on a single, connected platform that also manages memberships, wine clubs, and loyalty.

You’ll learn how to extend the magic of the tasting room into digital channels, create year-round engagement beyond harvest season, and activate opportunities you already have—without adding complexity for your team or relying on custom development.

You’ll leave with practical ideas you can implement quickly, a clear framework for connecting every customer touchpoint, and a firsthand look at how Wix enables brands to manage, scale, and grow beyond traditional wine sales from one place. If you’re ready to stop leaving revenue untapped, this session will reshape how you approach growth.

Speakers:
Nir Orman - Director of eCommerce Engineering
Leon Franco - eCommerce Agency Partnerships Lead

Sponsored by WIX

From SMS to RCS, AI, and Beyond: What’s Next for Text Messaging

The possibilities of winery text messaging are changing.

In 2026, innovations like RCS and AI are moving text beyond its SMS roots — adding trust, interactivity, and intelligence that will reshape how wineries connect with their customers. At the same time, new tools are turning the challenge of growing your database into one of the biggest opportunities for future revenue. This session will cut through the noise to highlight what matters most right now. Discover real-world examples and actionable strategies to help your winery take advantage of these breakthroughs. You’ll leave with a clear understanding of the changes ahead, and a practical roadmap to future-proof your text messaging program for stronger customer relationships, smoother club operations, and higher sales in 2026 and beyond.

Speakers:
Jennie Gilbert: Red Chirp
Erica Brooks: Mayacamas
Kristine Mason: Joseph Phelps Vineyards

Sponsored by Red Chirp.

12:00-1:00 PM

LUNCH

1:00-2:30 PM

5 - 90 Minute Bootcamp Sessions

Plunder & Profit: A Pirate's Guide to Email Automation Success

Forget the old tales; true bounty lies in your email system. This isn't just a workshop—it's a 90-minute mission to maximize your loot. We'll show you how to plunder greater profits by building high-converting flows and making every email count. From forging a strong brand identity to building complex automations, you'll learn to use advanced features in Klaviyo to streamline your workflows. Bring your laptop and join our bootleggin’ crew to learn the secret to a successful raid on abandoned carts, disengaged members, and a full treasure trove of customer loyalty.

Learn how to:

• Build a strong brand foundation by creating a consistent email design system and asset organization
• Master high-converting flows like abandoned cart and re-engagement campaigns, using conditional logic and personalization to maximize sales and customer retention
• Implement advanced automations to save time and empower your team, including internal alerts for critical events
• Use Klaviyo’s full capabilities to move beyond basic campaigns and build a smarter, more intelligent customer journey.

Kelly Mantel - Harney Lane Winery/Director, DTC Marketing and eCommerce
Katarina Gallogly - PEJU Winery/Digital Communications Manager

Meta Ads 101 for Wineries: Design, Launch, and Optimize Campaigns on a Budget

This 90-minute bootcamp will equip you with the practical skills to master Meta (Facebook & Instagram) ads and drive DTC sales. We'll provide a step-by-step blueprint to confidently design, build, and launch high-impact campaigns, even with a modest budget. We’ll dip into branding too, and why it helps performance.

What You'll Learn:

• Strategic Campaign Planning: Define clear objectives for DTC wine sales and identify your ideal wine consumers.
• Effective Targeting: Unlock Meta's targeting options, including custom and lookalike audiences.
• Compelling Ad Creative: Craft high-performing visuals and persuasive ad copy for wine.
• Hands-On Campaign Build-Out: Walk through setting up your campaign, ad sets, and ads in Meta Ads Manager.
• Budgeting & Bidding: Optimize your ad spend, even with less than $500.
• Real-World Case Study: Analyze a successful winery campaign that achieved excellent results on a small budget in the 1st AVA in America.
• Performance Measurement: Learn to track key metrics and optimize for better ROI.

Speakers:
Ed Feuchuk-General Manger, Tank Garage Winery-Farm Collective Napa Valley, California
Mike Zitt-Wine Brand Architect & Designer. Union, Missouri.

Unlocking AI Visibility: A GEO-First Approach to Discovery

Is your winery ready for the new era of search? With the rise of generative AI, consumer discovery is shifting from ranked links to synthesized answers. This session goes beyond traditional SEO and introduces a new framework: Generative Engine Optimization (GEO). We'll reveal why AI is the new gatekeeper for brand visibility and show you how to ensure your brand's story is not only seen but also chosen. Through live demos and hands-on activities, you will learn how to audit your brand's current AI visibility, master the principles of authority-building content, and walk away with a personalized content plan to drive growth in the age of AI.

Join us to discover:

• An overview of the most impactful and commonly used AI applications relevant to DTC wine businesses.
• Real-world examples and actionable strategies for leveraging AI within wine tasting rooms to enhance guest personalization, streamline operations, and boost engagement.
• A forward look into emerging AI applications and integrations anticipated within leading wine retail and DTC platforms.

Leave equipped with a clearer understanding of AI's potential and practical insights to begin harnessing its power for your winery.

Speakers:
Shem Swerkes-Senior Director of Digital Innovation-Treasury Wine Estates
Justin Noland - Vice President of Digital Experience at Treasury Wine Estates

The Influencer Bootcamp: From Partnership Pitfalls to Strategic Success

This session is a highly interactive, hands-on workshop specifically for brands and their marketing teams. It's designed to demystify the business of influencer partnerships by setting real-world expectations and building a foundational strategy.

• Expert Guidance: Two influencer experts lead this session, acting as consultants. They would walk brands through their specific goals, helping them understand which type of influencer—macro, micro, niche, or storyteller—is the right fit for their budget and objectives.
• Realistic Expectations: This is where we break down misconceptions. For example, we'll address the reality that successful, ROI-driven campaigns often require consistent engagement over several months, not a single one-off post. We'll provide strategic alternatives that lead to more meaningful results.
• Legal Clarity: To address a major point of hesitation for brands, we will have a lawyer influencer present to provide a high-level overview of contracts and what to expect when formalizing a partnership.

Speakers:
Isis Daniel - The Millennial Somm
Davon D. E. Hatchett - The Bubblista
Vince Anter - V is for Vino YouTube Channel

Think OTT/CTV is Out of the Question? Think Again: Opening Up Affordable Streaming Advertising for Wineries

This 90-minute session will demystify Over-The-Top (OTT) streaming advertising, empowering even small wineries to leverage platforms like Hulu with a shoestring budget. Gone are the days when OTT/CTV was exclusive to large brands; the landscape has shifted, making it a powerful, accessible tool for driving direct-to-consumer (DTC) wine sales.

You'll discover how to:

• Navigate the OTT Revolution: Understand why streaming advertising is now viable for wineries of all sizes.
• Leverage Connected TV (CTV): Learn to precisely target engaged wine lovers.
• Implement Shoestring Strategies: Explore cost-effective campaign setups, targeting, and measurement.
• Measure Your ROI: Understand key metrics and how to attribute sales to your OTT/CTV efforts.

Lane Soelberg will present real-world insights into successful, budget-conscious OTT/CTV campaigns. These examples will detail specific setups, budget allocations, performance metrics, and creative approaches that drove tangible DTC sales uplift.

This session is a must-attend for any winery aiming to diversify marketing, increase brand awareness, and boost DTC sales by effectively competing in the streaming advertising landscape. Leave with actionable strategies and the confidence to embrace streaming advertising.

Lane Soelberg is a Media, Tech and Strategic Business Development Executive based in Los Angeles with an MBA and over 14 years of experience driving exponential revenue growth, forging high-impact partnerships, and leading cross-functional teams to innovate and expand market presence across diverse industries.

2:00 PM

Coffee Break & TradeShow 

2:30PM-2:45 PM

Sessions 

Turn Your Winery’s Data into Action: Key Metrics and the Playbook to Act on Them

In 2025, many winery DTC teams were tested – but not all. Some wineries outperformed despite the headwinds

What gave these top performers the edge?

In 2025, the most successful wineries were those that turned metrics into meaningful action – and WISE had a front-row seat. Through our deep strategic partnerships and our WISE Cabinet leadership forums, we work with more than 100 top winery leaders every month to uncover what truly (and sometimes surprisingly) moves the needle across winery DTC channels.

In this session, we’ll distill those insights into a clear, actionable roadmap: the essential DTC metrics every winery must track – whether you rely on basic internal reporting, leading industry platforms, or your own data analyst. Most importantly, we’ll show you how to turn those numbers into immediate actions that drive results for wineries of every size. You’ll walk away with clarity, confidence, and a practical playbook to put your data to work right now.

Sponsored by WISE

Panel:
Lesley Berglund as moderator (Chairman, WISE)
Rosie Behrens: Direct to Consumer, Six-Mile Bridge
Erika Boudreaux: Director of Membership & Sales, Peju

The New Digital Terroir: Cultivating Wine Communities through Substack, Reddit, Discord & Podcasts.

Over the past decade, wineries have turned to Facebook and Instagram to connect with customers. At the same time, new communities of wine drinkers are taking shape on Substack, Reddit, Discord, and podcasts.

These platforms attract highly engaged consumers who want deeper knowledge, honest stories, and direct conversation. For wineries, participating in these spaces creates opportunities to reach motivated audiences, foster loyalty, and help shape wine culture’s future. In this session, we'll explore the landscape of these fringe communities and how wineries can participate and benefit from joining in conversations.

Speakers:
Ed Feuchuk: General Manger, Tank Garage Winery-Farm Collective Napa Valley, California
Tyler Balliet: Author, Rebel School of Wine & Co-Founder, Catching Flights
Morgan First: Author, Rebel School of Wine & Co-Founder, Catching Flights

Modern Wine Clubs: Strategies for Engaging Today’s Consumers and Building Lasting Loyalty

Wine clubs have long been a cornerstone of winery success but today’s consumers expect more than just bottles on their doorstep. This session will explore how wineries can adapt to shifting demographics, embrace flexibility, and create meaningful experiences that turn members into lifelong brand advocates.

Speakers:
Laura Marquez
Hannah Melton
Lailand Oberschulte-Flaherty

Sponsored by OrderPort.

DTC’s New Distribution Channels & Marketing Tools Transforming Wine Sales

For decades, the traditional distribution model favored high-volume producers, requiring navigation through distributor relationships with volume expectations. Sophisticated marketing, such as streaming TV advertising, was out of reach for most wineries due to the high media budgets required.

A powerful fourth tier is emerging, rewriting the rules for wineries of every size. Wineries are now integrating distribution innovation with marketing sophistication to drive growth.

Strategic Partnerships: High-Margin Distribution

Wineries are accessing distribution channels that maintain margins while expanding reach through strategic partnerships with brands like UrbanStems, Quince, and Half Baked Harvest (HBH).

• These are direct integrations where partners merchandise your wine to audiences already aligned with your positioning.
• Examples include UrbanStems pairing Avaline organic wines with flower deliveries, and HBH pairing wines with recipes.
• DRINKS handles tax, compliance, and order routing.

Marketing Sophistication: Klaviyo & CTV

Platforms like Klaviyo are democratizing sophisticated marketing.

• Automated email flows convert first-time buyers into wine club members, and AI-powered segmentation delivers the right message at the right time.
• The Vibe integration allows customer data from email, purchases, and browsing to power targeted Connected TV (CTV) campaigns, placing wineries on streaming screens alongside industry giants.

These integrated shifts solve connected problems. Learn to expand distribution and marketing reach without sacrificing margins to traditional wholesale or scaling production beyond capacity.

Join Us To Discover:

• Real Partnership Case Studies
• Essential Automated Email Flows
• The Klaviyo-to-CTV Workflow
• Getting Started Checklist (data readiness, compliance, budget)

Sponsored by Drinks Klayvio

What’s Working in DTC Wine: How Operations Power Customer Experience 

Great wine may begin in the vineyard, but the customer experience is crafted through every interaction, from the first touchpoint to the moment it reaches their doorstep and beyond.

Through real examples, transparent metrics, and practical insights, see what's actually working in DTC today. From communication strategies to operations that strengthen customer relationships, discover how successful wineries match rising customer expectations with dependable, thoughtful execution that deepens loyalty and increases performance.

See what is driving their success and walk away ready to elevate your own customer experience.

Sponsored by Wineshipping

Presenters:

Allyssa Wickstrom: Chief Legal Officer, Wineshipping
Emma Foster: Fulfillment and Inventory Manager,  Revana Family Partners
Joanna Lardie: Wine Club & Direct to Consumer Operations Manager, Sangiacomo Family Wines

3:00

Session Transfer

3:40-4:25 PM

Sessions 

Is Your Wine Club Still Relevant? Reinventing Benefits to Meet Today’s Consumer

Wine clubs have long been the backbone of DTC, but with visitation down, many wineries are questioning if their current models still connect. This workshop invites wine club managers and DTC leaders to rethink structure, benefits, and engagement/retention strategies. A panel of winery professionals, who recently revamped their wine club offerings, will share why they made the change, the impact they’ve seen, and how they’re using digital and in-market tools to drive growth. Walk away with fresh insights and actionable recommendations to ensure your club stays compelling in a shifting landscape.

Speakers:
Jessah Diaz - Cakebread Cellars,
Lois Cho - Cho Wines,
Meg Barkley - Clif Family

The Art of Visual Storytelling: Elevating Your DTC Wine Brand

This workshop will delve into the often-underestimated power of visual design in the direct-to-consumer wine space. Moving beyond simple analytics, we'll explore how thoughtful design and strategic visual storytelling can transform a transactional experience into an immersive brand journey, ultimately boosting conversions and fostering customer loyalty.

This session will feature a dynamic discussion with Byron Hoffman from Offset, Jordan Fiorentini from Epoch Estate Wines and Nora Sibley Sanders of Scribe Winery. We'll kick off by revealing how a strong, cohesive design foundation, from labels to tasting room aesthetics, sets the stage for an authentic brand narrative. The conversation will then expand beyond the analog world to the digital realm, where great art, photography or video can make or break an experience. We'll go behind the scenes to explore how high-quality work is produced: from goal setting to effectively navigating the nuances of the creative process.

Attendees will leave inspired, armed with practical insights on leveraging design, photography, video, and consistent visual execution to elevate their brand's presence and drive sales in the competitive DTC and luxury wine market. Bring your challenges and questions for a ten minute Q&A.

Moderator: Barbara Gorder

Leading Through Change: A Candid Conversation.

Join us for an honest conversation with Alyson LaVarnway from Force Majeure Vineyards and Kasey Helt from Laetitia Vineyards & Winery, two seasoned leaders recruited to guide established wineries through significant leadership transitions.

This session will dive into how they balance honoring each brand’s heritage with addressing past missteps—ensuring their wineries not only weather change but emerge stronger than ever.

Topics we’ll explore:

• Crafting a focused, actionable marketing plan
• Rethinking release dates for maximum impact
• Navigating community engagement: openness vs. maintaining “cult status”
• Retelling the brand story—even to long-time industry and club members.
• Correcting company culture to empower teams during change
• Evolving customer culture among long-time members while staying true to the brand’s new vision
• Building mutual respect within teams by holding firm to standards and values

Whether you’re leading through transition yourself or simply want to learn from those who have, this candid conversation will offer practical insights, fresh ideas, and real-world lessons from the front lines of the wine industry.

Moderator: Susan DeMatei - Wineglass Marketing

Delivering More Than Wine: How Fulfillment Shapes Customer Loyalty

Wineries are finding success through allocation growth, curated gifting, and personalized customer experiences. In this session, WineDirect Fulfillment moderates a discussion with two winery leaders, one an allocation expert and the other a gifting innovator, who will share how fulfillment excellence strengthens customer connections and drives loyalty. Learn how thoughtful customization and seamless execution can turn every shipment into a powerful brand moment, setting the stage for lasting relationships and continued growth in 2026 and beyond.

Sponsored by WineDirect Fulfillment

Moderator -Alison Galligan:, Sr. Manager of Client Success, Training & Development, WineDirect Fulfillment
Panelist -Panelist: Jessica Luke:Director of E-Commerce & Email Marketing, Jackson Family Wines
Panelist -Oliver Esparham: General Manager, Law Estate Wines

Built to Outpace: Why Shopify Powers the World’s Best DTC Brands

In the competitive DTC landscape, winning brands don’t just run better campaigns—they build on platforms designed to evolve faster than the market. This session explores why Shopify is the foundation for global DTC leaders and how its ongoing platform-level investment drives scale and innovation.
Rather than looking at isolated tactics, we will break down how Shopify’s technology, ecosystem, and continuous R&D allow brands to:

• Personalize at Scale: Leverage customer data for tailored experiences across every touchpoint.
• Connect Channels: Activate new sales avenues seamlessly without costly replatforming.
• Deploy AI: Use automation to enhance conversion, retention, and operational efficiency.
• Optimize Continuously: Benefit from compounding improvements in security, performance, and checkout—without rebuilds.

Featuring examples from top DTC brands—including leaders in the wine industry—we’ll demonstrate how these advantages translate into higher conversion rates and long-term scalability. Attendees will leave with a clear understanding of how platform choice dictates their ability to execute modern strategies and why Shopify-backed brands continue to outpace the market over time.

Sponsored by Pacific IQ

Panelists:
Jeff Meisel: GM Kosta Browne
Sarah Citron: CEO & Founder Bricoleur Vineyards
Ben Gibson: SEO and Founder Winehub.io
Nassim Najm: Partnerships @ Shopify
Sean Clarke: Founder, Pacific IQ

4:30 PM - 5:30 PM

Real Consumers in Real Time

Real Consumers in Real Time: What’s on the minds of wine consumers right now? Brian Baker will moderate one of our most popular sessions with four generations (GenZ to Boomers) of wine consumers to better understand how they view, engage and purchase our products, followed by Q&A.

Moderator: Brian Baker

5:30-7 PM

Bring Your Own AVA Event

Hotel Patio & Ballroom
Free to attend
Donated Wines and Beer : Cheeses

8:30 AM

Duskie Estes

Gumption & Glory: A Culinary Partnership

Chef Duskie Estes

In the kitchen and the vineyard, gumption—that gritty blend of determination and spirit—is the secret and most powerful ingredient. For Chef & Farmer Duskie Estes, it's the very force that has carried her through thick and thin, turning chaos into culinary triumph. Her journey is a testament to the power of relentless effort, a dash of joyful mayhem, and the unwavering support of her community. It’s this same gumption that great wine and great food possess when they dare to partner and succeed. Prepare to be inspired.

9:15 AM

WISE Announcement on Scholarship

9:25 -10:10 AM

The Power of Collaboration: Why Wine Industry Professionals are Your Best Customers

Join us for an engaging workshop exploring how collaboration with fellow industry professionals can transform into one of your most impactful growth strategies. Your best customers aren't always who you expect. They may be your colleagues, neighbors, and local partners across the hospitality landscape. From wineries and tasting rooms to lodging, restaurants, coffee houses, and cultural venues, these relationships create powerful ripple effects that bring new guests to your door and deepen your connection to your community.

You'll hear real-world examples of how industry peers have opened their doors to one another, generously sharing access, benefits, and referrals that not only build loyalty but also spotlight the entire destination. This session will highlight:

• Collaboration as a Win-Win: Why generosity and partnership across industries not only build loyalty, but also elevate entire regions as must-visit destinations.
• Hospitality as a Shared Table: How generosity between businesses makes guests feel like insiders wherever they go.
• Proven Strategies: Practical ways to structure collaborations, from shared wine club perks to cross-promotions with hotels and restaurants, and how to measure the impact on customer acquisition and retention.
• Success Stories: Real-world examples of wineries and partners who have implemented creative, generous collaborations with lasting results.

Speakers:
Cyndi Yoxall - Balletto Winery, Wine Club Manager
Jasmine Egan -  Winery Sixteen600, General Manager
Jo Armstrong - Hope Family Wines Director of Hospitality & DTC
Moderator: Erin Kirschenmann- Managing Editor Wine Business Monthly

Inbox & Impact: The State of Email & SMS Marketing

In a digital landscape flooded with noise, email and SMS remain two of the most powerful tools for direct engagement—when used strategically. This workshop dives deep into the current state of these channels, exploring the technologies, trends, and challenges shaping their evolution.
Backed by extensive research and shoulder-to-shoulder comparisons, we’ll unpack which tools are truly delivering ROI. Hear firsthand from leading brands about how they’re leveraging automation, personalization and segmentation to drive results.

Panelists:
Lindsey Jessup - Vice President, Member & Consumer Engagement, Domaine Serene
Jessica Kollhoff - Director of Hospitality and Direct Sales, J. Lohr Vineyards & Wines
Taylor Eason - Cork & Fork Digital Media
Moderator: Laura Fontana - LPF Digital Marketing

The Customer Decoded: Moving Beyond Demographics To Thinking That Will Sell More Wine

Simply using generic demographics to view customers in the wine business limits your ability to sell more. While understanding things like age and income have some use in creating experiences and marketing, there are ways to think about people that could accelerate sales. Outside the wine business, marketers approach their customers differently. In this session, a leading strategist from outside the wine industry will challenge your preconceived notions about how to think about your customers.

Discover how understanding and applying concepts beyond demographics – psychographics (attitudes, beliefs, interests, etc.), mindsets, needs states, and behavior can unlock powerful new avenues for connection and conversion. And you’ll be introduced to a new way to segment – demand spaces – which introduces context into thinking about your customers.

You’ll also be introduced to a strategic thinking framework to help position your brands to consumers, whether you have access to data or not, that could ultimately lead to increased sales and a more robust understanding of your market. This workshop is designed for anyone in the wine industry who is ready to evolve their approach to reaching and engaging customers.

Mike Siska
Award-Winning Brand Strategist | Ex-VML, Ogilvy, Burnett | 20+ Effie Awards | 20+Cannes Lion Awards | Developed Breakthrough Ideas for Leading Brands including Allstate, Firestone, Walgreens, Hyatt and SC Johnson

Next Level Training: Innovative Tools for Building Winery Talent

The wine industry is evolving—your training should too. Join this dynamic session designed for winery owners, managers, and sales leaders ready to elevate their teams beyond tastings and tech sheets.

Learn how to build a true culture of learning through engaging video content, scalable digital onboarding, and sales training that drives results. Our expert panel will share real-world case studies—from microlearning modules to on-the-floor coaching—proving that modern training methods not only inspire staff but also boost the bottom line. Walk away with practical strategies you can implement immediately to transform your team’s performance and guest experience.

Patricia O’Brien – COO, Callaway Vineyard & Winery
Topic: From SOP to Story: Creating Culture Through Training

• Building a learning culture vs. delivering information
• Using branded video content to reinforce hospitality standards
• Leveraging team buy-in through storytelling & mission-focused training

Hannah Robinson – Sr. HR Specialist. Company: Distinguished Vineyards
Topic: Building Scalable Onboarding Programs with Digital Tools

• Leveraging LMS platforms, onboarding portals, and recorded modules
• Designing training journeys for seasonal & full-time staff
• Accessibility & DEI considerations in modern training

Walter Carter – Director of Hospitality, Danza del Sol Winery & Masia de la Vinya Winery
Topic: Empowering the Sales Floor: Training for Results

• Weekly rhythms & flash training
• Roleplaying, incentives, and coaching feedback loops
• Using POS & CRM integrations for data-driven sales coaching

DTC Structure vs Strategy - Navigating the Great Shopify Migration

Shopify is the trusted platform for Direct-to-Consumer (DTC) operations for over 5.5 million businesses globally, including more than 100,000 wineries, wine retailers, and specialty wine merchants.

This session will provide a blueprint for the necessary DTC platform structures that will enable your business to implement modern, updated strategies to handle evolving purchasing behavior changes in the wine sector.

Key Session Topics:

• Technology Stack Comparison: Analyzing the long-term viability of modular commerce versus "all-in-one" platforms.
• Customer Retention Models: A deep dive into the effectiveness of Subscriptions, Wine Clubs, and Loyalty programs.
• The Generational Shift: Exploring the family journey in wine and the critical advent of generational membership transfers.
• Migration Checklist: Essential considerations before transitioning to any new technology stack

Case Studies / Q&A: Dedicated time for questions and answers.

Speaker: Ben Gibson

Sponsored by WineHub

Sponsor Session

10:15-10:35 AM 

COFFEE BREAK -TRADESHOW

10:40-11:30 AM

Building Community and Business Through Wine: Philanthropy

Developing a strong brand identity and nurturing a loyal community are essential for the wine industry. One effective way to do this is through strategic philanthropic events and partnerships. This session will explore how wineries can leverage "experiences money can't buy" to create value for their brands, communities, and charitable causes.

We'll hear from speakers who have successfully integrated philanthropy into their business models. They will share how these initiatives have grown beyond simple donations to become a key part of their brand's story.

The discussion will cover topics such as:

• Philanthropic events as a membership perk: Learn how philanthropic events can serve as an exclusive benefit for your top-tier members.
• Empowering your community: Discover the importance of allowing your members to choose the charities to support, giving them a direct role in your philanthropic efforts.
• Creating unique experiences: Hear how wineries have crafted one-of-a-kind, live auction experiences that go beyond just a bottle of wine.
• Tangible impact: Gain insights into how these events can raise substantial funds, as exemplified by Halleck Vineyard, which has raised over $1 million for various global charities.

By emphasizing community and shared values, philanthropic events can significantly enhance a winery's value, fostering customer loyalty and promoting a positive brand image.

Ross Halleck-Halleck Vineyards
Monica Lopez-Bacchus Landing & Aldina Vineyards
Moderator: Cyndi Yoxall - Balletto Vineyards

Beyond the Tasting Room: How In-Market Events are Changing the DTC Landscape

The reality is most wine enthusiasts will never set foot in your tasting room and not every club member is local. So how do you find fresh customers and keep your biggest fans engaged? Simple: you meet them where they are. Whether it’s the intimacy of an in-home tasting, the community of a club-focused gathering, or the buzz of major showcases like the High Museum Wine Auction or Aspen Food & Wine, in-market events open doors to new audiences and deepen loyalty with existing members. In this session, industry leaders will share strategies, insights, and real-world examples to help you choose the right event style to make every pour count.

Moderator: Meredith Hayes
Meghan Delzell, Director of Sales and Marketing, Sangiacomo Family Wines
Sherrie Perkovich, Head of Marketing & Consumer Experience, Sojourn Cellars
Carla Jeffries, General Manager, Blue Rock Vineyards

The Fabric of Your Brand

Because your story is what people remember, and your personal brand is what makes them choose you.

Your personal brand is the thread that connects reputation, relationships, and visibility. Whether you serve guests, lead teams, or shape strategy, your personal brand influences how people experience you. In The Fabric of Your Personal Brand, Selena Stirlen shares how to clarify your story, show up with consistency, and build a presence that feels true to who you are, so people don’t just remember you, they choose you.

Speaker:
Selena Stirlen  - Personal Brand Strategist & Founder, OnePivot.ai

Beta of new HR AI platform to be included.

Fix Your Winery Date Today, Sell More Wine Tomorrow

Wineries often struggle with duplicate customer records, disconnected systems, and siloed data that make it hard to market effectively and grow sales. Inventory visibility and allocation add to the challenge, with stock spread across warehouses and no simple way to know what is available or where. These issues create friction, making it harder to sell. In this session, we'll use a relatable demo scenario to show how a winery can turn fragmented information into connected insights that directly drive revenue. By walking through real-world examples, you’ll see how cleaner data, better integration, and stronger inventory visibility open the door to more effective marketing campaigns, confident financial decisions, and more wine sales. This “crawl–walk–run” perspective ensures you can see both where to begin and how to grow over time.

Speakers:
Brian Tirado
Keone Courtney
Michelle Brezenski

Sponsored by Endsight

Balancing Your Sales Strategy: How to focus on the right customers?

Are you struggling to decide how to focus your marketing efforts? It’s tough to be everything, everywhere at once, especially in the competitive wine industry. This session, led by industry experts Damien Wilson, from the Wine Business Institute, and Miryam Chae from Darioush Winery, will change the way you think about growth via your wine business strategy.

We'll dive into how to properly implement the 80/20 rule (also known as Pareto’s Law), which states that about 80% of your sales revenue comes from just 20% of your customers. You'll learn how to identify these key customers — from new, loyal to returning buyers — and how to prioritize your efforts to the ones that matter most.

This isn't just theory. We’ll show you how to apply these concepts to your winery, whether you produce 2,000 cases or 15,000 cases.

You will learn how to:

• Calculate essential benchmarks: Get hands-on with metrics like Customer Acquisition Cost (CAC) and Lifetime Value (LTV) to understand what drives your sales.
• Build a high-performing wine club: Learn how to use these benchmarks to create a thriving club that boosts your bottom line.
• Create demand for your brand: Discover how to segment your media and marketing efforts to attract the right customers and grow your business.

By the end of this session, you’ll have a clear, actionable plan to put systematic practices in place and achieve high performance. Get ready to shift your focus and acquire the customers who will make the biggest impact.

Damien Wilson: Faculty Director, Wine Business Institute, SSU
Miryam Chae: Darioush Winery DTC Director

Sponsor Session

MAIN BALLROOM

11:35 -12:30PM

Influencer Town Hall

"The Critics Are Dead. Your Consumers Are Talking. Are You Listening?

For too long, the wine industry has relied on traditional gatekeepers to tell its story. But today's most influential voices aren't on a scorecard—they're on a screen.

Join us for an electrifying Town Hall that cuts through the noise and gets to the real truth of modern wine marketing. This isn't another "Influencer 101" session. We're challenging the old playbook to bring you an unfiltered, dynamic discussion about what’s actually moving the needle in a DTC-driven world.

Led by influencer Isis Daniel in an open interview with two other industry-leading digital creators, we'll dive into the conversations that matter most.

Beyond the Numbers: Unlocking ROI and Brand Awareness

Impressions are just vanity metrics. We’re going beyond surface-level data to show you how strategic influencer collaborations unlock tangible ROI. Discover how to identify, partner with, and empower the right creators—from niche storytellers to macro creators—to build genuine brand loyalty and drive sales for your wine business.

The Unspoken Truths of Wine Marketing

Let’s talk about the hard realities. What's truly connecting with today's consumers? What are they not telling you? This session is an honest, no-holds-barred look at what's working and what's not, inviting an open discussion about the marketing strategies you need to abandon and the ones you need to embrace.

Beyond the Critics' Score: How Digital Voices Redefine Value

A nine-point score doesn't sell wine to a new generation. We’re exploring how digital creators are redefining the value of a wine, driving purchasing decisions through authentic content and community-building. Learn how to leverage these new channels to make your wine a must-have, not just a high-scorer.

Your future in the DTC space depends on your ability to connect with new audiences. This is your chance to hear directly from the voices shaping the market and walk away with insights you can't get anywhere else.

Don't just stay relevant. Future-proof your winery.

12:45-2 PM

LUNCH 

Conference Close