Kasey Helt | Director of DTC Operations - Laetitia Vineyards and Winery
As a member of the DTCWS 2026 Steering Committee and someone who recently navigated a job transition, the connected ideas of change, innovation, and respect within the Direct-to-Consumer (DTC) wine industry have been at the forefront of my mind. We've all heard the timeless saying, "Be the change you want to see in the world." But how often do we truly think about and practice this principle in our workplaces or the industry we are part of?
In the fast-paced world of DTC wine, change isn't just a strategic choice—it's essential for survival. Consumer expectations have skyrocketed, demanding more than ever. Meanwhile, the reliability of some vendor relationships has become uncertain, and our frontline brand storytellers—our employees—are often stretched to their limits.
The most resilient brands don't passively wait for the inevitable tide of change; they actively lead it. They navigate this evolution with unwavering clarity, deliberate intention, and deep respect. This is because genuine culture isn't built in sterile mission statements or mandatory all-hands meetings. True culture shows up in daily interactions: in how we present ourselves, communicate, and treat others. If respect, accountability, and alignment are just theoretical ideas on paper, it's time to demand more. Brands that truly stand out, no matter their size, don't just talk about excellence—they live it. And importantly, they expect that same standard from every partner they work with.
So, what does authentic leadership through change look like in practice?
· Motivating Employees with Purpose, Not Just Perks: Instead of offering wine perks or paychecks, inspire your team with a deeper sense of purpose. Give them creative freedom, respect their valuable time and emotional capacity, and most importantly, genuinely listen to their insights.
- Setting Clear Boundaries—Even with Customers: Exceptional hospitality does not mean enabling entitlement. We can be both generous and gracious while firmly maintaining mutual respect.
- Holding Vendors Accountable to High Standards: If you demand excellence from your internal team, it's essential to expect the same unwavering commitment from your external partners. Complacency, if left unchecked, is a corrosive and contagious force.
If our collective goal is to build stronger teams, engage more customers, and create brands that last for generations, then it’s up to us to lead that change. This means valuing employees as the vital core of your business, seeing customers as valuable partners rather than entitled royalty, and genuinely living the culture we aim to be part of.
Let's commit to being the change and, in doing so, raise the bar for the entire DTC wine industry. The profound positive impact, I promise, will be immeasurable!