The New Rules of Attraction: Using Design to Seduce, Sway, and Snare the Right Wine Customers

Tyler Balliet

Rebel School of Wine & Rosé Mansion, New York

Tyler Balliet is a bestselling author and entrepreneur who has been reshaping the wine industry since 2006. Her debut book, Rebel School of Wine, was nominated for a James Beard Book Award in 2025. Tyler founded Rosé Mansion and Wine Riot, two wildly successful wine experience companies that drew over 500,000 guests and helped change the way Millennials and Gen Z experience wine.

She has been featured in the New York Times, Boston Globe, and LA Times, and regularly appears on television including CNN, ABC News, and Good Morning America. A former Inc. Magazine 30 Under 30 and Wine Enthusiast 40 Under 40 honoree, Tyler continues to push the boundaries of wine culture, blending design, storytelling, and history to make wine more accessible, inclusive, and fun, for everyone. Tyler lives in New York City.

Morgan First

Rosé Mansion, New York

Morgan First is an award-winning creative director and entrepreneur known for transforming brands into large-scale cultural experiences.

She is the creator of the Rosé Mansion Wine Sticker Book, a best-selling visual project that translates wine, food, and travel culture into a playful, highly shareable format. She is also the co-founder and creative visionary behind Rosé Mansion, the 32,000-square-foot wine amusement park in Manhattan that sold over 225,000 tickets and became a national media phenomenon, as well as Wine Riot, a traveling wine festival that sold more than 150,000 tickets and helped redefine how Millennials engage with wine.

Morgan was the first person to translate Barbie into live experiences, leading global activations for Mattel including the Malibu Barbie Cafés, the Barbie Dream Suite, and large-scale resort takeovers. She is also the creative director of the James Beard Award nominated book, Rebel School of Wine.

Her work has been featured by The New York Times, CNN, Good Morning America, Forbes, and Bloomberg.

Jess Druey

Whiny Baby, California

Jess Druey is a trailblazing entrepreneur and the creative force behind Whiny Baby — the Gen Z wine brand redefining how her generation connects with wine. Born in Bakersfield, CA, and grounded in agricultural roots, Jess saw firsthand how food and wine bring people together. At 22, she struggled to pick a bottle for a first date and realized the wine aisle wasn’t built for her generation. By 24, she self-launched Whiny Baby from scratch — using bold packaging, TikTok storytelling, and interactive design to create a completely reimagined wine experience.

Her vision resonated with young consumers, and by 26 she had partnered with the McBride Sisters Wine Company to expand into Target, Total Wine, and BevMo — making Whiny Baby the only Gen Z–founded and owned wine brand in national retail.

Now 28, Jess is recognized by Essence Magazine and DTC Newsletter and winner of Gordon Ramsay and Lisa Vanderpump’s Food Stars. As Founder & Head of Whiny Baby and Emerging Consumer Innovation Consultant with GALLO, Jess is on a mission to welcome the next generation of wine lovers. She blends her agricultural background with innovation in winemaking and packaging trends to ensure wine is both high-quality and high-fun — the ultimate gateway wine for anyone entering the category.

Tim Gatto

Gatto Rivera Branding, California

Gatto Rivera:
Based in Napa, CA, Gatto Rivera is a Branding & Package Design studio for the wine, spirits, and hospitality industries.

Tim Gatto:
Born and raised in Napa, California, Tim’s love for creativity and design drew him to San Francisco’s vibrant art scene. There, the dots connected as he discovered brand development and package design — a perfect blend of his artistic passion and deep appreciation for Napa’s winegrowing heritage.

Experience: B.A. in Communication Design from CSU Chico; Junior Designer at Brand Engine; Senior Designer at Auston Design Group; Senior Designer at CF Napa Brand Design; WSET Level 2