Changing the Way We Sell Wine
Marketing/Public Relations Breakout Session

2020 has dramatically accelerated changes that were already underway in the wine world – from DTC to hospitality to sales calls we have been forced to rethink the way we sell wine. After decades of the “tried and true” trade shows and tastings, driven largely by tradition and regulation, what will stay and what will go?  This panel will share insights on new avenues for reaching trade and consumers, adaptations to the current models that are here to stay and ideas for bringing wine sales into the modern era. We will focus on how to get the full use out of technology while maintaining the “high touch” relationships that set selling wine apart from other consumer goods.

*Applied For 1 Professional Development CCA CE Units under commodity marketing and trade

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Honore Comfort
Wine Institute, California

Honore Comfort
Vice President, International Marketing
Wine Institute

In her role as Vice President of International Marketing, Honore draws on her 18 years of international wine marketing, association management, and brand strategy experience to promote exports sales of California wines while building the brand for California wines on a global scale.

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Erle Martin
Winebow, California

Erle Martin, Executive Vice President, Business Development, Winebow


Heidi Scheid
Scheid Family Wines, California

Heidi Scheid is Executive Vice President of Scheid Family Wines. She joined the company in 1992 as Director of Planning and served as Vice President of Finance and Chief Financial Officer from 1997 to 2001. Since 2001, her executive role has encompassed many facets of the business, including overseeing sales and marketing for a wide-ranging portfolio of wines for the company.


Andrea Smalling
WineDirect, California

Andrea is the Vice President of Marketing and Sales at WineDirect, the wine industry’s leading provider of end-to-end sales solutions from e-commerce to fulfillment and education to help wineries grow along the way. 

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