How to Sell More Wine
January 27, 2026
9:30 am - 10:45 am
How to Sell More Wine
While no two businesses are identical, all will benefit from having a better understanding of current market trends and the consumers who drive those trends. There is more data available today than ever but knowing which information to apply to build your business and developing a repeatable process to use it is critical. We will explore available data sources across the off-premises, on-premises, and Direct to Consumer.
Our panel includes professionals who represent large commercial and small boutique brands who will exhibit how they leverage data/information to drive sales.
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Moderator
Dale Stratton
Azur Associates, California
Dale Stratton brings over 40 years of experience in the Beverage Alcohol Industry to his role as an industry consultant working for Azur Associates and the Wine and Spirits Wholesalers of America on their SipSource deliverable.
Dale retired from Constellation Brands in May of 2019 where he was the Vice President, Commercial Insights working across their Beer, Wine, and Spirits divisions. He started his career at the Gallo Winery and covered a wide range of responsibilities that included distributor management, account management, strategic insights, and Lean Six Sigma. Dale has a bachelor’s degree in journalism with a concentration in Public Relations from Colorado State University and an Executive MBA from Tuck School of Business at Dartmouth College.
Speakers
Paul Bourget
Delicato Family Wines, California
Paul Bourget is the VP of Consumer & Strategic Insights at Delicato Family Wines. In Paul’s role, he leads a team who leverage data and insights to drive performance, partnering with Sales and Marketing to sell Delicato’s wine brands, market them effectively, and guide strategic decisions.
Paul has 30 years of experience in consumer-packaged goods, including 20+ years in the wine business. Prior to Delicato Family Wines, Paul held various wine analytics and insights roles at Constellation Brands and Allied Domecq Wines. He started his career working at data analytics companies IRI and Nielsen consulting with CPG clients.
Throughout Paul’s career, he has led efforts to grow business based on opportunities and insights from data and research.
Christian Miller
Wine Market Council, California
To be announced.
Amy Navor
Finger Lakes Wine Alliance, New York
Amy Navor, MBA
Executive Director, Finger Lakes Wine Alliance
Amy Navor is the Executive Director of the Finger Lakes Wine Alliance and an award-winning senior marketing strategist with 15+ years of experience in global wine and spirits brand leadership. She has led high-impact, omni-channel marketing initiatives for both established and emerging brands, driving growth, building brand equity, and strengthening trade and media relationships across domestic and international markets.
Amy’s career spans hands-on work with producers around the world, from European vineyards to agave-growing regions in Mexico, giving her a deep, practical understanding of production, storytelling, and market positioning. She is also a wine and spirits co-founder, bringing a founder’s perspective to strategic decision-making, resource allocation, and long-term brand building.
In her role at the Finger Lakes Wine Alliance, Amy focuses on elevating the region’s cool-climate wine story, expanding market visibility, fostering collaboration across producers, and creating programs that support wineries at every stage, from legacy estates to next-generation innovators. Known for her strategic clarity, collaborative leadership style, and deep respect for regional identity, Amy is committed to strengthening the Finger Lakes’ position as a world-class wine region.
Katie Zelman
Hess Persson Estates, California
Katie Zelman is a recognized leader at the critical intersection of wine business strategy, technology, and operational profitability, boasting two decades of experience driving growth and efficiency in the wine industry.
Currently serving as the Senior Business Intelligence and Pricing Manager for Hess Persson Estates, she is an expert in transforming raw market data into decisive competitive action. Her work focuses on leveraging quantitative metrics to optimize volume and value growth across wholesale, export, and DTC channels, directly driving significant increases in blended profit margins.
Ms. Zelman’s hybrid background includes serving as a Business Intelligence Product Manager at VIP and earning her Certified Product Manager (CPM) designation. This provides the unique ability to bridge the gap between marketing, sales, finance, and modern technological efficiency, utilizing a disciplined, data-first approach. She joins the panel to share insights on how wineries-regardless of size- can apply repeatable business intelligence processes to harness data and drive growth.