Path to Market for Smaller Wineries beyond the Tasting Room
Business/Operations Breakout Session

With fewer personnel, limited resources and consolidated distribution channels; small wineries can face an uphill battle in getting to market and brand building. In this session, owner/winemakers and experts that successfully broke through beyond their small winery tasting rooms, will share their detailed approaches. We will explore strategies small wineries can adopt to maximize their sales potential: brand building, direct-to-consumer marketing, off-premises events, strategic use of distribution, direct-to-trade and third party providers.

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Julie Lumgair
J. Moss Winery, California

Julie Lumgair is a noted consulting and hands-on luxury tier winemaker for J. Moss and other wineries and a fifth generation family farmer. Her wines span fourteen vintages and 25 varietals from nine of Napa Valley’s world class AVAs, Italy and Sonoma’s Russian River Valley, Chalk Hill, Knights Valley and Alexander Valley AVAs. Her calling cards are consistently producing wines that garner acclaim, distinctly farming and expressing vineyards, excellence in operations and a passionate attention to customer delight and lasting relationships.


John Trinidad
DPF Law, California

John Trinidad is a wine law attorney and partner at Dickenson Peatman & Fogarty in Napa, California. He advises wine industry clients on a broad range of legal issues, including licensing, federal and state regulations, and business contracts. John is also a lecturer at the University of California Berkeley School of Law, where he teaches a course on wine law, and has been a guest speaker at the University of California Davis School of Law, Sonoma State University’s Executive MBA Program, and the University of California Davis Executive MBA Program.

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Sandra Hess
DTC Wine Workshops, California

Sandra Hess is a direct to consumer wine sales and consumer engagement specialist supporting winey teams throughout the US, Canada and Australia. In July 2013, Sandra founded DTC Wine Workshops Consulting Agency, based out of the San Francisco Bay Area, and also launched an online training division in August 2014. Sandra publishes the DTC Wine Case Study Series and is a frequent speaker at wine industry events nationally and globally. A recognized subject matter expert in DTC Wine Sales, Sandra has been featured in Forbes, Wine Business Monthly and Wines & Vines.


Dan Petroski
Massican Winery, California

Dan Petroski was born and raised in Brooklyn, NY. After attending Columbia University where he played football, Dan went to work for Time, Inc. While there, he earned his MBA from NYU and worked his way up the ranks in magazine publishing. When the Wall Street Journal tried to poach him, Dan took a moment to reflect. Deciding a change of life was in order, he jettisoned to Sicily for a year, where he interned at Valle dell’Acate. While Dan’s intention was to return to New York to sell wine, a harvest invitation from DuMOL in 2006 was too good to pass up.


Alison Smith-Story
Smith Story Wine Cellars, California

As the create sales force behind Smith Story Wine Cellars, Alison Smith Story puts a heap of stock in the power of community. After a decade of running her Austin, Texas boutique sales and marketing firm for wineries and importers she was convinced there was room for a new winery doing things old school by frankly telling their true story powered by incredibly delicious wine. “Kickstarted” with husband Eric in 2014, Smith Story is the first winery to be fully crowdfunded.


Hardy Wallace
Dirty & Rowdy Family Winery, California

For 10 years, Hardy Wallace has helped redefine CA Wine. As owner and winemaker of Dirty and Rowdy Family Winery, Hardy has focused on lesser known varieties, leveraged ancient and new methods, and has been the leader in small winery wine marketing.

Hardy and his work has been featured in hundreds of publications. His pioneering work at Dirty and Rowdy has influenced and inspired wineries around the world.

As a speaker he has addressed groups from Google, Wharton, UCLA Business School, and others.

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