In this episode of the WIN Insider Series, George Christie sits down with Alison Crowe, Vice President of Winemaking and Partner at Plata Wine Partners, to explore her remarkable journey through the wine industry. From her early days growing up in California’s Central Coast to studying viticulture and enology at UC Davis, Alison shares how curiosity, hands-on experience, and a willingness to take risks shaped her career across roles at Chalone Vineyard, Curtis Winery, and Bonny Doon Vineyard. She also reflects on authoring The Winemaker’s Answer Book and how translating complex winemaking concepts into practical insights has been a common thread in her work. Alison offers a candid look at today’s wine landscape, from the collaborative, client-focused model at Plata Wine Partners to the broader challenges facing the industry, including shifting consumer preferences and increased competition. She discusses the importance of making wine more approachable, the need for

In this WIN Insider interview, George speaks with Lauren Wong, Vice President of Sales and Marketing at Aperture Vineyards & Winery, ahead of the Wine Sales Symposium on May 13th in Sonoma County. Lauren shares her journey from luxury fragrance brands to wine marketing, influenced by her father’s work as a renowned wine label designer. She discusses Aperture’s brand philosophy of combining high-quality wines with inclusive, approachable marketing and addresses the evolving challenges wineries face in post-COVID marketing—emphasizing creativity, adaptability, and innovation. A key focus is strategic partnerships for the symposium and Lauren explains how partnerships enhance brand exposure, reinforce values, and create collaborative opportunities that benefit all parties. She encourages wineries of all sizes to actively pursue partnerships by understanding their brand’s value and aligning with partners’ goals—including creative, non-monetary collaborations with local businesses, cha

In this WIN Insider Series episode, George interviews Adam Bird, Director of Strategy and Partner at Deksia and Highway 29 Creative, about navigating marketing challenges in today’s wine industry. Adam draws on extensive experience across multiple marketing sectors to share strategic insights on evolving consumer behaviors and what it takes to adapt and grow in a shifting marketplace. The conversation covers critical topics including the importance of authenticity in wine marketing, how regional and generational differences shape strategy, the challenge of engaging younger consumers, and what the future of wine marketing looks like. Whether you’re a winery owner, marketer, or industry professional, Adam’s candid insights offer practical guidance for positioning your brand in an increasingly competitive landscape. Watch to learn how successful wine brands are staying culturally relevant while building long-term customer loyalty. You can also hear more from Adam at the

In this WIN Insider Series interview, George speaks with Raquel Royers, the influential voice behind “Watch Me Sip” and a wine industry marketing professional making wine culture accessible to younger audiences. Raquel shares her unconventional path from crime reporter to digital wine marketer, discussing her passion for authentic storytelling and breaking down the intimidation factor of traditional wine culture. The conversation explores how spirits brands are outpacing wine with bold marketing strategies, the evolving digital and social media landscape, and why memorable experiences matter more than ever for consumer engagement. Raquel offers candid insights on current challenges facing wine marketers—from pricing pressures to connecting with modern consumers—and reveals what the wine industry can learn from the innovation happening in spirits. Essential viewing for anyone in wine marketing or looking to understand how to reach the next generation of wine dr

In this WIN Insiders special edition, George interviews Pat Delong, managing partner and founder of Azur Associates, a wine industry consultancy specializing in mergers and acquisitions and strategic advisory. Pat shares his 30-year wine business journey and how Azur evolved into a full-service firm combining consulting with M&A expertise. The conversation covers critical topics including wine industry real estate and brand valuations, preparation strategies for owners considering exits, market oversupply impacts, and the influx of new private investors with long-term horizons. Learn More: https://www.azur-associates.com/.

Joel Peterson, Executive Director of the Paso Robles Wine Country Alliance, shares his journey into the wine industry and discusses what makes Paso Robles unique as both a wine destination and recognized brand. Joel explains how the Alliance collaborates with growers, vintners, and tourism organizations to maximize marketing impact while avoiding duplication of efforts, promoting the region to both consumers and wine buyers. The conversation covers current industry challenges including shifting demographics, economic pressures, and generational transitions, while highlighting innovative efforts to attract younger consumers and broaden wine accessibility. Joel discusses popular Alliance events like Paso Wine Fest and BlendFest on the Coast, plus the growing appeal of areas like Tin City that foster younger, innovative winemakers. He also previews his upcoming role moderating a panel on vineyard-focused marketing strategies at the North Coast Wine Industry Expo. Learn More About the Pa

In this WIN Insider Series episode, George Christie interviews Alexandra O’Gorman, Vice President of Community Relations for Foley Family Wines. Alexandra shares her journey from Carmel, California, into the wine industry, working her way through sales, marketing, hospitality, and communications at prestigious wineries, including Flowers Vineyard and Korbel, while earning her MBA from Sonoma State’s Wine Business Institute. Her career is defined by taking risks, embracing change, and continuous learning. Alexandra discusses her current role overseeing community relations at Foley Family Wines, blending social impact, sustainability, and strategic philanthropy. She emphasizes the importance of industry inclusivity, mentorship, and authentic leadership while addressing current challenges like market perceptions, product focus, and member engagement within winery associations. Her insights on connection, community involvement, and focused portfolios provide valuable inspirat

In this WIN Insider episode, George Christie interviews Maggie Zeman, a seasoned PR and marketing professional who transitioned from Washington DC’s State Department to Silicon Valley tech, before founding The Barn Group in Northern California’s wine industry to then merge with a larger PR firm and expand her role nationally. Maggie shares insights on the wine sector’s current challenges, emphasizing that the industry faces a marketing problem, not a product problem, requiring targeted communication strategies to engage younger consumers and adapt to evolving behaviors. The conversation covers the dramatically changed media landscape—from traditional wine writers to freelance-driven ecosystems, influencers, and digital creators—plus how AI and new platforms are reshaping media relations. Maggie discusses the importance of mentorship, intergenerational learning, and the challenges remote work poses for career growth. Despite industry headwinds, she remain

In this WIN Insiders episode, George interviews Beth Vukmanic, Executive Director of Vineyard Team and manager of the SIP Certified sustainable vineyard and winery certification programs. Beth shares her fascinating journey from professional harpist (and being born in a Volkswagen Rabbit!) to leading one of California’s most important sustainability initiatives. She explains how Vineyard Team, founded in 1994 by progressive growers, promotes sustainable farming through education, collaboration, and the SIP Certified program that emphasizes accountability in social equity, soil health, water efficiency, and habitat preservation. Beth discusses the program’s evolution from a 1996 self-assessment checklist to a comprehensive certification now spanning California, Michigan, and Oregon, plus its growing market value as consumers demand sustainably produced wines. She also shares her passion for fitness through her “Beth Size” brand and highlights the One of Ours Me

In this WIN Insider Series episode, George Christie interviews Courtney Benham, Owner and President of CNB Family of Wines, alongside team members Nina and Remy. Courtney shares his journey from Bakersfield farming family to wine industry leader, discussing the evolution of his brands including Blackstone and Martin Ray. The conversation highlights CNB’s innovative Rookie Club—a new wine club concept targeting millennials and Gen Z with approachable pricing, easy subscriptions, and casual events like trivia nights. They also address current industry challenges including distribution pressures and economic headwinds, emphasizing how passion, relationships, and adaptability are essential for family wineries to thrive in today’s complex market.