August 21, 2018

Napa Valley Marriott

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The Only Conference Focused on Successfully Deploying Technology Solutions in the Wine Industry.

The Wine Industry Technology Symposium (wiTs) is a conference for winery professionals who implement technology solutions or analyze sales data. This includes IT professionals, marketing managers and DTC managers, as well as general managers, financial managers and winery owners.

This year’s event offers an expanded program which includes:

• Educational sessions covering DATA, IT, and DTC topics

• Roundtables for further discussions with peers

• Technology Showcase featuring top industry providers and solutions

• Hands-On Demonstrations of the latest industry solutions

• Multiple networking opportunities to discuss technology and data issues with other industry professionals

New Date & New Location for 2018!

WITS is returning to its original home at the Napa Valley Marriott in 2018!


Tuesday, August 21, 2018


Napa Valley Marriott

3425 Solano Avenue, Napa, CA 94558

Special Room Rates Available – Book Now

Sleeping rooms are available for the night of August 20 at a discounted rate of $239 + taxes and fees


Schedule Subject to Change


8:45 – 9:00 a.m. WELCOME

9:00 – 9:30 a.m. DTC KEYNOTE – To Be Announced

9:30 – 11:45 a.m. DATA, IT, and DTC Track Breakout Sessions

11:45 – 1:00 p.m. LUNCH

1:00 – 3:30 p.m. DATA, IT, and DTC Track Breakout Sessions

3:30 – 4:00 p.m. Industry Roundtables

4:00 – 4:30 p.m. Wine Tasting Reception

Sessions Subject to Change

DATA Track Breakout Sessions


10:00 – 11:00 a.m. The Data That Matters: What Data is Available and How It’s Used to Make Decisions

Ian Monat, senior business performance analyst, Moet Hennessy – Moderator

Kristina Gerren, manager of sales and marketing analytics, Foley Family Wines

Cody Jennings, senior vice president, Zepponi & Co.

Brian Lechner, vice president – group client director, Nielsen Research

With a number of sources of sales data available to you, how do you determine which data sets are the most helpful to you and your brands? How can this data be used to effectively benchmark a brand’s performance against a competitor’s? This session will look at all the available source of sales information and discuss how to determine what’s really necessary for your sales teams, as well as how to process that data and make it accessible and useful to the various executives in your business. Learn some of the best ways to maintain, organize and build safeguards to keep your three-tier and direct-to-consumer data clean and useful.

11:00 – 11:15 a.m. The Future of Data: On-Premise Account Information Reaches the Winery

With the launch of SipSource, wineries are now able to obtain invoice-level data on distributor shipments to on-premise accounts. What does this mean for wineries now that they can access more information about the restaurants, bars and more that are serving their products? Session in development – Speakers will be announced shortly!

1:00 – 1:30 p.m. Data Exchanges and Effective Reporting: How to Make Sense of Invoice-level Data

Abbott Wolfe, vice president of commercial growth, Copper Cane Wines & Provisions

Invoice-level data can be incredibly powerful and is a great tool in sales management and planning because it lets a winery handle sales the same way a wholesaler or distributor would. This session will explore ways in which to manage this “firehose” of data with tools that will help you process an enormous amount of information as well as best practices to clean up and manage your winery’s existing database to successfully incorporate this new data.

2:00 – 2:45 p.m. Price Monitoring and Measurement for the Small- to Mid-sized Winery

Julian Perry, CEO, Wine-Searcher

Jackie Wood, product manager, Gomberg, Fredrikson & Associates

For small and mid-sized wineries with three-tier distribution costly and extensive pricing tools aren’t an option—but there is good news. New, affordable price monitoring tools have reached the market, giving wineries of all sizes the opportunity to better monitor and measure pricing performance in both the retail and wholesale markets. This session will provide attendees a viable option for pricing tools.

IT Track Breakout Sessions


10:15 – 11:00 a.m. Defending Your Wine Company Against Cyber Attacks

Eric Jorgensen, president and publisher, Wine Business Monthly – Moderator

Glen Sorenson, IT security engineer, Ste. Michelle Wine Estates

Charlie Lindell, IT manager, Kistler Vineyards

What are the latest threats to your company’s data and server safety, and how do you fight them? Businesses of all sizes are vulnerable and it only takes one unsecured laptop to create a security, finance and PR nightmare. This session will deliver practical, immediately applicable practices to help you conquer new types of attacks and enhance your security systems.

11:15 – 11:30 a.m. Top Issues Facing the Wine IT World

John Collins, CEO, GreatVines

The wine industry’s leading chief information officers are coming together at WITS 2018 to talk trends, concerns, new products and more. John Collins will give attendees insights into the top five issues CIOs are concerned with and how they plan to adapt their practices to meet a changing world.

1:00 – 1:30 p.m. How to Build and Sell a Five-Year IT Plan to Your CEO

Shirley Gao, senior vice president and CIO, Young’s Market

What does it take to create an effective and enticing five-year IT plan? Every company is different and has different IT needs, but what are some of the common characteristics of an appropriate and useful plan? Once you’ve built it, how do you sell it to those that control the purse strings?

1:45 – 2:30 p.m.ERP: Integrating the New Wave of Software

Corey Jellison, director of business operations, Huneeus Vintners – Moderator

A number of ERP and bolt-on solution providers are attempting to enter the wine industry because there is a huge opportunity for vendors in this space. With a number of new products, gadgets and platforms, some solutions are more complicated than others. So what do you really need—and do you need an army of people to implement it?

DTC Track Breakout Sessions


9:45 – 10:45 a.m. The Digital Advertising Renaissance

Jeff Zappelli, general manager, WALT Wines – Moderator

Ingrid Cheng, digital marketing manager, Rombauer Vineyards

Raquel Royers, associate manager, digital marketing, Trinchero Family Estates

Caleb Cavazos, digital marketing manager, HALL Wines

We’re taking a hard look at the new software that allows you to understand and activate an essential advertising tool. Solutions are available to let you re-target, trace and automate a functioning digital advertising strategy. This is not a review of your social media marketing best practices, but rather a review of digital advertising tools, something wineries of all sizes working under all sales channels need to consider the benefits of.

11:15 – 11:45 a.m. Automating Your Search Engine Optimization

Misty Roudebush Cain, director, direct-to-consumer and marketing, St. Supery

Rhonda Motil, vice president of marketing, J. Lohr Vineyards & Wines

There are new technologies that help automate daily tasks and run analytic reports on your search engine optimization efforts, which will help drive traffic to your website and tasting room. How do you implement and use these systems to your advantage? What solutions are available to help you move to the top of Google’s search and, more importantly, understand whether your efforts are resonating with your online viewers?

1:15 – 1:45 p.m. Data-Smart Selling Decisions: Using a 360-view of the Customer to Boost Sales

Lesley Berglund, co-founder and chairman, WISE Academy

John Musto, sales analyst, Ridge Vineyards

Your CRM gathers data for you, but what do you do with it? This session will look at best practices in collecting, analyzing and presenting customer data to your sales teams, not just in the tasting room but at the retailer as well.

2:00 – 2:45 p.m. Building the Right Software Suite for a Fully-functional and Sales-enticing Website

Melissa Lynch, general manager, ambassador program, Boisset Collection – Moderator

Vicky Farrow, proprietor, Amista Vineyards

Tanya Zumach, digital strategy manager, Argyle Winery

From CRM to website, shopping cart to reservation software, there are a number of solutions for wineries to consider. This year, new all-encompassing solutions have hit the market as well that allow you to build a website that acts a sales tool. What are they and which is the right platform for you? How do you make separate solutions, like your reservation and POS softwares, play nice?

Sessions Subject to Change


Sachin Amin, Director, Enterprise Application Development & Project Management – Jackson Family Wines

Lesley Berglund, Chairman – WISE Academy

Jeff Caroll, Vice President, Product and Marketing – Compli

Christina Carr, Director of Operations, DTC – Jackson Family Wines

John Collins, President – Great Vines

John Curnutt, Revenue and Systems Specialist – Chateau Montelena

Shirley Gao, SVO, Chief Information Officer – Young’s Market

Corey Jellison, Director of Business Operations – Huneeus Vintners

Eric Johnson, Applications Manager – Ste. Michelle Wine Estates

Melissa Lynch, General Manager | Boisset Collection Ambassador Program – Boisset

Ian Monat, Business Sales Analyst – C. Mondavi & Family

Jon Moramarco, Managing Partner – BW166

Martin Olson – Consultant

Karla Reed, Vice President Information Systems and Technology – Vintage Wine Estates

Misty Roudebush Cain, Director, DTC and Marketing – St. Supery Estate Vineyards & Winery

Michael Saitow, IT Manager – MS Walker

Dale Stratton, VP Strategic Insights – Constellation Wines

Fernando Trejo, Director Information Technology – Duckhorn Wine Company

Wes Wallinger, Sales Finance Manager – V2 Wine Group

Jeff Zappelli, General Manager – WALT