August 21, 2018

Napa Valley Marriott

Click Here to Book Your Hotel Room!

Data and IT Keynote

Ben Salisbury, president, Salisbury Creative Group, Inc.
New Age Sales: Start Leveraging New Technology to Fuel Growth

DTC Keynote

Kelley Rochna, vice president of marketing and innovation, Vine Connections
Embracing the Mobile Mindset of DTC


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

Tuesday, August 21, 2018

Napa Valley Marriott
3425 Solano Avenue, Napa, CA 94558

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

Book a Hotel Room:

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
Book before July 30 to guarantee discounted rate

If you are a supplier interested in attending the event please contact Tamara Leon for sponsorship opportunities at:


Schedule Subject to Change



8:45 – 9:00 a.m. WELCOME

9:00 – 9:30 a.m. KEYNOTES

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

11:45 – 1:00 p.m. LUNCH

1:00 – 2:45 p.m. DATA, IT, and DTC Track Breakout Sessions

3:00 – 3:45 p.m. Industry Roundtables

3:45 – 4:30 p.m. Wine Tasting Reception

Sessions Subject to Change


9:00 – 9:30 a.m. DATA / IT KEYNOTE

New Age Sales: Start Leveraging New Technology to Fuel Growth

Ben Salisbury, president, Salisbury Creative Group, Inc.

Delivered from the point of view of a seasoned sales pro, this session will explore the intersection between technology and sales team performance. In today’s hyper-competitive wine market, it is not enough to possess the capabilities. You must know how to leverage them to achieve consistent, predictable results. A techie stuck in a salesman’s body, Salisbury will shatter some deeply held beliefs about selling wine and blow apart every excuse for not adopting the most relevant technologies.

9:00 – 9:30 a.m. DTC KEYNOTE

Embracing the Mobile Mindset of DTC

Kelley Rochna, vice president of marketing and innovation, Vine Connections

The growth of mobile has directly impacted the wine industry – it’s changed how people consume, engage, and express themselves. Learn more about how these behaviors are evolving the DTC landscape by setting new trends and driving impact for brands, as well as how your brand can take more control through the use of technology and insights.

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

Andrew Milanez, 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: SipSource Brings High-quality Distributor Data to the Winery

Thomas McDevitt, Southern Glazer’s Wine & Spirits

For decades, wineries have had to settle for monthly depletions data that focused solely on total sales. With the launch of SipSource, wineries are now able to receive aggregated data that provides a highly accurate picture of wine sales in the United States, from grocery to liquor store, restaurant to wine bar, straight from the country’s largest distributors. Thomas McDevitt will walk attendees through the creation of SipSource, the information it provides and more. What does this mean for wineries now that they can access better data about what wine is sold?

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

Jacqueline 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 Sorensen, 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

        Todd Hauschildt, SVP and CIO, Veritas

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, general manager, operations, Huneeus Vintners – Moderator

MaryAnn Pellegrini, controller, Trentadue Winery

Alan Atkinson, director, business analytics, Constellation Brands

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, DTC senior marketing manager, Treasury Wine Estates

Raquel Royers, digital marketing manager, 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

Luke Kohler, head of design and development,

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 & Management Decisions: Using Data to Move the Needle

Lesley Berglund, co-founder and chairman, WISE Academy

John Musto, sales analyst, Ridge Vineyards

Dana Vivier, vice president of strategic planning, Far Niente Winery

Winery decision systems (business intelligence, CRM, etc.) may gather and organize data for you, but what do you do with it? This session will look at best practices in collecting, analyzing and presenting data in order to sell smarter, lead better and focus on what matters most to grow your business.

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


Andrew Adams, Editor, Wines & Vines magazine

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, Senior Business Performance Analyst – Moet Hennessy

Jon Moramarco, Managing Partner – BW166

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