Dynamic Pricing: The Art & Science of Pricing to Increase the Economic Health of Your Wine Business

Dr. Steven Cuellar of Sonoma State University Wine Economics will present and lead a panel discussion on the importance of understanding consumer perspectives surrounding value pricing differences and having flexible pricing strategies to increase sales and move cases while protecting your brand. Industry experts in sales strategy development and channel management, consultant Chris Cullina, Elk Cove Creative Director Anna Campbell, and Jim Blumling of Copper Cane will inform the pricing discussion and offer practical insights, strategies and take-aways for the health of your wine business. Elaina Kroll of Elixir Consulting will moderate this session.

Speaker Bios

Founder and Principal Consultant for Elixir Winery Management, Elaina Kroll has dedicated her life’s professional work to the success of those in the business of wine. Beginning with a successful career in statewide distribution at Wine Warehouse, Elaina took her expertise to the next level, working with both International and National wineries. She has successfully managed National Sales & Distribution for several brands, initiated business develop for small wineries, and worked as General Manager for two premium estates in Santa Barbara County. She has taken this experience to her clients, assisting them in all levels of winery operations, sales and marketing, and brand development, specializing in both DTC and Distribution sales channels. She also is co-owner in her own winery project, Grace + Vine, and continued to devote herself to working in the community, founding The Innocence Mission in 2009 and currently sits on the Santa Barbara County Vintners Foundation Board of Directors.
Senior sales and marketing executive leveraging 30+ years of experience with Fortune 500 companies to build and manage support functions and personnel essential to optimizing productivity within the wine, beer, spirits and Consumer Packaged Goods space. Proven record of success providing leadership for key strategic business processes, including supplier planning, supplier marketing and programming, pricing, commercial finance, inventory management, forecasting and analytics. Demonstrates expertise to captain sales force implementation of new product roll-outs in tight coordination with sales, finance and marketing, and provide viewpoints on consumer and/or brand opportunities based on thorough awareness of marketplace trends.
Anna Campbell is Creative Director for her family’s farm and winery, Elk Cove Vineyards. In addition to doing photography, graphic design and other creative work for Elk Cove and its sister winery Pike Road, she manages their websites, social media and email marketing. She collaborates with Elk Cove’s sales team to create branding, promotions, and events. Anna is a both an artist and a science geek at heart, so she is very happy working at the junction of creative marketing and consumer data.
Steven Cuellar is Professor of Economics at Sonoma State University and Director of Advanced Marketing Analytics at Sonoma Research Associates. At Sonoma State University, Dr. Cuellar teaches courses on consumer behavior, quantitative marketing, econometrics and labor economics. His research interests include issues related to pricing, promotion, branding and measuring the effects of marketing campaigns. Dr. Cuellar’s research has been published in national and international academic journals as well as trade and industry publications and he has been a featured speaker at academic and industry conferences.
Chris Cullina is a 16 year veteran of the Oregon Wine Business, most recently heading up the Sales and Marketing for Argyle Winery. At Argyle, Chris oversaw all of Argyle’s Brand Development, Commercial Direction in the US Wholesale Market as well as Argyle’s direct-to-consumer business channels in Dundee, Oregon. Chris has Washington, D.C. roots, graduating from Catholic University in 1990. He spent 12 years in the food and wine industry in Washington D.C. as proprietor of a restaurant and retail wine business as well as his own consulting business in Boston, MA.