State of Oregon DTC – Part Two: Winery Performance and Priorities
To continue the discussion on winery DTC, we will take a deep dive into Oregon wine community DTC performance by channel. John Keleher from Community Benchmark will spotlight what the top Oregon winery DTC are doing differently to win in DTC.
Lesley Berglund from WISE will translate these performance metrics into tactical, prioritized action items build into your DTC plans for 2023.
Speakers Bio
Lesley Berglund is an accomplished wine industry entrepreneur and CEO with a focus on change management. Over the past 30 years in the wine industry she has started up the equivalent of nine new businesses, acquired and integrated four companies and led during periods of dramatic change. As co-founder and former CEO of the Ambrosia Wine Catalogue / the Winetasting Network (which she sold in 2004) she has deep experience in consumer direct marketing of fine wines. Lesley has served on the board of eleven wine-related companies and trade associations. In 2008, she co-founded the WISE Academy, which provides education, training and certification for winery consumer direct professionals across wine regions throughout the United States and in New Zealand. In 2014 she co-founded SOLVE Services which provides financial analysis, planning and decision support services for wineries. Today she spends most of her time coaching winery leaders through growth related challenges and opportunities. Beyond wine, Lesley is a member of the YPO where she has held numerous local, regional and international board and leadership positions. Lesley is also a third-generation Napa Valley native from a grape growing family, with a B.A. from Wesleyan University and a MBA from Harvard Business School.
John Keleher, found major success building web-based businesses in Washington DC, co-founding two companies. Despite his success, he was in search of more than the fast-paced city life. John wanted to grow his own food, build things, and be part of a smaller more intimate community. So, he moved west to Mendocino County, CA. John became eager to find ways to use his skills and experience to contribute to his new community. Following a six-month internship with world-renowned agriculturalist John Jeavons, he started a business growing and selling market greens and began consulting with small local businesses – especially wineries. John helped them organize and build financial and data systems to vastly improve their record keeping and sales. He found purpose in helping small business owners.
