| Wednesday, March 11, 2026 | |
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| 3:30 pm - 5:30 pm Location: Mission Square | Bottle Bash Central Coast |
| Join WineBusiness Monthly for the Central Coast edition of Bottle Bash—a night of networking, collaboration and celebration. WineBusiness Monthly is bringing Bottle Bash, the party that kicks off each year’s Unified Wine & Grape Symposium, to Paso Robles as part of the Central Coast Insights and WiVi Central Coast events. Hundreds of local winemakers, growers, speakers and sponsors will gather following the Central Coast Insights conference. | |
| Thursday, March 12, 2026 | |
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| 8:30 am - 10:00 am Location: Ponderosa | General Session: Leading Through Change: Navigating the Evolving Dynamics of Today’s Wine Industry |
| The wine industry is at an inflection point. With shifting consumer preferences, distributor consolidation, and market volatility reshaping the landscape, traditional approaches are no longer enough. From vineyard to marketplace, transformation is underway — sustainability and regenerative farming are setting new quality benchmarks while technological tools are revolutionizing viticultural decision-making. This keynote session features industry leaders sharing proven strategies to navigate today's challenges and position your winery for growth. Discover how to adapt your business model, leverage innovation in viticulture and winemaking, amplify brand visibility, and unlock opportunities across direct-to-consumer, wholesale, and emerging channels — proving that strategic investment in both brand and vineyard practices is the foundation for thriving in uncertainty. Moderator: Erin Kirschenmann, Managing Editor, WineBusiness Monthly Speakers: Eric Asimov, Chief Wine Critic, New York Times Terry Stanley, Journalist Jess Druey, Head of Whiny Baby and Emerging Consumer Innovation Consultant at GALLO Shilah Salmon, Senior Vice President of Marketing, Jackson Family Wines |
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| 10:15 am - 11:15 am Location: Ponderosa | From Spreadsheets to Sensors: Accessible Tech for Vineyards and Wineries |
| What if the right technology could save you hours each week and improve your wine quality at the same time? This panel discussion demonstrates how practical, accessible tools deliver real results. Hear focused presentations on vineyard monitoring systems, precision viticulture, cellar management software, and other digital solutions transforming how producers work. Learn how sensors and data platforms reduce guesswork, cut costs, improve quality, and save time — with a clear ROI. Our expert panelists and moderator address the critical questions: What's worth buying? How do you implement it without disrupting operations? When will you see returns? Walk away with an actionable roadmap for adopting technology that fits your operation and budget. Moderator: Molly Scott, Senior Director of Grower & Community Relations, JUSTIN Vineyards & Winery Panelists: Greg Gonzales, Director of Agriculture Operations for Bien Nacido, Solomon Hills and Carlyle Farming Company Andrew Heilbrun, Vineyard Manager, Presqu'ile Fintan du Fresne, Founder and CEO, Winemech Molly Lonberg, Senior Winemaker, Booker Vineyards |
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| 10:30 am - 11:30 am Location: Frontier | DTC That Works: Software Solutions That Grow Sales and Elevate Customer Experience |
| Discover how top performing wineries are harnessing direct-to-consumer (DTC) software to streamline operations, elevate the guest experience, and boost sales. We'll kick off with key industry trends and data points that reveal what's working in today's market, then hear from winery leaders who have optimized their systems to fit their business models. Learn how they're using DTC software to increase club retention, grow online revenue, automate personalized communications, and enhance every customer touchpoint: from the first visit to a repeat purchase. Whether you're evaluating new platforms or maximizing your current tools, gain actionable insights and proven strategies to strengthen your direct sales channel and build lasting customer relationships. Moderator: John Keleher, Founder & CEO, Community Benchmark Panelists: Justin Rapolas, Marketing & Brand Manager, Aaron Wines Andrea Savaiano, Consultant & Proprietor, AS Consulting & Pezzato Wine |
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| 12:15 pm - 1:15 pm Location: Ponderosa | Beyond Sustainability: How Regenerative Farming Drives Quality and Profit |
| Explore how regenerative farming can transform both your vineyard and your bottom line. This session highlights the economic, quality, sales, and social benefits of adopting regenerative practices, featuring a compelling case study from a Central Coast producer who increased profitability by 30% through soil-focused viticulture. Join a panel of winemakers sharing their real-world experiences — the wins, the challenges, and the lessons learned — then participate in a side-by-side tasting comparing wines from conventional and regenerative vineyards. Discover the flavor and quality differences firsthand. Gain practical strategies to overcome common implementation barriers, enhance wine quality and terroir expression, achieve premium pricing, and build consumer loyalty — all while contributing to healthier soils, improved ecosystem resilience, and more sustainable farming practices for future generations. Moderator: Stephen Cronk, Founder & CEO, Maison Mirabeau Panelists: Caine Thompson, Managing Director, Robert Hall Winery, Head of Sustainability O’Neill Vintners Jordan Lonborg, Regenerative Consultant, Manager of Organic, Regenerative, and Biodynamic Viticulture, Coastal Vineyard Care Austin Collins, Vineyard Operations Manager & Wine Production, Tablas Creek |
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| 12:45 pm - 1:45 pm Location: Frontier | From Awareness to Action: Go-to-Market Strategies That Drive Visitation and Loyalty |
| Today’s wine consumers expect brands to meet them where they are—with creativity, authenticity, and memorable experiences. This session explores innovative go-to-market strategies and in-market activations that bring your brand directly to consumers through pop-ups, collaborations, and surprise-and-delight moments. Learn how to design initiatives that boost brand awareness, inspire tasting room visitation, and turn casual buyers into loyal advocates. You’ll walk away with a clear, actionable roadmap to elevate your marketing approach and create meaningful connections that convert awareness into lasting brand engagement. Moderator: Speaker TBA Panelists: Tony Quealy, General Manager, Thacher Ross Anderson, Vice President, DTC, Jackson Family Wines |
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| 3:00 pm - 4:00 pm Location: Ponderosa | Winning in Retail: Decoding Success in Off-Premise Wine Sales |
| Using the latest NIQ data winemakers alongside their sales and marketing teams will present the top Central Coast brands winning in off-premise retail. Taste, discuss and explore how wines from $15 - $100 are finding success. The discussion will explore accessible excellence, portfolio architecture, and the premiumization paradox. Using data this session will stretch your strategic thinking about the state of the industry and offer actionable insights to navigate today’s complex retail landscape while you sip, connect and discuss with industry peers. Moderator: Courtney O'Brien, Founder, The Outlier Initiative Panelists: Speakers TBA |
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