Home Industry News Releases Sally Srok Hired as Director of Hospitality at Sonoma’s Arista Winery

Sally Srok Hired as Director of Hospitality at Sonoma’s Arista Winery


The sought-after wine executive specializes in positioning brands to fuel sustained growth.

July 12th – Healdsburg, CA – Rounding out its executive team, Arista Winery has hired Sally Srok as its new Director of Hospitality. An accomplished leader in the wine industry, Srok is a specialist in hospitality and direct-to-consumer sales at family-owned and founder-led companies. She will work at the critically acclaimed Russian River Valley winery alongside Arista’s owners, brothers Mark and Ben McWilliams, and winemaker Matt Courtney to further refine their popular wine-tasting experience for guests, ensuring that it pairs seamlessly with their single-vineyard Pinot Noirs and Chardonnays. 

Arista sought out Srok for her high-touch, hands-on approach to customer service, knowing she will build on their existing immersive tasting experience. She is eager to pair her background and unique blend of expertise with Arista’s critically acclaimed wines. Srok brings seven years of wine executive experience at Francis Ford Coppola Winery, including as President of Direct-to-Consumer and wine communication experience from her adjunct faculty post at Santa Rosa Junior College’s Wine Studies program. As a wine industry consultant, she has worked with CEOs and owners of small-production wineries to position their brands in the DTC market, helping them fuel sustained, profitable growth. Additionally, she holds a WSET certification and is a graduate of the UC Davis Wine Executive program.

“Sally is a gifted wine communicator,” says Mark McWilliams, co-owner of Arista. “Her knowledge of wine and her ability to chat about those details on a level that both wine connoisseurs and casual wine drinkers understand make her an invaluable addition to Arista. We feel fortunate to have her on our team, and our customers are going to love the attention to detail she’ll bring to the Arista experience.” 

Guests will continue to be able to choose from a variety of tasting options focused on single vineyard, appellation and library selections in Arista’s picturesque Russian River Valley setting.

“I’m thrilled to join Mark, Ben and Matt at Arista,” Srok says. “I have admired their gorgeous winery and wines from afar for years. They have a distinct approach to hospitality, making the experience elevated and luxurious yet relaxed, with an approach that prioritizes the comfort and interests of each guest. They also have deep roots in the community and a clear devotion to their craft. I am looking forward to working together and finding new ways to make wine country even more memorable.”

Srok and the tasting room staff are available to guide wine lovers through a tasting of their terroir-driven single-estate Pinot Noirs and Chardonnays and their broader appellation blends, explaining how each one expresses either the nuances of the vintage and site or offers a mosaic of flavors, capturing the Russian River Valley as a whole, one year at a time. 

About Arista Winery

Located in Healdsburg, Arista Winery creates elegant Pinot Noir and Chardonnay from their estate and select growers in the Russian River Valley. Arista is committed to sustainable farming and business practices and works with vineyards committed to the same. Their mission is to preserve each vineyard’s natural qualities rather than manipulate vineyard sites, allowing the wines to express the Russian River Valley’s remarkable terroir. Arista’s critically acclaimed wines are coveted by discerning wine consumers who recognize their exceptional quality and authenticity. 

The Arista team prides themselves on creating a true destination experience for their visitors. A breathtaking setting of mountain and vineyard vistas, Japanese gardens, and an inviting tasting room create a welcoming environment that encourages guests to spend a leisurely day on the estate.

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