The interactive event focused on teamwork, engagement, productivity and brand strategy for winery businesses
February 8, 2024/Paso Robles, CA – More than 170 members of the Paso Robles wine community gathered on January 9, 2024 for DRIVE, a half day industry workshop and panel focused on business planning and strategy organized by the Paso Robles Wine Country Alliance (PRWCA) and Full Cup Solutions.
Hosted by Vina Robles Vineyards & Winery in Paso Robles, the event featured local and national speakers, subject experts in their respective fields. Guest speakers provided applicable real world examples for business excellence. Topics included creating a mission statement and pillars of intent for your business communications; identifying a brand identity that’s both approachable and authentic; building a team that’s supported through wins and failures, and streamlining chain of command while also empowering employees and teams to make their own decisions.
The half-day experience was led by Amanda Wittstrom Higgins, principal of Full Cup Solutions and featured Elaine Chukan Brown, author, speaker and global wine educator; Susan Kostrzewa, wine journalist, founder of Resplendent Ink Content Consulting and former editor-in-chief of Wine Enthusiast; Reilly Newman, author, founder and brand scientist of MOTIF Brands; Commander Jeff Gardner, U.S. Navy Seal and Scott Larson, Paso Robles educator, mentor, and sports coach.
“There is no better time than now to grab the steering wheel of your business and chart your path to success, and empowering businesses with practical tools was the primary focus of the 2024 DRIVE event,” says Wittstrom Higgins. “Though challenges in our industry, economy and the category continue to arise, it’s important to remember that each of us has the power to create positive change within our organization and the industry at large. DRIVE offered insider knowledge, insights, and tactical ways to move the wine industry forward.”
The workshop was attended by over 170 members of the PRWCA, including, principals, executives, winemakers, and vineyard managers. The hands-on tone of the session was emphasized by concrete takeaways, including, an accompanying workbook, calls to action by the speakers, and a real-life share of insights and impressions by attendees at the end of the event.
“The event not only provided valuable knowledge, tools and networking opportunities but also created a supportive and empowering environment for people who want to kick start their year,” says attendee and Grower Relations Representative, O’Neill Vintners & Distillers, Samantha Horn. “I left the event with determination, moxie, a smile, and my new 2024 New Year’s resolution: figure it out and get it done.”
While sessions emphasized manageable tools for businesses of all sizes, they were also rich with personal, sometimes emotional anecdotes and examples from speakers whose experiences ranged from managing a team of international wine tasters to organizing a military rescue in a warzone. All emphasized the importance of accountability, clear communications and team support.
“Interacting with an audience so introspective and open to new and best practices was inspiring,” says Kostrzewa. “My exchanges after the session with audience members was incredibly encouraging as all were serious about directly implementing insights they gained during the DRIVE session to their business plans.”
The experience concluded with a presentation by Gus Zhu,the first Chinese national Master of Wine. Zhu provided an informative and humorous discussion about wine tasting, including a selection of Spanish and Portuguese wines during a networking lunch. The event space was beautifully decorated with fresh flowers, plants and a stylish sitting room environment on the stage and included a gourmet BBQ lunch featuring perfectly seasoned, oak fired chicken, artisan salads, grilled vegetables, fruit, served alongside signature Paso Robles wines.
“DRIVE allowed people to grab onto key takeaways, leave with their hearts and minds focused, be inspired and feeling part of something bigger—the Paso wine community,” says attendee and Senior Vice President, Strategy & Business Development of DAOU Estates, Maeve Pesquera. “Amanda’s content and presentation style provided learning for all attendees in the room at every level.”
Paso Robles Wine Country Alliance is a cooperative marketing alliance made up of Paso Robles Wine Country wineries, vineyards, and related businesses. The Paso Robles Wine Country Alliance is a 501c6 nonprofit organization operated under the guidance of a nine-member board of directors. We are dedicated to the promotion and protection of Paso Robles Wine Country, and the continuous improvement of the quality of its wines, vineyards, and experiences. For more information, go to www.pasowine.com.
Full Cup Solutions is a full-service consulting firm for agriculture and beverage industry businesses eager to build impactful and unconventional strategies for the future. Tapping a deep knowledge of all facets of the wine and spirits spaces, we offer long-term planning, innovation, advising and accountability at a reasonable price. Our bespoke model ensures a best-in-class way forward, avoiding the hurdles, potential liability, and missed opportunities that can make or break the momentum you need to excel. For more information, www.fullcupsolutions.com
