In a year full of uncertainty, DRIVE brings wine industry leaders together to focus on positive steps forward
April 1, 2025 – PASO ROBLES, CA — At DRIVE 2025, more than 150 wine industry leaders gathered to resounding success, channeling enthusiasm into actionable insights at the annual event. Held in the heart of Paso Robles Wine Country, and overlooking the serene Atascadero Lake, guests were welcomed with perfectly baked croissants and beautifully crafted lattes and cappuccinos, courtesy of H.Cheval Coffee, adding a touch of elegance and fueling them up for the journey of the half-day interactive event
Each guest received a personalized workbook, a valuable resource for individualized goal planning. The message was clear and simple: what you look for, you will find. The wine industry is currently facing some of its most challenging times, but there are still opportunities for those willing to seek them out.
The highlight of the event was a half-day interactive workshop, where business leaders had the opportunity to strategize and focus on their most important goals and objectives. They built an individualized strategy to stack actions that would help them achieve these goals. Goals are 42% more likely to be achieved when they are written down, Amanda Wittstrom Higgins, event founder and principal of Full Cup Solutions reminded them. This simple yet powerful insight resonated with the attendees, providing a practical tool for their business growth.
“Carving out the time to focus on what is most important to our business success was highly valuable,” said Fintan Du Frense, Founder and CEO of WINEMECH.
The event’s design was a blend of safari chic, with shiny Ford Broncos flanking the check-in area, setting the tone for a day focused on driving businesses forward. The theme was carried through every aspect of the event, from the decor to the speakers, creating an atmosphere that felt more like a concert performance than a traditional business event.
Larissa Dubose, Senior Director of Vino Volo, shared her expertise on the importance of authenticity and grit as tools to achieve success, and emphasized that the most successful brands are those with captivating stories. Vino Volo, with its national presence in over 40 locations in 25 airports in North America (U.S. and Canada) and has mastered the art of helping hurried travelers pause and enjoy the moment. Larissa’s insights were both inspiring and actionable, encouraging attendees to find and tell their unique stories.
Eduardo Duran, a hospitality expert and the founder of Insights Hospitality, discussed the importance of the customer experience. He shared personal stories, including how his grandmother made him feel like the most important person on earth, and how emulating that feeling is key to building generational brand loyalty. Eduardo reminded the audience that the guest experience is 75% based on service received and only 25% on the venue itself. His most profound statement was that it’s not the wine that is most important, but the hand that serves it. This sentiment underscored the importance of personal connection and service in the hospitality industry.
During the workshop, guests enjoyed a 20-minute break, where they were encouraged to walk through the beautiful Atascadero Park and visit the nearby children’s zoo. For many attendees, this short break in nature was a revitalizing experience, allowing them to center themselves after a busy morning.
Jo Armstrong, Director of Hospitality & DTC, HOPE Family Wines added, “The DRIVE event was masterfully created, the energy and vibe were perfect. I left focused on critical goals and gained valuable perspective. This was a one-of-a-kind experience that created an uplifting energy among guests and the entire community.” DRIVE 2025 provided hope, encouragement, and a clear plan to attendees during a time of need. It was a testament to the power of community, collaboration, and a shared vision for the future. The event not only inspired but also equipped attendees with the tools they need to drive their businesses forward.
About Full Cup Solutions
Full Cup Solutions is a professional coaching and strategic advising firm for agriculture and beverage industry businesses. We help you build impactful and unconventional strategies for the future. Our bespoke model ensures a best-in-class approach, avoiding the hurdles, potential liability, and missed opportunities that can derail your success. With deep knowledge of the wine and spirits industries, we offer long-term planning, innovation, advising, and accountability at a competitive price. fullcupsolutions.com
