Neb Lukic, President of Luxury Sales and Marketing at Treasury Americas, joins the Paso Robles CAB Collective as Board of Director
November 17, 2025 (Paso Robles, CA) — The Paso Robles CAB Collective (PRCC) proudly announces the appointment of Neb Lukic, President of Luxury Sales and Marketing at Treasury Americas, to its Board of Directors.
Prior to joining Treasury Americas, Lukic served as President of DAOU Vineyards, where he played a transformative role in positioning DAOU as one of the fastest-growing luxury wineries in the U.S. His leadership set the stage for DAOU’s successful acquisition by Treasury Wine Estates in 2023.
With more than two decades of leadership in the luxury wine industry, Lukic brings a wealth of experience, strategic vision, and passion for elevating California Cabernet Sauvignon and Bordeaux varieties. In his current role at Treasury Americas, Lukic oversees an acclaimed portfolio of wineries including Beaulieu Vineyard (BV), Beringer, DAOU Vineyards, Etude, Frank Family Vineyards, PATRIMONY, Penfolds, and Stags’ Leap Winery.
“I am passionate about establishing the Paso Robles region as the new benchmark for Bordeaux varietals in the U.S. market and beyond, showcasing our wines on the world stage. The significant, almost earth-shattering, results this region has achieved over the past decade are why I am thrilled to join the Paso Robles CAB Collective – to continue driving its growth and ensure the region builds an even stronger foundation for the future,” said Lukic.
Lukic’s appointment underscores PRCC’s continued commitment to advancing the reputation of Paso Robles as a world-class wine destination. Founded in 2012 with the support of DAOU Vineyards as Founding Member, the PRCC unites producers dedicated to crafting exceptional Cabernet Sauvignon and Bordeaux-style wines from the Paso Robles AVA.
“Neb’s leadership and insight into the luxury wine landscape come at a pivotal time for Paso Robles Cabernet,” said Linda Sanpei, Executive Director of the Paso Robles CAB Collective. “His strategic vision and global perspective align perfectly with our mission to elevate Paso Robles as a world-class destination for Cabernet Sauvignon and Bordeaux varieties. We’re thrilled to have his expertise guiding our continued growth and innovation.”
Lukic’s appointment marks an exciting chapter for the Paso Robles CAB Collective. His proven leadership, deep understanding of luxury wine markets, and passion for innovation will help shape the next evolution of Paso Robles Cabernet Sauvignon on the global stage. Together with the PRCC, Lukic aims to continue driving awareness, excellence, and pride in the region’s world-class winemaking community.
The distinguished members of the Paso Robles CAB Collective are: Allegretto Wines, Ancient Peaks Winery, Brecon Estate, Calcareous Vineyard, Cass Vineyard & Winery, Castoro Cellars, Chateau Margene, Continental Wine Collection, Copia Vineyards and Winery, DAOU Vineyards, Dilecta Wines,, Eberle Winery, Glunz Family Winery & Cellars, Hearst Ranch Winery, High Camp Wines, Hope Family Wines, J. Lohr Vineyard & Wines, JUSTIN Vineyards & Winery, LXV Wine, McPrice Myers Wines, midpoint winery, Opolo Vineyards, Pomar Junction Vineyard & Winery, Rava Wines, Riboli Family Wines, Robert Hall Winery, Vina Robles Vineyards & Winery, and Vinyl Vineyards
About Paso Robles CAB Collective
Formed in 2012, the Paso Robles CAB (Cabernet and Bordeaux) Collective (PRCC) is an independent collaborative effort of leading Paso Robles growers and producers of Cabernet and red Bordeaux varietals specific to the Paso Robles AVA in California. The PRCC strives to promote to trade, media, and consumers the full potential of the Paso Robles region in producing superior quality, classic, and age-worthy Cabernet and red Bordeaux varietals that compete on a global stage. For more information, please visit pasoroblescab.com
