Sandra – Wine Consumer Engagement & Direct Sales Strategist

Sandra – Wine Consumer Engagement & Direct Sales Strategist 

Sandra Beals is a wine consumer engagement & direct sales strategist supporting winery teams throughout the US, Canada and Australia. Sandra founded DTC Wine Workshops Consulting Agency, based out of the San Francisco Bay Area, in July 2013 and also launched an online training division in August 2014. Sandra publishes the DTC Wine Case Study Series and is a frequent speaker at wine industry events nationally and globally.  Sandra formed a partnership with Wine Tourism Australia in 2017 and provides online coaching as well as training programs to winery teams across Australia. In addition to her professional contributions, Sandra is the Past-President of Women for WineSense Napa Sonoma chapter, past Steering Committee Member for the DTC Wine Symposium, and past Advisory Board Member for the Wine Business Monthly WiVi Conference Central Coast. Prior to joining the wine industry, Sandra supported businesses nationally and globally in the areas of Customer Relationship Management (CRM) software solutions, compliance management software solutions, customer engagement workflow automation and sales/marketing strategic planning. 

Sandra is considered a thought leader in the Direct Wine Industry and has developed proven methodologies since 2013. Sandra has been featured in Forbes, Wine Business Monthly, Wines & Vines, Market Watch, The Wine Economist, Yahoo Money, and Silicon Valley Bank on Wine, among other publications.  Sandra was a keynote speaker at the Australian Wine Suppliers “Impact Conference” in Adelaide Australia, October 2018. Wineries of BC featured Sandra as a keynote speaker at the Direct to Consumer Wine Canada Conference in November 2016 and she also provide a keynote address at the International Wine Forum in Mendoza Argentina, October 2014. Sandra developed the first of its kind, Direct-to-Consumer Sales Roadshow Program for Vin65/WineDirect and The Winery CRM (Microsoft Dynamics CRM solution). Sandra publishes a DTC Sales Blog at: She and her consulting team provide winery association workshops across California, Oregon, Washington, Colorado, Texas, Maryland, New York and Virginia. Some past speaking engagements include: 

  • WINE INDUSTRY SALES SYMPOSIUM, Santa Rosa, CA “How to Grow Direct Sales Nationally” – May 2023
  • BEV NY 2022 CONFERENCE, “The Impact of DTC and Web Innovations on Wine Sales” – February 2022
  • WINEMAKER MAGAZINE, GARAGISTE CON, “Developing a DTC Strategic Plan” – February 2022
  • WINE INDUSTRY NETWORK, “Virtual Winery Offerings” – January 2021
  • NAPA VALLEY VINTNERS, Napa, CA “Direct Wine Sales & Marketing Best Practices Monthly Series” – 2020
  • UNIFIED Wine & Grape Symposium, Sacramento, CA “Consumer Journey Mapping” – January 2020
  • DTC WINE SYMPOSIUM, Concord, CA “Growing ROI from Winery Events” – February 2019    
  • UNIFIED Wine & Grape Symposium, Sacramento, CA “DTC Wine Sales The Big Picture” –  January 2019
  • IMPACT CONFERENCE, Adelaide, AU “Key Insights & Strategies for Growing DTC Business” – October 2018
  • DTC WINE SYMPOSIUM, Concord, CA “Creating 360 Customer Views” – February 2018
  • WINE INDUSTRY TECHNOLOGY SYMPOSIUM, Sonoma, CA “Creating 360 Degree Consumer Views” – June 2017
  • DTC WINE SYMPOSIUM, Concord, CA “Leveraging Reservation Management Solutions” – January 2017
  • WiVi CONFERENCE, Paso Robles, CA, “Managing Customer Relationships with CRM Tools” – March 2017
  • DTC WINE SYMPOSIUM, South San Francisco, CA “DTC Wine Case Studies Revealed” – January 2016
  • BC GRAPE GROWERS CONFERENCE, Vancouver, CA “Top 5 DTC Wine Sales Strategies” – November 2016
  • WINE TOURISM & MARKETING CONFERENCE, Houston, TX “Tasting Room Management” – November 2016
  • DIRECT ShipCompliant Conference, San Francisco, CA “DTC Wine Case Studies Revealed” – June 2016
  • SILICON VALLEY BANK VIDEO CAST, San Jose, CA  “Tasting Room Survey Results” – May 2016
  • VIN65/WINEDIRECT ROADSHOW, Walla Walla, WA “”DTC Wine Sales Strategies” – May 2015
  • WOMEN OF THE VINE CONFERENCE, Napa, CA “DTC Do’s & Don’ts” – March 2015
  • VIN65/WINEDIRECT ROADSHOW, Murphys, CA “DTC Wine Sales Strategies” – February 2015
  • INTERNATIONAL WINE FORUM, Mendoza, Argentina “How to Develop a DTC Wine Business” – October 2014
  • LUXURY MARKETING COUNCIL, Napa, CA “Direct to Consumer Winery Technology Analysis” – March 2014

Download Sandra’s BIO HERE

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