Sandra – Wine Consumer Engagement & Direct Sales Strategist

Sandra – Wine Consumer Engagement & Direct Sales Strategist 

Sandra Beals-Hess 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 serves as a steering committee member for the DTC Wine Symposium and an advisory board member for the Wine Business Monthly WiVi Conference Central Coast. Sandra formed a partnership with Wine Tourism Australia in 2017 and provides online coaching as well as training programs to winery teams across Australia and New Zealand. In addition to her professional contributions, Sandra is the Past-President of Women for WineSense Napa Sonoma chapter. 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 DTC Wine Industry and has developed proven methodologies over the past 10 years. Sandra has been featured in Forbes, Wine Business Monthly, Wines & Vines, Market Watch, Silicon Valley Bank on Wine.  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. Past speaking engagements include: 

  • UNIFIED Wine & Grape Symposium, Sacramento, CA “Beyond the Tasting Room Sales Strategies” – January 2019 
  • DTC Wine Symposium, Concord, CA “Growing ROI from Winery Events” – February 2019    
  • UNIFIED Wine & Grape Symposium, Sacramento, CA “Customer Journey Mapping” –  January 2019
  • DTC Wine Symposium, Concord, CA “Creating 360 Customer Views” – February 2018
  • WiVi Conference, Paso Robles, CA, “Managing Customer Relationships with CRM Tools” – March 2017
  • 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

Download Sandra’s BIO HERE

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