Linne Calodo Cellars
From boutique winery to destination lifestyle brand
CASE STUDY 05
LIFESTYLE & HOSPITALITY
FOCUS
Brand strategy · CRM & loyalty
MY ROLE
Director of Marketing
THE CHALLENGE:
A respected winery with a loyal collector base needed to become a destination brand, grow its club, and reach a younger generation of wine drinkers
MY ROLE:
Led marketing across CRM, events, PR, wine club, hospitality, and distributor relationships.
THE APPROACH:
Personalized hospitality with data. CRM profiles and purchase history shaped guest experiences.
Pioneered reservations. One of Paso Robles' first reservation-based tastings, years before it became the regional norm.
Lowered the barrier to join. A lower-commitment wine club tier.
Launched Slacker Wines. A lifestyle sub-brand with packaging by photographer Philip Andelman.
THE RESULTS:
New sub-brand reaching younger consumers
Continued recognition from Wine Spectator and Wine Advocate
WHAT IT TAUGHT ME
This is where I learned to build lifestyle brands. Loyalty isearned in the experience, and data makes it personal.