Linne Calodo Cellars
From boutique winery to destination lifestyle brand
FOCUS
Brand strategy · CRM & loyalty
MY ROLE
Director of Marketing
CASE STUDY 05
LIFESTYLE & HOSPITALITY
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.
Ran the experiential calendar. Wine club celebrations, winemaker dinners, chef collaborations, distributor tastings, and harvest events, directing designers, chefs, caterers, hospitality staff, and vineyard crews.
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.
Grew distribution and press. Managed distributor relationships across ~10 states and ongoing media relationships with Wine Spectator and Wine Advocate.
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.