Rob Lorenz - Wine Industry Sales Education
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WISE Coach

Rob Lorenz

WISE Academy Instructor, Director of Business Development

Rob possesses a wealth of experience working on the consumer direct side of the wine business. He has worked for over 15 years in winery direct to consumer, with a particular expertise in tasting room and wine club management. He built multi-million dollar businesses at wineries such as Sterling Vineyards and Mumm Napa Valley, and has also turned around flagging tasting room and wine club businesses at Geyser Peak and Canyon Road. He launched the Chalk Hill Estate DTC program from virtual scratch, and has also worked as a DTC consultant for numerous wineries in both Napa and Sonoma County.

More recently, Rob worked as the Director of Tasting Rooms for Vintage Wine Estates, with tasting room and wine club management responsibilities at Girard, Cosentino, Kunde and Windsor Vineyards. Rob is the Director of Business Development for WISE, having recently worked at similar positions at the VinoPRO, Vinters’ Alliance, and Vinturi.