The Changing Face of Direct To Consumer

How hospitality, subscription economy, and
ecommerce are transforming the way we
sell and marketing wine.



Paul Mabray


Paul Mabray has been a powerful change agent in the wine industry for over twenty years. He began his career working in traditional three-tier sales and marketing with Napa Ale Works and later innovated direct-to-consumer sales and marketing models with Niebaum Coppola. 

Since then, he has been at the forefront of all major digital trends for the wine industry, including working with and when they entered the wine-digital space. He founded two companies that have significantly changed the US wine landscape for digital, first by introducing winery e-commerce with Inertia Beverage Group that transformed into pioneering winery e-commerce, and then again by introducing social media and social customer relationship management with 

He is considered the wine industry’s foremost futurist and thought leader, able to harness the power and potential of digital tools and methodologies to move the industry into the future.