Free entrance: first come, first seated

The wine industry often thinks top down through prestige, storytelling, terroir, and premium positioning. But wine is often sold bottom up, in everyday recommendation moments that shape what gets discovered, what gets ordered, and what gets remembered.

In this session, Crystal Hamilton, former sommelier and Founder of Knowbie, explores why that moment is one of the most overlooked commercial opportunities in wine today. Drawing on her experience building accessible education for frontline teams in hospitality and retail, she shares a practical perspective on how wineries, agents, and hospitality leaders can better equip staff to recommend with confidence, translate brand story into everyday language, and create stronger guest connections.

Designed for wineries, distributors, and hospitality this session is for those who want to better understand where wine is truly won commercially, and how a more bottom-up approach can turn everyday recommendations into revenue, loyalty, and long-term brand value.