By Laurie Wachter
Linda Parker Sanpei’s deep understanding of wine marketing and public relations comes from more than 20 years of hands-on experience working with wine companies such as Pacific Wine Partners, Fosters and Constellation Brands. She was also active in the launch and rapid growth of Seven Peaks.
Along the way, public relations became her passion. “Marketing is what you’re telling people,” she explains. “PR is what they’re saying about you.” She moved to head the wine and spirits division at a large PR agency, which led her to launch eponymous firm Parker Sanpei to focus on lifestyle marketing and PR for the wine and hospitality industries, experiences and destinations.
Paso Robles CAB Collective
In 2012, DAOU, J. Lohr and JUSTIN wineries set out to gain worldwide recognition for Paso Robles Cabernet Sauvignon and Bordeaux wines. Parker Sanpei was one of four agencies invited to present ideas for achieving this goal.
“My knees were knocking because we presented contrary to their RFP,” Sanpei says, laughing. “I thought, ‘No, you can’t just have another event; you have to get to the ambassadors.’”
Cynthia Lohr, J. Lohr’s co-owner and chief brand officer, remembers Sanpei’s first presentation. “Linda’s reputation preceded her, but I gave her the room to present us with some big, bold ideas, which she absolutely did.“
Lohr and the team agreed with Sanpei that it should focus primarily on trade and media outreach and awarded her the job of executive director of the newly formed 501(c)6 nonprofit Paso Robles CAB Collective (PRCC).
One of her first undertakings was CAB Camp, an invitation-only, full-immersion Paso Robles wine experience for top wine buyers who camp in luxury while drinking outstanding wines and getting to know the AVA.
“When they go back to Disneyland, Omni Hotels, HEB or Whole Foods, we hear that they’ve added a Paso section to their shelf set or put us first on their wine list,” says Sanpei. “These success points would not have happened without everybody coming together to enjoy what we do here.”
Says Lohr, “I look at the growth of the CAB Collective over all these years with Linda at the helm, and I’m just so proud of her leadership. We have such an intriguing value proposition for sponsors, and it has absolutely paid off. Nearly 60 want to support this big, bold vision.”
Looking to the future
Sanpei also applies for grants to help wineries address climate and demographic change, generating millions for the region. Grants have funded research to craft a Central Coast sustainable viticulture action plan and helped farmers, ranchers and grapegrowers test conservation solutions to mitigate and adapt to climate change.
Sanpei is poised to begin work in 2025 on a new $500,000 grant to study another critical issue — declining wine consumption. Research will focus on what consumers under age 50 are looking for in beverages and how the wine industry can better communicate what it has to offer.
Strategic ideas like these and methodical research and execution are what make Linda Parker Sanpei an inspiration to an industry facing significant change.
“Linda works incredibly hard; she is truly devoted and is an expert problem solver,” adds Lohr. “She approaches everything with great tact, grace and a sense of humor. She is one of the few who keeps pace with the best of the best in the industry.”
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Laurie Wachter
Laurie Wachter is a leader in consumer behavior and direct-to-consumer marketing analytics, having worked for consumer packaged goods companies such as Kraft Foods, PepsiCo, Catalina Marketing and IRI (now Circana). Based in Northern California’s wine country, she writes about innovation and the business of food, wine and beverages for a global client base.
