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The California wine industry continues to evolve with strategic leadership appointments that shape regional reputations and market positioning. The Paso Robles CAB Collective (PRCC) has just announced a significant addition to its Board of Directors that signals the organization's ambitious vision for elevating Paso Robles as a world-class destination for Cabernet Sauvignon and Bordeaux varietals.
Neb Lukic, President of Luxury Sales and Marketing at Treasury Americas, has officially joined the PRCC Board of Directors, bringing more than two decades of luxury wine industry expertise to the collaborative effort. This appointment represents a pivotal moment for the Paso Robles wine region as it continues building its reputation on the global stage.
A Strategic Vision for Paso Robles
Lukic's appointment isn't just another board position: it's a statement of intent for the Paso Robles region. "I am passionate about establishing the Paso Robles region as the new benchmark for Bordeaux varietals in the U.S. market and beyond, showcasing our wines on the world stage," Lukic shared. "The significant, almost earth-shattering, results this region has achieved over the past decade are why I am thrilled to join the Paso Robles CAB Collective – to continue driving its growth and ensure the region builds an even stronger foundation for the future."
This enthusiasm reflects a broader trend in the wine industry where regional collectives are becoming increasingly important for marketing and brand positioning. For food and beverage professionals, understanding these regional dynamics is crucial for menu development, wine program curation, and customer education.
From DAOU to Treasury: A Proven Track Record
Before joining Treasury Americas, Lukic served as President of DAOU Vineyards, where he played a transformative role in positioning DAOU as one of the fastest-growing luxury wineries in the United States. His leadership set the stage for DAOU's successful acquisition by Treasury Wine Estates in 2023: a testament to the value he created during his tenure.
This background provides valuable insights for food and beverage managers and restaurant owners looking to understand supplier relationships and wine program development. Lukic's experience demonstrates how strategic marketing and positioning can transform a regional producer into a nationally recognized luxury brand.
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Overseeing a Portfolio of Excellence
In his current role at Treasury Americas, Lukic oversees an impressive portfolio of acclaimed wineries that many food service industry professionals recognize: Beaulieu Vineyard (BV), Beringer, DAOU Vineyards, Etude, Frank Family Vineyards, PATRIMONY, Penfolds, and Stags' Leap Winery. This portfolio represents some of the most sought-after wines in the hospitality industry, making Lukic's insights particularly relevant for beverage directors and sommeliers.
The breadth of this portfolio also highlights important trends in wine industry consolidation and how larger companies are acquiring boutique producers while maintaining their individual brand identities: a strategy that food and beverage companies across sectors are increasingly adopting.
The PRCC's Strategic Response
Linda Sanpei, Executive Director of the Paso Robles CAB Collective, emphasized the strategic importance of Lukic's appointment: "Neb's leadership and insight into the luxury wine landscape come at a pivotal time for Paso Robles Cabernet. His strategic vision and global perspective align perfectly with our mission to elevate Paso Robles as a world-class destination for Cabernet Sauvignon and Bordeaux varieties. We're thrilled to have his expertise guiding our continued growth and innovation."
This perspective reflects broader industry trends where regional marketing organizations are becoming more sophisticated in their approach to brand building and market development. For hospitality leaders, these developments signal opportunities to discover emerging wine regions before they become mainstream: potentially offering better value and unique selling points for their establishments.
A Deep-Rooted Mission Since 2012
The Paso Robles CAB Collective has been building momentum since its formation in 2012, with DAOU Vineyards serving as a founding member. The organization represents an independent collaborative effort of leading Paso Robles growers and producers focused specifically on Cabernet and red Bordeaux varietals from the Paso Robles AVA in California.
This collaborative approach offers valuable lessons for other sectors of the food and beverage industry. By uniting under a common mission to promote regional excellence, these producers have created a platform that benefits all members while elevating the entire region's reputation.
An Impressive Membership Base
The distinguished members of the Paso Robles CAB Collective represent a who's who of the region: Allegretto Wines, Ancient Peaks Winery, Brecon Estate, Calcareous Vineyard, Cass Vineyard & Winery, Castoro Cellars, Chateau Margene, Continental Wine Collection, Copia Vineyards and Winery, DAOU Vineyards, Dilecta Wines, Eberle Winery, Glunz Family Winery & Cellars, Hearst Ranch Winery, High Camp Wines, Hope Family Wines, J. Lohr Vineyard & Wines, JUSTIN Vineyards & Winery, LXV Wine, McPrice Myers Wines, midpoint winery, Opolo Vineyards, Pomar Junction Vineyard & Winery, Rava Wines, Riboli Family Wines, Robert Hall Winery, Vina Robles Vineyards & Winery, and Vinyl Vineyards.
For procurement directors and institutional buyers, this membership list represents a comprehensive resource for sourcing high-quality Cabernet Sauvignon and Bordeaux varietals from a single, well-organized region.
Strong Industry Support
The PRCC's success is also supported by an impressive roster of sponsors, including title sponsor Bay Cities Packaging, along with Kylix Vineyards, Filipponi & Thompson Drilling, The Somm Journal and The Tasting Panel Magazine, Allegretto Vineyard Resort, Wine Business Monthly, and dozens of other industry partners spanning everything from cooperage to technology solutions.
This broad support base demonstrates the collaborative nature of the modern wine industry and provides insights for food and beverage companies looking to build similar regional or categorical coalitions.
Implications for Food Service Professionals
Lukic's appointment and the PRCC's continued growth have several implications for food service industry professionals:
Menu Development: The focus on establishing Paso Robles as a benchmark for Bordeaux varietals suggests opportunities for restaurants to feature these wines before they become mainstream, potentially offering better value and unique positioning.
Supplier Relationships: Understanding regional wine collectives like PRCC can help beverage directors build relationships with multiple producers through a single organizational contact.
Staff Training: The PRCC's educational mission provides resources for training service staff about the unique characteristics of Paso Robles wines and their food pairing potential.
Marketing Opportunities: Restaurants can leverage the story of emerging wine regions to create compelling wine dinners, educational events, and marketing campaigns.
Looking Ahead
As Lukic brings his proven leadership and global perspective to the Paso Robles CAB Collective, the implications extend beyond wine to broader food and beverage industry trends. His appointment represents the increasing sophistication of regional marketing efforts and the growing importance of collaborative approaches to brand building.
For food and beverage professionals, staying informed about these developments provides competitive advantages in menu planning, purchasing decisions, and customer education. The PRCC's continued evolution under Lukic's guidance will likely serve as a model for other regional food and beverage marketing initiatives.
The Paso Robles story is still being written, and with leadership like Lukic's guiding the narrative, it promises to be an exciting chapter in American wine history. For more information about the Paso Robles CAB Collective and its member wineries, visit pasoroblescab.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
