Strategy. Experience. Innovation.

LUX Strategic Builds Brands and Produces Results

LUX Strategic offers comprehensive sales and marketing strategy and management in three-tier distribution. LUX provides distributor support through market work, sales and education. LUX helps you make the best and most effective decisions for your brand in matters of pricing, allocations, pre-sale, release dates and programming. Whether you are an imported winery, new winery, or a winery that wants to rebrand or needs to grow, LUX can help you identify, launch and develop new markets and support existing markets. Marketing is vital to your brand. LUX work with you to ensure your POS and marketing materials are promoting your brand properly and supporting the needs of distributors.


"Every prosperous and rewarding endeavor begins with a story."

To attract customers and build a solid and consistent customer base, a company must be able to articulate its unique story. The next step is putting together a strategy to reach the intended market, increase sales and sustain future growth and expansion. LUX has a proven track record of meeting sales and marketing goals. There are no cookie-cutter solutions, each plan is individualized for your specific goals. A short-list of the services LUX provides include:

Distributor Network: planning and analysis
Wholesale and direct programs
Distributor sales plan
• Target revenue
• Market spend
• Incentive
Market visits and education


Brand image development
POS and packaging
Travel plans
Target trade and consumer events
Media strategy
Direct to consumer
Hospitality and guest relations

For more information, please click to download the LUX Strategic Sell Sheet

About Lux


Lisa Barriere, Founder, began her sales and marketing career as the Northwest Sales Manager for Geyser Peak Winery in 1998. As her knowledge grew, she learned hands on how to delicately balance the needs between winery, distribution channels, customers and consumers. In 2002 she joined Laurent-Perrier US as Western Sales Manager. She analyzed business needs and consulted on the company’s public relations and marketing for advertising, point of sale marketing and strategic brand imaging. Lisa created and maintained direct relationships with national retail chains (Cost Plus, Beverages & More, and industry magazines, publishers and wine writers including; Bon Appetite, San Francisco Magazine, 7X7, Soma Magazines and SF Chronicle. In 2006 Lisa expanded her reach across multi brands and continents by joining The Sorting Table, LLC as Vice President of Sales. Lisa launched The Sorting Table’s luxury portfolio in Alaska, Washington, Oregon, California, Nevada and Hawaii. She worked closely with distributors and producers building relationships to guide them with their brand building and sales goals. With Lisa’s direct efforts and relationships she helped The Sorting Table grow from 7 to 42 producers from the most desired wine regions including: Burgundy, Champagne, Loire, Piedmont, Tuscany, Napa, Sonoma, New Zealand.

In 2015 Lisa launched LUX Strategic, based in the San Francisco Bay area. LUX Strategic is the culmination of nearly 2 decades of Lisa’s experience, relationships and brand building to help wineries reach their goals.

In the News: 

LUX Strategic Wine Sales and Marketing Launches LUX Selections

LUX Strategic Wine Sales and Marketing Company Launches in Bay Area

LUX Selections


Small production Pinot Noir bottlings from sought after California Vineyards and AVA’s:
Sonoma County, Sonoma Coast, Anderson Valley and Mendocino.

Brook Note Winery

Artisan Pinot Noir from Marin County and Yorkville Highlands


Artisan Estate Chardonnay and Cabernet Sauvignon from the pristine Knights Valley.

Prim Family Vineyard

Wines from Howell Mountain and Santa Lucia Highlands

Making memories, one glass at a time.


Napa Valley Cabernet Sauvignon

100% Mountain | 100% Varietal | 100% Single-Vineyard
No Exceptions


Berridge_Wine_Company_Logo-sm Distributor Brand management, sales and marketing.


GrableVineyardLogo-smDistributor Brand management, sales and marketing.


Quill_Cabernet_FDistributor Brand management, sales and marketing.


Brook Note Winery

Distributor Brand management, sales and marketing.

Prim Family VineyardDistributor Brand management, sales and marketing.


GCLogoConsultant: Sales and marketing strategies.


Vintage Wine Marketing

Consultant: Sales and marketing strategies.



Board Member. Link client with international distribution infrastructure.



Lisa Barriere



PO Box 2068
Sausalito, CA 94966

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