Sotto Casa: From Wholesale to Flagship Retail

Sotto Casa marked an important and rewarding chapter in my professional journey. It was the first brick-and-mortar location I helped bring to life and represented a major shift for the company, transitioning from a wholesale wine business to a consumer-facing model. I led the development of the retail space from the ground up, overseeing everything from budgeting and design to marketing and promotional strategy. The launch exceeded expectations, resulting in a 50% increase in sales within the first 90 days. I also managed backend operations by streamlining the supply chain, coordinating port deliveries, distribution, and maintaining a detailed shipping ledger to ensure smooth daily operations.

To support the move into direct-to-consumer sales, I built out the brand’s digital presence by developing three websites within a year, including a fully functional eCommerce platform. I led all product photography and editing for over 200 SKUs and executed a marketing strategy that combined digital campaigns with in-store efforts. This contributed to a 20% increase in website traffic and helped grow our wine club through targeted social media initiatives. I also established a consistent brand voice and visual identity across platforms like Facebook and Instagram, helping convert online engagement into loyal customers.

A particularly meaningful part of this work was building community through events. I organized several successful partnerships with nonprofit organizations including Slow Food San Francisco, Alice Waters, and the North Beach Association. These events significantly elevated brand awareness and achieved a 70% attendance rate from invited guests. Sotto Casa became more than just a wine shop - it evolved into a community hub centered around quality, connection, and shared experiences.