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About Us

Unforgettable branding in every way

In 2005 Michael and Paula Updegraff decided to share their knowledge, expertise and passion by founding a company that offers a broad range of consulting services to the wine and hospitality industries.

Michael's love of wine began during his college years in Boston, working for a wine shop that promoted the newly-emerging California brands in the years when the east coast market still looked toward Europe as the source of outstanding wines. Having this grounding in what was happening in California, Michael headed off for Sonoma County immediately upon graduating with a business degree. Twenty five years later, his experience spans the spectrum, having worked in all aspects of small, family-owned, estate wineries: from tasting room to vineyards, from cellar worker to sales representative, from hospitality director to general manager. His past employers or consulting clients include:

• Buena Vista Carneros
• Swanson Vineyards
• Cliff Lede Vineyards
• Hartwell Vineyards
• Grgich Hills
• Lail Vineyards
• Signorello Vineyards
• Turnbull Wine Cellars

Paula brings her knowledge and experience in marketing and hospitality. While getting her undergraduate degree in marketing, she worked with major newspapers, publishers and broadcast companies in South America. During the time she was living in places like Geneva, London and Barcelona she worked in hospitality throughout Europe and found her passion, so she moved to the United States to develop her career. Later she earned a Cordon Bleu degree in Hotel & Restaurant Management at the renowned California Culinary Academy. She has been responsible for overseeing such varied departments as front office, housekeeping, special events and ultimately general management, working at small luxury properties including:

• Inn Above the Tide
• Casa Madrona
• Calistoga Ranch
• The Cottages of Napa Valley

Michael and Paula have years of experience in creating and reinventing brands. As their tag line indicates, they have the ability and knowledge to imagine, develop, manage and grow a brand in every way.