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Penner-Ash Wine Cellars Hires Robert Lindner as Direct Sales Manager

Posted on February 16, 2011

Penner-Ash Wine Cellars has hired Robert Lindner as its new Direct Sales Manager. Lindner, a recent graduate of the Oregon Culinary Institute, joins the 13-year-old winery with two decades of industry experience. He is responsible for the management of the direct-to-consumer wine sales, developing and executing sales growth strategies, and creating innovative marketing materials.

Lindner entered the wine industry in 1992 as a sales associate with The Cost Plus Wine Shop in San Francisco, CA at Fisherman’s Wharf. In 1994 he joined the Henry Wine Group and managed the inventories of 15 different suppliers in the group’s portfolio. Most recently, Lindner worked with Pahlmeyer Winery in Napa, CA, where he managed its consumer direct business for seven years.

Ron Penner-Ash, Proprietor of Penner-Ash Wine Cellars, said he is impressed by Lindner’s diverse background in both food and wine.

“Robert brings lots of experience working with successful wine brands,” Penner-Ash said. “During his stint in San Francisco, Robert had the unique opportunity to work for a wine club, which exposed him to some of the most exclusive wines from around the world. This is a relationship business and Robert has strong communication and interpersonal skills that will help us maintain the pace of our strong performance over the last two years.”

Penner-Ash said being proactive two years ago by focusing efforts on direct sales helped kick-start the growth in sales. The Cellar Club, which offers its members direct access to Penner-Ash wines, among other benefits, increased by 50 percent in 2010. In order to better manage the growth in demand against its limited production, Penner-Ash will embark on an allocation based system later this year that will provide the winery with the means to better tailor availability against its customers’ needs.

About Penner-Ash Wine Cellars:

Penner-Ash Wine Cellars started crafting small amounts of Pinot Noir and Syrah varietals in 1998 while Lynn Penner-Ash, Proprietor and Winemaker at the winery, also worked at Rex Hill Vineyards as its Winemaker. Lynn and Ron started building the Penner-Ash brand full-time in 2001. Penner-Ash Wine Cellars moved into its 16,000-square-foot, sustainable 3-level gravity winery and tasting room in 2005, which sits on 80 acres overlooking the Chehalem Valley and is surrounded by its 15-acre Dussin Vineyard, located in the Yamhill-Carlton District Appellation. Penner-Ash Wine Cellars’ annual production is 8,000 cases and its products are distributed in 30 US states and exported to Japan, Korea and Taiwan. The couple’s approach in business has been pragmatic regarding their efforts to practice both fiscal and environmental sustainability. The estate vineyard and winery has been certified LIVE (Low Input Viticulture and Enology) since 2007. Please call the winery at (503) 554-5545 or visit for more information.

Region: Oregon
Job Function: Direct to Consumer

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