Sara Soergel

The youngest person to grace the San Francisco North Bay’s Top Forty Under 40 list, marketing maven Sara Soergel, has brought her life full circle, returning to the Russian River Valley where she grew up. “Wine has always been a part of my life,” said Soergel. “Growing up, my father worked in Napa Valley as a wine business consultant. He would show me around the cellar and take me to business meetings.” Soergel’s husband also works in the industry as a winemaker for Lynmar Estate. 

Sara went away for college at UC Santa Cruz and then launched her marketing career at nonprofits and Fortune 100 corporations. “I learned a ton about marketing, but felt I was getting further from my roots in Sonoma County.”

Sara wanted to start her own consulting business using her marketing experience to benefit the wine industry. She decided to meet with Dr. Anisya Fritz, owner of Lynmar Estate and instructor for the Certificate in Wine Entrepreneurship program at the Wine Business Institute. 

“Dr. Fritz encouraged me to enroll,” said Soergel. “The Wine Entrepreneurship program gave me the time, place, and guidance to write a business plan that helped launch Tonic Marketing. The program provided a safe space to ask questions and learn from our instructor, classmates, and industry guest speakers. It gave us a community and network to bounce ideas off of, seek help from, and connect with for resources.”

“A handful of my classmates were my earliest clients, who I am still connected with today.” Sara has helped wine businesses with market research, brand strategy, and creative campaigns. She helps expand their customer base, and level-up their marketing programs. 

In December 2018, Sara became the executive director of Rutherford Dust Society. “This position and my work with other wine associations, such as the Russian River Valley Winegrowers and the Sonoma County Vintners, exposes me to the macro trends. Seeing beyond just one winery’s experience enables and empowers me to better serve all wine industry clients.”