"A rising tide lifts all boats." - Coined by John F. Kennedy

I love quotes. Words - spoken or written - can inspire others to rise to an occasion, or to take a new perspective. This quote is one of my favorites, and someone I admire both in work and in life has exemplified how to put this idea into practice: build a strong network where the sharing of information and ideas is encouraged and welcomed. Mutual support will be the backbone of these relationships and success for all may be achieved. 

My purpose with affinityDTC is to create a rising tide.

Stephanie WYCOFF



Stephanie Wycoff (Friedman) has spent over a decade leading direct-to-consumer (DTC) sales and marketing for 3,000 to 130,000 case wineries. Her career emphasis has been on brand launches, brand repositioning, and DTC department turnarounds for luxury wineries including Anaba, Quivira, La Follette, and Gary Farrell. In January 2017, she enthusiastically joined the team at Seghesio Family Vineyards, a historic Sonoma County winery with a reputation as one of California’s elite Zinfandel specialists. Seghesio is one of seven luxury estates owned by the Napa-based Crimson Wine Group.

Stephanie is a winner of the North Bay Business Journal's "Forty Under 40" award (2016), recognizing business and community leaders under the age of 40. She serves as Chair of the Direct-to-Consumer Wine Symposium and is a frequent speaker there, in addition to having presented at the Wine Industry Technology Symposium and the Luxury Marketing Council Winery Bootcamp. She is a guest speaker in courses at Sonoma State University and Santa Rosa Junior College, and authored the chapter "Effective Winery Tasting Room Management" in the book, Strategic Winery Tourism and Management: Building Competitive Winery Tourism and Winery Management Strategy (2015). 


Growing up in the East Bay, Stephanie was drawn to wine country by Sonoma State University, where she earned her Bachelor's degree in Business Administration in 2006, and MBA with a Wine Business emphasis in in 2010. In addition to wine, she has a love of animals, traveling, Giants baseball, and dining out with friends. She's a self-proclaimed "business nerd" and begins each day reading Seth Godin's marketing blog and/or listening to the Entreleadership podcast.

Stephanie resides with her husband, black Labrador, and two cats in Santa Rosa, California.