President and CEO
David Lawrence is the President and CEO of Luna Vineyards, Inc.
His experience spans more than two decades of comprehensive executive senior management roles in the California wine industry including having served as Luna Vineyards’ chief financial officer since 2003. Prior to joining Luna, Lawrence was Director of California Operations and Administration for Chateau Ste. Michelle Wine Estates, where he was responsible for managing the Conn Creek and Villa Mt. Eden wineries.
In his capacity with Ste. Michelle, Lawrence was responsible for winery and vineyard operations and leasing, acquisitions, custom crush contracting, grape sourcing, and financial reporting. He also served as president of the Wine Service Co-Operative in 2001; the St. Helena based wine warehousing company after serving on the board of directors since 1996. Prior to joining Chateau Ste. Michelle Wine Estates, Lawrence was the vice president and chief financial officer of a Southern California residential real estate development company.
Lawrence graduated from the University of Southern California in 1986 with a Bachelors' degree in Finance and received his MBA from the University of California, Davis in 1999.
President & Partner
Luna Vineyards Sales Company
Andre Crisp is the President & Partner of Luna Vineyards Sales Company.
Being a part of the wine industry can be traced back to Crisp’s earliest memories at his family’s vineyard. His experience includes more than fourteen years of comprehensive management across two driving engines in the economy: technology and the wine industry. Prior to joining Luna Vineyards, he was an executive at a Napa winery for several years where he led sales and grew their wine distribution to encompass over 35 markets, including Asia.
After attending Santa Clara University for undergraduate studies, Crisp recognized the emerging opportunities in the online marketing and "dot com" sector and became involved with three start-up software and online related companies over the course of an 11 year period. In 2009, following a transaction event, Crisp transitioned from the technology sector and returned to the wine industry.
Years of trade experience has provided Crisp with leadership skills, invaluable personal relationships and an insider's grasp of the business. His acumen with technology enables him to implement innovative techniques that result in improved overall sales and communications with Luna's vendors and customers.
VP Sales & National Programming
Luna Vineyards Sales Company
Michael Kasper has always admired great wines and the business and personal relationships behind the selling of those wines. A man of honor who served his country in the Navy, Kasper’s passion for the wine industry began more than a decade ago as a sales representative for VinDivino, then steadily progressing in territory and responsibility to MichaelDavid Vineyards, and then in a sales management position for South American Wine Importers (SAWI).
Based in Chicago, Kasper joins Luna Vineyards Sales Company from his most recent position for the prestigious TOG (The Other Guys), a division of the Sebastiani family. Michael grew the Midwest market over 52% annually through a strategic mix of creating a higher tier regional grocery chain distribution and aggressive marketing.
His success at MichaelDavid Vineyards helped put Lodi wines on the map with the 7 Deadly Zins, growing the brand from 100,000 cases to well over 350,000 cases in national retail grocery chains and other distribution outlets.
Here at Luna Vineyards Sales Company reporting directly to Andre Crisp, President, Kasper assumes responsibility to maintain and grow his territory, encompassing all states east of the Rockies. Drawing from his proven expertise, his primary role is to lead all field level sales activity, working hand in hand with distributors in planning and activating the brand plans and on a national basis, oversee budgets and pricing.
Shawna Miller's motto is "never stop exploring new experiences and trying new things". In July 2012 Shawna was promoted to become Luna's Associate Winemaker.
Shawna graduated from Virginia Tech with a forestry degree, and worked for several management agencies and university research facilities across the U.S, but enology courses greatly intrigued her. Achieving another level of education, she received a UC Extension Winemaking Certificate from Davis, California. She exchanged trees for vines and groundwater samples for barrel samples.
Shawna joined Luna Vineyards after working for several high profile wineries throughout the Napa Valley, New Zealand, and Australia such as Beaulieu Vineyards, Cape Mentelle, and Rombauer Vineyards. During this time, she learned from many accomplished winemakers including Tom Peterson, Philippe Melka, Julian Fayard, Rob Lloyd, and Rob Mann. From these world renowned brands came a woman who isn’t afraid of some dirt under her nails or the long, harvest days in the cellar.
Her deep domain knowledge is best expressed through Shawna’s own words:
My history prior to winemaking was in the natural sciences studying the cyclical patterns of ecosystems. Wine is dependent on the ever-fluctuating cycles of nature and from these cycles emerge the potential for an awesome product that can age for decades and makes people happy. This concept greatly appeals to me. Winemaking was a natural professional progression because it is not always glamorous, but my agricultural background allows me to relish the long, dirty harvest days in the cellar! Harvest is my favorite time of the year. We are so intertwined with the weather and nature, anything can happen at any time - so I’m always kept on my toes.
Food and wine has always played an important role in my connection with family and friends. I love that great cuisine with fantastic wines create a sense of community as well as transport us to other regions of the world for the evening. They are phenomena that I enjoy being an integral part of in my day-to-day life.
As Shawna creates wines for Luna Vineyards in the true Italian spirit – wines that are made to accompany good meals and great company – she lives her motto of “always trying new things” and for the love of the grape, that special mix of science and nature that is winemaking.
Adrian J. Dedering
Western United States Sales Manager
Luna Vineyards Sales Company
Adrian Dedering grew up in Brookfield, Wisconsin, a suburb of Milwaukee. As such, he was immersed in America’s beer culture before evolving into wine. After completing his degree in marketing at the University of Wisconsin-Eau Claire, Dedering moved to Florida working as a manager for the multi-million dollar wine emporium, Haskell’s of Naples. During this time, he honed and developed his knowledge of over 2,500 wines, acquiring more knowledge of the wine industry through actual hands-on experience in the retail sector. He translates his wealth of practical knowledge and love of wine in an easy-to-understand manner.
At Luna Vineyards Sales Company, Dedering oversees sales in the Western United States, working with distributors, as well as hitting the streets selling wine. He is a master at promoting wine through buyer education: wine tastings and wine dinners, face-to-face meetings, and constant communication. Adrian is constantly monitoring depletions and inventories, and performing the requisite analysis to ensure that Luna Vineyards and all associated brands continue to flow.
Adrian joins Luna Vineyards Sales Company from Truchard Vineyards where he was the Hospitality and Marketing Director who managed the tasting room, wine club, website, and spearheaded the social media campaigns. Adrian holds a Level 1 Court of Master Sommeliers completed in San Jose, CA and a National Food Registry completed in Naples, Florida.
Lance Hooker, J.D.
California Sales Specialist
Luna Vineyards Sales Company
Lance Hooker just "knew" his true calling in life is that of a man of wine. As the California Sales Specialist for Luna Vineyards, his passion has found a home. Coming from a long family history of lawyers and judges, he is educated as a lawyer and began his career in law, progressed to law enforcement, and then in true oenophile-as-DNA fashion, followed his one true passion – a life in wine.
Raised and educated on the east coast, then moving to California, he could never quite shake his desire. Lance "gets" wine – and has been gravitating to a career in wines his entire life, moving to northern California wine country more than a decade ago. He describes his mission thus: “to demystify wine for the average consumer and to introduce them to its many joys and delights”. He knows that for most people, wine tasting is an exercise in impressions. It’s so much more, and Lance enjoys being hands-on by driving the strategic direction of direct wines sales throughout the state of California.
Lance holds a Juris Doctorate degree from Regent University, School of Law in Virginia, and a Bachelor of Science degree in Psychology from Virginia Commonwealth University.
Manager of Sales Operations and Assistant to Andre Crisp
Robin Trefz is Manager of Sales Operations and Assistant to Andre Crisp.
Trefz has over seven years of experience in wine industry operations management, and fifteen years in the finance industry. She provides high-level analytical, operational and administrative support to the President of Luna Vineyards Sales Company by optimizing efficiency and ensuring effective policies, procedures, winery compliance and distribution.
Trefz' focus lies in wholesale distribution and in driving the seamless integration of our global sales operation. With the growing demand of international sales, she also manages the logistics of export sales processes along with the ever-changing demands of port-to-port export compliance.
Her comprehensive industry domain expertise gives her an "all the hats" overview perspective and a hands-on approach that is a rare combination of talents. Her solid business acumen continues to help drive the growth of Luna Vineyards today, and into the future.