View February 4 – Seattle, WA – Precept Wine is pleased to announce the appointment of Beth Orr as Senior Vice President of DTC (Direct-to-Consumer) and Customer Experience. Beth Orr is a great addition to the management team. She will focus on building Precept’s retail, DTC and digital capabilities to meet the changing needs of customers and deliver strong and sustainable revenue growth.

In his new role, Mr. Orr will focus on enhancing the customer experience through immersive programming and digital tools across the company’s eleven tasting rooms and e-commerce platforms. In addition, Orr will lead Precept’s investments in modernizing its digital infrastructure and tools to accelerate the adoption of DTC strategies and capabilities across its portfolio. The DTC team will develop new ways to build direct omnichannel relationships with consumers, meeting them where they store and interacting with them in digital and brick-and-mortar stores.

“My strategic focus on our DTC business begins and ends with the customer. Whether it’s equipping the tasting room with technology or using data to create an engaging and relevant e-commerce experience, the goal is to provide the customer with a dynamic, seamless and frictionless wine buying experience,” says Orr, “I’m excited to be part of such an innovative company and look forward to connecting with our customers and inspiring them in new ways.

In this new role, Ms. Orr will use her retail experience in digital, marketing and operations to directly impact Precept’s business, focusing on both revenue growth and an enhanced and innovative brand experience. A graduate of the University of Washington, she has decades of experience at some of the country’s largest retailers, including Saks Fifth Avenue, Barneys New York and Nordstrom, where she held a variety of brand, marketing and communications roles.

“Beth is a dynamic and creative leader with whom I have enjoyed working over the past several years. We are eager to see the results of her vision and new outlook on the wine business. This addition to our team represents our ongoing commitment to exceed the expectations of our valued wine consumers through an inclusive approach,” said Marketing Director Alex Evans.

Seattle Precept Wine is the largest privately owned wine producer in the Pacific Northwest and one of the top twelve wine producers in America. Precept is deeply rooted and has been investing in the Northwest wine industry for more than 30 years. The company owns and maintains nearly 4,000 acres of vineyards in Washington State, Idaho, New Mexico and Oregon; its major wine brands include Waterbrook, Gruet, Browne Family Vineyards, Canoe Ridge Vineyard, House Wine, Pendulum, Primarius, Washington Hills, Battle Creek Cellars, Callaway Cellars, Ste. Chappelle, Kense, Sheffield Cellars, Fairbanks and AG Perino Vermouth, as well as tasting rooms and hospitality outlets in the Pacific Northwest and New Mexico. Founded in 2003 by Andrew Brown and Dan Baty, the company has made more than 800 wine purchases with critical scores of more than 90 points. For more information about the company, visit


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