Liz Mercer grew up in the Napa Valley, which instilled a deep respect for the culture and lifestyle of wine and the industry supporting it. She left the area to attend Northwood University in Michigan, where she studied Finance & Business Management. She joined the wine industry as a temp in a tasting room 1999. Shortly thereafter, she was drawn into direct to consumer sales via wine clubs and e-commerce, where she led a team to rebrand the wine club, establishing it as one of the largest wine clubs in the country. Over 25 years, she has held various leadership roles with wineries on the Central Coast and the Napa Valley, while working with WISE. In 2024, she left day to day winery operations and joined WISE full time as a Partner and DTC Coach.

Liz earned her Masters of Professional Studies in Food Business from the Culinary Institute of America. Liz witnessed the landscape of direct-to-consumer sales environment change drastically over the last 20+ years as the industry has matured, and is excited to be a part of developing the next generation of direct marketers.