Charging for wine tastings is now the norm at many cellar doors. But the real challenge has shifted from whether to charge to what to charge.
Hosted by wine tourism specialist and writer Marc Checkley, the session draws on new research from Dr Magalie Dubois (Burgundy School of Business), alongside candid, on-the-ground insights from Angelica de Vere Mabray (The Donum Estate, Napa). Together, they discuss pricing as a tool for both value and revenue – with an eye on Direct-to-Consumer versus retail consistency, sustainability, and loyalty.
Magalie Dubois
Magalie Dubois, PhD, is an Assistant Professor at the Burgundy School of Business (Dijon, France), where she leads the Bachelor in Wine Tourism specialisation. She holds a European PhD in Economics from the University of Bordeaux (2023), and she is a GWC International Research Grant Winner. This rigorous academic background is complemented by eight years of international experience as an export manager, providing a unique practical lens to her scholarly work.
Dr Dubois’ research is exclusively dedicated to wine, exploring consumer and producer behaviour primarily through experimental economics methods. Her findings have been published in leading academic journals such as the Journal of Wine Economics, Psychology & Marketing, Food Policy, Food Quality & Preference, and Applied Economics. She is a prolific contributor to the academic community, serving as a Member of the Board of the European Association of Wine Economists (EuAWE) and as an Advisory Board Member for the UNESCO Chair Cultures & Traditions Vitivinicoles Bourgogne Europe University.
Her involvement in European research projects further demonstrates her commitment to advancing wine economics and marketing, numerous academic conference presentations, and prestigious grants, including the Great Wine Capitals International Research Grant and the Paul R. Lawrence Fellowship. Dr. Dubois is also a dedicated peer reviewer for several international journals and regularly shares her expertise through invited talks and articles for a broader audience.
Angelica de Vere Mabray
Angelica de Vere Mabray is a transformative executive with over 25 years of experience leading growth, innovation, and brand revitalization in the wine and luxury retail industries. With deep expertise in operations, direct-to-consumer strategy, e-commerce, hospitality management, wholesale, and export, she has built a reputation for shaping the future of heritage brands while honouring their legacy.
As CEO of Donum Estate, Angelica oversees all facets of business operations, sales, marketing, and hospitality. Under her leadership, Donum has undergone radical growth and transformation – including the acquisition of the historic Savoy Vineyard – while strengthening its position as a globally recognized destination for fine wine, regenerative agriculture, and one of the world’s most significant private sculpture collections. She also led Donum to achieve both CCOF Organic and Regenerative Organic Certified® designations, reflecting the Estate’s deep and long-term commitment to sustainability, land stewardship, and environmental integrity for future generations.
Angelica began her wine career at Robert Mondavi Winery and later held senior leadership roles at Constellation Brands, Sullivan Vineyards, and Bonny Doon Vineyard, consistently driving brand transformation and operational excellence.
She holds a BA in French Literature and Political Science from Mills College, a Certificate in Political Studies from Sciences Po Paris, and has completed executive programs at Wharton and UC Davis. Having lived in France for nearly a decade, she is fluent in French and brings a global sensibility to her work. Angelica resides in Napa Valley with her husband, children, and their two beloved French bulldogs.
Marc Checkley, Host
Marc is a New Zealand-born writer, consultant, wine tourism specialist and educator who blends his love of storytelling with his passion for wine. Previously working in television in the Asia-Pacific, he is a WSET-qualified wine professional and works with global hospitality brands and wine regions on content strategy and story-led experiences. Marc has written for Gault&Millau, and Decanter and co-wrote Switzerland: the Smart Traveller’s Wine Guide for Academie du Vin Library (UK). He lectures at Les Roches Hospitality Management School, is a wine judge, and hosts Great Wine Capitals’ webinar series. He lives in Switzerland’s Lavaux wine region.
Check out the previous webinars by the Great Wine Capitals