Our Mission

We drive success through innovative, client-focused solutions and dedicated service. Our mission is to exceed expectations, foster lasting relationships, and be your trusted partner for all DtC needs with the eCellar DtC platform.

ENGAGE

eCELLAR’s ENGAGE program delivers basic and enhanced training, developing new functionality collaboratively with the eCellar DtC platform. Using surveys, user groups, focus groups, and product review meetings, we understand client needs to shape new features and functionality on the eCellar DtC platform.

Seamless Data Migration

Seamless Data Migration

Seamless database migration preserves data integrity, business continuity, and client satisfaction.

Minimizes downtime, keeping productivity and revenue intact.

A smooth migration optimizes cost efficiency, operational effectiveness, and customer experience, easing the transition to new systems.

Ongoing LIVE Support

Ongoing LIVE Support

Immediate assistance

Real-time issue resolution

Fosters client satisfaction

Facilitates direct engagement for feedback and improvement

User Groups

User Groups

User Group meetings keep clients updated on new eCELLAR features, demonstrating our commitment to transparency and engagement. These meetings ensure users are informed, involved, and valued, highlighting our dedication to excellent service and support.

Focus Groups

Focus Groups

Focus Group sessions provide user insights, helping us understand needs and preferences. Engaging with clients allows us to test new feature ideas before wider implementation, ensuring effective solutions. Focus groups enable continuous software improvement for the best user experience.

Client Feedback

Client Feedback

We regularly gauge client satisfaction through feedback surveys, providing insights into needs and preferences. This allows us to promptly address issues and improve services, demonstrating our commitment to enhancing client experience and strengthening relationships.

Training & Education

Training & Education

Client training maximizes the value of our services by empowering effective use, keeping clients updated, and fostering strong relationships. Well-trained clients achieve better outcomes, leading to long-term partnerships and mutual success.

Industry Trusted

Your success, Our Commitment

Case Studies

Dream Team

Our Culture

Core Values

Integrity

Honesty and integrity are the cornerstones of everything we do—simple and unwavering.

Client-Centered Ethos

Our clients are at the center of our business. We continuously strive to enhance their experience and outcomes.

Quality Focus

We strive for greatness, not just goodness. Excellence is our mantra, and we constantly push boundaries to deliver the best eCellars DTC platform.

Respect

We treat everyone with dignity and kindness.

Fun and Enjoyment

Work hard, play hard. With the eCellar DtC platform, we believe enjoying the journey is as important as reaching the destination.

Innovation Lives Here

We create and support software that didn’t exist


Here’s the revised content with one appearance of the main keyword “eCellar DtC platform”:

Starting in 1999, we were in The Cloud way before The Cloud was cool. We are used to being innovators, creating software with requests from our clients. We also do industry firsts, like in 2004 when we invented the alcohol industry’s first web-based Point of Sale (POS) system as part of the eCellar DtC platform. Back then, everyone laughed. Now, they’re doing something else.​

See our innovations below, and know that 20+ years in, we are only getting started.

1999
General Online store v1
(Industry First: same domain for online brand equity)
2001
Wine club & email broadcaster v1
2004
POS v1 (Industry First: 100% web-based Point of Sale)
2006
POS v2, Allocation store v1
2007
POS v3, General & Allocation Online store v2
(Industry First: continuous presence cart)
2009
POS v4, SC Integration, Campaign Mgr v2
(delay/recurring send capability with merge fields)
2010
Reservations Manager v1
(Industry First: integrated reservations grid for tours and tastings)
2010
Enterprise (industry first: system serving multiple brand websites from one database for cross/upsell)
2011
Campaign Mgr v3, Custom Club,
(Industry First: User Choice club capability)
2012
Reservations Manager v2, BI Reporting, eXchange
2013
Dedup Tool (Industry First: integrated comprehensive tool to de-dupe data imports from various systems)
2014
POS v5, Wineshipping Dashboard
(Industry First: dashboard of it's kind with Wineshipping)
2015
100% Tokenization, EMV & P2PE, Vast Application Security Rework
(breach remediation)
2016
PCI Compliant v3.2 Validated
(Industry First: only SaaS vendor to be PCI VALIDATED)
2017
Dynamic Search (Industry First: search 160+ datapoints to segment customers for email & reports)
2018
Wine Club ReMix, Designer Widgets underway
2019
Tip Line for POS with reporting; Enterprise (multi-brand) enhancements
2020
eCommerce Sidekick with Auto-Suggest (Industry First), Multi-location inventory improvements; Abandoned Cart Search & Actionability
2021
Push Pay, Multi-Ship, State Limiter, Reservations Manager v3
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Serious Security

Offering EMV security chip, Near Field, Apple/Google Pay and more.

We don’t just say that we’re secure. The eCellar DtC platform is annually validated PCI Level 2 Compliant by a third-party, Visa-Approved QSA (Qualified Security Assessor). This validation puts us at the top of the transactional food chain for security in the wine industry. No one else in our competitive set performs to that standard, including $100,000 per brand insurance against hackers.

The best customer experiences are built with eCellar.

Paul Thienes

Founder & CEO

Paul’s journey began in Minnesota, where his love for nature and data flourished. With a Computer Science degree from Hamline University and an MBA from the University of St. Thomas, he started his career at MCI Telecommunications.

During the late 90s dotcom boom, Paul moved to Napa Valley and in 2004, developed the first web-based cash register solution for the wine industry. He founded eCellar in Calistoga 20 years ago and has been innovating winery data solutions since.

Paul enjoys a good Pinot Noir with cheese and a beautiful view. In his free time, he loves traveling, playing piano, and skiing with his two kids.

Denise Lloreda

Senior Customer Service Representative

Denise is a California native, a SoCal transplant to St. Helena in the heart of the Napa Valley in 2004. She brings a strong understanding of customer care to eCELLAR, birthed in training with managers from Patagonia to empower people to outdoor adventures. She shifted to empowering those whose tasks she has intimate knowledge of from 15 years in DTC and winery administration when coming to eCELLAR over five years ago. Anything outdoors, from pickleball, skiing, or walking her dog Finley, to dining al fresco, is where she can be found when not serving eCELLAR clients.

Drew Procaccini

SENIOR Customer Support

Drew hails from the East Coast, and is a graduate of East Carolina University, Drew developed a passion for wine as he worked in fine dining restaurants. He then formally entered the wine business in 2005 with his first job in distribution. In 2012, he moved to Napa and later in 2015 to Lake County. Currently located in Snohomish, WA, he spends his spare time volunteering at his daughter’s school, cooking and brewing beer.

Jack Killpatrick

Director of Development

Jack has been designing and developing software for business operations for 30+ years. His love of wine drew him to the industry in the early 2000’s, when wineries were just starting to discover what the internet could do for them. Through collaboration with the team at eCELLAR and constructive thinkers at wineries, Jack has been able to contribute significantly to innovation in the industry. When he’s not pushing bits around, he’s busy with his family, bands (he plays bass and guitar) and enjoying the outdoors.

Dave Smith

Senior Developer

Dave Smith, a seasoned software engineer, navigated his way from New England roots, through the balmy Austin, Texas Hill Country, via the Rocky Mountains of Boulder, Colorado, eventually landing in Santa Barbara, California. Here his enthusiasm for wine and the outdoors is fed by mountains folding into sandy beaches, and a diverse and beautiful wine country. With decades of tech experience, including entrepreneurial ventures writing a wine club app, and a stint as a Wine Bar owner, Dave finds his engineering experience and enthusiasm for wine serendipitously at home with the great team at eCELLAR, focusing as an integrations specialist.

Nick Shoults

Senior Developer

As a native of the Napa Valley wine country Nick Shoults has enjoyed the opportunity to work in many different roles throughout the wine industry. From measuring label tilt as a bottling line QA technician, analyzing free SO2 in the chemical laboratory, almost a decade of direct-to-consumer marketing, to more than a decade developing eCELLAR, Nick has deep experience from many viewpoints. As a self-declared geek with a curious mind, Nick spends his free time reading, building things, breaking things, fixing things, but most of all learning new things.

Tracy McArdle

Chief Operations Officer

Introducing Tracy McArdle, a Chicago native with an exciting career journey. With ten years of experience in finance and technology, Tracy’s love for wine and hospitality led her to California’s Napa Valley in 2008. For fifteen years, she made her mark in the direct-to-consumer wine industry with innovative strategies and a dedication to hospitality. Now, Tracy has returned to her tech roots with eCELLAR, marking a significant milestone in her career. Beyond work, Tracy enjoys deep-dish pizza, coastal weekends, and spending time with her fur babies.