In this episode of Foundry Talks, Rachel Stojanovski sits down with Tyler Bender, Director of Consumer Sales at Alexana Winery, for a conversation that goes far beyond wine. Tyler shares how his background in hospitality shaped his approach to sales, and why building personal connections is still the most powerful tool in creating loyal guests and long-term brand advocates. From the value of genuine service to the role of reviews, referrals, and curated travel experiences (yes, even to Argentina), Tyler offers thoughtful insights into what it takes to grow a brand in the wine industry—and what other F&B brands can learn from it. Whether you're pouring Pinot or scaling a lifestyle brand, there’s plenty to take away.