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.
Your success, Our Commitment
Honesty and integrity are the cornerstones of everything we do—simple and unwavering.
Our clients are at the center of our business. We continuously strive to enhance their experience and outcomes.
We strive for greatness, not just goodness. Excellence is our mantra, and we constantly push boundaries to deliver the best DTC platform.
We treat everyone with dignity and kindness.
Work hard, play hard. We believe enjoying the journey is as important as reaching the destination.
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. 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.
We don’t just say that we’re secure. We are 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.
PO Box 497
Calistoga, CA 94515
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 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 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 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, 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.
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.
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.
