I wish we had recorded a video of Lailand's reaction.

We were in the middle of a demo to introduce our DTC software with Lailand Flaherty, who had recently been appointed DTC Director at Caymus Vineyards in Napa. Lailand's wish list was long and her expectations were not high.

"I doubt you do this, but in my ideal scenario, I would need your system to do this, and this, and this, and this," she said.

Chris and I made a note, and then we showed her that the system did this, and this, and this, and this. The enthusiasm of Lailand's response was what we wished we'd recorded. We knew then and there that she'd be a superuser of the system.

Let's just say that she's hitting it out of the park in her role at Caymus. And she's this week's wine data Superhero spotlight.

A few of the ways that Lailand leverages the software in her role include:

• Multi-tenant functionality, meaning that she sees the wineries in the Caymus portfolio as individual wineries and, with a single click, aggregated altogether

• She supports the national sales team and their work in the wholesale tier, by providing visibility into the geography, demographics, and purchasing patterns of brand fans

• Lailand and her team develop highly targeted and segmented marketing campaigns, for effective and efficient sales lift

Few users, even superusers, get as deep into the software's capabilities as Lailand does, or challenges the system to do what she needs it to do on behalf of the winery.

It's like we should ask her to write a guidebook or something, to share across our own ecosystem. We'd learn from it too.

Would you like to give the software a try for your own winery and your DTC business? You seriously never know what you could do until you try, and until you start asking the questions about growing your business that you alone are best equipped to ask.

We'd love to see it, and I'd love to help. Here's where to find me: cathy@enolytics.com, and at +1.702.528.3717.

Thank you, Lailand! We're inspired by you.

Cathy.