VineSpring Team Spotlight | Kent Nowlin

Kent Nowlin has a long history of working in the wine industry. Before consulting with VineSpring and eventually becoming the general manager, Kent held several leadership positions at Sovos ShipCompliant. His experience, leadership, and motivation are what make him such a valuable part of the team. I caught up with Kent during the COVID-19 crisis to check-in, get his perspective on what craft producers should be focusing on right now, and learn more about his role at VineSpring.

We’re doing this interview during the COVID-19 pandemic. Where are you and how has it affected your community and your family. 

I live in a rural residential area of Boulder County in Colorado and as devastating as this has been for many places in the world, my family and community have been quite fortunate thus far. Because my wife and I both already work remotely the most dramatic change for us has been having the kids out of school. Again, very fortunate that our children are older (fifteen, thirteen and eleven) so they are much more independent than young children. 

Our biggest struggle has been keeping them from just having endless screen time! Therefore, we incorporated the “Nowlin Fam Daily Plan.” It changes every day but incorporates creative projects, like my daughter’s inspirational quote calendar, outside time, chores, etc. No screens the next day if they don’t complete the day’s list.

What keeps your spirits high during a time like this? 

My family. We have had some amazing moments together during the quarantine. It’s great to see what happens when there is nowhere to go. It feels like we have played a year’s worth of football in the yard, board games, cooking, convos on the deck, etc. Although, it also feels like we have had a year’s worth of fights over chores and screen time too so don’t go thinking it has all been rainbows and unicorns over here.

Do you have any advice for craft producers trying to break into DTC sales or ramp up their eCommerce during the pandemic? 

First off, take the quote book’s advice and “don’t let the world change your smile.” Get creative.

One of the hardest parts of this pandemic will be how much we all miss our community. Feeling isolated is horrible so figure out how to bring people together in creative ways like virtual wine tastings or educational classes. Also, remember to think locally. Partner with a restaurant to provide food and wine deliveries. Lastly, remember that people want to support the brands they love so give them the opportunity to. Offer a time-sensitive discount code, discounts for purchasing future tastings or events, and free shipping. Collect user stories from past customer visits to share on social media. Let people feel connected even when they can’t be present.

Can you tell us about your role at VineSpring? 

There are many responsibilities of a general manager but I think one of the most important is to be a good facilitator. The only thing I know for certain is that I do not have all the right answers, but I honestly believe that the combination of our team does. Therefore, my responsibility is to facilitate dialogue that helps us first ask the right question and then find the right answer. 

We use a process from the Entrepreneur Operating System (EOS) called IDS (identify, discuss, solve.) Each week in our leadership meetings we take an issues list and we “IDS” it. We identify the core issue, discuss the situation from all angles, and then we decide on the right solution. Identifying the core issue is usually the hardest part. If the same issue keeps coming up week after week then we haven’t found the core issue yet.

What experiences from your past help you the most today in your position at VineSpring? 

There are many experiences from my military service that relate to business. The importance of teamwork, planning, execution, etc. One that I find myself explaining often though is the concept of interlocking fields of fire. 

When a platoon sets up in a defensive position it is important that the line of fire for each fox hole has the right amount of overlap with the line of fire of the fox hole next to them. If there is too much overlap you become inefficient, when there is too little overlap you have gaps in your defense. 

Part of my job as a general manager is to make sure that our team’s responsibilities have just the right amount of overlap so that we are as efficient as possible without letting things slip through the cracks.

What do you think is the most important current trend craft producers should take note of? 

Subscriptions. 

The wine industry is one of the oldest subscription economies out there but that may have made the industry complacent. Other industries are pushing the boundaries of what subscriptions can look like. 

VineSpring team meeting in Sonoma.

There are three types of subscription models. Replenishment, curation, and access. The “X” factor for wineries will be in figuring out how to use each one to reach different audiences. 

Enough with one type of club model. Why not use an access model for your “elite” clients, a replenishment model for your “frugal” clients, and a curation model for your “busy” clients. Stop thinking about how to sell to millennials and start thinking about how to sell to a psychographic.

What do you think sets VineSpring apart from other winery eCommerce platforms? 

The team.

One of the hardest things to do in business is to build the right team. It requires first and foremost a clear set of values that you can hire and fire by. Our values are used every day in practice and in conversation and have helped us craft a team that is perfect for executing our vision. Our values are “make it simple, make it better, and make it together.”

What is your idea of the perfect weekend? 

Family camping and biking trip to Fruita, Colorado.

Camping and mountain biking with family and friends in Fruita, CO. It is an annual spring trip but it is referenced by my whole family all year long. We need to figure out how to do it more often!

It’s March 2020, we’re all stuck in quarantine. What beverage will you sip at your next virtual happy hour?

Casamigos reposado, on the rocks.

What did you think you were going to be when you grew up?

Marine Corps lifer. But after four years I decided it would be more fun to move to Colorado and play in the mountains!

If you won the lottery tomorrow, what is the first big purchase you would make?

The old gas station down the street. I live in a one-stop sign town and the old gas station is a historic landmark that is sitting unused. I would buy it and do free coffee cuppings of new roasts I am experimenting with. Yes I am a hobby home roaster.