Jeff Lubin is the Principal and Brand Liberator at Independence Wine Consulting, Novato, CA. Over 30 years ago, Jeff was coerced into the wine industry while working as a stock clerk in Beverly Hills. “I was minding my own business stocking the soda cooler when the store manager grabbed me by the collar and told me I was now assistant to the wine buyer,” Jeff recalls. “I literally went from soda to Montrachet in a single afternoon!” A life changing experience, Jeff developed a passion for wine that has spanned three decades. He has held key positions in retail, wholesale and supplier establishments such as Wine Warehouse, Constellation Wines US, Delicato Family Wines and Purple Wine + Spirits. In 2007, Jeff launched his own business with a focus on family-owned wine companies. As the wine industry becomes more and more challenging for the small to medium size producer, Jeff is there to lead wineries to success.