Dr. Liz Thach, MW conducting a training session on Pinot Noir wine.
Dr. Elizabeth “Liz” Thach, MW is a Wine Writer, Educator, and Consultant based in Napa and Sonoma, California. As one of the nation’s leading wine experts, she specializes in wine business strategy, marketing, leadership development, and wine lifestyle. She recently retired as President of the Wine Market Council, a non-profit organization providing research on U.S. wine consumer behaviors and attitudes.
Liz was the first woman in California and the 7th woman in the U.S. to become a Master of Wine (MW). In recognition of her achievements, the California Legislature honored her with Resolution No. 422, and the California State University system granted her the lifelong title of Distinguished Professor of Wine. She holds a Ph.D. in Human Resource Development from Texas A&M University, an M.A. in Organizational Communication and Management from Texas Tech University, and a B.A. in English from Notre Dame de Namur University.
Prior to her leadership in the wine sector, Liz spent a decade as a Human Resource executive and manager for Fortune 500 companies. In 2000, she transitioned to academia as a full-time professor at Sonoma State University (SSU), teaching management and wine business in their Bachelor’s and MBA programs for 23 years before retiring in May 2023. Throughout her career, she has presented at over 150 conferences, published more than 300 articles, and authored 9 books—including Call of the Vine, Best Practices in Global Wine Tourism, and Wine Marketing & Sales. She frequently contributes to publications such as Forbes, Wine Business Monthly, Wine Spectator, and The Somm Journal, and continues to teach part-time for Stanford Continuing Education and the Burgundy School of Business.
Today, Liz focuses on freelance writing (wine, travel & lifestyle) and consulting. Her writing services include consumer/trade articles, technical reports, wine reviews, blog posts, press releases, and newsletters. Her consulting offerings span executive coaching, training, survey development, public speaking, moderating, and wine judging.
Over the years, Liz has received more than 30 awards and honors. Highlights include a Fulbright Specialist Scholarship in Argentina, the Korbel Professorship, the Andre Crispin Commanderie de Bordeaux Scholarship, the Reh Kendermann Bursary in Germany, three OIV book awards, the Hall of Fame Best Book Award (2020 Gourmand World Book Awards), and multiple teaching, writing and leadership awards.
Over the course of her career, Liz has been active on many boards, including Chair of the Shone Farm Board, Petaluma Gap WineGrowers Alliance, Women of the Vine & Spirits, Women for WineSense, and the editorial boards for International Journal of Wine Business Research and Wine Economics & Policy. She also served as Deputy-President for the Academy of Wine Business Research.
A fifth-generation Californian, she resides in both Napa/Sonoma and Palm Springs, with her husband. In her free time, she enjoys hiking, golfing, traveling, cooking, bird-watching, hosting wine tastings and barbecues, and taking long walks with her dog, Merlin.