Growth begins under the surface
Data-driven, backed by experience, built to empower wineries to succeed in a changing market.
Understory partners with wineries and importers to bring clarity and efficiency to their sales operations. We build customized data analytics dashboards and reporting systems for each client, while also providing ongoing insights and feedback. The result is greater clarity and smarter decisions — all rooted in real numbers and real experience.
About Joanna
I’ve spent more than 20 years in the wine industry, working nearly every side of the business: sales rep, brand manager, national sales manager, and eventually launching and running a statewide California distributor. In every role, one thing always gave me an edge - data. With the right numbers in front of me, the path forward was always clearer.
When I began consulting in 2021, I looked for an analytics tool that could bring real clarity to my clients’ data - something more sophisticated than spreadsheets and pivot tables. Nothing out there fit, so I built it. That became Understory: born from necessity, shaped by experience, and grounded in the belief that data should empower you, not overwhelm you.
Today, I partner with wineries and importers to do more with less. I turn complex data into clear insights and pair it with the practical know-how of someone who’s lived the realities of wine sales. My goal is simple: to give you the clarity, tools, and perspective you need to make smarter decisions that save both time and money.
“Joanna brings a personal touch to her services and deeply understands our business. Her insights give us both a big-picture perspective and detailed understanding, which allows us to adapt quickly and plan for a future that is based off of our own, real data.”
How it works
1. Start with strategy
We take the time to understand your sales structure, goals, and challenges, then review the systems and data sources you already have in place.
2. Build your platform
You provide raw data in any format. We transform it into your own customized reporting system. The platform is updated regularly and meant to grow and adapt with you.
3. Ongoing support
Each month you’ll get a report highlighting trends, blind spots, and opportunities. We review it together, translating all this data into strategy and teeing up your next moves.
"We never realized how much time we were losing on manual tracking. Understory provides the clarity we need to make strategic decisions, not reactive ones. It has truly unlocked our sales potential and given our management team an edge no competitor has."
Who we serve
Wineries managing wholesale or export sales, looking for support to stay on top of distributors, inventory run-rates, and sales goals.
Importers and wine groups with multiple brands, markets, or teams that need a clear, connected view of performance.
Businesses with limited bandwidth or high complexity that want leadership-level oversight without the expense of a full-time hire.
“Joanna’s reporting tool allows you to view distributors’ business in various ways and detail, producing insightful content that enables me to understand their business and, more importantly, address and communicate trends in real time. It’s the best reporting platform I have ever worked with.”
How we help
Experienced support
Joanna becomes an extension of your team, providing feedback and perspective rooted in real-world sales experience.
A smart investment
Understory delivers clarity and direction that lead to better decisions and a stronger bottom line.
Distributor engagement
Walk into every meeting with data-backed insights and a clear picture of where your business stands.
Everything in one place
Shipments, inventory, budgets and more - all integrated into one organized platform.
Aligned teams
With one source of truth and shared visibility into the numbers, your team stays focused and on the same page.
Reports the drive action
Easy-to-read visuals and summaries highlight what’s working, what needs attention, and where to focus next.
"No other platform has given us this level of visibility. Understory has completely transformed the way we communicate with our distributors and manage our sales team.”