Media Center - CellarPass Hires Wine Industry Veteran in Key Role to Partner with Regional DMOs

CellarPass Hires Wine Industry Veteran in Key Role to Partner with Regional DMOs

CellarPass hires Jack Gorman, former Executive Director at Amador Vintners Association to lead B2B Expansion

April 26, 2022


CellarPass, the leading guest management platform for the craft beverage industry recently announced they have hired wine industry veteran, Jack Gorman, to lead expansion efforts in the Business to Business (B2B) segment. Mr. Gorman comes to CellarPass after successfully leading the Amador County Vintners Association as Executive Director for more than five years. Prior to his time with Amador Vintners, Gorman was the General Manager for Scott Harvey Wines in Amador County, CA. 

Jack brings a wealth of experience working in and around the destination marketing space and understands the challenges many wineries face is attracting and servicing new customers,” said Sarah Elliman, CellarPass Co-Founder. “Jack will be a key player in helping craft beverage associations and Destination Marketing Organizations (DMOs) leverage CellarPass next-generation platform and services to better service their current customers and drive new traffic to their tasting rooms,” continued Elliman. 

Prior to entering the wine space, Gorman spent more than two decades working in public policy. He directed federal relations efforts for nation’s second largest student loan provider and served as Deputy Director and Advisor to the Governor in the California Governor’s office in Washington, DC.

“Having worked with CellarPass as a large-event producer on Amador’s signature events for a number of years, I know first-hand how committed this team is to ensure the success of their clients' live events,” said Gorman. “With wine and other craft beverages now being produced in all 50 states, there are so many lesser-known regions travelers need to know about and explore”, says Gorman. "With CellarPass’ next-generation of products and services, I look forward to working with their partners to draw more traffic and attention to their featured regions”, continues Gorman. “The current suite of services coupled with exciting new products on their development roadmap makes CellarPass a tremendous partner for tasting rooms and destinations and I am thrilled to join the team at this exciting time of major expansion” continued Gorman.

Mr. Gorman will be based in the company’s new east coast office in Richmond, Virginia and will be responsible for relationships with associations and DMOs across the country. Having a senior staff position based on the east coast will allow CellarPass to continue to expand their team’s footprint to better reach and work with the growing number of craft beverage producers and associations populating coast to coast.  

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About CellarPass  

Celebrating 13 years, CellarPass is the leading real-time guest management platform designed for the craft beverage industry that offers visitors an easy way to buy tickets and book reservations, online or through a mobile-friendly website. Headquartered in San Francisco, with local offices in Richmond, Virginia, Paso Robles, Seattle and Napa Valley, CellarPass offers enterprise-level guest management platform for the alcohol industry that allows the leading wineries, breweries and distilleries a tool that enhances the visitor experience while building long-lasting relationships.  
For more information about CellarPass, visit Follow CellarPass on Facebook at, on Instagram at and Facebook at to get fresh updates. 


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Sarah Elliman

(855) 423-4448 ext 304