Building for the Future 

Creative, connected and committed to driving positive change in the communities and industry in which she works, Amanda Wittstrom Higgins is a nationally-lauded thought leader and business strategist with an expertise in creating future-forward and foundational success. 

Her passion for and deep knowledge of all aspects of the alcohol beverage business— from DTC, DE&I, national distribution and operational streamlining to social media, marketing and in-person and digital events—as well as a commitment to promoting the California Central Coast wine region worldwide, have established her as a key voice in evolving the American wine and spirits market. 

Eager to leverage her diverse expertise, collaborative skillset and extensive network, in March of 2022 she launched Full Cup Solutions, a full-service consulting firm for the agriculture and beverage industries whose businesses are seeking innovative strategy, long-term success and greater accountability. Tapping a deep knowledge of sectors including marketing, sales, operations and employee development, as well as an insight on what motivates and attracts consumers and employees of all ages, the business is propelled by Amanda’s own core principles of crafting products with soul, enacting industry change, creating opportunity for others and honoring and understanding of the agricultural world. 

A Voice For and Of the Next Generation 

A commitment to employee wellbeing and empowering new talent has been a key aspect of Amanda’s personal and professional ethos throughout the years. During her tenure in the industry, Amanda has consistently focused on mindful recruitment, team-building and mentoring, including implementing a successful educational internship program for employees in her past role as Executive Vice President at Ancient Peaks Winery, among other initiatives. 

She also co-founded the annual trade event, Wine Speak Paso Robles, in 2017. Geared toward fostering community, collaboration and camaraderie within the global wine industry, the three-day educational summit unites sommeliers, beverage industry leaders and other members of the winemaking community with seminars, workshops and tastings, and hosts selected attendees through its scholarship program. 

Dream it.

Supporting Inclusion in the Alcohol Beverage Space 

In 2018, Amanda founded Dream Big Darling, a nonprofit events and educational platform for emerging women professionals in the wine and spirits space. Driven by Amanda and her leadership team of all-star women in the industry, the acclaimed program includes leadership retreats for scholarship winners and year-round virtual tastings and professional workshops.   

Paying it forward.

Committed to the Agricultural Community 

Raised in agriculture and eager to spotlight the incredible farmers, growers and viticulturists in her industry, Amanda has kept her boots in the soil as a partner in the Paso Robles-based Margarita Vineyards. Here, she continues to work closely in the viticultural management and agricultural best practices space, with a keen eye on sustainability and innovations in the vineyard. 

A fourth generation Central Coast resident, Amanda is also dedicated to the local community, and previously served on the boards of the SLO Coast Wine Collective and Paso Robles Wine Country Alliance. 

Amanda’s efforts have been recognized with accolades such as a Wine Enthusiast Top 40 Under 40 honoree award (2019), a Social Visionary of the Year nomination at the Wine Enthusiast Wine Star Awards (2019), Central Coast Wine Industry Person of the Year (2020), and inclusion on the SLO Tribune’s Top 20 Under 40 list. 

When not behind her desk or traveling the globe, Amanda is in the saddle on her family’s cattle ranch and spending time with her husband Sam and children Cooper and Cecilia. 

Dream Big Darling’s mission is to engage, inspire and mentor the next generation of leaders in the wine and spirits industry.

Dream. Inspire. Succeed.