Marcell Kustos is a wine and hospitality consultant focusing on innovative direct-to-consumer (DTC) strategies that empower wineries to create memorable cellar-door experiences while enhancing sales. By leveraging global industry insights and tailored consulting services, Marcell guides wineries through developing and implementing effective visitor engagement plans. The goal is to foster a unique connection with customers, exceeding expectations and ensuring a lasting impression that translates into both loyalty and increased revenue. Through a thoughtful approach to customer experience management and implementing best-in-class service standards, wineries can optimise their offerings and stand out in a competitive market.Marcell's background in winemaking, fine-dining hospitality, sensory evaluation and consumer behaviour research gives him a unique perspective on wine, from grape to glass. He completed a PhD in Wine Sensory Science focusing on food, wine and emotional pairing at the University of Adelaide in collaboration with Wine Australia and UC Davis. As the head sommelier at Penfolds Magill Estate, Marcell created one of the country's most extensive champagne lists and led the service of fine and rare wines dating back to 1946. As the beverage director at Restaurant Botanic, he developed the beverage program and all elements of service from concept to a multi-award-winning establishment. Marcell is a board member of Sommeliers Australia's South Australian Chapter and of Wine Communicators Australia's South Australian Chapter, a wine show judge, and a reviewer for Winepilot.com. In 2018, Marcell founded LVDO Wine Cellars to make elegant wines of definition, character and difference from organically-farmed Adelaide Hills and McLaren Vale vineyards.