Waters Edge Wineries® Leads Industry in Experiential Learning with Owners Conference in Armenia

Owners conference overview

“Hosting this year’s owners conference in Armenia, the birthplace of wine, was a truly unforgettable experience,” said Ken Lineberger, president and founder of Waters Edge Wineries. “We spent the week immersed in a historic wine environment, sharing system updates, collaborating through roundtables, exploring new wines, and celebrating the incredible achievements of our owners, while also making time to explore. Our franchisees are the reason we’re able to make an impact in communities providing them with once-in-a-lifetime experiences like this in the heart of the world’s best wine regions is incredibly rewarding.”

The conference began with a State of the Union address from Ken Lineberger, followed by the unveiling of a new systemwide menu developed by Executive Chef Kristin Macan. After two years in development, the new menu features dishes specifically crafted to complement Waters Edge Wineries' wine offerings and will be featured at all new franchise locations, with existing wineries encouraged to incorporate the menu items as optional additions. Director of Training Art DeCaro later announced the franchise system’s new point-of-sale provider, which will streamline operations efficiencies.

Franchise owners also participated in a series of business and marketing roundtables, shared best practices, and attended a training session led by Scott Roughgarden of Grape Juice Wine Importer. The session focused on elevating service teams into effective wine ambassadors to help boost wine sales.

Awards and recognition

The conference included an awards gala honoring franchise owners in several categories:

• Gillig Winery – Noble Cause Award – Nikki Gillig was recognized for her extraordinary act of donating a kidney to a loyal guest and wine club member.

• Urban Pine Winery – Innovator Award – Jen McAlear was honored for implementing innovative marketing initiatives that led to significant sales and wine club growth in 2024.

• Waters Edge Winery – Broken Arrow – Michelle and Brian Dean were celebrated for setting a system wide sales record last year with sales exceeding $2.6 million, driving growth by 67% since 2021.

Industry connections

Throughout the week, owners had the opportunity to meet with several Armenian winemakers, explore local wineries and sample a variety of Armenian wines that are currently part of the brand’s portfolio of international wines, including new wines that will be introduced this year. Franchisees and the corporate team also visited several historic sites, including the ancient Areni-1 Cave - believed to be the world’s oldest winemaking site, dating back approximately 6,000 years - and the Geghard Monastery, a UNESCO World Heritage Site carved into the mountainside. Underscoring its support for the global wine community, Waters Edge Wineries presented a $3,300 donation to iCare, Armenia’s only winemaking school, to support scholarships for future enologists.

The 2025 Waters Edge Wineries Owners Conference was made possible with the support of generous sponsors, including Grape Juice Wine Importer, LD Carlson Company, 196 Architects, Ecolab, JMS Commercial Real Estate Advisors, Orderport, and Sozoe Creative.