Community Highlights: Meet Allison Levine of Please The Palate

Today we’d like to introduce you to Allison Levine.

Hi Allison, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
When I look back at my journey and how I ended up where I am today, I never could have predicted it. Yet, in an odd way, it all makes sense.

Working in the wine industry was never part of my plan. Growing up in Los Angeles, I thought I wanted to work in the film industry. But studying abroad during college and then living in Italy after graduation opened my eyes to the world and sparked a passion for different cultures, people, food, and travel.

While attending college in Santa Barbara, my friends and I would go wine tasting for fun, but I didn’t know much about wine. Living in Italy, wine was simply part of everyday life. It was always on the table, enjoyed with food and friends. I learned to appreciate it, but I did not understand it and certainly wasn’t thinking about making a career out of it.

I went on to graduate school in Washington, D.C., earning my master’s degree in International Communications with a focus on cross-cultural training. My goal was to become a cross-cultural trainer, but instead, I found myself working in corporate communications for an international organization in the satellite industry. It was there that I planned my first major event, a conference surrounding a satellite launch, and discovered that I had a natural talent for event planning.

Eventually, I moved back to Los Angeles and began working in the dot-com industry, focusing on marketing communications and events. Around the same time, a friend mentioned that a mutual friend taught wine classes as a hobby. I signed up for a class and, as they say, I was bitten by the wine bug. Unlike an earlier wine class that had left me more confused than enlightened, this experience sparked a genuine curiosity. I wanted to learn more and I continued to.

Then the dot-com bubble burst, and I like to joke that I started drinking for a living!

What began as a personal interest became an unexpected career opportunity. I realized I could combine my professional background in marketing, communications, and event planning with my newfound passion for wine. I started working in the wine industry in 2001, eventually holding marketing and event leadership positions that had me producing dozens of events around the country each year.

In 2011, I took another leap and launched Please The Palate, my own marketing communications and event planning agency specializing in the wine and spirits industry. Over the years, my work has evolved to include writing about wine, food, and travel, hosting the Wine Soundtrack USA podcast, and creating experiences that connect people with the stories and personalities behind the wines.

Most recently, I created the Festival of Undiscovered Grapes, an event dedicated to showcasing lesser-known grape varieties grown in California. What started as an idea has grown into annual festivals in Los Angeles and San Jose, bringing together wineries and curious wine lovers to discover something new.

This year marks 25 years since I entered the wine industry and 15 years since I started Please The Palate. And now I’ve added another chapter as a travel advisor, bringing together my love of travel, food, wine, and discovering places off the beaten path.

When I look back, the common thread has always been curiosity, connecting people, sharing stories, and creating experiences. I may not have followed the career path I originally imagined, but somehow all the pieces came together. And I think that’s what makes the journey so interesting.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Of course not! There have definitely been bumps along the way. I’ve dealt with challenging employers and partnerships, and running your own business comes with an entirely different set of challenges.

When you have a project-based business, there are inevitable ebbs and flows. When things are busy, you’re juggling multiple projects, managing deadlines, and making sure everything gets done while still trying to look ahead. When things slow down, you have to put your head down, network, reach out to potential clients, and create new opportunities. But the irony is that you need to be doing all of those things even when you’re busy!

And when you’re running your own business, you’re not just doing the work you’re passionate about. You’re also responsible for the finances, administration, business development, and all the little details that keep things running. It can be overwhelming at times, especially when you’re wearing so many hats.

I’ve learned that being an entrepreneur requires flexibility, persistence, and the ability to adapt. There are highs and lows, and not everything works out as planned. There are times when I wonder if it would be easier to just have a regular job with a steady paycheck. But then I look at the experiences I’ve had, the people I’ve met, and the opportunities I’ve created for myself, and I remember why I chose this path. It isn’t always easy, but it has certainly never been boring!

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Please The Palate is a boutique marketing communications and event planning agency specializing in the wine and spirits industry. I founded the company in 2011, and this year marks its 15th anniversary.

Through Please The Palate, I work with wineries, wine regions, and organizations on everything from marketing strategy and communications to event planning and production. Over the years, I’ve produced hundreds of events, from intimate media tastings and educational seminars to large-scale consumer festivals and trade events.

What sets me apart is that I combine a background in communications, marketing, and event production with 25 years of experience in the wine industry. I understand both the business side and the storytelling side of wine. I love taking an idea and figuring out how to bring it to life, whether that’s creating an event from scratch, developing a marketing campaign, or finding a compelling way to tell a brand’s story. And because I’ve worked in so many different areas of the industry, I’ve built a strong network of relationships that I value tremendously.

Over the years, Please The Palate has evolved beyond marketing and events. Writing has become an important part of what I do, allowing me to share the stories of the people and places behind the wines. I also host the Wine Soundtrack USA podcast, where I interview winemakers and winery owners about their personal journeys. More recently, I’ve expanded into travel advising, helping people discover destinations through wine, food, culture, and unique local experiences.

One of the things I’m most proud of is creating the Festival of Undiscovered Grapes. I launched the Festival in Los Angeles in 2024 with a mission to introduce consumers to the incredible diversity of grape varieties grown in California. While nine grape varieties account for approximately 93% of California’s vineyard acreage, there are so many other varieties worth discovering. I wanted to create an event that celebrates those lesser-known grapes and the wineries producing them, while making wine discovery fun and approachable.

What started as one event has grown into two annual festivals, in Los Angeles and San Jose, bringing together more than 100 wineries across the two cities and showcasing more than 100 grape varieties. The response from both wineries and consumers has been incredibly rewarding. Seeing people taste something they’ve never heard of, discover a new favorite wine, and connect directly with the people who made it is exactly why I created the Festival.

Wine education is another passion of mine. I love talking to people about wine, sharing what I’ve learned, and hopefully piquing their curiosity or deepening an existing interest. I don’t believe wine needs to be intimidating or overly complicated. There is always something new to discover, no matter how much you already know. I want people to feel comfortable asking questions, exploring, and trusting their own palates. It’s not about telling people what they should like, but encouraging them to discover what they enjoy.

At the end of the day, Please The Palate is about bringing people, brands, and experiences together. Whether I’m producing an event, writing a story, interviewing a winemaker, or planning a trip, my goal is the same: to create meaningful experiences, tell compelling stories, and inspire people to explore something new.

What were you like growing up?
I’ve always been independently minded, talkative, curious, and opinionated. I have never been afraid to express my thoughts or ask questions. But what might surprise people who know me today is that I can also be shy.

I was shy as a child, and like most teenagers, I went through my share of insecurities. Over time, I found my voice and became more comfortable putting myself out there.

I remember once, as a child, not wanting to go to a party because I wasn’t sure if I would know anyone or if my friends would be there. My mom told me something that has stayed with me ever since: “You make your own good time.”

It was such a simple piece of advice, but it made a lasting impression. I realized that I didn’t have to rely on other people to have a good experience. I could make my own fun, meet new people, and embrace whatever came my way.

I think that philosophy has shaped so much of my life. It has given me the confidence to travel, explore new places, try new things, and pursue opportunities even when I don’t know exactly what to expect. I’m still curious, still opinionated, still talkative, but also sometimes still a little shy. And I have learned that some of the best experiences happen when you step outside your comfort zone and make your own good time.

Contact Info:

• Website: https://www.pleasethepalate.com
• Instagram: @plsthepalate AND @festivalofundiscoveredgrapes
• Facebook: https://www.facebook.com/PleaseThePalate
• LinkedIn: https://www.linkedin.com/in/allisonflevine/
• Other: https://www.festivalofundiscoveredgrapes.com

Image Credits
Sandoval Media (for any photos of The Festival of Undiscovered Grapes)