The Set

THE SET

Brand Strategy • Production Launch Plan • Digital Identity • Website & Wine Club

The Set is a sibling-run wine label based in the Sta. Rita Hills of Santa Barbara County, making wines that are rooted in Southern hospitality.

Inspired by vinyls, set lists, and wine as an art form like music, The Set’s mission is to create wines that feel like an old friend: familiar, comforting, and always welcome.

We began working with Likely Story Strategies on a project of limited scope as we began to conceptualize a hospitality program for our wine program at William Hines and Family Winery. However, quickly after beginning to work with Katy and Tamara, we realized that their professionalism and knowledge in the industry would help us to develop far beyond that initial scope. At The Set Wines, Likely Story Strategies has been instrumental in forming the project both from an operational and marketing perspective. We can easily say that we would not be where we are without their support. Katy, Tamara, and the entire Likely Story Strategies team are knowledgeable, dedicated, proactive, responsive, and an absolute pleasure to work with.

• Christopher Hines, Proprietor & Winemaker, The Set Wines

Alterra

Alterra

Rebrand & Logo Creation • Photoshoot • Creative Direction • Website Launch Project Management

Alterra Solutions brings focus, knowledge, and scientific execution to vineyard management practices known to improve wine scores and increase global benchmarking standards.

Combining science-driven methodology with practical wisdom, Alterra adapts traditional practices with innovative approaches for each vineyard’s longevity in mind.

XOBC CELLARS

XOBC CELLARS

Customer Stabilization & Wine Club Operations • Event Activation • Digital Marketing

XOBC Cellars is a Washington-based wine brand founded by musician and singer Brandi Carlile, blending artistry and advocacy in every bottle.

With proceeds from every purchase donated to The Looking Out Foundation, XOBC proves that raising a glass can make a difference, too. 

Working with Likely Story Strategies has been such a positive experience for XOBC Cellars. The team is incredibly organized, creative, and thoughtful—always following up, following through and offering honest advice that feels rooted in what’s truly best for the business.

You can tell they care deeply about the success of their clients, and their ability to bring both strategy and fresh ideas has been invaluable. If you’re thinking about working with them, expect a team that feels like true partners and goes above and beyond to help your brand thrive.

- Iza Feyeux, Director of Sales

Noshes

Noshes

Scalable Digital Plan

Noshes’ iconic Banana Menorah began over a decade ago when Samantha and her then-boyfriend Zach improvisationally fashioned a menorah from a banana and chopstick during college Hanukkah celebrations. Over the years, this quirky tradition—often enjoyed alongside dry martinis—became a ritual.

In 2022, now married with children, they decided to create a permanent version. The result is a hand-polished, stainless-steel Banana Menorah, designed as both a functional heirloom and playful conversation piece.

We are designers and product people, but were struggling with marketing and content creation for social media. We contacted Likely Story to help us get started with social and create a plan that we could execute -- even with our limited experience. Likely Story created a scalable strategy for us using micro-influencers. They introduced us to several platforms that connect brands with influencers. These platforms handle the sourcing and management of influencers which made it almost no effort for us. Now, we have a regular stream of content from talented social media influencers and the attention of their followers. Likely Story did an amazing job of demystifying the social media space for us and developing a tailor-made plan that we can execute. 

- Zach Lupei, Co-Owner, Noshes

Fates' Lieutenant

Fates' Lieutenant

Brand Messaging & Positioning • Sales Strategy and Roadmapping • Pricing Strategy

Fates’ Lieutenant's goal is to craft organically farmed, small-batch wines that bridge Michigan authenticity with California terroir—honoring the threads that connect home and calling.

Owner Jeff Wooledge splits his time between Michigan, where family and friends keep him grounded, and Santa Barbara County, where he sources exceptional organically and biodynamically farmed grapes from coastal vineyards. It's an unconventional approach that reflects his belief that the best wines come from following your instincts rather than following the crowd—and from respecting the land that provides extraordinary fruit.

When I first approached the Likely Story team, I was navigating the early stages of a sales plan seeking to balance storytelling and engagement without a clear blueprint. They helped distill the brand spirit and philosophy into a focused, actionable strategy. Their communication was sharp, intuitive, and refreshingly human—every exchange felt like a true collaboration, not just a transaction. The roadmap we developed didn’t just save me time—it gave me clarity. I now have a structure that reflects both the soul of the brand and the practical realities of the wine trade. What surprised me most was their ability to translate abstract brand language into tools that actually move the needle.  They listen deeply, ask the right questions, and deliver with precision.

- Jeff Wooledge, Founder