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