Leaving Serbia behind in 1997, Neb Lukic took the brave step to come to the United States on his own, with only one acquaintance in Los Angeles. The then-27-year-old had to press the restart button on his life while adapting to American culture, and though his English was good, most slang phrases were unfamiliar.
“Back home, I held jobs at 15 to provide for myself and help my family, from working and owning a nightclub and coffee shop to the pursuit of becoming a semi-pro cyclist,” Lukic tells The Tasting Panel. “But I knew I had to leave the war-torn, political problems that Serbia faced and believed that America held the key to my future. There’s no other country associated with the word ‘dream,’ and I can tell you now, at age 54, I have absolutely experienced the American dream. My career is a major part of that fulfillment and drive for a better life.”
The American Dream Commences
The road to his January hiring as president of luxury sales and marketing for Treasury Americas, a division of successful international company Treasury Wine Estates (TWE), was a step-by-step process for Lukic, who originally had no intention of working in the wine business. Lukic began his American journey as a barista, but a serendipitous phone call with Andrea Bullo—who would become both mentor and friend—led him to manage Prego, a renowned Beverly Hills restaurant, marking a pivotal moment in his career.
The “Whole Sale”: Entering
the Distribution Side
Lukic once again found himself in the right place at the right time when he overheard a departing sales rep from Southern Wine & Spirits (now Southern Glazer’s Wine & Spirits, or SGWS) while descending from his office at Prego. Sensing an opportunity, he immediately contacted his sales connection, Tom Steo, and landed a lunch interview at Mr. Chow, where his bold pitch—“I’ll be the best person you’ll ever have”—won him the job on the spot. Though he lacked experience in wine sales, Lukic learned quickly by accompanying his trainer door-to-door through Beverly Hills. His first major sale came full circle at Mr. Chow, where he noticed a gap in their water offerings and leveraged his relationship with the manager to introduce San Pellegrino. It was then that he realized the immense value of relationships in the industry.
Lukic’s natural talent for selling, combined with relentless persistence, helped him build an exceptional track record. He prioritized customer understanding and relationships over portfolio size and became a familiar face to many, which fueled his steady rise at SGWS. Earning accolades such as Salesperson of the Year and multiple team awards, he was ultimately promoted to regional VP, leading five teams to continued success. When tasked with overseeing the entire Southern California on-premise division—involving 10,000 customers, 300 suppliers, and an immense sales team of his own—he initially feared the scale. But his determination, grit, and desire to win and lead by example ushered in nine consecutive years of record-breaking growth, driven by a philosophy of hunger, resilience, and unwavering belief in himself and his colleagues.
Brand in Hand:
The DAOU Factor
Lukic and a friend were playing golf in 2016 when they were fortuitously paired with Jack Brennan, who was SGWS’ executive VP/GM in California, and Georges Daou, co-founder of DAOU Vineyards. Brennan relayed Lukic’s success to Daou, who, at the end of the day, hugged him and stated, “We’ll be working together one day.”
At the time, the Paso Robles winery was still flying under the radar—and Paso Robles Cabernet in particular was a tough sell. Even so, Lukic and Daou became friends, often exchanging ideas on how to grow the business; eventually, Lukic offered to visit the winery and sit in on a sales meeting. They continued to collaborate on subsequent occasions, culminating in strategic advice on how to grow DAOU’s flagship Cabernet Sauvignon, Soul of a Lion. Daou encouraged his team to “do exactly what Neb said,” and from that moment on, Lukic notes, Daou never dismissed a single one of his ideas.
Lukic’s appointment as president of DAOU marked a pivotal shift in his career—his first foray into brand marketing. One of his first acts in the role was to craft a heartfelt letter to the loyal customers who had purchased the inaugural vintage of Soul of a Lion. “We made a promise never to compromise on quality or brand integrity,” he reflects. That commitment remains steadfast, as demonstrated by the 2022 release of the wine, which was offered exclusively direct-to-consumer due to limited yields—a testament to the winery’s uncompromising standards. From an initial 200-case release, Soul of a Lion, named as a personal tribute to Georges and his brother Daniel’s father, has grown into one of the most iconic Cabernet Sauvignons in the United States, certainly in Paso Robles.
During his tenure at DAOU, Lukic earned a reputation for challenging conventions and driving bold growth, expanding the sales team from just four individuals to an impressive 58. This foundation remains a vital strength following DAOU’s 2024 acquisition by TWE. “Our distributor-partners have been instrumental to our success,” Lukic notes. “Together with the DAOU team, we’ve created extraordinary experiences and fostered meaningful connections with our customers. We are deeply passionate about our story—our roots, our commitment to quality, and our pride in the Adelaida District on the west side of Paso Robles, where DAOU Mountain stands as a symbol of excellence.”
He highlights the importance of DAOU’s national partnership with Republic National Distributing Company (RNDC) while honoring the early contributions of SGWS, which helped establish DAOU Vineyards as a formidable name in the industry. “We will never forget where we came from,” he adds. “And of course, we owe much to many others—from [Breakthru Beverage Group] to a broader network of supporters—who played a vital role in accelerating our growth to cult status and helped propel DAOU to become the number-one Cabernet in the U.S. priced above $20.”
A Treasury of Luxury
As with DAOU’s sales team, Lukic notes that people are the driving force behind the quality of TWE’s brands. “The philosophy of how we run our business here is similar to the microcosm at DAOU. It’s about quality, history, and reputation. We have a tremendous amount of work ahead of us to polish these stones and speak to the trade—who in turn speak to their consumers—about our stories,” says Lukic.
“I have been fortunate in many ways,” he adds. “I’ve met some amazing people since immigrating to the United States. From the day I was granted a visa to my late friend Andrea Bullo to Tom Steo and my SGWS career, my DAOU career, founders Georges and Daniel, my amazing DAOU team, and ultimately my new chapter at TWE—I’m filled with gratitude. I still carry a deep hunger to succeed and help TWE achieve its goals. Success here would be the ultimate bow on my career. I try to be a better person with each passing day, and I hope that’s how I can repay the incredible people who’ve helped me along the way.”
Looking Ahead
Treasury Americas boasts an impressive portfolio that speaks to its dominance in the luxury wine market. Leading the charge is DAOU Vineyards, home to the number-one luxury Cabernet Sauvignon in the $20-plus category. The portfolio also includes Frank Family Chardonnay, now ranked as the number-two super-luxury Chardonnay above $25 in the nation. They join such globally revered names as Australia’s legendary Penfolds and iconic Napa Valley estates like Beaulieu Vineyard, Stag’s Leap Winery, Beringer Vineyards, and Etude—each a benchmark of heritage, craftsmanship, and excellence in winemaking.
“At TWE, we are fueled by the same original passion that drove the founders of our iconic brands. I feel a deep responsibility to honor their legacy—not just by preserving what they built but by boldly carrying it forward,” Lukic muses. “Surrounded by a team of incredibly passionate individuals, I’m confident we will continue to elevate and evolve these brands with the same belief, conviction, and courage that built them in the first place.”
