About Us

Our History

We launched the Palaterra Tastings Platform in 2011 to give our First Crush Tastings customers detailed, timely data to maximize their tasting campaign spend. No existing software provided the clarity and insight we knew our customers needed, so we built our own. Our customers loved it, and their feedback helps us keep making Palaterra even better.

Now, we’re pleased to offer what was once an exclusive benefit for First Crush Tastings customers to any supplier who wants to run more strategic tasting campaigns and increase ROI.

Learn more about how the Palaterra platform works.

Our results

Since its launch, the Palaterra Tastings Platform has enabled First Crush Tastings to efficiently and effectively

  • pour 5,287,521 samples (and counting).
  • sell 1,039,341 units (and counting) to consumers who had no intent to purchase when they walked into the store.
  • reach an overall sales conversion rate of 20%.
  • achieve an overall execution rate of 95%.
  • store and provide analytics from data collected at each tasting event.

Our clients

American Vintage Beverage
Banfi Vintners
Bogle Vineyards and Winery
Boisset Family Estates
Boston Beer
Castle Rock Winery
Charles Smith Wines
Chateau St Michelle
CK Mondavi
Constellation Brands
Copper Cane Wines & Provisions
Delicato Family Vineyards
Deutsch Family Wine and Spirits
Duckhorn Vineyards
EJ Gallo
Fetzer Vineyards
Foley Family Wines
Guarachi Wine Partners
Hahn Family Winery
Hope Family Wines
Kobrand Wine & Spirits
Lapham Import Company
Mike’s Hard Lemonade
New Belgium Brewing Company
North American Breweries
Palm Bay
Precept Brands
Quintessential Wines
Rodney Strong
SpiriVin Group
Treasury Wine Estates
Vintage Wine Estates
Wente Vineyards
William K Busch Brewing Company
The Wine Group
WTWM Imports

Our people

The Palaterra Tastings Platform is a product of Texas-based First Crush Tastings. Here are the key people who’ve brought our platform to the national market.

Christine Hernandez

Christine Hernandez


“I love that this is our very own company. We take pride in what we have been able to accomplish and build. We lead with integrity and have high standards for the contractors we hire, which of course positively impacts our customers.”

Daniel Hernandez

Daniel Hernandez


“I get very excited about technology and how when we innovate and incorporate technology into our work, it not only helps us to be more efficient and effective, but it also unlocks so much more value for our customers. I love how it enables us to have such a tremendous impact on our customer’s sales and growth.”

Lana Sears

Lana Sears

Director of Sales

“Palaterra has an extremely positive and fun group of people. This family-owned company is warm and welcoming. They always ensure everyone’s input and ideas are listened to, and they keep the work fun and lighthearted while still being a well-known leader in the industry.”

Our community

We love Texas. It’s where we live, work, and raise our families. As a homegrown Central Texas business, Palaterra “gives forward” by supporting and volunteering with these organizations that prepare future business leaders to do great things in their lives and in our communities.

Want to learn more about what we do? Contact us.

Goodwill Central Texas

Goodwill Central Texas

We sponsor Austin’s Goodwill Excel Center public charter high school, a first-of-its-kind school where students age 17-50 can earn their diploma and train for sustainable, rewarding careers.


LaunchPad the Center for Hope and Empowerment

LaunchPad gives disadvantaged Austin youth and under-served families leadership skills and community-building opportunities through fun special events and educational after-school programs in chess, robotics, art, financial literacy, and more.

CEO for a Day

CEO for a Day connects youth to local business leaders and other community resources so that they see that making positive life choices leads to success in school and achieving their life goals. CEO for a Day gives students a reason to learn, build self-confidence, and inspire achievement.