Nebojsa “Neb” Lukic is the President of Luxury Sales and Marketing at Treasury Americas, where he oversees an esteemed portfolio of wineries, including Beaulieu Vineyard (BV), Beringer, DAOU Vineyards, Etude, Frank Family Vineyards, PATRIMONY, Penfolds, and Stags’ Leap Winery. In this role, Neb drives strategy and innovation across the luxury division, focusing on elevating brand prestige, enhancing consumer engagement, and positioning Treasury as a global luxury wine market leader.

Previously, Neb served as President of DAOU Vineyards from 2019 to 2024, where he played a pivotal role in transforming DAOU into one of the fastest-growing luxury wineries in the U.S. Under his leadership, DAOU’s flagship Cabernet became the #1 luxury Cabernet Sauvignon in the country, leading to its high-profile acquisition by Treasury Wine Estates.

Before joining DAOU, Neb spent 17.5 years at Southern Glazer’s Wine & Spirits (SGWS) as Vice President of On-Premise Sales, leading the country’s largest on-premise market network and driving consistent year-over-year growth. During this time, he engaged with the world’s top luxury wine brands, which ultimately lead him to DAOU, particularly because of Soul of a Lion, a wine he recognized as California’s next benchmark Cabernet Sauvignon.

Neb also serves on the board of the Paso Robles CAB Collective, a nonprofit organization committed to showcasing the Paso Robles AVA as a world-class destination for exceptional Cabernet Sauvignon and Bordeaux varieties. Founded in 2012 with the support of DAOU, the PRCC continues to elevate the region’s reputation on the global stage.

A dynamic leader with a wealth of expertise, Neb’s passion for wine and dedication to excellence and details have defined his career, driving growth and innovation in the luxury wine sector. Neb lives in Redondo Beach, California, with his wife, Jennifer, and their three children.