From Coding to Cabernet: Alumnus’ Journey From Corporate Tech to Startup Life
Aged oak bourbon barrels weren’t something Christian Doetsch imagined he’d work with every day when he graduated from Georgia Tech in 2013 with a bachelor’s degree in computer science (CS).
But after more than a decade in the corporate world, Doetsch’s entrepreneurial spirit led him to VinoBarrel, where he serves as vice president of technology. The startup, launched in 2022, combines software, hardware, and data to help restaurants, bars, hotels, and other venues build customer relationships through wine.
The company builds technology-enabled wine dispensers housed in upcycled bourbon barrels. Customers can use a key fob or an integrated tablet to access their profiles, redeem offers, and pour wine. The system enables operators to track customer activity and manage loyalty programs.
For Doetsch, the unusual blend of tech and wine was part of the appeal when he first learned about VinoBarrel from its founder, fellow GT alumnus Seth Lytle (IE 2003).
“I saw the product at Tech Alpharetta (Tech North Atlanta), and I told Seth, ‘This is awesome. It looks like you’re collecting a lot of valuable data, but you don’t have a platform for people to view it,’” said Doetsch, who grew up in Alpharetta, GA.
He was impressed by Lytle’s vision for the company and decided to invest. In addition to funding, he consulted for the company part-time. Earlier this year, however, Doetsch left Capital One for a full-time role at VinoBarrel.
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“I realized I could just build this myself,” he said. “Corporate life is not for me. I was ready to leave Capital One and move on to a smaller business startup where I could have a bigger impact.”
A Career Built on Curiosity
Doetsch’s path to VinoBarrel began as a Georgia Tech CS major who interned with a software company. The internship led to a job offer after graduation. Doetsch worked for the company for 10 years as a software developer, senior developer, team lead, and ultimately a manager.
The experience gave him more than technical skills. Working closely with the company’s founder exposed Doetsch to the business side of software: how a company is built, how it grows, and what happens when an owner decides to sell.
“That gave me a ton of entrepreneurial insights,” he said.
Doetsch left the company to start his own. He co-founded Lemony Learning, a financial literacy education company, in 2022. The platform provides resources to help K-12 teachers teach students about personal finance.
He sold the company in 2024 but retains an equity stake and serves as an advisor.
Putting Computing to Work in an Unexpected Industry
At VinoBarrel, Doetsch oversees the technology that powers the business. He develops the software platform that customers use to configure barrels, create loyalty clubs and coupons, and analyze sales and customer data. He is also modernizing some of the company’s internal systems.
The barrels are manufactured locally from upcycled bourbon barrels. Inside, they contain refrigeration, kegs, plumbing, electronics, and software.
“There’s so much left to build,” he said.
VinoBarrel is focused on expanding its customer base. In addition to new locations opening soon in Midtown Atlanta near the Georgia Tech campus, the company regularly demos at restaurants and venues across metro Atlanta, including events at Truist Park.
“The company is really taking off,” said Lytle. “We have several early adopters, the Georgia Tech Hotel and Conference Center is evaluating our product, and we have a follow-up meeting with a global airport concessions operator.”
“Our immediate goals are to gain support from high net-worth investors – ideally with restaurant or hospitality experience, continue advancing our technology, and grow our client base.”
Finding Opportunity in Computing
Despite the demands of working at a startup, Doetsch finds time to stay connected to Georgia Tech and the College of Computing.
He recently mentored a student team in an entrepreneurship-focused CS design capstone, during which the team developed a tool to help manage and forecast AWS cloud costs. He says he enjoys working with students because it’s an opportunity to share lessons he’s learned.
“It just feels like the right thing to do. I was given a lot. I was helped by a lot of people. So, it seems like the ethically right thing to do, to come back and give back.
He also sees staying connected with fellow alumni as a practical part of building a career.
“Meeting fellow computer science alumni, you might find a good partner, and you might also find a customer or an investor,” he said.
For students interested in entrepreneurship, Doetsch offers a perspective shaped by his experience with startups and established companies.
“As a Georgia Tech student, you have access to immense resources and support from Tech overall and also specifically from the College of Computing,” he said.
“However, it's up to you to be proactive in using the resources available to you. Be intentional about what you choose to pursue, because you can have anything, but you can't have everything.”
