A podcast delivering wine perspectives ex-chateau. Insights, analysis, and perspectives on news and trends in the wine industry beyond winemaking, such as marketing, finance, and consumer trends. From noted wine blogger Robert Vernick (@wineterroir) and leading wine business consultant and author of Luxury Wine Marketing Peter Yeung (@winebizguy), this podcast navigates the business of wine with unique perspectives and insights.
Living with purpose w/ Hayes & Susana Drumwright, Vida Valiente
Épisode 228
mardi 29 septembre 2026 • Durée 37:54
With the goal of living a purposeful life, Vida Valiente was founded in Napa as a combination luxury winery and charity. The foundation is focused on providing last dollar scholarships and mentorship to 1st generation college students. The winery is establishing a newly planted vineyard as the next “grand cru” site in Napa. Hayes and Susana Drumwright combine these two elements into a pathway to connect people who have succeeded with grit to the next generation through wine and impactful experiences.
Detailed Show Notes:
Susana’s background: career in tech, now full-time with the foundation and winery
Hayes’ background: had cancer early, many early failures, then sold a tech company and founded Memento Mori Winery in 2010, Vida Valiente in 2019, and just bought Edge Hill Winery in 2026; just published The Empty Center
Vida Valiente (“VV”) overview
Planted vines to create a “grand cru” wine vs Memento Mori leveraged existing “grand cru” sites
Has had 5 100 point wines in the last 3 years
Produced ~3,000 cases in 2025, goal is ~4,500 cases
Donates $100/btl of every bottle of “The Movement,” the signature blend sold
Has a guaranteed allocation group “Los Padrinos” (“the godparents”)
Foundation founded to uplift 1st generation college students at Stanford
Board member, Memento Mori founder, and friend Adriel Lares went to Stanford
191 students in the program now, admit 50 students/year of ~100 applicants
Give each student $5k/year for last dollar scholarships, provide mentorship, and leadership offsites
Has raised ~$6.5M to date, ~$500k from “The Movement” (goal is $100k/year); goal is $3-4M/year
Wants to raise ~$2M/year from corporate donors
Costs ~$1.2M/year to run, could be $2.5M if all applicants accepted
Many VV customers have done great things and feel alignment with students
Susana and Hayes are foundation’s only employees
Napa in Cabo charity event, held by Vida Valiente
3 days at the Montage in Los Cabos
Features 10 Napa wineries, e.g. - Scarecrow, Lokoya, Eisele
Raised $6M, $2.3M in 2025
1st night meet & greet, 2nd night charity gala, 3rd night to support other wineries (sold $760k of wine for other wineries)
Exploring a “Napa in Napa” event
VV marketing
Not as much crossover from Memento Mori as originally thought
Napa Valley referrals important
Hospitality a big driver, including client dinners and impactful experiences
Arc of 3 Napa projects
Memento Mori - “remember to live”
Vida Valiente - “live a purposeful life”
Ultra Mortem (at Edge Hill site) - “beyond death, do something worth remembering”
The macroeconomics of shipping and wine w/ Basile Aloy, Avignonesi
Épisode 227
mardi 15 septembre 2026 • Durée 42:49
A 7th generation shipper and 2nd generation winegrower, Basile Aloy of Avignonesi in Tuscany, has a unique perspective on the geopolitical and macroeconomic events happening today and how they impact the cost of wine. Oil prices, war, tariffs, and climate change all come into play in this wide ranging conversation that showcases how much some of these macro events impact the world of wine.
Detailed Show Notes:
Basile’s background: Chairman of Avignonesi, wine distribution in Italy & US, 7th generation shipping family, CEO of shipping businesses EBE & Victrix, studied winemaking in Bordeaux
Runs a fleet of dry bulk carriers in shipping, does not ship wine
Iran war has increased the cost of cargo, a 40 ft container for wine went from $1,600 to $2,700 (~70% increase), however, per bottle (~18k bottles/container) that goes from $0.09 to $0.15/bottle (not a huge impact)
Many ships have been re-routed around South Africa instead of crossing the Suez Canal, they don’t send ships through Hormuz, which has caused congestion for trucking in the Middle East
There has been less fuel on the market, causing some wait times to re-fuel ships
Tariffs have had a bigger impact on wine costs, earlier in 2026, Italy paid 15% tariffs on wine to the US, mid-2026 it is now down to 10%, which has outweighed the freight increase
Food costs are rising, ~30% of global fertilizers come from the Middle East, diesel costs are up; food price increases are coming
Domesticating production can be challenging, but it is happening in some places, both Canada and China are leaning in; Avignonesi saw China as a big growth market, but has fallen dramatically, partially due to high quality wines made in China
Both shipping and wine are very capital intensive, but ships can be purchased on the secondary market, where prices swing dramatically (from $25M to $75M in 5 years); wine cycles are much longer, which can create longer downturns like we’re experiencing today
The Tipping Point for the Wine Industry w/ Andrea Robinson MS, The Swirled Cup
Épisode 226
mardi 1 septembre 2026 • Durée 50:02
Though the seeds were already sown for quality wines in California, the famous Judgement of Paris Tasting in 1976 set the wine world ablaze and created new energy not just in America, but across the world for fine wine production and appreciation. Andrea Robinson MS has developed The Swirled Cup, a TV series that explores how the world changed with the Judgement of Paris as its “tipping point.” She covers areas such as winemaking, hospitality, and wine culture in the evolution of the wine market.
Detailed Show Notes:
Andrea’s background: investment banker turned Master Sommelier, Wine Director at Windows of the World in NYC, writing, TV Shows (Quench - Food Network, Pairings w/ Andrea & Simply Wine - Fine Living Network)
The Swirled Cup, a location based, documentary series
Came out of “Judgement of Napa” tasting that was supposed to happen in 2020 w/ Steven Spurrier
Spurrier believed Judgement of Paris legacy is increased wine quality and collaboration globally, that is levelled the playing field for other wine regions
Show focuses on the evolution of the wine business, catalyzed by the Judgement of Paris
3 episodes on Delta Airlines flights now (through end of Sept 2026)
3 more episodes in production
Will be streaming in 2027 (streamer to be announced)
Short film screening version submitted to film festivals
Major themes coming out of The Swirled Cup include,
Momentum for other wine regions outside of California
Wine country travel and hospitality
Collaboration between wineries
Sustainability
Prohibition kept reputation of CA wine in “suspended animation,” took away the economic incentive to invest in production
Tim Mondavi noted there were ~100 wineries in Napa in the late 1800s
Cresta Blanca Winery (Livermore, California) won the Grand Prize at the 1889 Paris Exhibition
Reconnecting with ancient terroir w/ Irakli Gilauri, Gilauri Wine
Épisode 225
mardi 18 août 2026 • Durée 49:21
As the birthplace of wine and the vinifera grape species, Georgia (the country), has wine deeply embedded in its culture. Yet, having survived conquest by three empires, fine wines are not the current norm in Georgia, where the Russian Communists focused on quantity over quality. Irakli Gilauri is launching Gilauri Wines to change that and to give wine collectors all over the world a chance to taste and connect with the best of the Ancient Terroir that is his home country of Georgia.
Detailed Show Notes:
Irakli’s background: public company CEO (Bank of Georgia, Georgia Capital), wine collector for 20 years, took UC Davis winemaking courses
Mission: to make a fine wine from Georgia that showcases the original terroir of wine
Georgia (the country) wine history
The birthplace of wine, 8,000 years ago
Where vitis vinifera originated (the broader South Caucasus region)
Located between the Caucasus Mountains, Black Sea and Caspian Sea; between Russia, Turkey, and Azerbaijan
One of the only biodiversity hotspots with a mid-temperate climate
Main wine region Kakheti (Eastern Georgia), ~85% of grapes grown there, similar to Napa as it sits between 2 mountain ranges
Main grape is Saperavi, closest to vitis silvestris, one of the original vinifera grape varieties
Wine is embedded deep in Georgian culture, people believe grapes and wine allowed it to survive 3 empires (Persian, Ottoman, and Russian) and keep their language, script, and faith
The “oldest wine cellar in the world”
~40k old bottles, from the early 1840s, including First Growth Bordeauxs
Collection of the Russian Romanovs (originally housed in St Petersburg)
During WWII, Stalin moved the cellar into three places, including one in Tbilisi
Georgian government is authenticating the wines and will auction some off
Gilauri Wines
Making history relevant for the modern consumer w/ Aly Wente, Wente Family Vineyards
Épisode 224
mardi 4 août 2026 • Durée 36:25
With 143 years of history, Wente Family Vineyards is the US’s longest continuously family owned and operated winery, even producing wine through Prohibition. Aly Wente, Chief Revenue Officer, discusses how Wente leverages its rich history to re-launch historic brands, connect with younger consumers, and embed the messaging in social media and hospitality to differentiate itself.
Detailed Show Notes:
Aly’s background covered in prior episodes, but she is now in charge of all revenue vs marketing and hospitality previously
Wente Family Vineyards is the longest continuously family owned and operated winery in the US
Based in Livermore, which competed w/ Napa in the late 1800s for quality wine, but benefited from a railroad that went into San Francisco
Known for Chardonnay, originally planted in 1908, cultivated the “Wente Clone,” which underpins ~75% of California Chardonnay
1st to varietally label wine post Prohibition to use transparency to promote the quality and authenticity of the wine
Sauvignon Blanc Clone 1 is also a “Wente Clone” and is what much of New Zealand SB is based on, originally from Chateau d’Yquem from cuttings brought back by Charles Wetmore, CA’s 1st Agricultural Commissioner
Wente acts as a historian of CA wine, e.g. - its SB is named Louis Mel after one of the original farmers of SB in CA
The re-launched Cresta Blanca brand has deep ties to history
Was Charles Wetmore’s original winery and ties to his vision for quality
1st CA wine to win on the global stage, winning the 1889 Grand Prix in Paris, 87 years before the Judgement of Paris and put CA wine on the map (pre-Prohibition)
The wine label was inspired by an original late 1800s barrel wood carving of a wine goddess
Changed branding from Wente Vineyards to Wente Family Vineyards to highlight the family element, with 5 generations of knowledge passed down from one generation to the next
Creating Information from Data through Enolytics w/ Jesse Lange & Mark Evans
Épisode 223
mardi 21 juillet 2026 • Durée 48:00
Sometimes data can be overwhelming. Being able to transform that data into actionable information can deliver high ROI. Jesse Lange, Managing Director of Lange Estate Winery, and Mark Evans, President of Triumph Advisors, discuss how Enolytics helps them make strategic decisions through actionable information in every part of their businesses, from DTC and wholesale into operational planning. Thanks to Enolytics for sponsoring this episode.
Detailed Show Notes:
Jesse’s background: 2nd generation winegrower in Willamette Valley, focus on winemaking and grape growing
Mark’s background: helped build Jackson Family’s fine wine division, ran wineries for ~20 years, now fractional CEO for 2 wineries (higher end, DTC focus)
Often there’s too much data (facts) and not enough information (which is actionable)
Gut instinct not always the best tool, having data is critical
Enolytics having both DTC and wholesale data can be used for production planning, revenue projections, planning market trips, seeing which varietals/SKUs doing well in each region
The data enables building 10 year revenue projections by channel at the driver level (e-commerce, hospitality, membership, wholesale)
Key metrics to look at: membership retention rate, customer lifetime value by acquisition source, purchase velocity
Drilling down on wholesale data allows targeting the right markets
Mark requires clients to use Enolytics (or another data platform) to partner with them
Enolytics helps move from reactive to proactive, e.g. - Mark often converts tasting room staff from part-time to full-time and has them implement outreach programs to at-risk members determined by Enolytics in their downtime
Can be used like a CRM tool, even where Salesforce was unsuccessful
Can see some impact of critic scores through the data, but influence has been waning since ~2005, younger generations not really looking at scores
One key insight is understanding member referral, correlating customer acquisition data to new club members
Enolytics is high ROI: can often do 2-3 programs that deliver $5-10k/each that micro-targets people and doesn’t overwhelm the customer base
The Economics of Old Vines w/ Andy Robinson, Seghesio
Épisode 222
mardi 7 juillet 2026 • Durée 40:30
It appears on some wine labels, winemakers speak lovingly about them, and there are organizations focused on them. “Old Vines” is a loosely defined term that is often associated with quality in the wine industry. Seghesio, a historic Californian winery, has a strong focus on old vines with its focus on Zinfandel and Italian varietals. Andy Robinson, Seghesio’s winemaker, lays out the economics of growing and selling old vine wines.
Detailed Show Notes:
Andy’s background: grew up in the Finger Lakes (NY), studied Chemistry, worked at Charles Krug
Seghesio overview
Founded 1895 by Piedmont immigrant Eduardo Seghesio
Alexander Valley & Russian River (Sonoma)
~120k cases / year; 160 acres planted
Mostly Zinfandel (oldest 1895 at Home Ranch) and Italian varieties (Sangiovese, oldest from 1910)
Defines old vines as 50+ years vs Old Vine Conference defines as 35+ years, conventional vineyards normally have 20-25 year lifespan
Must be an excellent vine (both in yield and quality) to become an old vine
Benefits of old vines
Often head trained, umbrella shape gives natural shading, don’t need trellis supports, requires less maintenance late in the season; overall about the same cost as trellised (head trained harder to mechanize)
More flavor compounds (a Spanish company researched this)
More textural and complex flavors
Costs of old vines
Expect lower yields (sets less fruit)
Big cuts from pruning can have bigger impact on vines
Need to have a focus for old vines to be successful, which is why there are many single vineyard old vines; consistent ownership important for this
People are often willing to pay more for old vine wines, wine needs to be good
Bringing Indian food to wine w/ Shekar Sathyanarayana, Nalla
Épisode 221
mardi 23 juin 2026 • Durée 46:14
When Shekar Sathyanarayana, founder of Nalla, began visiting wineries in Santa Barbara and talked about Indian food, winemakers loved the food, but had never paired it with wine. Now, Nalla has brought Indian food and wine pairing to over 100 events hosted at wineries and other venues and Shekar shares what he has learned about match Indian food and wine.
Detailed Show Notes:
Shekar’s background: 1st generation South Indian, grew up in Kansas, was a talent agent and lawyer
Nalla founding
Started as Indian food gatherings (2016) to explore different Indian cuisines
Shekar knew nothing about wine, started driving to Santa Barbara wine country and learning
Wineries said they’d never paired wine and Indian cuisine before
Nalla experiences, officially launched 2023
Where South Asian cuisines and wine industry meet, includes culture (live music, dance, decor - e.g. - Thali plates, plates with small bowls in them)
Done 100+ events at wineries and 3rd party venues
1st winery partner was Brecon Estate in Paso Robles, learned Albarino and samosas work well together
Does 4 entrees, each from a different region, coursed w/ 2 wine glasses side by side, and data captured on preferences
~25-50 guests at each event
Large market opportunity: 2.1B South Asians globally, ~6M in the US; highest household disposable income (~$100k for South Asian, ~$150k for Indians); very food forward and know little about wine
Indian wine
~200 wineries in India
Grow varieties to sell (e.g. - rose), haven’t figured out what grows best yet
2 harvests / year
Focus is educating people about wine, not yet integrated w/ food
4 components to “spicy” food
Capsaicin - the heat in chilis, gives a burning sensation; can be offset by milk/dairy which has casein, a protein that binds to capsaicin
The relationship business w/ Chris Baker, Brassfield Estate
Épisode 220
mardi 9 juin 2026 • Durée 44:38
After retiring twice, Chris Baker, President of Brassfield Estate, was lured back in by a unique opportunity to build one of the world’s largest monopoles in the High Valley AVA of Lake County, California. Its unique volcanic terroir is now being scaled nationally with a 10 year contract and national alignment with Southern Glazers. Chris describes the best practices in working with distributors and partnering together to create a successful brand, built on trusted relationships.
Detailed Show Notes:
Chris’ background: hospitality, distribution, ran wineries, has tried to retire twice and come back due to his love of wine
Brassfield overview
High Valley AVA, in Lake County CA
100% estate grown and produced
5,000 acre property, 500 acres planted, up to 2,000 plantable
65k sf cave, only 15% utilized
Grows 17 varietals (10 in distribution), best known from Sauvignon Blanc, Cabernet Sauvignon, and Pinot Noir
Retail price points - $16-17 whites, $25-30 reds
National partnership with Southern Glazers
Was in 14 states, now in 45
Perks to being nationally aligned - a little more attention, assigned trade development manager
Have a 10 year contract (normal is 2-3 years) w/ automatic renewal
Southern chose Brassfield because of its scalability (potential to be biggest monopole in the world) and they didn’t have a national product for Lake County
Sales team being built out
9 division managers, 1 national accounts on-premise
Picked up experienced people (e.g. - from Vintage, others) who know a lot of accounts and not afraid to put a bag on their shoulders
Team needs to know distributors feet on the street all the way to state leaders
KPIs to drive velocity (getting several products in the right accounts, volume goal, rate of sales, accounts sold goal, 50/50 on- and off-premise split)
Implementing a luxury strategy w/ Matt Crafton, Chateau Montelena
Épisode 219
mardi 26 mai 2026 • Durée 34:40
As one of the winners of the infamous 1976 Judgement of Paris, Chateau Montelena has a rich history to be proud of. To optimize that legacy, Montelena’s President and Winemaker Matt Crafton has been embarking on more of a luxury strategy for the brand, reducing grocery and chain presence and working towards pricing growth over volume. With the 50th anniversary of the Judgement in Paris and the wine market in extreme flux, Montelena is doubling down on the values that made it victorious.
Detailed Show Notes:
Matt’s background: wine production for 23 years, Economics degree, started at Montelena in 2008
Chateau Montelena overview
Founded 1882 in Calistoga, Napa
Shut down during Prohibition, resurrected in 1972 by Barrett family
Famous for 1973 Chardonnay which won the 1976 Judgement of Paris tasting (50th anniversary in 2026)
Mostly produces Cabernet Sauvignon and Chardonnay
Produces ~35k cases/year
Majority of $ DTC, volume is wholesale
Export not big, focus of growth last 2-3 years
A full-time sales team not viable, so moved to partnership with Wilson Daniels as national sales agent beginning Jan 2026
Has a Director of National Sales
Distributes to all 50 states
Traditionally skewed off-premise, moving more to on-premise; old agency went a lot of chain retail
KPIs from 30-40% on-premise to 60-70% on-premise; get out of grocery and be allocated in chain retail
Wants to use wholesale to build status, get in the right accounts (not necessarily 3 Michelin star restaurants - they don’t move many bottles)
Found retail accounts not holding price which would make restaurants and DTC members not buy the wines
Judgement of Paris story usage
Use social media to get the story to end consumers
David over Goliath story resonates with people
Need to discuss how Montelena still upkeeps the principles and values that led to the win
Avignonesi overview
170 ha vineyards
Focused on Sangiovese and some international varieties, as well as Vin Santo
~50-60% exported
Italian market is semi-export, as tourists drive a decent amount of consumption (e.g. - during Covid, Italian sales were down ~20-30%)
Basile’s family took over Avignonesi in 2009, have a vision to be more transparent with customers, healthy (move towards organic and biodynamic viticulture), and a desire to take care of the environment, broadly speaking (become a B Corp, provide English classes to the community)
Avignonesi requested permission from regulators to put “Nobile” bigger than “Montepulciano” for their Vino Nobile di Montepulciano
Wine is more brand driven vs shipping, need to be careful about discounting and its impact on the brand
Shipping can be more sustainable than trucking wine; glass weight of wine has a huge impact on sustainability (~750g of wine in a bottle vs ~400-800g of glass; Avignonesi chose light weight bottles)
Europe is like Disneyland, “growers of memories,” which builds a connection to their wines, particularly the premium wines
The future of Avignonesi: starting a re-branding exercise, planted a “3rd millennium” vineyard to address viticulture issues with climate change (1st harvest 2027)
Georges de Latour brought in André Tchelistcheff post-prohibition to bring back winemaking expertise
“Mount Crushmore” of American Wine: André Tchelistcheff, Robert Mondavi, Steven Spurrier, Patricia Gallagher
Built a culture of quality for American wine
“We’re only as good as our weakest link,” collaboration was key; Tchelistcheff had monthly technical lunches, Mondavi mentored a generation of vintners
Patricia Gallagher was the major force behind the Judgement of Paris, was really excited about post-Prohibition quality of CA wines, wanted to do a July 4th tasting
Spurrier had the guts to do the tasting, do it blind, and threw in French wines to ensure a fair comparison
Mondavi accelerated wine tourism (used to be for trade only), showcased the wine lifestyle with food w/ his wife Margrit; would travel and order his wines and other benchmarks at restaurants to compare → good strategy still today for secondary markets; did partnerships globally (France, Italy, Chile) which opened the world’s eyes to America as a great wine market
Wine culture has evolved with more competition (e.g. - cannabis, alternatives)
Entry points for learning high as on-premise very expensive as costs to run restaurants high
Covid upended social experiences, but provides a potential to overlay wine on top of new experiences (e.g. - book clubs, crochet get togethers)
Hospitality has become very luxury and bespoke experience driven, need more accessible options as entry points for wine drinkers
Replicating Judgement of Paris today still viable as comparing wines to benchmarks has value, with democratized media, expanding to collectors are well as trade could be useful; trade and media tend to like more restrained styles vs collectors
Started w/ 10 grape varieties (incl Saperavi, Chardonnay, Cabernet Sauvignon, Merlot) in 5 locations, needed to conduct research on mapping terroir to deliver top quality because the Communists only cared about quantity
Started in 2022, but first vintage will be 2024, 2022 and 2023 wines will not be released as the quality was not high enough
Has the potential to produce 75k bottles, but 1st vintage will only be 1,800 bottles (1,200 Saperavi, 600 Chardonnay), with the rest bulked out
Winegrowing is very different from the Georgian norm; focused on quality (e.g. - mixed Guyot pruning with only 1 cane, cover crops, green harvesting, 500L barrel fermentation, cold maceration for aromas (which cannot be done in traditional qvevri)
Saperavi clonal material from Italy, Georgian nurseries have too much virus
DTC focused brand; in order to share with fellow wine lovers, not enough for retail
US, UK, EU, Switzerland available
In US, also producing a Vine Hill Ranch Napa Cabernet with Nigel Kinsman at Wheeler Farms, and can use that license to import and sell Georgian wines DTC; Napa Cab as the sister wine to Georgian Saperavi
Has conducted blind tastings of top New World and Old World wines to compare with Gilauri’s “Ancient World” wine
Allocations of 1st Georgian wines Dec 2026, 1st Napa wines Spring 2027
Vanessa Conlin MW coming on to help promote the wines in the US
Join the allocation list at Gilauri.com
Wine, food, & travel go together
SommTV producing a cooking show for Georgian cuisine, which is a mix of Asian, European, and Middle Eastern influences
Will have a free private concierge to organize wine trips to Georgia
Trying to get access to “Stalin Cellar” for list members
Loyal clients will also have access to 4 bedroom house in Georgia
Expected pricing: <$200 for the Saperavi, <$100 for the Chardonnay; want more people to taste the wines over time
Wine and public companies have similar business models, both require roadshows to sell wine or the stock; have brokers or distributors to market to investors or accounts; and you have analysts or critics who rate the company/product
Younger consumers don’t always start with history, but they are eager to learn
They look for value, authenticity (Wente uses the family to do that), transparency (Wente is working on a new project to highlight this more), and sustainability (may be table stakes vs a purchase driver)
Anything but Chardonnay (“ABC”) movement has been picking up steam, especially with younger consumers. Wente working on counter positioning to make it cool again, led by Aly and her sister Niki including a social video spoofing a Hilary Duff quote that “only old men drink Chardonnay”
Organic social media is the #1 priority, Wente has undergone a big evolution with social
Aly and Niki use @wine_sisterss to test social content and themes outside of the core @wente account
Hired 2 social media interns - did a contest for the internship, social growing significantly
Using history in hospitality - always testing and learning
Launched “5 Generations of Wente” tasting to tell the story with each glass
Redid wines in the tasting room to tie back to history of Wente and Livermore
Cresta Blanca cave tours start with a museum of old winery items through historic caves
Advice for other wineries: looking at peer wineries is critical, need to train people on the data tools, and ensuring the data mapping from e-commerce to Enolytics is accurate is essential
Small, medium wineries need to do more DTC, social media in new distribution environment
Need to identify brand’s uniqueness
Distributors and accounts want to know what brand will do to create pull
Focus on top moving accounts: top 250 restaurants, top retailers, share accounts b/w distributor and winery, need to understand what brands are important for the distributors (to not cannibalize sales)
“We’re in the relationship business”
National account restaurants - often have 3rd party agencies (e.g. - Patrick Henry, IMI) to work through, hard to get direct contact, can meet some people at Vibe conference, trade conferences, Aspen Food & Wine
Need to learn about customers and get to know each other
Best practice: being present, everyone is trying to get mindshare of distributors, can’t only go once every 6 months, need frequent communications, involvement, and call on accounts direct w/ or w/o distributor
Distributors have big notebooks of incentives (some suppliers have big ones), they cherry pick what they think will be easiest to accomplish
The top down approach can work, if distributor leads push down priorities to team
Creating consumer awareness (marketing, social, PR) can get attention w/o incentive programs, Brassfield hired a PR agency in NY and a marketing company in Napa
Biggest success stories:
Lazy Dog - national account w/ Eruption Red Blend, participates in their annual summit
Sugarfish Sushi - Sauvignon Blanc is in all 17-18 locations
Annual Volcano Camp (started 2025)
Brassfield responsible for High Valley AVA
Partnered w/ SommJournal to bring somms from around the country
Dug soil pits
Investment in education builds brand ambassadors, believes it is high ROI
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