{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/6a0a3879bae3d7f66f7d79fd?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Implementing a luxury strategy w/ Matt Crafton, Chateau Montelena","description":"<p>As one of the winners of the infamous 1976 Judgement of Paris, Chateau Montelena has a rich history to be proud of.&nbsp; 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.&nbsp; 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.&nbsp;&nbsp;</p><p><br></p><p>Detailed Show Notes:&nbsp;</p><p><br></p><p>Matt’s background: wine production for 23 years, Economics degree, started at Montelena in 2008</p><p>Chateau Montelena overview</p><ul><li>Founded 1882 in Calistoga, Napa</li><li>Shut down during Prohibition, resurrected in 1972 by Barrett family</li><li>Famous for 1973 Chardonnay which won the 1976 Judgement of Paris tasting (50th anniversary in 2026)</li><li>Mostly produces Cabernet Sauvignon and Chardonnay</li><li>Produces ~35k cases/year</li><li>Majority of $ DTC, volume is wholesale</li><li>Export not big, focus of growth last 2-3 years</li></ul><p>A full-time sales team not viable, so moved to partnership with Wilson Daniels as national sales agent beginning Jan 2026</p><ul><li>Has a Director of National Sales</li><li>Distributes to all 50 states</li><li>Traditionally skewed off-premise, moving more to on-premise; old agency went a lot of chain retail</li><li>KPIs from 30-40% on-premise to 60-70% on-premise; get out of grocery and be allocated in chain retail</li><li>Wants to use wholesale to build status, get in the right accounts (not necessarily 3 Michelin star restaurants - they don’t move many bottles)</li></ul><p>Found retail accounts not holding price which would make restaurants and DTC members not buy the wines</p><p>Judgement of Paris story usage</p><ul><li>Use social media to get the story to end consumers</li><li>David over Goliath story resonates with people</li><li>Need to discuss how Montelena still upkeeps the principles and values that led to the win</li><li>Keeping the story fresh requires mapping today’s actions (e.g. - large replant underway) to the original values (e.g. - curiosity, taking risk)</li></ul><p>Wine critic influence has waned over last 15-20 years, but scores still have a big impact to certain types of buyers</p><p>Important to understand the ripple effects of wholesale decisions</p><p>Tools to navigate wholesale - pricing, mapping market allocations to market potential</p><p>Managing distributors - need to build direct relationships, get people out to the winery to see and feel the brand</p><p>Relationships critical to navigating a challenging wine market</p><p>Goal is to grow through price, not volume </p><p><br></p>","author_name":"Robert Vernick, Peter Yeung"}